Author: AGAdmin

We’re all adjusting to the reality that is COVID-19 – whether it’s working remotely, or learning the latest TikTok dance with (or without) your kids – everything seems to be an adjustment these days. And as you’re adapting to your new way of life, your marketing and advertising strategies should be constantly adjusting too. 

What We’re Seeing

Chaos. Kids on conference calls. And a spike in Digital Advertising. Currently, most families in the US are at home far more than normal, which means they are online and consuming content. As a result, trade-show and out of home marketing budgets are being allocated to high quality content creation, digital advertising, and the amplification of overall brand digital presence, i.e., website, social media channels, etc. And some sources are predicting an approximate 18% increase in e-commerce advertising and a 22% rise in social media spending. One study even found that 54% of respondents made a purchase from an ad in March. Among them, 79% were spurred to action by a digital ad, and 49% were only motivated by digital ads and nothing else. But don’t just take my word for it, check out what Forbes and The Drum had to say on the subject.

What You Can Do

Be real. In the aforementioned article on The Drum, Chris Stephensen, regional head of strategy and planning, PHD APAC, states, “…Above all, brands should respond authentically based on their brand positioning, values, and tone of voice.”  Your audience is more likely to connect with your message if it really sounds like you and is easily recognized as the brand tone and manner they’ve grown to trust. It also makes them much more likely to remain brand loyal and recommend your brand to others. 

Be relatable. The vast majority of individuals in our country, and around the world, are going through similar hardships: Job loss, out of stock shelves, and learning how to SIP with their partner, roommates, or kids; just to name a few. With these shared burdens, humankind is being connected by a common thread, and therein lies the opportunity to produce content that hits home with a wide audience. So, don’t just post pretty pictures of stereotypical consumers sipping chilled rosé in a sun hat–get real with your content, and evaluate your creative often, to ensure you’re speaking to your audience where they’re at, not where you’d like them to be. 

Be unique. People are seeing more digital ads than ever before. Which means that they’re also becoming tone deaf to them. Well then, “Why should I join the mix?”, you might ask. Because this is your opportunity to stand out. However, avoid producing just another ad, but rather, create an exceptional ad. Take a note from Julia Nizinski, the Digital Media Director of Platforms at Heineken, “Across the board, the more premium content is, the better it usually performs, as consumers are very engaged with it and it tends to be quite credible too.” So, take a few extra dollars from that trade-show fund and invest them in creating high quality content, with a poignant message, distributed across trustworthy channels. And just like that, you’ll truly stand out in the ad space marketplace. 

Be adventurous. And not the traveling kind. What I mean is, put that standout ad you’ve created in places you normally wouldn’t consider. Explore emerging digital avenues or venues you haven’t tried in a while. According to Adobe, there has been a net decrease in CPM of 5-10%, and significant increases in the number of ad buying opportunities. Connected TV auction volume is up from 7-15% (depending on daypart), desktop video and display auction volume is up 8% and mobile video is up 2.5%. I don’t know about you, but those are all outlets where I’m spending more time than usual. I’m willing to bet your consumers are there too. 

Be nimble. You know where your target market is spending their screen time. You’ve put a little more budget than your boss approved towards a kick a@# digital campaign and content. And you’ve got all the metrics you can imagine. But, now what? Data is a powerful tool, but only as mighty as the individual using it. If you’re the data maven, fantastic. But if you’re not a digital data guru, find someone who is. And then, adjust accordingly. Test some ad variations, find what works using a small portion of your budget, and when you get positive results, redeploy your budget to those channels. And even after all that, check in on your KPIs every week or two and keep tweaking. Your audience’s time spent on screen is in constant flux – adjust with them, and you’ll enjoy continued success.  

To Wrap it All Up

This advice isn’t earth shattering by any means, after all, media and advertising efforts require  constant adjustment to shifting consumer behaviors, with or without a pandemic. But our hope is that the points here will spark a new idea, or inspire you to create and manage your digital marketing initiatives with a different perspective. If you’d like more food for thought on the subject, this guide to navigating a rapidly changing world from Adobe is full of helpful insights. And if you’d like our help to take action on some new digital initiatives, we’re always just a phone call away. Until then, stay safe, wash those hands, and maybe put on some jeans for your next video call? Just sayin’.

