Issue link: http://winesandvines.uberflip.com/i/74662
VintnersSupply_1-3v_VSC_Dec10.qxd 11/1 NA VIGA TION MARKETING make occasional updates, and usually inter- act with fans who come to us. We are still unsure of the value of the activity, though. 3. Social media is a marketing engine for us in building brand awareness and customer relationships. All sites in use are linked and prominent on our website and e-marketing. We regularly post events, of- fers, news and interact with customers. Location For most wineries this means a tasting room, which is where much of the DtC business happens, especially your club sign-ups. A tasting room, even if a shared space, offers a true experience that can be most memorable. (Those with virtual busi- nesses should think of event and web pres- ences as the locations at which customers experience the winery and focus even more effort there.) 1. Our website clearly states directions, hours and contact information for the tasting room. Specific staff members are dedicated to tasting room sales. Our tast- ing room could be our neighbor's; it's not particularly differentiated. 2. Our tasting room "feels" like the brand—the staff, pictures, music and envi- rons tell the story and were mindfully selected to do so. We greet guests, ask for newsletter sign-ups, have a complimentary tasting for club members and thank people as they're leaving (even if they do not buy wine). Our wine club is prominently promoted. 3. In addition to the description in No. 2 above, our tasting room is fully inte- grated into our overall marketing plan. We incentivize staff based on club sign- ups, promotional wines and case sales. Our motto is some version of "delightful hospitality," and we recognize that the tasting room staff is first and foremost in the hospitality business. We are excellent at identifying and anticipating the needs of our guests, are happy to recommend other wineries and restaurants and fre- quently communicate with our visitors and thank them for their support. Our most recent press is artfully displayed. When customers leave our tasting room, they truly have a sense of the winery's people, place, story and experience. They frequently refer friends and colleagues. Printed materials 1. We have business cards and an in- house piece with some winery information. 2. We have a brochure-type piece that describes our winery's story and USPs, lists Depth Media Sheet Filters Membrane Filters Lenticular Housings Cartridge Filter Housings Cross-flow Filter Systems Recessed Plate & Rotary Drum Vacuum Filters Replacement Press Membrane and Filter Cloths Pumps, valves & fittings VINTNERS SUPPLY COMPANY P.O. Box 153 St. Helena, CA 94574 Toll Free 800.366.6809 Fax 707.584.7955 www.vintnerssupply.com QSEE US AT UNIFIED, BOOTH #510 Wines & Vines JAnUARY 2011 141 FILTRATION & SEPARATION ™ A DIVISION OF MOECKLY ENTERPRISES, INC.