Archive for the ‘Wine Marketing Rules’ Category
“Would you buy a product that has not worked? Would you import a wine that has a fault? Would you adopt a strategy that had lead to defeat? This is exactly what is starting to happen with most of the marketing efforts and the approach to promoting wine in countries such as China, Hong Kong, Brazil, Russia and even in the United States.” Thus begins a rather intriguing and thought provoking broadside by marketer Pancho Campo. Best known recently as…
The winery or wine related business that adopts social media as part of its marketing strategy, but doesn't include a blog in that strategy, is probably wasting a good deal of time and, down the road, will likely be disappointed with the results of its social media strategy. That's a fact. And here is why. The first rule of business, is to do business. The point of any marketing communication effort is to draw the attention of your prospective customer…
There ought to be substantial benefits of membership for wine club members. Fifteen percent discounts on regular shipments? Great! First dibs on new releases. Lovely. Waved tasting fees at the winery? Dandy. But if you want loyal club members, ones that keep coming back, members that recommend membership to their friends, then give them something special. Give them reason to come together as real members of a club. Here are some fine ideas for Wine Club gatherings that will keep…
I was told something the other day that shocked me. Listening to a prospective client, they VP in the room said: "We want to start to tell our story and deliver our messaging primarily through the media, through wine writers, reviews." The other publicists reading this may have a good idea why this declaration was somewhat shocking. Today, when public and media relations specialists like myself sit with prospective clients, oftentimes a great deal of focus is placed on marshaling,…
I am always excited when I see an article or blog post on-line that was written in response to something on this blog. At the very least it means someone is reading me. Even better, it could mean that what I've written inspires someone. More Better: It could mean they took my thoughts seriously. So, I was pleased to see that Janice Cable over at "Inside IWM" (IWM = Italian Wine Merchant—a GREAT wine merchant) had a long and thoughtful…
