We recently completed a project for Wines from Spain (see release below) using the ImporterConnect database. The program was a great success with six brands in negotiations with prospective partners and one handshake deal for a 3 container order.
What was most significant was that we changed the paradigm of how wineries-seeking-importers events are held. The solution was to set up one-on-one dedicated meetings with importers and wineries using a rigorous database matching system….think eHarmony as a model.
In addition to the matching piece, we also predicated the project on making sure the wineries were educated on the intricacies of the U.S. three-tier system. So a key part of the program was to hold a 1.5 hour webinar with all the wineries, with attendance a mandatory part of participating in the US event. We got great feedback that the webinar in and of itself was extraordinarily valuable to the wineries, not only in terms of the content per se, but also being able to set proper expectations for the whole process.
This was followed by a 1-hour consult with each of the participating wineries. We discovered the real value of that was not just further education on the US market, but the opportunity for us to understand what their “Point of Difference that Makes a Difference” was. Those POD’s were focused on one of our other favorite acronyms: WIIFM (What’s in it for me?) We helped each winery come up with a simple 3-5 bullet positioning as to why their winery made sense to be considered by the importers…how the winery would fit the importers and help the importer grow their business.
We’ll be following up with the wineries throughout the course of the year to monitor and measure results.