About Affinity Creative Group: From our unique creative campus, (two mansions and a bungalow), along historic officer’s row on Mare Island, California, Affinity Creative Group provides brand design, digital media and retail activation marketing services, particularly for wine, spirits and other luxury categories. The most experienced team in the business, staffed with knowledgeable industry professionals, provide strategic, creative and effective solutions that attract attention, spark interest and win customer loyalty in tasting rooms, on premise and at retail venues across the country and around the globe. Affinity helps clients of all sizes connect with consumers at the early, essential moments of contact, or points of ‘brand touch’ through the intelligent use of creativity, captivating storytelling, and flawless implementation.

For more information about Affinity Creative Group, please visit: AffinityCreative.com or call 707.562.2787.

Amid the COVID-19 crisis, Affinity Creative Group immediately felt the need to support an industry that’s been severely impacted by the coronavirus pandemic. While our creative marketing agency adjusted to a distributed work environment and continued operations, we wanted to make a difference by supporting friends and clients in the wine industry who were not so fortunate. Tasting room shutdowns and shelter in place orders meant independent, local, and smaller producers would be even more reliant on DTC transactions and e-Commerce sales for their very survival. This led our founders and principals, Dave Miller and John Swain, to a simple idea. Why not help out by doing the obvious—buy some wine.

It started with the two partners making direct purchases from a range of different wineries, particularly from those producers hardest hit by the lack of visitors to their tasting rooms and on premise sales. Next, they sent those cases—one each to all 36 Affinity employees on staff, to thank them for pulling together to keep the creative agency functioning and productive, while navigating through these unprecedented times. With typical Affinity ingenuity, our digitally savvy team members then created social media postings with the hashtag #ACaseForACause, spreading love, support, and participation by communicating the joy of giving and receiving wine.

To magnify this initial gesture, Affinity’s founders have challenged our vendor-partners, industry collaborators, and other members of the wine community to join us in support of #ACaseForACause. For those who accept the challenge, their additional sent cases from a winery in need of support will not only delight the recipient but will also generate more social media buzz for the program. If all goes as envisioned, the challenges will continue exponentially. Whether it’s a colleague, friend, healthcare professional, or just a fellow wine aficionado, Affinity Creative Group encourages all those who can, to participate in #ACaseForACause. Or, if you’d rather make a direct monetary contribution, please consider one of these worthy organizations:

The Sonoma County Resilience Fund

Napa Valley Community Foundation’s COVID-19 Response Fund

You can also visit ACaseForACause.com for more details, and to follow all social media posts.

Regardless of how you participate, all contributions of any size are welcome. During times like these, the power of a single action, enabled with social media and physical networks, reminds us we’re all in this together, and we can all help each other through simple gestures. Supporting those in need is more crucial now than ever before. We invite you to join #ACaseForACause.

About Affinity Creative Group: From our unique creative campus, (two mansions and a bungalow), along historic officer’s row on Mare Island, California, Affinity Creative Group provides brand design, digital media and retail activation marketing services, particularly for wine, spirits and other luxury categories. The most experienced team in the business, staffed with knowledgeable industry professionals, provide strategic, creative and effective solutions that attract attention, spark interest and win customer loyalty in tasting rooms, on premise and at retail venues across the country and around the globe. Affinity helps clients of all sizes connect with consumers at the early, essential moments of contact, or points of ‘brand touch’ through the intelligent use of creativity, captivating storytelling, and flawless implementation. 
For more information about Affinity Creative Group, please visit: AffinityCreative.com or call 707.562.2787.

Like many others, we at Affinity are following the arc of the COVID-19 crisis and remain concerned with the health, safety, and future of those around us—our team, our friends and families, and our extended family—clients, vendors, and industry partners. The amount of uncertainty is unprecedented. That said, we believe there is light at the end of the tunnel. Frankly, we’re hoping for lots of sunshine. Why? We’re already seeing rays of inspiration and promise.

