B.R. Cohn Winery: Establishing Expertise
Posted: Mon Jan 20, 2025 7:16 am
While not as well known or large as P&G, longtime VerticalResponse customer, B.R. Cohn Winery is a personal favorite of many wine lovers here at VR. The company was founded in 1984 by Bruce Cohn, manager of the California rock band, the Doobie Brothers. They produce a variety of high-quality wines, ranging from Cabernet Sauvignon to their award-winning Petite Sirah, and also offer gourmet extra virgin olive oil and vinegars.
B.R. Cohn has demonstrated a knack for digital marketing, using email and social media to grow their business, while affirming themselves as thought leaders in the wine industry. They offer regular oenology tips on their Tumblr, behind-the-scenes looks at their wine-making process on Twitter, pictures of their wine-tasting events on Flickr, and fun, but relatable posts on Facebook (like this olympic-themed one). With engaging and shareable content, the winery has built a solid and vocal community, with more than 2,000 Twitter followers and 4,000 Facebook likes.
3. Tourneau: Driving Revenue through Content
Tourneau was established in 1900 and is one of America’s largest luxury watch retailers. Needing a shot in the arm in the digital marketing department, they turned to Condé Nast Media Group to draft uruguay whatsapp number database content for their newly revamped website in Q4 2011. The goal was two-fold: position Tourneau as the authority on timepieces, and educate consumers on the benefits of purchasing Tourneau watches versus any of their competitors’. In order to meet these goals, Condé Nast chose to move away from the usual technical (read: dry) specifications, opting for educational and entertaining content instead. This content was then re-purposed in the brand’s other online properties, including their social media channels. Two contests were also launched in order to generate additional buzz.
The results were satisfying, to say the least: Tourneau’s online fan base increased by over 1,000% year-over-year, and its social activity (comments, sharing…) spiked. Their marketing emails also saw a 90% increase in open rates and 35% in click through rates. And finally, page views for product and collection pages increased depending on which watches were featured in the editorials. What was that saying about content being king?
So what are lessons we can learn from these companies, and apply to our own?
Digital technologies such as email marketing and social media are not only here to stay, they are ever-evolving and require consistent attention as the rules of today are almost never the rules of tomorrow.
The rules of consumer engagement have changed, drastically. Marketers can no longer content themselves with telling the customer what to do, Don Draper-style. The balance of power has shifted to the consumer, who is relying on user-generated content such as testimonials (sometimes through a simple tweet) to make purchase decisions, when and with whom they please.
Building transparent, real-time engagement with consumers is key now more than ever, by offering fun, relevant content and messaging that speaks to the needs and desires of a given target audience.
B.R. Cohn has demonstrated a knack for digital marketing, using email and social media to grow their business, while affirming themselves as thought leaders in the wine industry. They offer regular oenology tips on their Tumblr, behind-the-scenes looks at their wine-making process on Twitter, pictures of their wine-tasting events on Flickr, and fun, but relatable posts on Facebook (like this olympic-themed one). With engaging and shareable content, the winery has built a solid and vocal community, with more than 2,000 Twitter followers and 4,000 Facebook likes.
3. Tourneau: Driving Revenue through Content
Tourneau was established in 1900 and is one of America’s largest luxury watch retailers. Needing a shot in the arm in the digital marketing department, they turned to Condé Nast Media Group to draft uruguay whatsapp number database content for their newly revamped website in Q4 2011. The goal was two-fold: position Tourneau as the authority on timepieces, and educate consumers on the benefits of purchasing Tourneau watches versus any of their competitors’. In order to meet these goals, Condé Nast chose to move away from the usual technical (read: dry) specifications, opting for educational and entertaining content instead. This content was then re-purposed in the brand’s other online properties, including their social media channels. Two contests were also launched in order to generate additional buzz.
The results were satisfying, to say the least: Tourneau’s online fan base increased by over 1,000% year-over-year, and its social activity (comments, sharing…) spiked. Their marketing emails also saw a 90% increase in open rates and 35% in click through rates. And finally, page views for product and collection pages increased depending on which watches were featured in the editorials. What was that saying about content being king?
So what are lessons we can learn from these companies, and apply to our own?
Digital technologies such as email marketing and social media are not only here to stay, they are ever-evolving and require consistent attention as the rules of today are almost never the rules of tomorrow.
The rules of consumer engagement have changed, drastically. Marketers can no longer content themselves with telling the customer what to do, Don Draper-style. The balance of power has shifted to the consumer, who is relying on user-generated content such as testimonials (sometimes through a simple tweet) to make purchase decisions, when and with whom they please.
Building transparent, real-time engagement with consumers is key now more than ever, by offering fun, relevant content and messaging that speaks to the needs and desires of a given target audience.