Mastermind Consulting

27/02/2024

Wonderful to see Scarborough Wine Co amongst some iconic Aussie brands for swiftly leveraging the Taylor Swift Era's Tour mania.

Which campaign was your favourite?

Marketers, media players and agencies will never knowingly pass up an opportunity to tap the cultural zeitgeist. And the arrival of Taylor Swift and her ‘The Eras’ tour in Australia proved irresistible for plenty. From rebranding a private island in North Queensland to creating a special Tay Tam...

08/02/2024

The countdown is on until Open that Bottle Night. It is a great chance to get involved in a global movement that encourages wine lovers to open those bottles they have been saving for a special occasion and enjoy.

The Mastermind team have been showcasing for over a decade, with some handy tips and assets to share where wineries, restaurants and wine lovers can discover how to get involved.

Have a read on how to get the most out of this year's activation on 24 Feb and download the assets to start using across social media ->
https://www.mastermindconsulting.com.au/blog/open-bottle-night/

19/12/2023

That’s a wrap! Thanks to all of our clients, colleagues and industry mates for a fast-paced, crazy year. There have been vineyards a plenty and wine launches a many 🥂🍷🌱

We’re incredibly privileged to work with wineries across Australia and New Zealand who trust us to tell their stories about their wine, but also about the people and place that make it unique.

Whether celebrating impressive milestones, moving the dial with innovation or providing a tasting experience like no other, we’ve loved being part of the journey.

Cheers to a festive break - time to recharge and plot wine adventures for 2024. Merry Christmas 🎄

26/10/2023

A bittersweet day in the Mastermind office today as we bid a fond farewell and thank you to our Social Media Manager Melissa. Mel joined us in September 2019 and immediately brought a beautiful energy into the office. Her can-do attitude and willingness to learn, evolve and try new things on social media have delivered wonderful results for our Mastermind clients. So much has changed during the last four years, but what’s been steadfast is the determination to be part of the team and deliver results. You may be moving interstate, but we’ll always be here to enjoy a glass of Moscato on your visits to Sydney.

So, in Disney-themed style, we’re sending much gratitude and best wishes for the next chapter that awaits.

In the realm of pixels and posts, Melissa reigned,
A social sorceress, creativity unrestrained.
With Disney's magic and wine's sweet embrace,
she danced through algorithms, leaving a trace.

From pinot to shiraz, her words did entwine,
A symphony of flavours, like a vintage design.
In the kingdom of hashtags, she wore the crown,
Marketing stories in the glass, without ever a frown.

Now the time has come, the final adieu.
May your journey ahead be as sparkling as you.
To our social maestro, a fond farewell.
In the hall of Mastermind memories,
your enchantment shall dwell.

From the team and our clients, thanks for everything Mel.

13/10/2023

We’re thrilled to advise that Mastermind Consulting, along with our client Giesen Wines has been nominated as a finalist for Best Wine Marketing Communications Campaign in the 2023 Wine Communicators of Australia Inc Awards for the work surrounding Giesen 0% Dry July campaign.

Low and no alcohol wines are such an evolving category, and it was a pleasure to work with Louella Mathews and the team Reign at the QVB to bring the 0% wine story to life over breakfast – because wine-not pair wine and food when your palate is freshest!

Congratulations to all the finalists in a range of categories who work in improving wine communication and continue to convey exceptional stories across a range of mediums. We look forward to the awards presentation on 14 November.

05/10/2023

PUTTING THE SOCIAL BACK IN SOCIAL MEDIA
Looking for practical tips to better community manage and grow your social media accounts? Mastermind Consulting will be hosting a one-hour webinar to share best practice tips on how to better engage your audiences and key target markets across Instagram and Facebook with practical tools to take away in this jam-packed session.

When: Thursday 12 October 2023
Time: 11.30am AEDT
Cost: $75 per person

REGISTER NOW -> www.eventbrite.com.au/e/putting-social-back-into-social-media-tickets-725775382707?aff=oddtdtcreator

28/09/2023

Some exciting news just in. Our CEO Trish Barry has been appointed to The AWRI Board.

There's so much world-class research being conducted by their team, and enormous opportunities ahead. We look forward to hearing more and playing a different role in the sector.

