usual-suspects-line-up

 

 

If you are like me, you get offers of reports on trends in the wine business about every day. Several years ago I saw a synopsis of an extensive report that seemed pretty interesting. For the mere price of $2,500US I had a several hundred page report on my desk in about a week. Now this was when I still had an expense account so please don’t start emailing me more sucker offers.

 

Click to enlarge!

Click to enlarge!

 

Sadly, much of the report seemed like it was written by a fresh-out-of-college student, or at a minimum someone who never lived in the wine business. It was rehash of everything you already knew. To make matters worse, I was cited in several places for things I’d said. That instantly devalued the purchase. Why would I listen to me? I always lie.
One of the largest issues in a family owned winery is getting your message out in a way that impacts your customers and prospective customers, helps deliver the right message in a way they hear it, and create an emotional connection with your brand. There is no way you can do that one customer at a time. Its not scalable. And while going with the standard cohorts of Millennials/GenX etc is tempting, that isn’t going to be very effective in the end because of the wide variance in tastes within the cohorts. So you have to find a way to segment your customers and prospective customers into groups so you can then customize a message for that group. That is scalable but it requires defining the groups and individual characteristics of the groups as well as their motivations. If you can do that, then you can do direct marketing and even events with like-minded people.

Read on …

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