Archive for the ‘Winery Marketing’ Category

Five Easy Winter Projects for Winery Marketers

It’s November, post-Harvest and going into slow season for winery marketers.  Thought I would put together a short list of projects that may make your life easier in 2011 with a little time put in during the winter.

1.  Claim your winery on location based services and review sites. Even if you don’t use the LBS platforms or review sites, some of your customers are using them.  Best case scenario is that you’ll be aware of their check in while they’re with you and seek them out to say hello and offer them something special.  Bring out a tank or barrel sample, line up a taste of your late harvest or reserve wine.  Thank them for checking in and sharing their check-in with their friends.  Same for a review.  Seek your reviewers out and thank them, offer them a special experience next time they visit.  Tell them to ask for you by name.  There are lots of other things you can do to create a connection, these may just help get the juices flowing.

2.  Create promos to drive customers to your winery

3.  Explore opportunities to feature personalized tastings via CellarPass and VinoVisit winery reservation systems. The beauty of these reservation systems is that they allow you to target key customer segments to provide them with a special, premium experience.  You have control over the times you’ll offer the tasting or event.  You can place a widget on your winery homepage to direct website visitors to your CP or VV reservation page.  Both services offer Facebook plug ins for reservations.

4.  Post your winery’s 2011 events

5.  Add your wine to YourWineYourWay.com Somewhat time-consuming but will push info to several channels online.  Ensures that your online info is accurate.  If adding your full portfolio is difficult, add your top-sellers first.

What else can you recommend to wine marketers to tackle over the winter?

-Melissa

Twitter @MelissaDobson

TasteLive Participants: How Are You Engaging and Posting to #TTL ?

Social Media Quick Tip: Introduce Your Twitter Team

Cork'd Twitter Team Page Showcases Each Member as "Who's Talking?"

As you know, social media engagement is all about personal touches.  Remember this when thinking through your social media presence, including Twitter.  As much as possible, introduce and humanize your Twitter team.  Here are a couple of great examples of  brands who have added special touches to their Twitter strategies, going beyond a standard Twitter presence to introduce and promote their Twitter teams.

The Capital Grille

A simple, dedicated Twitter page for The Capital Grille’s Master Sommelier, George Miliotes invites web visitors to engage with George on Twitter.  The Capital Grille’s main navigation bar also includes a button linking to George’s twitter profile.

Cork’d

The team at Cork’d, an unpretentious wine consumer review site, designed a Twitter background that shows “Who’s Talking” from their company’s Twitter profile @Corkd (see above).  Each Cork’d team member signs their initials at the end of their tweets to let followers know which of the four of them tweeted.  I liked this so much that I recommended it to my clients at Vin65 and we implemented it onto our new @vin65team Twitter page.

It excites me to see brands embracing the opportunity to engage with their customers and clients on Twitter by adding these types of personal touches to their marketing strategies.  Have you seen any others that you like or have you implemented some into your branding?

Academy of Wine Communications-FLX: February Meeting this Thursday, 2/25/10

AWC FLX members Kim Aliperti, Billsboro Winery & Erica Paolicelli, Three Brothers Wineries & Estates taste Ravines Wine Cellars '07 Dry Pinot Rose'

Update: February meeting canceled due to winter storm warning for the region.  We’re working on setting up our next meeting for Thursday, 3/18/10.  Watch here for more details.

February’s meeting of the Finger Lakes Chapter of the Academy of Wine Communications will be held on Thursday, February 25, 2010 at Three Brothers Wineries & Estates at Stoney Lonesome Wine Cellars on Seneca Lake, 623 Lerch Road in Geneva, NY.  The meeting will be held from 10:00 AM-12:30 PM with breakfast provided by Three Brothers Wineries & Estates.  Attendees: feel free to bring a bottle to share during the meeting and RSVP for new members is greatly appreciated ASAP to Melissa Dobson at (917) 816-5424 or melissa.dobson@avantguild.com.

Topics to include:

  • Identifying wine influencers
  • How to turn wine blog reviews into sales $$
  • New York Cork Report: Mini-Rieslings: Hazlitt Hopes To Take a Major Step With Customers http://bit.ly/cm6Ydf, alternative packaging
  • Viticulture 2010 takeaways: Erica Paolicelli of Three Brothers Wineries & Estates
  • Vino Visit and Cellar Pass

If you haven’t joined us yet, check us out. Wineries and wine marketing groups that have attended include: Heron Hill Winery, Splash The Finger Lakes, Finger Lakes Tourism Alliance, Damiani Wine Cellars, Ravines Wine Cellars, Finger Lakes Wine Country Tourism Marketing Association, Anthony Road Wine Company, Three Brothers Wineries & Estates, Sheldrake Point Vineyard and Cafe, Red Newt Cellars, Rooster Hill Vineyards, Shaw Vineyard and New York Wine & Culinary Center.  Bring a favorite bottle and your notebook, it’s a great excuse to get out and talk wine marketing over a glass of vino with Finger Lakes winery owners and marketers.  See you there!

Social Media Quick Tip: Tag Your Favorite Wine Brands on Facebook

This is old news for some, but if you haven’t explored the status tagging feature (similar to photo tagging) on Facebook, take a few minutes and check it out.