18/08/2023

We once again worked with the Ara Wines team to drive awareness of their Ara Zero range during Dry July. This included public relations, influencer partnerships and a social media marketing strategy.

Ara Zero is one of the most awarded NOLO wines in the Australian market. We have thoroughly enjoyed educating media and consumers alike about these innovative wines.

Check out some of the highlights from our media coverage. ⬇️

08/08/2023

July 2023 saw us once again working with the team to drive awareness of their 0% alcohol range during Dry July. This included public relations, influencer relationship management and a social media marketing strategy.

Giesen are pioneers in the NOLO space and we have loved being part of this movement, educating media and consumers alike about these innovative wines.

Check out some of the highlights from our media coverage.

27/07/2023

To coincide with the launch of Holm Oak Vineyards' Top of Our Game wine tasting experience, our communications team have spent some time liaising with Australian media to inform them on the connection between Holm Oak and Australian tennis.

Many were intrigued by the story of how the trees planted at Holm Oak were used by the Alexander Racquet Company in the 1930s. The very same company who created the Wizard Tennis Racquet used by Australian tennis superstar, Jack Crawford.

Here’s a snippet of some of the pieces that were published...

27/07/2023

One of our favourite days of the year is here - ! 🍷 We are spoilt for choice when it comes to amazing Australian shiraz wines, and we feel extra special here at Mastermind Consulting to work closely with some of Australia and New Zealand’s finest wine producers.

It’s great to see so many embrace a wine varietal day that had not existed up until 2020 (from brands, influencers, media to consumers). What started as a tiny drop of an idea in our Mastermind office to celebrate all things shiraz, has turned into a rather large pour!

Thanks to everyone for getting behind us and please keep sharing your favourite shiraz wines on socials. There are some incredible deals to be had today, including from some of our own clients. 🍷 If you’re a shiraz fan, head over to Scarborough Wine Co, Holm Oak Vineyards, Best's Wines - Great Western, Brown Hill Estate and Redman Wines.

19/07/2023

New changes to the ABAC code regarding alcohol advertising ->

The Alcohol Beverages Advertising Code (ABAC) has been updated with new rules around ads placements and greater restrictions around direct marketing.

18/07/2023

A wonderful celebration of Redman Wines' Cabernet Sauvignon was recently held with media and trade at the Carlton Wine Room looking at 50 consecutive vintages. What a tasting and a lesson in logistics.

It was a privilege to help bring some of these amazing family stories to life and see the evolution of the style. So many stories that define the region, the values of the family and a commitment to winemaking in Coonawarra that has been so visionary.

The consistency was evident with only three winemakers (all Redman family members) responsible for the wines over that time. A tale of seasons, challenges and yet true resolve to bring a wine to the market each year even when yields were down.

A very special family who we love working with. Congratulations to Bruce, Mal, Dan and Mike on this magnificent milestone. Raising a glass to 50 more years 🍷

Here’s a glimpse into some of the highlights.

17/07/2023

SHIRAZ WINE DAY IS NOT TOO FAR AWAY... 🍷
The countdown to is on. Thursday 27 July 2023 we'll be giving the most popular red grape varietal in Australia its time to shine.

Want to get involved? See how your venue, brand or winery can leverage this day (with some free creative to download).

Let's celebrate all things shiraz!

LEARN MORE -> www.mastermindconsulting.com.au/blog/shirazday/

12/07/2023

Have you registered for our FREE webinar?

Learn about the future of wine direct-to-consumer marketing. Mastermind Consulting CEO Trish Barry will explore the latest trends and use of technology like AI and NFTs that are being leveraged by consumers.

Start thinking about the future and how you can engage your consumers long-term.

When: Tuesday 25 July, 2023 12:30pm AEST

REGISTER TODAY -> https://us06web.zoom.us/webinar/register/WN_Ah9TjitlToOWuDsAtfvAJQ?fbclid=IwAR1Hu7Q9Bd_X7jAOhqSmiUOPxrzDXrCQc1GRe0zQGokNvtVLTEOdvFQKDkE #/registration

12/07/2023

It's always wonderful to connect and meet new people. A fortuitous moment in Melbourne last week where we could attend Georgia's Media Circle first event, the Ultimate Dinner Party.

