Wine Marketing: Science or Magic? (by Larry Chandler)

Posted: May 14, 2013 by wynmaker in Research, Social Media, Wine, World wine news
Tags: , , , , , , , , , , , , , ,
Magic or Science?

Magic or Science?

This is blog post #2 billion on wine marketing. Everybody writes about it. A few of them even have something important to say.

So in summary:

1. Know your market
2. Write well
3. Watch the money roll in.

Ok, we’re getting ahead of ourselves. #3 is patently false. #2 means nothing, you either write well or know how to hire well or perhaps neither. So you may need to work on this. But #1 is the most important here, and that’s what we’ll discuss.

Let’s assume you want to sell wine. Let’s assume you actually make wine or work for a winery. Let’s also assume you make good wine. Selling bad wine requires a skill far beyond our abilities here.

Marketing and selling are not the same thing. To paraphrase marketing guru Peter Drucker, “The aim of wine marketing is to make selling wine superfluous.” So where do you start? Marketing involves everything about your brand: what your labels look like, where you might talk about your wine (advertising, social media, wine events), how people can taste your wine, where they can buy it, etc. Only then will you be in a position to sell your wine. And if your wine is really good, then people who enjoy it can become your best salespeople (now called “brand ambassadors”).

Who buys your wine now? Do you even know? Do you have a tasting room? If so, you do ask for their email addresses and maybe their phone numbers. No? Why not? They are your customers. They want to buy more at some point. Don’t ignore them. Everyone talks about social media (incessantly). Important, yes. But do not neglect email. It’s still (as of this writing) crucial.

If you don’t have a tasting room, do you do winemaker dinners? Tastings at festivals? Wine store events? Do you ask for emails there?

Read on …

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