August 23, 2013
When Caribbean Producers Jamaica asked Panmedia about using digital media to promote its 350 brand wine portfolio, one online strategy we proposed was the CPJ Wine Notes E-Newsletter.
CPJ Wine Notes is for wine lovers of all persuasions. So there’s nothing snobby or pretentious about it.It’s for people who simply enjoy drinking good wine and want to know more about all the wonderful things that come from grapes.
It’s immediacy and usefulness quickly heightened engagement with CPJ clients and others. And because it was in your face it couldn’t be ignored. More importantly, CPJ Wine Notes could be easily shared among friends, perhaps the most critical criteria for spreading promotions and a brand
Panmedia used this E-Newsletter to ease people’s “wine anxiety” with eye-catching visuals and informative content that dispels misconceptions about choosing the right wine for a meal, to entertain or to give as a gift.
We theme content to seasons and special occasions, introduce consumers to various wine types and labels, and share wine facts and tips about food pairing, serving, storing and choosing wines as gifts. The goal is to give consumers the tools to have a better wine experience.
Some of the E-newsletters regular features include Tips & Sips – Wine knowledge and education; To Market, To Market – Showcases foods and activities at CPJ Market & Deli; and CRU News – Current events at the popular Kingston night spot.
To ensure CPJ Wine Notes keeps customers happy and informed, we embrace the seven characteristics of a successful email newsletter:
- Build relationships with customers and prospects
- Educates and inform
- Positions CPJ as a valuable resource
- Keep the CPJ brand front of mind
- Link to CPJ Market’s website and social media pages
- Keep the design simple but attractive
- Have an easy to find unsubscribe link
Since its launch, CPJ Wine Notes has lifted the company’s wine profile and given it a handy online promotional tool.