May 21 2014
New York City has the highest concentration of alcohol-related events in the U.S. A local listing can show three to four liquor-related events happening in just one afternoon, not to mention the plethora of industry-only events. Add to that the countless PR agencies, beverage brands and importers housed in New York and you have an enormous mishmash of factors to contend with. It’s your job to make sure your client is innovative, fun and on top of what’s next – not what’s already trending. So keep these hints in mind:
New York is big city, this means tastings don’t have to take place at the same, tired locales. Think untraditional: forget restaurants and hotels (unless they have a unique space no one knew was there). Ask photographers for ideas, they are out there shooting and see it all. Caterers are great resources too. Don’t be afraid to venture out of the typical comfort zone, if Dior can do it, so can you! Your chosen venue should always make a point and if your guests can say it was their first visit there, even better. Even if you’ve never seen an event taking place at a given…
May 6 2014
Combine alcohol, nice weather and a festival atmosphere, and voila – nine times out of ten, you’re attending a drunk fest. The kind of event you want to un-tag yourself from on Facebook the morning after. Need I say more? As the interest in craft beer grows, so does the number of events promoting the beverage. Exhibit A: The Great American Beer Festival, a legendary annual beer celebration in Denver, Colorado, sold 60,000 tickets in 20 minutes last year. That’s 3,000 (!) tickets a minute.
Unfortunately for the industry, most craft beer events don’t know how to nurture America’s interest in craft beer. An opportunity that Alex Papajohn, founder of the first Capital Ale House National Beer Expo, is hoping to seize: “The average craft beer fest provides little more than a walk-around tasting. We’ve reached a turning point in the industry that calls for more premium festivals. I want to elevate craft beer to the point where you choose to bring a great bottle of craft beer, instead of wine, to a party.” Taking cues from the wine industry, Papajohn is enriching his festival experience with satellite events, educational…
Apr 11 2014
Over the past ten years, the number of dietitians employed by supermarket retailers has grown tremendously. The midwestern-based chain, Hy-Vee, now employs a registered dietitian in almost every one of its 230-plus stores. What better place for consumers to seek dietary guidance than where they shop? The Food Marketing Institute’s Shopping for Health survey, taken by 1,500 retailers, showed that 85 percent employ dietitians at the corporate level, and about 50 percent employ dietitians regionally.
The FMI survey also reports that nearly 50 percent of shoppers are confused by information surrounding nutrition and, if they had to choose an expert to help them live healthier, most would choose a dietitian over a personal chef or a personal trainer. A few reasons why grocery-goers may utilize the services of a registered dietitian are to seek guidance on shopping for specific diet-related health concerns, for help on how to read food labels and ingredient lists, or for ways to help them create healthy meals for their families.
Supermarket dietitians wear many hats and their role(s) differ store to store. They lead found-in-store tours that teach customers how to navigate the aisles and decipher front of packing claims…
Apr 9 2014
As PR pros, we are wired to think outside the box. Many times, that’s a good thing. But when it comes to tweet chats, be predictable, do less and for the love of god, don’t be creative. After hosting more than a dozen tweet chats for wine clients, I swear by these five tips to organize a successful chat:
Apr 4 2014
I work in public relations. I classify groups of people and then determine the best way to communicate with them for a living. Literally, it’s my job. But I hate being classified.
Technically, I’m a Millennial. But I refuse to think every Millennial-based stereotype applies to me.
And, yes, my voter registration card technically identifies to which party I belong. But I seriously dislike the idea of taking a hard left or right.
And, sure, I love food. I love shopping for it, preparing it and, most of all, eating it. I think about food for a large portion of the day. I read about it, talk about it, pin about it, ‘gram about it.
I’m interested in where it comes from, how it gets to me and how it’s made. I think about the nutritional value, and how much of it is lost when I cook. But does that make me (*cringe*) a “foodie?”
Wikipedia defines a foodie as someone who “seeks new food experiences as a hobby rather than simply eating out of convenience or hunger.” Or, as Adam from GIRLS would say:
Mar 14 2014
Last night I went to Trader Joe’s to buy milk. Sounds like a simple task, right?
This was me when I got to the milk aisle:
There were so many options, I didn’t know where to start.
Soy? I hear that’s good for you. Almond? That sounds delicious. Coconut? Will it make my skin look like I’ve been at the beach?! Rice? Hmmmm ….
Twenty minutes of hemming and hawing later, I left with a carton of each.
Raise your hand if you’ve ever had that experience.
My own experimental purchase, along with that of millions of other purchasers in the past year, is a threat to real milk. It’s one of many challenges the dairy industry has to contend with in its quest to grow milk sales, which declined by about 1% in volume last year according to Euromonitor International.
While cow’s milk still dominates the market (its sales are valued at 9x that of non-dairy per Ad Age ) exotic plant-based options have crept up like a pride of lion prepping for a kill. Last year, Silk Brands, which makes…
Mar 5 2014
After six years of the Big Apple grind, my husband and I relocated to the ‘burbs of Richmond, Virginia. Working in beverage marketing, I am fully aware this is media no-man’s-land. For nearly a decade, I had been so busy catering to major market influencers that I rarely thought about the best way to engage the other half of the country (aka, the more than 115 million people living in suburbia today).
Luckily, smaller markets offer communication professionals great opportunity to score big and perhaps hit a homerun long enough to benefit activities in major markets and the overall marketing campaign at the same time.
Here are three marketing lessons I learned from suburban living:
Feb 5 2014
As a wine person (blogger, drinker, publicist, etc.) I’ve grumbled many a grumble over the state of the wine media. For every Eric Asimov column that elicited an enthusiastic fist pump, there was a letter from an editor about the risks of purchasing futures that set my eyes rolling far back into the depths of my head. There just seemed to be a lot of the same-old-same-old. With so many exciting things happening in the wine world, I was getting bored.
With the start of 2014 comes change. Here are two things happening in wine media that make me happy:
1. Two new wine online magazines have made their debut: