Croatian Wines in U.S. Expanding Brand Recognition Through Social
Croatia is a beautiful country steeped in historic wine making greatness with fabulous wines and delicious food. Did you know that? You wouldn't unless you were Croatian or had Croatian friends who invited you to stay there for a summer or unless you knew that Lidia Bastianich was from Istria, the northwest section of Croatia. Even if you had seen Anthony Bourdain's No Reservations Croatian Journal episode,"Holy S*** That's Good," you wouldn't have remembered any names of the delicious foods or wines which were briefly referred to on the show, if at all.
So if you're a boutique Croatian wine producer with fabulous wines, how do you gain global brand recognition and increase your product marketability without engendering tremendous expense? How do you introduce your product during a few targeted wine expos on the most avid wine drinking continents and spread recognition and knowledge of your brand like fire?
Social media! Platforms like Facebook, Twitter, Instagram, Pinterest and Tumblr, with the help of wine fans, wine bloggers, connected producers and retailers can organically create an appropriately integrated PR campaign supported by a savvy PR company who is edgy and trending. The difficulty of marketability is made seamless and easy. Products are promoted with much less effort, and advertising dollars are saved and used with great cost effectiveness. Of course a live tasting of various wines and a few educational wine tasting classes are necessary. However social media can decrease the need for event frequency, thereby lowering costs, while promoting product with greater efficiency and effectiveness.
For example, during the Vina Croatia wine tasting in NYC at the Astor Center, I attended two informative classes, learning about the indigenous grape varietals from the different regions of Croatia, their wine types and producing wineries in each region. This was the perfect time for hashtags, instagrams, tweets, and Facebook and Pinterest picture uploads. When I looked around the room most 30-40 somethings had their Smart Phones out and were busy. I used the appropriate hashtags, added them to my tweets and joined the conversation. I received responses from wine fans around the nation, picked up new followers, as well as connected with friends who were coming to the event later on.Continued on the next page