Issue link: http://winesandvines.uberflip.com/i/101495
SALES & MARKETING Are we out ahead of an upcoming trend with this are as much of a ���fit��� for all involved as possible. event or following in a parade of similar events ��� Make the event compelling to media if that is This article that might not be as compelling for media? your primary goal. Compare the value and originally appeared Will the budget we have been given allow anticipated results of a large event with other in ���Spinning the Bottle Again,��� us to meet the desired goals, or is it unreaalternatives for garnering media coverage. a compilation of strategies, tactics sonable? Do we have adequate staffing Do research in the year prior to the and case histories of wine public relations resources for the event���and if not, can event to see what types of events are edited by Paul Franson and Harvey Posert. we secure an outside vendor? being written about and how. When you Is the management of the winery/ see a feature article, ask how it came to Details: napalife.com/spinningthebottle.htm brand able to host the event easily? Is be if you know the public relations perit a good fit for him/her/them? (For son behind it���connect the dots. Many example: Are you suggesting a black-tie features come from one-on-one pitchevent for a vintner who is really only ing���not events! comfortable in jeans and cowboy boots? Get invitations out at least a month prior Is the event team expecting a shy vintner to to the event, if possible. Try to check the become Johnny Carson for the evening?) calendar for other wine events that might keep If considering an outdoor event, is there a media from attending yours. backup inside location where the event can take Confirm and then confirm again. Make it tough for place? How would moving it affect the quality of the event? someone to cancel, but remind leadership that media (and What other logistical surprises might occur, and are there ways other important people) do cancel. to work around them? Last, but very important, involve multiple key audiences, if possible, so that you are diversified in your event investment. For Tips for making your wine event work example, create an event for trade, media and consumers so that Great wine events take place every week and continue to be one you have potential benefits with more than one key audience. of the many useful tactics in every wine PR practitioner���s toolSara Cummings has worked in wine public relations for more than 20 box. After the tough questions have been answered, how do you years and is currently director of marketing communication for Sonoma make your event a success? Here are some suggestions: County Vintners. Her background includes agency experience at Balzac Com��� ave at least three key goals. Agree on how event results will H munications & Marketing in Napa, Calif., in-house experience as public relabe measured as the event is beginning to take shape. tions director for Fetzer Vineyards at Brown-Forman as well as representing 14 domestic and international wine brands for Terlato Wines International. ��� sk the tough questions listed above, and make sure things A New name. More resources. Same personal service. Elypsis has merged with Admiral IT, which allows us to deliver even more innovative software solutions and keeps us at the leading edge of rapidly changing technology. But we���re still the same Napa-based, family business we���ve been since 1987. We���re still distinguished from our competitors by our extensive accounting experience. And we���re still finding the most creative ways to achieve best practices in the wine industry. ��� TasTing Room Pos and Wine Club managemenT ��� eCommeRCe and ComPlianCe inTegRaTions ��� WineRy aCCounTing sofTWaRe ��� invenToRy managemenT and exCise Tax RePoRTing ��� business inTelligenCe and RePoRTing ��� sofTWaRe as a seRviCe (saas) www.elypsis.com :: 707.257.8912 :: elypsisinfo@elypsis.com 136AdmiralITUS_W&V_7.625x4.875_112012_F.indd 1 W in e s & V i ne s JANUARY 20 13 Elypsis is now Admiral IT US. Still your total software solution for wineries. SEE US AT UNIFIED, BOOTH #1820 11/20/12 8:36 AM