Tools To know What’s Being Said About Your Brand
It used to be easy to figure out what was being said about your wines and your brand. It also used to be that the number of media outlets that covered wine was fairly small. And if you wanted to really know every single word the media was saying about your wines and brand, you engaged the services of a “Clipping Service” to monitor nearly every print publication in America, who would scan every media outlet for mention of your brand.
Today, it’s not just a matter of watching the media outlets, which have grown exponentially in number, but it’s also a matter of tracking what consumers are saying about your brand and wines in public, online forums.
Knowing what is being said about you and your wines is critical to understanding your place in the consumers mind and luckily you have a bevy of tools at your disposal that allow you to do this on a daily basis without using up too much precious time.
Do a search on Google for “ABCD Winery”. When the results are returned click on the “News” button at the very top of the results page. From here, click on the “News Alerts” text on the left hand side of the page. This will take you to a page form that allows you to tell Google to email you any new item that appears online that includes this search term. Or, sign up for your search terms of choice here: http://www.google.com/alerts. You can decide whether to have a Google News Alert sent when any new mention hits the web, or aggregated and sent on a daily or weekly basis. It’s a fantastic, NO COST, tool that lets you monitor not only your own brand’s online presence, but that of your competitors or even the coverage of specific topics related to your industry.
This service from Google works exactly like the News Alert, but it brings mentions from blogs to your mail box. When you hit the same ”News” button at the top of the page (after your search results appear from your query), click the “Blogs” button on the left hand side of the page and you will arrive on a results page which offers a “Blog Alerts” link on the same far left of the page. This will allow you to set up the same kind of alert for your search query. Blogs are being read by millions of people and you’ll be surprised just how often your brand and wines may be mentioned in this new media format.
Snooth.com and CellarTracker.com both provide wine drinkers with a place to write notes on the wines they’ve drunk. And boy do wine lovers love to type. At either site you can type in your brand name and up will come lists of your wines along with user generated reviews of the same. Both represent a terrific way to track consumer interest and opinions on your wines and brand.
These are just a few of the online services that allow you to ramp up your brand intelligence to a new level, with little or no effort and investment of only a small amount of time. As you know, it’s critical to any direct marketer to know what’s being said about their brand, where it’s being said and who is saying it.