When we turn our attention to the world of brands, we’re struck by the thoughtful response of many organizations. Action is the name of the game during difficult times. Investing in helping and engaging consumers is an opportunity to demonstrate that your brand is listening and taking notes in a meaningful way. As the battle with this pandemic continues, it’s essential that brands not only lean in but also make a shift to best connect with consumers. The good news is that underneath this pivot is a reinforcement of sound brand practices. Firms that apply the core tenets of brand – empathy, agility, and employee focus and purpose, will flourish during this moment of uncertainty and ultimately win with consumers in the long run.

Show Empathy

Consumers’ circumstances have changed dramatically in a short period of time. Brands must be acutely aware of this shock to the system, exhibiting empathy and utility in fulfilling customer needs. People are seeking answers and looking for assistance from all types of entities… right now. And the smart brands are responding. Bank of America has agreed to allow qualified mortgage customers to defer payments for three months. USAA is offering customers impacted by COVID-19 special payment arrangements on policies. Disney is also answering the call, having brought Frozen 2 to Disney+ three months early for families who are seeking reliable family entertainment while sheltering in place.

Embrace Change

Brands need to be nimble, continually exploring new ways to engage customers and deliver value. As Social Distancing has gone into effect, physical experiences are being replaced with virtual ones. Wineries dependent on tourism-related DTC sales have made the pivot to think and act more like online brands since COVID-19 halted tasting room visits. A near 50% drop in March tasting room sales was partially offset by a spike of over 200% in eCommerce transactions. Whiskey clubs and wineries are finding new ways to attract and ‘meet’ with customers from a distance, delivering virtual tours, online winemaker talks, and digital tastings for consumers..

Employees: A Priority

Now, more than ever, doing the right thing for employees will reap dividends for brand owners in the marketplace, in retention, and with engagement. Plus, there is the not-so-minor benefit of motivating individuals, teams, and communities to tenaciously power through a global crisis. Companies have recognized that employees with children need more flexibility when working from home. This acknowledgment of WFH challenges and the accommodation of daily routines have gone a long way to strengthen loyalty and foster camaraderie. Think of the internal goodwill and workforce dedication generated through Comcast’s commitment of $500 million to support employees with continued pay and benefits.

Purpose and Pragmatism

Organizations must have the stamina to activate their brand promise in meaningful ways at the risk of losing relevance or appearing tone-deaf. They need to keep their brand’s promise at the forefront as they deliver experiences for consumers in this challenging environment. Constellation Brands is making sizable contributions to bartender and restaurant employee relief funds, as are Delicato Family Wines, Diageo, and Pernod-Ricard. Another top wine producer, Trinchero Family Estates, donated funds to support children of food and beverage service employees. Examples of best practices cross-industries, countries, and cultures. Video conferencing and connectivity company Zoom is offering free access to all K-12 schools across the country. Dyson, the innovative UK based manufacturer of high-end vacuums and fans, designed (and is donating) a new type of ventilator for COVID-19 patients. Airbnb is deploying its real estate supply to provide housing for medical workers around the globe.

Act Now For A Better Future

How brands respond today will not only influence consumers’ current brand impressions but also shape their future brand relationships once we emerge from the Coronavirus crisis. This may be a time of unknown unknowns, but customers will remember those brands that were there for them. With thoughtful insight, smart management, and sound investment, brand owners can make valuable contributions while also creating powerful consumer experiences. The result, a strengthened position on the brand landscape when we emerge into the light. Here’s to preparing now for the better times that lie ahead.

About Bob Kersten: Bob Kersten is a brand leader with extensive experience in clarifying and building brands that accelerate dynamic growth, customer acquisition, and organizational change. As Executive Director, Strategy at Affinity Creative Group, he is responsible for leading strategic engagements for client programs as well as shaping the agency’s approach to brand development and management. Bob’s expertise includes strategy, experience design, naming and messaging, and brand transformation and activation across media.

