Be Relentless
The most crucial element in building your business and your brand is marketing – it’s the one constant which starts even before you take your first step in business and continues every day your business is operating. New Zealand is a nation of small businesses – in fact over 97% of business enterprises have fewer than 20 employees. One of the problems of small businesses, particularly those which are agricultural-based as so many New Zealand businesses are, is the company’s main expertise is at the production end. This certainly applies to many wineries who excel as winemakers and/or as viticulturalists but who generally don’t have that same level of excellence when it comes to marketing and brand-building. Marketing is one of the most misunderstood disciplines within small businesses and people often use the term when they really mean selling – but they’re very different!
Misha draws from her background in corporate marketing, her formal marketing training, but most importantly her journey in establishing a wine brand and provides some suggestions on marketing and building a wine brand.
To read the full article download the PDF version below.
Misha’s feature “Across the ditch” with stories of interest to the New Zealand wine industry are published in Wine Business Magazine each month.
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