I think it shows how innovative we can be in identifying and promoting the unique qualities of what we do and who our market is. It’s not often you see high value competitors, linking arms and promoting the very thing that is critical and also of the highest value.
Families and Tradition
Yes, look at the list of Wineries and they are all still family controlled and owned. Family still heavily involved in all aspects of their business. Twelve families, who are multigenerational wine makers.
We know the families and we know the contribution that they make to our communities, not only developing great product, but through employment, expansion, and increasing the potential of our community to grow and prosper through Agri Tourism.
To play on a world market, where multi-national corporations are operated primarily to maximise the investment of the PRIMARY shareholder, and decisions about people, the environment and benefit to society are only considered if there is value to the product (not consumer!), then you have to find a way to counter them, in way that evokes connection and value to you. This marketing strategy by these 12 families, obviously doesn’t have the budget capital a multinational conglomerate to throw at their products, but it does have the very thing we all place high value in – people, community, connections and tradition. A decision by one of these Wine Maker families that will bring back into our community an aspect of their business that had been removed when the “big city ideas people” took them away – McWilliams decision to return and reinvest in their bottling plant is significant, and tells us that this family is committed to community and how they see the company and ist responsibility to community.
(photo :mcwilliams.com.au)
This is “Think Big,even when small” marketing. Clearly identifying that though “we” are just family run companies, we happen to have a couple of things the big guys don’t have. Family, location and community connection, tradition (these wineries represent the first families who started to make wine here) and quality product. You can’t be in the wine business for this long if your product is no good.
I’m not sure who sparked the conversation that lead to this “bringing together“, but I think it’s an outstanding example of brilliant marketing . Identifying the ideas and things we value most, and in this environment where we are seeing less identifiable brands on our shelves, as the big companies keep swallowing and removing the “label and brands” in our life; we hunger for familiar, we hunger for local and we hunger for quality. It’s all about the emotional pull, but done (I hope) with the very best of intentions.
By the way, even though I may have sampled product from many of these companies, they have in no way influenced this writing (apart from spelling grammatical errors). I just happened have caught a link my cousin Liz shared and I was captivated and intrigued. good marketing for a start, and I followed.
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