Posts Tagged ‘Winery Marketing’
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 firstname.lastname@example.org.
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!
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.
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 (dot) dobson (at) avantguild.com
This isn’t meant to be a blatant push for Chris and Julien or their book. But one of the things I believe you come here for is my opinion on discoveries that can help you to grow your business and keep you on track to continue to engage with and build a community of enthusiasts for your winery brand. I understand that your days are busy so I love to bring you resources to help you to do that. Being a solopreneur affords me the flexibility to watch out for things for you that I strongly believe can help you to tell your winery’s unique story to those who want to hear about it the most and will in turn tell their friends about you. “Trust Agents” outlines best practices for using the web to build influence and teaches you how to earn trust and build relationships that can benefit you and your community.
If you’ve been reading my posts on social media, have attended workshops or webinars but still feeling like you’re not sure what to do next or if you can improve results on what you’re already doing out there on the web, Chris, Julien and “Trust Agents” offers guidance and actionable steps. And there’s a really cool story about J Vineyards and Winery in Sonoma and how one of their staff members won the trust of tech blogger Robert Scoble and got him to buy a case of wine from the winery after winning him over. Plus, there’s a bit on Gary Vaynerchuk and how he makes us want to buy his products.
The book was also recently listed as one of the recommended books for those interested in digital marketing for the wine industry by Paul Mabray, founder and Chief Strategy Officer at VinTank in a post on John Corcoran’s Think Wine Marketing blog. If you’d rather listen to an audiobook version, there’s one available via Amazon.
Have you already read “Trust Agents?” What are the takeaways that resonated most that can be applied to a winery’s business plan?
One of the things I absolutely love about the wine public relations business is that there is so much to learn. Therefore, I love to incorporate teleseminars and webinars into my work week as much as I possibly can. Yesterday, during a Bulldog Reporter teleseminar on blog pitching best practices, several bloggers revealed their likes and dislikes for receiving information to be considered for posts on their blogs.
One of the panelists made mention of how he is looking for information and he’s looking for it quickly. He said that if you can provide what he needs to compose a blog post and include videos/pictures, quick facts and contact information, your chances of being blogged about increase dramatically. (As a blogger myself, I couldn’t agree more)
This blogger panelist gave an example of a great media room that delivers just what he’s looking for. The Chrysler Media Site provides a drop down list of items called “What Do You Need Fast?” that includes images, bios, fact sheets,videos, logos, press kits and several other things that make it quick and easy for a blogger or journalist to pull updated, relevant information on the company.
Here’s the truth. Bloggers and journalists are pressed for time, need fresh content and they need it now. If you provide them with what they’re looking for and save them the time required to track it down or ask for it from you, they will appreciate it and they will see that you respect their time and have the foresight to provide them with the information that they want. They will like you for it and they will pay more attention to your pitches in the future.
Here’s a wine industry example of a media room from Israeli Wine Direct. Notice the links to their logos, fact sheet and blog/podcast. And their media contact information is clearly shown. I would recommend adding some videos that are easily embeddable and reinforce your winery’s key messages and branding, bios with photos and a nice assortment of other images. For a winery, wine technical sheets and images should be added. And keep this information fresh and updated. The bloggers on the call mentioned a study result that revealed that blog posts without photos or video are very often skipped over by readers, so they are hungry for them.
I wholeheartedly encourage you to put someone on this if you’re looking to increase your chances of receiving coverage on blogs and in the media. Of course, then there’s the task of continually serving up creative and compelling “news hooks.” But that’s for another post.
There are a couple of books that I have found invaluable this year and I thought I would share them with you. If you’re in a planning phase and looking for some guidance and fresh ideas for your winery public relations and marketing plan, you may want to add these two books to your list.
“Wine Marketing & Sales: Success Strategies for a Saturated Market” by Paul Wagner, Janeen Olsen and Liz Thach
This book has become my “bible” and I refer to it all of the time when developing strategies for clients. I think you will find it very helpful.
- Basic Wine Marketing Principles
- Research and Demographics of Wine Consumers
- Wine Branding
- Wine Advertising and Promotion
- Graphic design in the Wine Industry
- Wine Packaging and Labels
- Wine Public Relations
- Wine Budgeting and Pricing
- Three Avenues to Wine Sales
- Wine Sales and Distribution Management
- Direct Wine Sales-Wine Clubs and E-Commerce
- Establishing a Tasting Room
- Strategies for Wine Exporting and Importing
- Winery Repositioning and Turnarounds
- The Big Picture and Evolving Topics
“Spinning The Bottle” by Harvey Posert and Paul Franson
This is a book filled with case histories and stories from Wine PR experts Harvey Posert, whose bio includes many years as head of PR for Robert Mondavi Wineries, and Paul Franson, freelance writer who has worked in corporate and agency public relations for years.
Posert and Franson collected stories of 50 experts who were successful in their PR campaigns and some of the experts have included their contact information, which I think is a great bonus. Some of the case histories include: “Building a Name for Lodi Woodbridge” by Executive Director of Lodi Woodbridge Winegrape Commission Mark Chandler, “Some Tips on Wine Public Relations” by Paul Franson, and “Delicato Family Vineyards” by Cheryl Indelicato, Delicato’s Public Relations Manager.
I’ll be sure to share any others that I come to discover.