WHAT IS MARKETING COMMUNICATIONS?

"Marketing communications" includes all the things you do to get the attention of the market, to tell it who you are and why your products or services demand its attention.


WHAT CAN AN ONGOING MARKETING COMMUNICATIONS PLAN ACHIEVE?

The market (distributors, retailers, restaurateurs and consumers) always responds best to that which is familiar. An ongoing marketing communications program breeds familiarity for your product. The result is greater visibility, heightened brand awareness and value, faster and increased sales, and the opportunity to open new markets more successfully. A well-executed communications plan achieves marketing goals.


WHAT DOES A MARKETING COMMUNICATIONS PLAN INCLUDE?

Every communications plan is tailored to the client’s needs. Yet, all communications plans include regular communication with the press through press releases, arranged interviews, story pitches, a well-conceived samples program, or media tastings. The plan also includes consistent and creative presentation of a client’s brand and brand message through considered and creative graphic design. A localized or national advertising campaign might be an element of the communications plan. Direct mail and customer-aimed club sales can play a role. In the end, a well planned and executed marketing communications plan marks the path toward higher visibility.


HOW IMPORTANT IS REGULAR COMMUNICATIONS WITH THE PRESS?

There is a critical difference in perception between company-sponsored advertising efforts and the implicit third party endorsement that comes with mention of your product in the press. Regular communications with the wine press is the only way to assure that the story of your product or service is regularly conveyed in the media, and told the way you want it to be. Today, America supports the largest contingent of wine writers and wine journalism in the world. Some media are consumed by a nationwide audience, others by a localized audience. Knowing the wine media, what they want, and how to get it to them is at the heart of what Wark Communications does and is a critical element in any communications plan.


WHAT ARE THE COSTS AND FEES OF WORKING WITH WARK COMMUNICATIONS?

Most often a retainer-based fee is negotiated for the planning and execution of a client’s marketing communications plan. Fees range from $1000 per month for a very limited campaign up to $5000 per month for an extensive program including public and media relations, advertising, cohesive and extensive design services as well as services such as image transformation, public representation, spokesperson duties, and strategic communications counseling. Single project fees and hourly rates for particular services are also possibilities.