If you’re a wine lover, or oenophile, you might enjoy this recent article I wrote in Lake Jovita Life. In it, I’ve joined in a spirited panel discussion with three wine experts as we discuss trends in the industry and what’s hot and what’s not.
So why am I sharing it here on my blog? Because this is not just editorial. It’s marketing. It’s helping to create a sense of place for a community that enjoys the finer things in life. This cover story reinforces that the people who call Lake Jovita home have sophisticated palates and that is reflected throughout the magazine. This, in turn, makes the community more appealing to those outside its gates, the advertisers who keep it going, and keeps Realtors happy who enjoy a brisk business where demand is often outpacing supply. This is all marketing, just cloaked in editorial that is thoughtful, insightful, and still reinforces the premise that this is the place to be. That is why this magazine is placed in golf-front rental villas for those who visit to “stay and play” the championship courses at Lake Jovita. I’ve interview more than one person who purchased a home here as a result.
My advice is don’t shy away from long-form communications that require both your brand and your target market to spend some time together. Whether it’s a white paper to stakeholders, a retail sales flier, a blog post, or annual report, they all give you the opportunity to shine a spotlight on your brand and build a deeper bond with the people consuming them. Create a voice as unique as a fingerprint and then shout it from the rooftops in ways that don’t say what you offer, but show it. Your bottom line with thank you for it.
Cheers & enjoy!