GERMAN AGRICULTURE MARKETING
BOARD CASE STUDY
STIMULATING ATTENDANCE AT A WINE TASTING
SITUATION
The German Agricultural Trade board is a government-funded agency responsible for promoting the sale of imported German branded food and beverage products. The Board had scheduled a wine tasting event in New York with a target of 240 pre-registered guests. But with just one week to go before the event, only two people had registered.
SOLUTION
The timeline was extremely tight, but we thought outside the box, zigged when others would have zagged, and discovered New York Magazine had a web-generated list of consumer opinion leaders in the New York market who had opted to be notified about wine events. We immediately prepped the invitation and sent an email blast to alert the target audience about the event.
RESULTS
The email went out at noon, and by 5 p.m. there were 1,000 requests to register. The results were overwhelming, and we were able to easily fill all 240 pre-registered slots.
