how can the Winehound help me?
"The nice thing about not planning is the failure comes as a complete surprise"
John Preston Boston University
"Fail to Plan plan to fail"
The mission of Winehound Marketing & Management is to provide an “outsourced” marketing department to handle the needs of small business on a project by project basis.
This provides these businesses with access to the skills previously only available to larger businesses, with the capacity to employ someone full-time, to assist them to maximise their marketing effectiveness.
Profitability in the wine industry has declined steadily since 1998, and the decline has been most acute for small wineries below $5 million annual turnover (figures from the Winemakers Federation of Australia)
Current industry conditions (for further information visit our news page) are further constraining these businesses and Winehound CEO, Karen Goldspink, is passionate about supporting them to survive, grow and prosper thus ensuring all Australian’s, and our export markets, can continue to enjoy the fruits of their labour. Supporting small wineries also enhances the sustainability of our tourism economy, which is so important to the general well being of our rural communities.
Against this background the vital importance of focussing on Unique Selling Points, finding a differentiated ways of marketing a product, developing appropriate images, promotional strategies and distribution channels, for the all important “BRAND”, becomes very clear.
Even large companies are becoming aware of this with sponsors of large events, such as the Melbourne Cup, moving away from investing large funds for massive “logo media exposure” to enhancing the quality of the “brand experience” for the guests* – for example associating it with a certain “lifestyle” in other words appealing to the psychological needs of its target market rather than simply creating awareness.
Now with the assistance of Winehound Marketing and Management small outlets and producers can access this marketing knowledge to enhance their position in a market increasingly dominated by a liquor retailing duopoly and large wine companies with vast marketing resources.
Small businesses and regional, member funded, organisations often avoid seeking help with marketing as they perceive that they do not have the financial resources to do so. Whilst small producers may engage a viticultural or winemaking consultant they overlook the importance of getting their product to the right target market at the right time from the right place.
However some good marketing advice, from an experienced and astute observer, can often reveal opportunities or help you to use your limited resources more efficiently and need not be a huge financial drain.
Solid marketing plans can help businesses overcome difficult market conditions and to look forward to a positive future.
get the winehound know-how today!
* The Age Tuesday Nov 2 2004
