Issue link: http://winesandvines.uberflip.com/i/74662
MARKETING 2. Our ads share part of our story and allude to what makes us compelling. They are more planned and proactive in nature. 3. Our ads well describe our winery's compelling story and provide a measur- able call to action (i.e., mention this ad for a complimentary tasting). Our staff is trained to ask how visitors found out about the winery. Placements are outlined in our strategic marketing plan, and we choose publications/venues wisely and support them with multiple ads through- out the year. Events 1. We show up when asked, pour wine and hope people will buy later. 2. We bring some items to highlight the winery's USPs (perhaps pictures, soil, etc.) and collect consumer information such as e-mail addresses. We take orders when possible. 3. We proactively select and work with events that suit our target demographic and are focused on ROI (return on invest- ment). We bring interesting props, collect information and follow up with e-mail of- fers and use creative force to drive people to our table (i.e., a contest or drawing). We have an order form ready with special offers for that day only. For sponsorships we're listed on the event website, program, mentioned verbally during the event, etc. Media relations 1. When a member of the press contacts us we generally respond in a timely manner. 2. We have a limited number of relation- ships with wine media and send out new releases with tech sheets and pricing. 3. We proactively build relationships with the press and keep track of our ef- forts to best serve both audiences. When they visit we have an owner or winemaker spend quality time with them. At least once per year we're sending a sample mailing with a theme or unique angle. When trav- eling to markets where we have distribu- tion, we try to arrange in-person appoint- ments with the local media. And we always follow up on incoming requests promptly. Trade: accounts and distributors Even though trade accounts and distribu- tors are not directly involved in your direct- to-consumer sales, they are included to highlight that both can drive demand for this channel. By making placements in ac- counts, distributors put your wines in front of the buyers who recommend your wine You make the best wines... as ask for or the be esst eq pmenequuipment Tanks Variable capacity, closed top, combined tanks built to your requirements plus a variety of tanks in stock. Equipment • Presses • Crusher destemmer • Pumps and more. 1148 St-Michel street, St-Cesaire, QC, Canada, J0L 1T0 Phone (450) 469-4822 Toll Free 1 866 469-4181 Get a quote online now at www.raynoxinc.com i QSEE US AT UNIFIED, BOOTH #2223 Wines & Vines JAnUARY 2011 139