Issue link: http://winesandvines.uberflip.com/i/498427
May 2015 WINES&VINES 25 WINE INDUSTRY NEWS S t. Helena, Calif.—Most wineries regard cus- tomer-rating services like Yelp and Trip Advi- sor as presenting more problems than opportunity, but they can also offer help building tasting room traffic and sales. "They're a great opportunity to leverage customer endorsements and market to potential visitors, noted Michael Wangbickler, CEO of Balzac Communications & Market- ing, at the recent Wine Country Hospitality Symposium at Napa Val- ley College's St. Helena campus. Wineries may wonder why they should get involved in the review process, but Wangbickler pointed out that people are al- ready writing reviews, and it is unwise to ignore them. "Don't be an ostrich!" he warned. Wangbickler said studies have shown that 90% of local searches lead to a purchase or visit. Wangbickler observed that the two best-known rating services have distinct niches: Yelp is stron- ger in restaurant reviews, while Trip Advisor specializes in lodging. Both rate other experiences like winery tasting room visits as well. Wangbickler recommended that Yelp pages contain these items: • At least five photos. • Business hours. • Current phone number and address. • An accurate, detailed and unique business description with search keywords. It's vital for wineries to engage with customers using social media sites like Yelp. Wangbickler pointed out that people trust reviews, and many people even trust online re- views as much as personal recom- mendations and decide whether or not to visit based on a review. Wangbickler encourages win- eries to thank positive reviewers and encourage them to come back, but he also warns not to ask for reviews. He then got to businesses' big- gest concern about the services: negative reviews. Wangbickler admonished wineries not to re- spond to negative reviews: • Do not react negatively. • Do not ask the reviewer to remove their review. • Be honest. Is the criticism legitimate? Then use the experience as an opportunity at redemption. If you look at the review honestly, it could help you improve your business. —Paul Franson Advice for Wineries About Review Sites vived the storm in much better condition. "They seem like they just might have been tougher," she said. Robert Lawson is the owner of WildRose Vineyards and winery and 60 acres of vineyards north of the city of Lodi. Every vine in his vineyard suffered some damage in what the Lodi native said was the worst hailstorm he'd ever seen. He was in town when the storm hit and described the hailstones as being penny to dime in size. "Penny size for around here is gi- gantic," he said. Lawson said it's been another early year in Lodi, and that may have helped protect some of the vines. Still, he estimated he lost about 20% of a normal crop and said he'd already been on the phone with his crop insurance agent who told him he was dealing with a flood of calls. Jon Bjork, a winery consultant and co-owner of Pantheon Cellars, recounted watching the storm rav- age the small block of Petite Sirah vines in his backyard. "I watched as the hail fell straight down, as if someone dropped a huge box of white marbles with no regard to who was down here," he said. "Looking at the vines now, some shoots have no leaves whatsoever. Many leaves were loosened from their petioles and are now droop- ing down and beginning to dry out. But we're so early in the sea- son that laterals at the leaf nodes should take off to get photosynthe- sis back to nearly full capacity." —Andrew Adams