Project Overview
Heidi Moore is a multi-talented professional who wears two hats with remarkable expertise. By day, she is an insurance agent, specializing in the unique and ever-evolving field of insurance, including her self-crafted beverage insurance. With a keen understanding of the specific challenges faced by breweries, wineries, distilleries, and other beverage businesses, she provides tailored coverage and risk management solutions to ensure their peace of mind.
By night, Heidi transforms into a passionate wine enthusiast. As the owner and host of the popular “Wine Crush Podcast,” she shares her deep knowledge and genuine love for the world of wines with an engaged and growing audience. Through engaging discussions, expert interviews, and tasting adventures, she uncorks the rich stories and flavors behind every bottle.
Whether it’s safeguarding the interests of beverage businesses or uncorking the secrets of the finest wines, Heidi is the go-to expert for all things related to insurance and the world of grapes.
The Problem
When Heidi approached Otter PR, our team realized that the central problem she faced was twofold. First, the “Wine Crush Podcast,” despite its captivating content, was struggling to reach a wider audience and generate higher engagement from listeners. Secondly, her specialized niche field of beverage insurance was relatively unknown, with limited recognition even among Heidi’s target market.
Upon identifying these two core problems, our team rapidly began formulating a comprehensive PR strategy that would resolve both issues. Utilizing our extensive media network of journalists, niche reporters, and professional podcasters, we aimed to tackle both problems simultaneously by promoting Heidi’s podcast as well as her unique insight and expertise in beverage insurance.
The Strategy
The overall goal of our PR strategy for Heidi was to create a personal brand that would capture the attention of wine enthusiasts, while also establishing her credibility and brand awareness in the niche beverage insurance industry. The campaign’s success really took off when our team discovered the unique angle of “personal beverage collection insurance” — an innovative approach that tapped into a previously untapped market niche.
While Heidi didn’t initially offer this type of insurance, after seeing the opportunities the angle provided, she took it upon herself to learn about this interesting niche sector. The “personal beverage collection” angle unlocked numerous doors for her campaign by filling a long-overlooked gap in coverage that traditional insurance policies failed to address adequately. This niche differentiation set Heidi’s campaign apart from her competitors because it directly catered to the insurance needs of passionate private beverage collectors, such as those with rare and valuable wine collections.
The “personal collection insurance” angle we took not only resonated with journalists, but also provided insight into custom-tailored solutions for their readers. Building upon the opportunities presented by the aforementioned angle and Heidi’s exceptional personality, our team was able to hit the ground running and cement Heidi as a go-to expert for niche insurance and beverage-related topics.
Business Impact (results)
As a result of our comprehensive media strategy for Heidi’s campaign, she was able to experience a surge in traffic to both her podcast and website (up 18%). The incorporation of lesser-known topics and unique angles caught the attention of a wider audience, with listeners coming to the “Wine Crush Podcast” in search of valuable insights from enthusiasts in the wine industry.
Heidi’s increase in listenership not only amplified her podcast’s reach, but also created a loyal and engaged community of wine enthusiasts eager to explore their newfound passion for collecting. Our ability to differentiate Heidi in the crowded insurance market with coverage in outlets such as Business Insurance, Hotel Management, and Wine Industry Advisor — coupled with her campaign’s effective messaging and tailored marketing — also impressed her parent insurance company, Country Financial.
By resonating with collectors, enthusiasts, and newcomers, our campaign for Heidi created a buzz on social platforms, further driving her social media engagement. Conversations, shares, and likes increased, building a vibrant online community passionate about personal collection insurance. This increased social media engagement demonstrated the campaign’s unique angle resonated deeply with its target audience, turning casual social media users into active participants in discussions around the captivating wine industry.