Our Mastermind client wines were being enjoyed, with Scarborough Wine Co, Redman Wines, Holm Oak Vineyards and Giesen Wines paired with a delicious feast by Pascale Bar and Grill, QT Melbourne Chef. The stories of the wines told by our CEO to further the theme of connections, and Georgia Love spoke of her journey on The Bachelor and her life as a journalist. New friends were made - no doubt it won't be the first event of its kind.

Photography by:

07/07/2023

WHAT IS ALL THE HYPE ABOUT THREADS?
Have you heard the buzz all over Instagram? Mark Zuckerberg has launched a new social media platform - Threads.

What is Threads, you ask? Threads is a text-based social media app that is closely tied to Instagram. Last month, Meta chief product officer Chris Cox said that Threads would operate as an alternative to Twitter.

But how does it work? Threads’ interface is very similar to Twitter. Posts can reach a limit of 500 characters and can include links, gifs, videos and photos. Uploaded videos can be up to five minutes long. Users can follow other accounts, like, repost and send posts by direct message.

If you’re keen to set up an account to see what they hype is about, be aware - the only way to delete a Threads account is to also delete your linked Instagram account, so use caution.

Stay tuned for updates as we reveal more about Threads and the features it has to offer.

28/06/2023

‼️ FREE WEBINAR ‼️
Time was not on Trish Barry's side at last week's Wine Communicators of Australia Inc Direct to Consumer Summit, but there are plenty of ideas about the future of DTC to share.

As promised, Mastermind Consulting will host a free webinar to delve deeper into some of these trends, with a little more time to allow for questions and add some other content into the mix.

Details are below - hope you'll tune in:

When: Tuesday 25 July, 2023 12:30 PM AEST
Topic: Mastermind The Future of DTC

Register in advance for this webinar – the recording will be sent out to those who register if cannot make the time: https://us06web.zoom.us/webinar/register/WN_Ah9TjitlToOWuDsAtfvAJQ #/registration

15/06/2023

It’s a week until the Wine Communicators of Australia Inc's Direct to Consumer Wine Summit on 21 June in Sydney.

Our CEO is giving the Keynote at the end of the day on the 'Future of DTC'.

If you’re looking to attend, we have a special discount link that will save you $130 off your tickets. To redeem this simply:

Step 1: Click on the registration link: www.eventbrite.com.au/e/616174914757/?discount=SPEAKERTICKETOFFER
Step 2: Fill out your details, and the $130 voucher will automatically be applied to your ticket price

EVENT DETAILS
DATE - Wednesday, 21 June 2023
REGISTRATION TIME - 9:00 AM
START TIME - 9.30 AM.
FINISH TIME - 5:00 PM.
VENUE - Australian National Maritime Museum, Sydney

For the full speaker list and Summit program go to: https://winecommunicators.com.au/event/wca-direct-to-consumer-wine-summit/

Hope to see you there.

31/05/2023

📢 IMPORTANT UPDATE FROM ABAC 📢
Earlier this month ABAC (Alcohol Beverages Advertising Code) introduced new, stricter regulations which now encompasses no-alcohol drinks like zero per cent wine and beer.

So, what do these new changes mean for you? We’ve summarised what you need to know over on our website.

LEARN MORE -> www.mastermindconsulting.com.au/musings/uncategorized/abac-regulations-wine-marketing/

20/04/2023

NEW INSTAGRAM FEATURE ANNOUNCED ⬇️
Instagram is rolling out a new feature that allows users to add up to five links to their Instagram profile bios. This feature will challenge the need for external solution providers such as Linktree.

Instagram reports that the feature has been a top request among creators to enable them to direct their followers to other content like their website, profiles on other platforms etc.

Keep an eye on your profile as it is rolling out now!

24/03/2023

NEW INSTAGRAM AD TYPES AND WHAT THEY MEAN ⤵️
Earlier this week Instagram announced two new in-app ad formats that we’re excited to share.
1. Reminder Ads - You can now create Instagram posts with reminders for your upcoming events, product launches etc. People who see the post can opt in to receive three reminders leading up to the event. This is only available for professional accounts
2. Search Ads - Soon you will be able to run ads in Instagram Search Results to reach people actively searching for businesses, products and content. Ads will show up in the feed that people can scroll when they tap into a post from search results. This isn’t available yet but Instagram are rolling it out globally in the coming months.

