Posts Tagged ‘promote’

 

The key to winery social media success is to stay consistent and keep up-to-date with your fans by posting comments about your winery.

 

It’s easy to open a page and be committed to it for a while, but then feeling it’s too time consuming, or getting stumped with writers block, you begin to slowly drift away and hope that the page is running itself. We previously posted a blog about a program we offer, where you can effectively spend 20 minutes a week on Facebook promoting your winery to your customers and now we have a plan to help you utilize those 20 minutes by engaging those clients with 5 Great Topics to Post to Your Facebook Page.

Post about Your Winery Production

Club and potential club members will go to your Facebook page as outsiders looking in. They’re fans of your winery and they want to know what’s happening on the inside, they’ll be curious about what you’re up to. Give them visual access to the inside of your winery by posting pictures about:

•Changes or improvements of your vineyard
•Harvest Season
•Winemaking process
•Bottling
Promote an Event
I can’t remember the last time I got an actual paper invitation in the mail. All of my invitations come electronically anymore. If you want to build wine club memberships, generate a guest list or interest to an upcoming event, or discuss a post event, upload it to Facebook. Share photos and posts of:

•A venue you’re going to that may be outside of your winery
•Internal events that are coming up
•Post internal events
•Release of a new vintage
•A special wine tasting
•A successful cooking class
Read on …

Learn how to promote your wine events better.

Learn how to promote your wine events better.

 

While using social media or any kind of mail, e or snail, it can be difficult to stay on the correct side of the line between “how very interesting” and “report spam.” When done right, postcards, email and Facebook can be great ways to get the word out and keep your audience clued in about your winery’s upcoming events.

In the case of all 3, make sure that the names in your database were volunteered and not harvested from another online source by you or a broker. Trust in mailing lists has been declining for a while now thanks to their abuse. However, if your recipients asked to receive updates then your response rates will directly reflect that vote of confidence.

Postcard
In this digital age of lol cats, instant message immediacy, sparkly web banners and pop up ads, there is not a better target for a postcard than that of the cultured wine drinker. The luxury of wine denotes a subscription to a slower, higher quality lifestyle. A good postcard does the same.

Powerful headline
A good postcard makes use of the headline. Grab the viewer’s attention and get them curious with a statement like “5 Courses – 65 Wines.” Have fun with it, but know your audience too. “The Redefine Wine and Dine Event” speaks to a very different audience than “Drink Up Bitches” as a headline.

It Should Look and Feel as Good as the Wine
You have a special opportunity with any print media to deliver actual quality rather than trying to convey it. Like an unfiltered Chardonnay, the substrate can be rich and full-bodied with a real tactile experience. Or, capture an oily texture with a coated stock that will really showcase the colors with refinement and polish. The feel of the winery can really be promoted here as the entire, full bleed side of the postcard is available to be designed.

Information
Of course, don’t forget to give them the information. Provide the date of the event, the time, location and description of why they really shouldn’t be missing out. Give them a link to find more information online but make sure the URL is short and sweet. They can’t click on it so it’s never been more important to avoid that convoluted jumble of nonsensical letters, numbers and special characters. (Really, though, it’s always a good idea.)

Be sure to include:

•date
•time
•description
•where they can find more information
Read on …

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Wine is social. Sure, you can drink it solo, but it’s best enjoyed with friends, food and conversation.  Selling wine is social, too. Canny wine marketers know this in their bones. The job isn’t about moving a bottle of wine across a counter. That’s just the transaction. The job is about great service, gonzo enthusiasm and killer personality.

They approach a customer, ask the right questions, listen carefully, suggest wisely. If the customer goes away smiling and the wine is a hit, the customer will come back. And next time, bring friends.

If any industry is tailored for social media, it’s wine. The proof is in the data. According to VinTank, a social media software company for the wine business, 14 million people have mentioned wine online at some point, a number that grows by 450,000 people every month. And they’re talking a lot, having 1.5 million conversations about wine online—every single day.

The bulk of this chatter happens on mainstream social networks like Facebook, Twitter, and Instagram, plus wine-centric apps like CellarTracker and Delectable. People post tasting notes, bottle shots, and ratings from 88 points to Yuck to Wow! They tag their friends, who share it too. Think of social media as the breeding ground for digital word of mouth.

Now, producers, retailers, restaurateurs and buyers have joined the conversation. Getting up to speed in social media means learning a new technology, but that’s not so different from learning a new point-of-sale system (and arguably a little easier). Happily, many wine pros find that success online requires the same kind of sensitivity and savoir-faire their jobs demand in real life.

“Customers are going to talk whether you’re listening or not,” says VinTank’s CEO, Paul Mabray. “You’d answer the phone if they called you. You’d answer an email. It’s fundamental customer service to answer a tweet, or a post on your Wall. And you don’t answer in stupid promotional ways. You just say, ‘Hey, how are you doing?’”

But social media success does require a slight shift in thinking. Traditional marketing was about push. A marketer publishes a notice about a holiday sale, or the arrival of a scarce Bordeaux, hoping customers will come pouring in.

Social media is about pull. Instead of broadcast-and-pray, a marketer goes where the customers are, connects with them, and engages with them on their terms.
Read on …

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For over 3 years, we have worked closely with the Burgundy School of Business both as a company – hiring interns to work with the EWBC, and as a research engine – helping us conduct field studies on various subjects. This year, Aymeric Dehont conducted a host of research for us, which eventually inspired him to create a paper on the fragile relationship between wine and social media. We appreciate Aymeric’s hard work putting together his thoughts and trust you will share your feedback with him. Keep in mind this is from a very European perspective.

How to improve the use of social media in the wine business?

Introduction:

As a Masters student in Wine Business in Dijon, the regional capital of Burgundy, I’ve continuously questioned myself on many issues within the wine and spirits sector. Yet, one of the most debated subjects has been the apparent effectiveness of social media. After attending the EWBC – Digital Wine Communications Conference, I have come to under that the wine & spirits industry, in general, hasn’t succeeded in its use of these new tools. Therefore, I wanted to get a better understanding on how to improve digital communication and what would be the ideal online strategy to follow.

This paper will provide a brief analysis of how social media is currently affecting the wine industry based on articles, marketing analysis and knowledge.

Social media and the impact on marketing

It is true that social media has attracted an inordinate amount of people over the last two decades and currently, almost everyone is using at least one of its platforms. In large part, this is because interaction between each other, and the community, has always been a basic need for humans, referring to the very famous Maslow’s hierarchy of needs pyramid.

As observed in the Nielsen Social Media Report 2012, social media is mainly used when watching TV in order to interact and function as ‘social care’ for customer service. Approximately, 47% of social media users were actively involved in social care. In 2011, more than 80% of the Fortune 500 companies were using some form of social media to connect with consumers.

Companies that are using these tools efficiently are not advertising, but instead creating bonds between themselves and the consumer; thereby establishing loyalty. The customer isn’t considered as an asset anymore, but as a person to interact with and to satisfy. Bear in mind that social media is made to connect remotely between humans, and being “connected” means interacting with each other. Advertizing is not an effective means to create a relationship with people, but rather a means to provide a straightforward message to the consumer without receiving direct feedback. 30% of consumers found advertising on social media annoying and only 25% are willing to pay attention to it, which proves that the use of social media is totally different from regular advertizing campaigns.

Read on …