Direct Marketing
Large numbers of consumers visited Seppelt Cellar Doors each year and were impressed (and often overwhelmed) with the quality of wines and depth of products. However, the general public still perceived the brand as boring and old fashioned. Relevant brand news was not being articulated to those who were loyal supporters and the brand had a limited marketing budget.
Leveraging outstanding wine show success and media reports, Trish developed an integrated direct marketing strategy that helped create advocates of the brand and changed consumer perceptions. She developed a range of collateral including wine pamphlets, newsletter registration forms, direct order forms, fact sheets and consumer promotion pieces that meant the cellar door could create a brand experience that did not end once customers left the premise. The direct marketing activities coupled with a new website and e-Newsletters saw a 400% increase in traffic to the Seppelt website with over 4,000 registrations for Seppelt’s monthly e-Newsletter. Cellar door visitor numbers were up and sales increased significantly.
Marketing with Impact.