Connect with him via email: Bob@AffinityCreative.com

About Affinity Creative Group: From our unique creative campus, (two mansions and a bungalow), along historic officer’s row on Mare Island, California, Affinity Creative Group provides brand design, digital media and retail activation marketing services, particularly for wine, spirits and other luxury categories. The most experienced team in the business, staffed with knowledgeable industry professionals, provide strategic, creative and effective solutions that attract attention, spark interest and win customer loyalty in tasting rooms, on premise and at retail venues across the country and around the globe. Affinity helps clients of all sizes connect with consumers at the early, essential moments of contact, or points of ‘brand touch’ through the intelligent use of creativity, captivating storytelling, and flawless implementation. 
For more information about Affinity Creative Group, please visit: AffinityCreative.com or call 707.562.2787.

Avissi Prosecco Sparkling Wine from Trinchero Family Estates was announced a winner in the 2019 San Francisco International Wine Label Design Competition for its newly designed ‘wardrobe.’ Affinity Creative Group, the branding, retail, and digital agency based on Mare Island, California, gave the bubbly brand a sexy package-design makeover that caught the attention and admiration from the show’s prestigious panel of judges.

Trinchero, in pursuit of a greater market share of the dynamic yet highly competitive Prosecco category, recognized their existing brand and packaging design was nowhere close to communicating ‘la dolce vita.’ So Affinity Creative Group was given the assignment to develop a luxury-laden, eye-catching, Prosecco package with just the right amount of Italian pizzazz. The goal was to look authentically Italian while projecting a modern image, one that would stand out in an increasingly crowded field, all while conveying a sense of excitement and projecting a celebratory, luxurious image.

Affinity’s design, inspired by an Italian ceramic tile, completely re-imagines the brand, resulting in a luxury label design presentation that the judges found hard to ignore. The new Avissi typography is modern and current yet classic and timeless. This bold, embossed logo on a matte-silver background provides crisp brand registration and a strong shelf impact. The viewer’s attention is drawn to the label via clever use of a distinctive border treatment, unique geometric patterns, and a refreshing color palette. 

The outcome is an award-winning, ultra-premium prosecco package that feels authentic, looks sexy, and says, ‘Ciao Bello!’ This is one stylish Italian you’ll want to take to brunch.

About Affinity Creative Group: From our unique creative campus, (two mansions and a bungalow), along historic officer’s row on Mare Island, California, Affinity Creative Group provides brand design, digital media and retail activation marketing services, particularly for wine, spirits and other luxury categories. The most experienced team in the business, staffed with knowledgeable industry professionals, provide strategic, creative and effective solutions that attract attention, spark interest and win customer loyalty in tasting rooms, on premise and at retail venues across the country and around the globe. Affinity helps clients of all sizes connect with consumers at the early, essential moments of contact, or points of ‘brand touch’ through the intelligent use of creativity, captivating storytelling, and flawless implementation. 
For more information about Affinity Creative Group, please visit: AffinityCreative.com or call 707.562.2787.

The toughest client a creative agency will ever have is itself. Everybody has an idea, design, or opinion that is ‘the best.’ There is always plenty of ego, pride, and hyperbole to go around.

Fortunately, the team at Affinity Creative Group plays nicely together, with egos in check and collaboration the norm. We all agreed we must deliver a captivating creative solution for our 2019 holiday greeting–after all, ‘creative’ is in our name– it’s what we do. How to do it? The answer was obvious–celebrate the perfect pour-over! Given the number of coffee aficionados in our midst, it was a no brainer to share our love of the bean in a unique and special way.

So, to spread holiday cheer and ring in the new year, we aimed to surprise friends, clients, and clients to be, with a custom branded, designed, and packaged bag of the season’s best from OHM Coffee Roasters, Napa, California. Owner, Derek Bromley, with his knowledge and devotion for delivering the ultimate coffee experience, made him the perfect vendor for our passion project.

After landing on the ideal holiday gift and identifying the right vendor, we needed a unifying anthem. After burning some midnight oil and consuming multiple cups of java, a theme emerged that said it all: Coffee Fuels Creativity.

This notion sparked a wide range of motions and emotions that generated the visually stunning logo, typography, and package design shown below.

