Polly Hammond, founder of 5forests. (Credit: Courtesy of 5forests)
A Digital Marketing Agency for The Wine Industry
Polly Hammond’s agency, 5forests, offers wineries a digital transformation.
Polly Hammond’s journey to entrepreneurship began 10 years ago, when she and her husband sat on their patio one Sunday afternoon talking about what they wanted their life together to look like once their children left home. They were expats living in New Zealand and Hammond was already working in marketing, helping artisans of all sorts sell their wares in the digital space – but that day, she realized her true calling was in wine. So, Hammond decided to dive headfirst into her dream project by launching 5forests, a digital marketing agency working with vineyards and wineries across the globe. Hammond, who now lives in Barcelona, is proud to report that over 700 brands around the world turn to her for ways to grow their winery websites and ecommerce platforms – and she gets to live out the dream she crafted on her patio every single day.
Here’s our lightly edited Q&A, from The Story Exchange 1,000+ Stories Project.
How is your business different from others in your industry?
We are the only digital agency working in wine on a global scale, which means that we have deep expertise in cross-cultural and cross-border wine marketing. We have the strongest development team working in wine right now, which means that we have become the go-to agency for complex digital solutions. Our work is grounded in accessibility, sustainability and privacy. And – something I never would have expected – I have become a recognized subject-matter expert for the Millennial and Gen Z wine consumer.
Tell us about your biggest success so far.
I could talk about the quality of our clients, or the numbers of wineries using our integrations, or metrics of client performance. But really, I think our biggest professional success is our team. We can have hard conversations and get through tough times and still like one another – this culture that we have cultivated is what got us through the insanity of the wine industry “discovering” digital in 2020. We have a huge amount of respect for what each person brings to the table, and we’re great at recognizing and honoring each other’s contributions.
What is your top challenge and how have you addressed it?
Our own marketing — the classic ‘mechanic’s car’ scenario. We focus so much on client marketing that our own sometimes falls by the wayside. We’ve tackled this in three key ways. First, by leveraging referrals – when a great client comes along, we make sure to let them know how much we value them, and we actively encourage referrals from clients who align with our values and goals. Second, by contributing value to the industry – we regularly present and participate in industry panels, always with a zero-promotion stance. And when we identify gaps, we offer free solutions. Lastly, I started a podcast about the wine business in March 2020, just as Europe was entering lockdowns. Since then, I’ve hosted over 100 podcasts on wine business and marketing and, like presenting, I make it a point to provide value and insight without being self-promotional.
What is your biggest tip for other startup entrepreneurs?
Keep your own counsel, and set boundaries from day one.
How do you find inspiration on your darkest days?
I don’t rely on inspiration – I rely on habit. When my heart isn’t in it, which of course happens sometimes, I sit down at my desk and start with just one small, regular thing.
What is your go-to song to get motivated on tough days?
I love music. There is always a soundtrack playing in the background of my days, and I remember which songs formed the soundtrack to which projects. If I had to pick just one song, it would be “September” by Earth, Wind, and Fire.
Who is your most important role model?
My husband – in a completely non-patriarchal way. He is calm, while I am choleric; he is joyful, while I can be a bit broody; he has amazing self-discipline, while I only have self-discipline when it comes to work! Whenever I’m at a loss for how to manage a situation, I stop and ask myself what would my husband do.
Instagram: @5forests
Facebook: @5forests
Podcast: PollyHammond.com
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