Having a wine: The fine margins between good and intrusive marketing
It’s understandable that brands want to maintain an engaged customer base. But as Richie Kenzie, Australia lead at Bud observes, there’s a tightrope to be walked.
I enjoy a good bottle of wine, although I would stop well short of labelling myself a connoisseur. In truth, my wine rack at home is a pretty sorry sight. The sort of display that I’m sure leaves some of my more well-heeled friends feeling embarrassed on my behalf.
In order to replenish it, over the last year or so I’ve signed up with a few home-grown viticultural success stories. Vinomofo I find to be fairly insistent marketers; I receive a regular stream of texts promoting sales and “Insane, never to be repeated value!”
Of course, I can unsubscribe easily enough, but I find they know just how often to engage without overdoing it. Plus, they redeem themselves with humour and an excellent e-commerce user experience. Several debits on my card reflect the success they’ve had with me.