Cynthia Sterling, Affinity’s Creative Director, remarked, “The result is an eye-catching design that celebrates the season while subtly signaling the breadth and depth of creative expertise that resides within our studio.”

Coffee Fuels Creativity also inspired a custom tailored website and accompanying video to provide a perk of holiday inspiration. The video goes way beyond depicting the coffee-making process. In the words of Affinity’s Digital Director, Justin Witt, “We didn’t just want to focus on brewing coffee… that’s boring. We wanted to convey how coffee is an essential part of our day, acting as the fuel that keeps this agency alive.”

This total package has been a huge hit. Reactions range from admiration of the sophisticated design to laughs for the clever video, to thumbs-up for the savory taste of the brew. The combination of expressive videography / interactive website, one-of-a-kind package design, and the finest quality special roast has delivered a memorable holiday experience, enhancing all senses and underscoring indisputably that, coffee does fuel creativity at Affinity Creative Group.

About Affinity Creative Group: From our unique creative campus, (two mansions and a bungalow), along historic officer’s row on Mare Island, California, Affinity Creative Group provides brand design, digital media and retail activation marketing services, particularly for wine, spirits and other luxury categories. The most experienced team in the business, staffed with knowledgeable industry professionals, provide strategic, creative and effective solutions that attract attention, spark interest and win customer loyalty in tasting rooms, on premise and at retail venues across the country and around the globe. Affinity helps clients of all sizes connect with consumers at the early, essential moments of contact, or points of ‘brand touch’ through the intelligent use of creativity, captivating storytelling, and flawless implementation. 
For more information about Affinity Creative Group, please visit: AffinityCreative.com or call 707.562.2787.

Affinity Creative Group was recently given the challenge to help reinvigorate Gnarly Head, a key brand in the Delicato Family Wines portfolio that sells well over half a million cases per year.

Launched in 2005, ‘Gnarly’ (as known by its fans) achieved the top 50 American wine brand status and recognition as the #1 Zinfandel in the country. But about two years ago the brand plateaued and lost a bit of volume, in spite of various marketing moves.

In mid-2019, Delicato engaged Affinity Creative Group to return the brand and its label to its original glory while remaining relevant to today’s consumers and of course, regain sales momentum.

After assessing the brand’s equities, Affinity sought to achieve the perfect balance of orange and copper tones on the label; while adding dimension, depth and artistic drama to the illustration of the iconic, free-standing, head-trained old vine.

Since launching the new look of the old ‘Gnarly,’ the brand is showing a positive trajectory. In the words of Chris Indelicato, President and CEO, Delicato Family Wines, recently interviewed in Shanken News Daily, “It’s hard to believe a packaging change could be that impactful, but the brand is now growing again.”   

Affinity’s appreciation of visual brand equities, the importance of brand essence and the need for shelf impact, converged to create a new bold, memorable and irresistible ‘Gnarly’ look for the Gnarly Head brand at retailers from coast to coast.

About Affinity Creative Group: 
From our unique creative campus, (two mansions and a bungalow), along historic officer’s row on Mare Island, California, Affinity Creative Group provides brand design, digital media and retail activation marketing services, particularly for wine, spirits and other luxury categories.  The most experienced team in the business, staffed with knowledgeable industry professionals, provide strategic, creative and effective solutions that attract attention, spark interest and win customer loyalty in tasting rooms, on-premise and at retail venues across the country and around the globe.  Affinity helps clients of all sizes connect with consumers at the early, essential moments of contact, or points of ‘brand touch’ through the intelligent use of creativity, captivating storytelling, and flawless implementation. For more information about Affinity Creative Group, please visit: AffinityCreative.com or call 707.562.2787. 

About Delicato Family Wines: 
Delicato Family Wines is one of the fastest growing wine companies in the U.S., and a family-owned winery with nearly a century of history of farming grapes in California and of crafting superior quality wines. Anchored by a long-term focus, the Indelicato family has infused their culture of integrity, hard work, and high standards into the fabric of the dynamic wine company they’ve built.