The Age of the Mundane (Wine Edition)
The speed with which the Age of the Mundane overtook us was breathtaking. And now here we are. Seemingly stuck in the midst of a culture that celebrates and collectively participates in the dull, boring and tiresome.
It’s all of our fault, but it was the Internet and the ability for anyone to broadcast any random, simple thought to thousands or millions at a time that precipitated the current state of affairs where the mass dissemination of the most monotonous parts of our lives has largely come to define how we interact with the world.
Though I try to avoid it, I too participate. But when it comes to business, you really don’t have to. For the wine industry and for its marketers and social media mavens the message is simple: PLEASE DON’T BE BORING AND PLEASE DON’T BE INCONSEQUENTIAL.
How many vineyard pictures can we publish on our winery Facebook timeline without being ashamed of ourselves?
How many pictures of dogs or cats in tasting rooms does it take to qualify us as pushers of the mundane?
Will another half-hearted motivational quote that includes mention of the wine making life better really make life better for anyone?
My hunch and my fear is that the proliferation of extraordinarily mundane sentiment masquerading as information has accustomed us to thinking this sort of content might be appropriate in the business world.
If social media marketing is going to succeed in helping wineries or wine stores or vineyards to better market their products it’s not going to be done by showcasing a picture of a bottling line or commenting on the “beautiful weather in wine country.”
If social media marketing and content marketing is going to succeed in helping the wine industry better market its products it’s going to be done by challenging our customers, providing them with thoughtful insights and by producing a body of social media content that engages the intellect and desires.