Case Study: Virtual Events Expand Customer Outreach at Hanson of Sonoma
Like countless organizations, in March 2020 Hansons of Sonoma Distillery was forced to abruptly shift its business model. Tasting room visits and live events were cancelled, as were in person visits to distributors and partners. Hansons needed a business continuity strategy to sustain and continue growing their operations, while closely monitoring their capital spend. With a brand synonymous with quality in the highly competitive spirits industry, the team at Hanson’s knew they needed to quickly adapt to meet their challenges.
Logitech Zone Wireless
From their Sonoma-based production facility, Hanson’s initial outreach efforts to customers and partners involved video meetings using laptop cameras and audio over mobile devices. The quality of these interactions soon proved suboptimal, for participants on both sides. Crowding into the limited field-of-view on the laptop camera, while suffering from an echo-laden audio experience, was clearly problematic. The experience also didn’t reflect well on the Hanson brand, and impacted their ability to clearly articulate their value proposition at a critical time for their business.
After researching options that could improve the quality of their customer engagements, while not severely impacting their budget, Hanson’s chose Logitech MeetUp for their tasting room experiences, and Logitech BRIO and Logitech Zone Wireless for their desktops interactions. By mounting MeetUp atop the display on a mobile rolling cart, they were able to host virtual cocktail parties from their tasting rooms, and showcase their production operations to distributors and wholesalers. At the desktop, the interaction quality improvements delivered by BRIO and Zone Wireless enabled clearer communications with critical business partners.
Improvements in their video quality of experience paid immediate dividends to Hansons. Tasting room “visitors” could now clearly see, hear, and interact with Hanson’s mixologists, and the RightSight technology in MeetUp enabled them to focus on engaging with customers, not adjusting the technology. When they needed to key in on drink ingredients or subtly promote the Hanson’s brand, the pre-set camera angles on the MeetUp provided them with one-touch production control. From their desktops, the Hanson’s team elevated the quality of their personal communications by leveraging the BRIO 4K webcam in lieu of the low-res bezelcam, and using Zone Wireless to reduce echo and improve communication quality in the desktop spaces adjacent to the tasting room.
“We realized we needed to be more interactive with our customers, wherever they are in the world.”
Marketing Director, Hanson of Sonoma Distillery
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