Status tagging can help your winery’s Facebook fan page to become more engaging and vibrant.  Facebook users can type the “@” symbol before a Facebook fan page name that they’re a fan of along with the first few letters of the fan page right after the @ sign, and Facebook begins to populate your friends names and fan pages for you to click on, creating a direct link to the page (or personal profile) and also appearing on that fan page or profile.

For example, you work for a winery.  Your personal profile oftentimes has updates about your day at the winery, but those updates don’t make it over to your winery’s fan page because you’re running short on time.  Here’s what you can do to save time and get your fan page updated more easily.

1. Go to your personal profile.

2. Type your update text into the “What’s On Your Mind” box and be sure to type @xyzwinery within your update text.  You’ll see choices pop up after you type the @ symbol.  (ie Just finished bottling  2008 @xyzwinery Cabernet Franc with barely a bottle broken!)

3. Click on the appropriate fan page link after the @ symbol and finish your update.

The update will now appear on both your personal profile page and the winery’s fan page if they allow links from fans to show on their wall.  If your winery doesn’t allow links from fans, I highly recommend that you do so by adjusting your fan page settings.  Organic content from fans is the lifeblood of a successful fan page.

I bet you have some Facebook-savvy customers who will follow your lead and tag their updates about you and their wine experiences with you.  Let’s help each other out and tag other wineries and businesses on Facebook when we’ve visited them.   (I don’t seem to have the ability to status tag from my blackberry’s Twitterberry app just yet)

Photo credit: respres flickr photos http://www.flickr.com/photos/respres

Academy of Wine Communications:Twitter Basics Immersion for Wineries

Winter Beauty on Keuka Lake

Our next meeting of the Academy of Wine Communications here in the Finger Lakes will be followed by an interactive Twitter Basics Immersion for Wineries for AWC members.  The meeting and seminar will be held at Ravines Wine Cellars on Keuka Lake thanks to their offer to host us and let us utilize their wireless connectivity.  Date is still TBD but watch for info soon.

Update: Meeting and Twitter Immersion date set for Wednesday, 1/27/10

  • Topics for Twitter Immersion to include:
    • No question too simple, be sure to ask those questions that have been keeping you from engaging more frequently
    • Basics of Twitter, hashtags, Tweetdeck, what are people saying?, following and joining conversations
    • What to do everyday to get the most from Twitter
    • Topics, what are engaging topics? How not to tweet only “sales-y” content, getting the most from Twitter conversations

    Would love to have this be interactive, so if you’re an advanced Tweeter, it would be great to have you stay and participate to help other members if your schedule allows.

So I ask my friends and advanced Tweeters (Tweeps), what tips can you offer to Academy of Wine Communications members in Finger Lakes Wine Country who are just getting started on Twitter?  Or have set up profiles but are feeling stuck?  Your comments and suggestions, if they’re good :) , will be presented during our session and you will receive mad love from our group and maybe gain a few new followers.  Muchos gracias!

Academy of Wine Communications-FLX: Invitation to our next meeting

Attendees to Our Info Meeting at Heron Hill Winery

Attention Finger Lakes wine PR & marketing professionals:  This is an open invitation to you to our next meeting on Thursday, 12/10/09.  Hope you can join us!  UPDATE 12/7/09: Meeting location is at Ravine’s Wine Cellars, 14630 State Route 54,  Hammondsport, NY 14830. Please RSVP to melissa (dot) dobson (at) avantguild.com before 12:00 noon tomorrow if you’ll be attending.

Hi all,

For those who haven’t discovered us, the Academy of Wine Communications is a group of wine communications pros based in Napa, CA (history http://academyofwine.org/awc/about/history/) with a developing chapter here in the Finger Lakes. Our goal is to bring wine communications professionals together to share and discuss hot topics and the latest developments in the wine PR & marketing industry. Additionally, the AWC strives to provide resources to wine writers and bloggers. We held our first small info meeting last month and now moving forward with our next meeting. We’re planning monthly meetings through April and then will reassess meeting frequency during busy season.

The next meeting of the Academy of Wine Communications-Finger Lakes Chapter is set for next Thursday, 12/10 from 12-1:30, meeting location is still TBD. If you have or can suggest a winery (preferred) or restaurant (that serves a lot of local wines of course!) where we can either bring in our own lunches or order lunch, please reply back ASAP. Also, if you plan to attend, please email me back by Monday to RSVP so that I can plan for the appropriate venue.

Here’s what we have lined up for our next meeting:

* Hot topics

* Recent wine PR/marketing challenges

* Best/worst practices

* Blogger relations

* Chapter Officers

* Meeting calendar through April

* Open floor (as time allows): share current initiatives, recent events ie Spit & Twit, books, resources etc. (please feel free to bring any books, websites etc. to share)

Don’t forget, you can list yourselves on the AWC site’s wine PR directory http://academyofwine.org/awc/resources/wine-pr-directory/

I’d love your help in spreading the word to anyone involved in Finger Lakes wine PR and marketing interested in attending our next meetings. The main home page for the AWC is academyofwine.org, check out the resources tab for: Job Board, Useful Links, Social Media including blogger relations tips. We’re also updating on the Academy of Wine Communications Facebook Fan Page. Your suggestions and feedback are welcome there too. (Will be closing down the AWC-FLX fan page very soon, so please join the main AWC page)

Hope to see you all soon.

Thanks so much!

~Melissa

melissa (dot) dobson (at) avantguild.com

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