Whitehall Lane Gets into the Social Media Ring
Vasiliki Marapas — May 14, 2014 — Marketing
References: pinterest & socialmediaexaminer
Family-run Napa Valley winery Whitehall Lane has developed a foolproof social media campaign to increase its sales and brand loyalty. Its winning formula uses social media platforms (Facebook, Twitter, Instagram and Pinterest) to partner with complementary brands, reward loyal customers and educate fans.
Thanks to regulations placed by the federal Alcohol and Tobacco Tax and Trade Bureau (TTB), wineries face particular challenges when it comes to social media advertising. Namely, they are unable to give out wine samples and must also supervise user content that promotes irresponsible drinking.
Whitehall has found an effective way around these regulations. For example, the brand has teamed up with corresponding brands for give-ways, sending customers wine glasses and cookbooks instead of alcohol. Moreover, Whitehall uses contests to reward its existing fan base, rather than accrue new followers. Whitehall’s direct sales manager Kate Leonardi, explains, “Whitehall Lane isn’t about hundreds of thousands of fans, it’s more about the quality and the conversation.” The conversation takes place on the brand’s Twitter account, which it uses to educate its followers about wine and food pairings, instead of broadcasting pushy sales tactics.
Thanks to regulations placed by the federal Alcohol and Tobacco Tax and Trade Bureau (TTB), wineries face particular challenges when it comes to social media advertising. Namely, they are unable to give out wine samples and must also supervise user content that promotes irresponsible drinking.
Whitehall has found an effective way around these regulations. For example, the brand has teamed up with corresponding brands for give-ways, sending customers wine glasses and cookbooks instead of alcohol. Moreover, Whitehall uses contests to reward its existing fan base, rather than accrue new followers. Whitehall’s direct sales manager Kate Leonardi, explains, “Whitehall Lane isn’t about hundreds of thousands of fans, it’s more about the quality and the conversation.” The conversation takes place on the brand’s Twitter account, which it uses to educate its followers about wine and food pairings, instead of broadcasting pushy sales tactics.
Trend Themes
1. Alternative Social Media Advertising for Alcohol Brands - Innovative campaigns and partnerships with complementary brands can help circumvent TTB regulations on social media.
2. Quality Over Quantity Fan Engagement Strategies - Rewarding loyal customers through contests and educational content can build brand loyalty and positive conversation.
3. Educational Social Media Content - Using social media to educate followers about wine and food pairings can provide added value to customers beyond the product itself.
Industry Implications
1. Wine and Wineries - Innovative social media campaigns can help wineries navigate TTB regulations on advertising and drive sales.
2. Social Media Marketing - Brands can utilize social media partnerships and educational content to engage customers in a meaningful way.
3. Food and Beverage - Food and beverage brands can collaborate with wineries on social media campaigns and learn from Whitehall Lane's educational content approach.
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