Archive for the ‘Public Relations & Wine’ Category
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…
One thing you learn after watching an election campaign being carried out is that in this country the media will jump on any inadvertant "misspeak". It doesn't matter what the intent was, if a candidate misspeaks it will be used against them. And it's not just in the context of electioneering that the media jumps on such a thing. A person of any standing can be castigated by the media and others for the inadvertent words. I was reminded of…
The demise of the Mendocino County Winegrape and Wine Commission by a no confidence vote of its members is bad news for that region's industry. It also points to a perennial gulf that exists between the two fundamental elements of the supply side of the wine industry, growers and wineries, that is reliably difficult to bridge. In the case of the Mendocino County Winegrape and Wine Commission, a promotional organization founded in 2006, reports have it that when the membership…
I can make a pretty convincing case against the relevancy of the "Wine Blog" or "Wine Bloggers", particularly if I examine them from the context of an advertiser: 1. All but a few wine bloggers have the tiniest of readerships. 2. Those wine blogs that do appear to have more than a few readers rarely if ever validate their readership claims with reputable third party traffic measurement services 3. Determining on which blogs to advertise a client's product or service…
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,…
