How do you change a longstanding perception about a product category? If you guessed connecting with people who are passionate about the product, giving them a quality brand experience and encouraging them to share their opinions with others, you’re right!
That’s what Black Box wines did to overcome the stigma associated with boxed wines, and the New York Times is featuring their story in their business section today.
It’s a great article about how advocacy marketing benefits both consumers and the brand.
Consumers in this program received a BzzKit (see image) that included a box of wine, education materials on the product, pass-along coupons, and wines glasses and carafes so they can enjoy the wine with their friends. Wine lovers like Agent Suzanne Ermel, who was interviewed in the article, hosted parties with friends to try the wine. Many of the guests were so impressed they immediately went out and bought boxes of it for themselves. Agents and their friends told the world about it by spreading reviews and recommendations on Facebook, Twitter, blogs and consumer review sites. Did it work? SymphonyIRI reports that Black Box sales are up 18.2% this year.
Kim Moore, Black Box’s director of marketing knows that advocacy marketing can do what traditional can’t.
“We say tasting is believing, and just getting people to try our wine gets them to peel back that stigma” – Kim Moore, Black Box
Read the article “Putting Box Wines to the Taste Test” here.