There was a moment when a great review by the right critic could turn a DtC program into an immediate sell-out. The 95-100 point review could just about allow you to shut down your marketing efforts and just broadcast the review. Not so much anymore. However, for some wineries the review and the points can still help move the DtC marketing needle.
But how do you do create and maintain an effective media samples program? Here’s the formula for those who may not currently be incorporating reviews into their DtC marketing but want to jump into the water.
1. Identify the wines that you believe will most benefit from a positive review
2. Identify the writers, media and reviewers most likely to be speak to your audience
3. Reach out personally to these media and reviewers and ask about the process of submitting samples and if they would be interested in receiving samples of your wines
4. Send all necessary collateral material along with pricing and production info with the wines
5. Remember: Sending samples never guarantees a review, let alone a good one
6. Good reviews and scores should be used on your website, in your product pages, in your social media, in your collateral and anywhere else you promote your wines
Seeking reviews and scores isn’t for everyone. But if you choose to go that route, do so correctly and use the results.