If you need training or support with your Instagram Advertising strategy or implementation, DM us and we will be in touch!

22/03/2023

JOIN US TOMORROW FOR OUR SOCIAL MEDIA SPOTLIGHT WEBINAR
The world of social media continues to evolve with the average social media user accessing on average, seven social media platforms a day. Join us as we explore the social media landscape for 2023 and talk about how to think differently about using these tools in your marketing mix.

When: Thursday 23 March, 2023
Time: 12.30-2pm AEDT

Click the link in our bio to register -> www.eventbrite.com.au/e/social-media-spotlight-tickets-556353316747

14/03/2023

Get to know Bec Duffy, Winemaker and Owner at Holm Oak Vineyards by listening to this inspiring conversation between two great women in wine. If you don't already listen to Shanteh Wale's Over a Glass podcast, then add to your podcast library!

LISTEN HERE -> https://linktr.ee/OverAGlass

10/03/2023

GIESEN WINES' GET SAVVY OVER SUMMER CAMPAIGN ☀️
Giesen Wines asked our marketing team to come up with a summer campaign to keep their wines in the media during peak entertaining season.

We recognised that journalists were looking for good value, budget friendly drinks to feature and developed the "Savvy Summer" campaign. The Estate, 0% and Pure Light ranges were all featured and we achieved media coverage across lifestyle magazines, newspapers, TV, podcast and radio. Cheers to that 🥂

07/03/2023

This we're taking the opportunity to shine a spotlight on some of the incredible women we work with within the wine industry. Luckily for us we have some amazing clients with women at the forefront including Scarborough Wine Co, Billy Button Wines, Holm Oak Vineyards, Best's Wines - Great Western, Brown Hill Estate, Giesen Wines, Ara Wines and Flowstone Wines.

These wine brands are full of fierce and inspirational women making changes for the better and ensuring equality in an industry that’s often dominated by males. Let’s raise a glass to a future that’s diverse, equitable and inclusive. 🥂

06/03/2023

⭕️ WHAT YOU NEED TO KNOW ABOUT SOCIAL MEDIA IN 2023 ⭕️
The world of social media continues to evolve with the average social media user accessing on average, seven social media platforms a day. Join us as we explore the social media landscape for 2023 and talk about how to think differently about using these tools in your marketing mix.

When: Thursday 23 March, 2023
Time: 12.30-2pm AEDT
Cost: $50pp

LEARN MORE -> www.eventbrite.com.au/e/social-media-spotlight-tickets-556353316747

01/03/2023

Looking for ways to build your Instagram social media following? We've put together a list of five tips to help you authentically grow your tribe on Instagram.

CLICK HERE FOR OUR TIPS ->

One of the first questions we’re often asked by our clients is “How do I get more Instagram followers?”. While some patience is required, incrementally growing your social media following is possible – you just have to know what to do! We share our top five tips to increase your Instagram fo...

26/02/2023

NEW GUIDE FROM GOOGLE ON LINK BEST PRACTICES 🧑‍💻
Google recently released a handy guide on link best practices that will help to boost your SEO results.

From crawlability to anchor text - they have it covered. There also some examples of what to do (and what NOT to do).

CLICK HERE TO LEARN MORE -> https://developers.google.com/search/docs/crawling-indexing/links-crawlable

21/02/2023

In 2016 the team at Canada Bay Club joined the Mastermind Family – our local Club, who started their humble beginnings as the Western Suburbs Soccer Club. With no digital presence in place at the time, it was a real privilege to help them tell the stories of their Club, build an engaged email database, and establish an organic social media following which we amplified through paid campaigns.

New websites were launched, blogs written, photoshoots organised, PR campaigns and sponsorships engaged and the life of the Club and community often captured through digital initiatives.

Covid was difficult for the hospitality sector, but the challenges were met by the leadership team with the community and staff in mind. It’s been wonderful to watch the organisation grow, and then add Concord Bowling Club into the fold.

It’s always bittersweet to say goodbye to a client who you've worked alongside as a partner for many years. But just like teenagers growing up, it leaves you with a sense of pride and achievement as they bring on new skills to take on their digital activities in-house.

We wish both organisations so much love and success in the years to come. Thanks for the friendships, trust in our team and allowing us to tell your local stories in the digital arena over the last seven years.