Winery Marketing: People Connect with People, not Wine Bottles

Hazlitt 1852 Vineyards Crew at Harvest

Hazlitt 1852 Vineyards Crew at Harvest

One of my current projects involves creating content for a local wine association’s new website. I found
this post by Ben Chinn, Director of Web Design and Development at Inertia Beverage Group. Ben refers to winery websites as “virtual tasting rooms” in that they are another extension of your winery, its people and your winery’s story.

“What are you saying on your website? Can you imagine an employee in your tasting room talking like the text reads on your site? You have an opportunity to connect directly with customers on your website – don’t lose sight of the human being on the other side of the screen.”

It’s been my experience that today, customers are seeking personal connections and want to establish relationships with people, not bottles or vines or views. Although gorgeous shots of your winery’s views, vines and bottles are important to include, remember to feature your winery family and customers on your website. What makes them special? Why would a new visitor to your site want to come in and meet your staff, sample your wines and come back for more?

As Ben says in the post, “You need to create a memory of your winery that stands out among the other tasting room visits that day. On the web the competition is even more severe. You are competing with millions of other web sites and all of them are only a click away. How have you distinguished yourself and made sure the memory of your web site stays with each customer?”

Take a good look at your current web site content. When was the last time you updated it to tell your story and capture the interest of wine lovers with many, many choices of winery websites out there? If your content and events are stale, you may find yourself clicked away from in an instant.

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3 responses to this post.

  1. Nice!

    There’s no doubt we have SO MUCH wine to choose from that we must use every way to rise above the noise of boring wines to express what makes each of us unique and interesting. The people, place, story behind the wine interests me personally as much as the wine itself.

    I do think consumers need to TRY new wines (especially what they perceive to be “exotic” wines, like ones from Israel) before they’ll simply Buy Online, which is why we’re spending so much time using “house parties” as platforms to give people an experience, a “traveling tasting room”, a traveling Israeli Wine Embassy!

    Richard

    Reply

  2. Hey — this is interesting and I just discovered your blog via Cooking in the ‘Cuse. Mine is Cooking with Ideas. Any interest in doing a guest blog or adding my blog to your list of finger Lakes sites or maybe an interview on my blog?

    Reply

  3. […] as well.   Nothing feels more sterile and unwelcoming than an About Us page with text only. Seeing people’s faces is much more engaging and establishes a layer of […]

    Reply

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