Time is always money, and especially so with a small marketing staff. With integrated direct marketing from GSI, the Washington Wine Commission confidently delegated fulfillment and reporting for a popular publication, freeing its marketing team for other priorities.
The Commission was preparing to introduce its 2010 Washington Wine Touring Guide and host its annual Taste Washington event. Both activities would require hundreds of hours of order fulfillment.
The Commission asked Seattle integrated marketing company GSI to create a fast, complete and cost-effective process for managing printing, fulfillment, inventory and data reporting.
Working with the Commission, GSI provided a software solution that ensured that the correct number of items and products were shipped for each request, while tracking all inventory. GSI team members managed the software and handled all aspects of order fulfillment. GSI also provided detailed demographic reports, including geographic distribution of requests, requests by entity, and sources of requests (such as specific events).
With GSI’s help, order fulfillment decreased from a week to an average of less than two days. During an 11-month timeframe, GSI fulfilled more than 70,000 guides and numerous Taste Washington materials, distributed to consumers and the wine and hospitality industries. As GSI generated reports, the resulting demographic data helped the Commission team refi ne their advertising strategy.
About Washington Wine Commission
The Washington Wine Commission represents every licensed winery and every wine grape grower in Washington State. Guided by an appointed board, the Commission provides a marketing platform to raise positive awareness of the Washington State wine industry and generate greater demand for its wines.
”Thanks to GSI, we no longer need to devote employee time and office space to managing fulfillment of our touring guides and related materials,” says Madeline Dow, Senior Marketing Manager, Washington Wine Commission. “Wine enthusiasts are receiving publications in a very timely fashion, and we’ve gained valuable data for our marketing efforts.“