Store Demos Promote Barefoot’s Brand Personality
Ernest & Julio Gallo Winery’s Barefoot label combines wine tasting with charitable giving as part of its marketing programs. Case in point: Its Barefoot Sole
Patrol program, which brought together 300 hired wine enthusiasts who made it their mission to make wine fun, generate sales and raise money for charity. The events were an opportunity to build brand awareness about Barefoot’s “Making the world better through wine” philosophy.
After being trained in every aspect of the brand, Sole Patrollers became the brand’s face at more than 8,000 in-store demos nationwide; playing off the brand’s footprint logo, they gave out stickers featuring messages like “Have a TOE-riffic day” or “Sole mate,” as well as recipe cards and food-pairing recommendations. Reps also talked up Barefoot’s charity partners. During the activations, Barefoot encouraged consumers to join its community online to share “foot-tastic” experiences and get involved in charitable projects in their community. They highlighted the resources available at Barefoot’s website, including recipes and regular updates from the company’s award-winning winemaker, Jennifer Wall.
By the program’s end, Sole Patrollers had interacted with more than 340,000 consumers and handed out samples to 189,000 consum- ers (more than 22 per demo). An average of 18 consumers per demo purchased Barefoot, a total of 153,314 purchasers and 226,405 bottles. The brand saw an 80 percent interaction-to-sampler conversion rate (during wet demos) and a 55 percent samplers-to-purchaser conversion rate (during dry demos).