This is a typical post you will find on the Fratelli Wines Facebook fan page – ‘Fratelli Vineyards’. Interesting, informative, fun and most importantly educating & engaging the users on wine. It is due to content like this that Fratelli Wines has over 7500 fans - the maximum number of fans on Facebook amonsgt any other wine brand or winery in India. The strategy used by their digital media marketing agency – Buzzinga is to educate & engage wine enthusiats on all aspects of the drink along with promoting Fratelli Wines.
They put out regular posts and tweets such as Vinectionary – where a different word associated with wine is demistified everyday, wine quotes, interesting articles etc. They also run contests like ‘The Grape Escape’ where winners are presented free trips to their vineyard in Akluj.
Fratelli Wines has successfully identified and used the power of social media to entrench their brand amongst members of their target markets. In doing so, they have managed to create a connect with an audience far greater than the traditional sales methods are able to access. Real-time, personal interaction with existing and potential consumers has helped build awareness, relationships and recall.
Tarun Sibal, Head of Marketing, Fratelli Wines Pvt. Ltd. explains this successful strategy further “Platforms such as Twitter and Facebook offer the easiest and most efficient way of accessing and staying in touch with thousands of potential consumers. Since these interactions take place in real-time, they facilitate the development of a meaningful relationship between our brand and consumers.
Providing an instant line of two-way communication, social media platforms do away with the one-way channel of traditional marketing creating brand awareness, fostering loyalty and drawing traffic directly to the website. We have learned that a happy social media user accesses these very same platforms to spread a word about their personal experience with a certain brand, reaching even more people in a matter of second.”
“It’s good to see a winery talking about wine in general, focusing on making consumers know more about wine, and not just their brand. In fact one of the posts about letting wine breathe was quite humorous as well!” commented Aneesh Bhasin - Professional Photographer, Wine Connoisseur, Blogger for GQ & CN Traveler, Co Founder of Indian Wine List.