02 Sep Blogging is Part of the Story
After starting at the farm in January I eluded an official job position for a few months. This was intentional- the idea was to get a general feel for the business, before diving into specifics. On returning from my first sales trip to the US in April/May, however, I was invited by the powers that be aka Dad, to take on the role of Backsberg Marketing Manager.
To start, the title of ‘marketing manager’ had connotations that left an off taste in my mouth. I thought of mindless advertising campaigns, over-the-top wine launches, voiceless press releases and generally money wasted. In my own mind, to combat these connotations and give myself direction, I changed the meaning of ‘marketing manager’ to that of storyteller.
Blogging is one vehicle to tell stories. It offers the ability to provide a more personal, interesting and un-slicked version of the story too. The problem with, say, a press release is that it is a monologue between me the wine producer and you, the supposed, potentially, maybe, please, please be my wine buyer. The communication is one-way. Stories are different. Stories excite me because they involve a conversation, a dialogue, two-way traffic, where you can get involved!
Going forward I want to make Backsberg more of a story that you can participate and engage in. It’s not going to happen overnight, but that’s the path I plan to take. Blogging is part of that story. Here you can shape the story by commenting, making suggestions for posts and generally voicing any views on the topic of wine.
P.S. I included the Swedish flag because I was in Stockholm when I wrote this.