— Mia Morelli, Marketing Manager
Foley Family Wines is wine conglomerate that has grown rapidly and currently includes 34 wine brands. As the company has grown, the sheer amount of marketing collateral became hard to manage, and getting the right materials to the right people had was very challenging.
Mia Morelli, marketing manager at Foley, commented, "Fielding one-off requests all the time became a very big time sink."
Working with designer Ginny Laughlin of Athena Design Group, Webvanta built a custom site that provides easy access to thousands of pieces of marketing collateral for the salespeople, distributors, and retailers of all these brands.
Mia and others at Foley had used other marketing asset management systems before, and they knew what features they wanted. Mia noted, "Webvanta was able to take all our input and create something that worked better than anything we'd used before."
The site is intended for the company's distribution and sales channel, not the general public, but much of it is open to public view at www.ffwsales.com.
Once users hone in on the brand, image or document type, and optionally the variety or vintage, the system immediately displays the selected content and offers various sizes of images for download.
Mia and the Foley team have uploaded almost 4,000 images and documents to the site. It's simple for them to tag each file so it will appear in the right places, without any coding or technical knowledge. Mia commented, "I add content almost every day, and I've found the back-end to be intuitive and easy to work with."
Because the Webvanta system allows the site builder to specify any taxonomies to be used as metadata associated with uploaded files, it required no back-end customization to present a highly customized file-upload dialog, including the metadata panel shown below.
The tagging system allows each file to be categorized in multiple ways.
When the marketing team uploads a file, they simply click on the appropriate tags to specify the brand, varietal, and vintage. They also check boxes to indicate whether the file is a photo or a document, as well as specific types (such as bottle shot or product brochure). One the file is uploaded, it automatically appears in the appropriate places throughout the site.
Among the 34 brands, there's dozens of marketing events throughout the year, as well as many promotions. The site provides an easy-to-use, private calendar that communicates the details of these events and promotions to the sales and distribution channel.
Foley required a very specialized event calendar, since different events and promotions apply to different brands, and may also be limited by state. The flexibility of Webvanta's database system enabled the site-building team to easily customize these aspects of the system to meet Foley's precise requirements.
The site has been a huge success for Foley. The marketing staff no longer has to spend time digging up files that salespeople and retailers need. Since all the channel partners have immediate access to whatever marketing materials they need, the materials are used more often.