‘eating oneal matting campaign for your winery CE is esetat ere con effestve tha ever fore het opiate ac a Constant Cnt Contact ad Ina efrcstmizble empl, lat meget and ‘eping mets. Best of al hy provide the bt oe taco your site ad increas ale all at Nery compeitive pees. ‘Tre re some dint vanapes to makeing vert rit marketing I) lower est, 2) gicker potion, td 3) il ees incr design sd ping ost I i aso ‘le walins for completion ofeach ste of prodacton. ‘And afer i's male hte is Wa to ow twas oped ‘esimply tossed aside. While email mating does ot pa ‘mc tht Your cstes wil aor buy allows «winery Imanager tack some Bey mete: pent, forwards, bom ‘ean care alse updasw customer norton. ven wt they ot ow cost provides continual chao Joga! advancements and obvious vanes marketing Page 6 ‘The Grapevine + October 2009 many sal wines ae til ising sles operas. Some mate cnly mises by investing in vneeded oi snare Other se rom oppor en bean iy Planned campaign but never commit hte ple Inet And he thre a ow wich sh martin al top withexcse like "no time” "no Buds Spam" Fhe wig ‘A srl winery nee ot investi sft oa creating & smarting campaigns. The canbe beefs fo doing so {ipecly when ele and producti win As the mot con fi rae linking your ar poses ing te tis tac requerment. Joining one ofthe ween timed eanarhting tes or noe provid for sal moth Tyce fs fal hats cee. The ine requires vasly decease fier ou send the first ‘eal ~ god news for bus} owe Inia ane-capagn requires you w sl» ponder, pot your cost chs ‘itnplate nd crete a sorpllingmesige. Tas usally takes & couple of hours. Subsequent mls oly ie a 877-3925332you edit the copy anda any new pictures logo you'd like tose. The form nd emplste can remain the samc, and {your conte information ncaing any ney ape t= {exiptoes from forwards or your websites alent there ‘As forthe e-fears and excuses, offer you the following ‘vie: “no me” pt iton your ealendar like you would doctor’ appointnent and stick ono budget” ~ Constant ‘Contac offers $15 per month la for up v0 500 contacts and 10% discount or anal pre-payment; ala 0 spam” —« ‘marketing provider equ yout verity your coats and ‘nse that new subscribers adhere to «double opt-in policy (es they sign up, then recive an eal oafeming the wan tio ad leading them to 4 eafiration lnk nd "Bate wet ing" view t asa necessary evil fr selling Wine oie some- ‘ne who dows’ share your sentiment (Once a winery owner has commited o e-narkting, there are sill important emaining questions. How often is appro- priate ie, bow do I srike a balance between being a wel eting ck a aying “ape ‘What are the most important messiges to convey? How do reach my aimate goal of increasing sales? Does his replace prot marketing? Here are some quick tips to making ‘your next email campaign shine: 1. Make sce signing up seusy to dot In 82007 study of over 1200 wineries, Zinbaretng, a Californi-beed consultancy, revealed that only abou 50% of wineries made signup poss: ‘le on ther websites! So wade, press or potential consumers ‘who have taken the te to seek more information ae ether shed to take another sep (call or email) rae lost becuse ‘heir informatn st epee 2. Make it persona: Ades i to. spec persom (not ‘Dear wine club member” but “Greetings, Dine). And send it froma specific person (Disie@ rls wingconsling com ‘ers “infoarelswinscomltng con), 3. Use a compeling tie “Disi's News sot es intrest ing than “Bight Ways olncreme your Account Sales", "New Winery, XYZ. Recelves Top Acclaim!” oe "Sevil Bincount For Losal XYZ Customers 4. Offer cal wo action: Peshape its discount fora limited "ime, chance to win a oa or case (where leg), fee ship- Ping, othe ist X numberof buyers receive an invitation toa Fate even 5. Report news of interest, but don't go overboard on copy: ‘This knot yor wah “Aboot Ue scion the mai por pose of an eral marketing campaign so sll wine. E-m Keting des provide reat opportunity to eprt on any new res, interesting development, o¢ compeling offers 6. Make sure your brand shines through: Your communica- 877-892-5332 ‘The Grapevine + October 2009 tim shold lok and fee ke tht of your bra. Mabe sre your logo is high-esolution and is prminenly displayed. Be ture to incldeyourunigue selling propositions and convey Your wine brands personality using consistent tone, style and 7-Make marketing a habit: Instead of waking nt its ‘ie o publish to a new contut information collected in beteen emails, update your ist weekly, or each ime you reesive anew addres fer networking cvems, wine tsigs, Conferences, te, Just he sre to ask persion, ‘ecordit immediately. That way, you're not erambling for copy atthe ast mite. (Thee these noes on my Outlook “newsleter” task bar) Effective e-marketing doesn’ just hap- pen on the day you send an email — it's a constant proces. Focus on driving tale to the pont of sale: The primary au most visible ink sbuld bo to you ole store. Don't uke Wout w buy wie by sedi poten sires ‘your winery's main page and asking them to ind it! You want the valuable lick throughs going 1 the ight page. Committe time and energy ad use the cight ips above, and you'll be well on your wy to inctesing your oli sales wit fective emarksting, Dini Huey, Proprietor of Tels Wine Consiting, LLC, po- vides Strategic Guidance from the Ground Up ~ exper brand. ing strategy and communications soliton for wine busines Shes instructor of wine marketing a the Northwest Vteutral Cems and holds MBA in finance, the Wine & Spirits Education Trust Advanced Cent ad ceric tin fom the Coat of Master Sommetier For more information contact Dixie Huey. Phone: 360-210-5551 Email: Dixie@trelliswineconsulting.com Website: www.trelliswineconsulting.com Exceptional Branding, Strategy and Communications Solutions to enhance wine business growth and profitability Dixie Huey + 360.210.5551 inlo@veewineconsiing om = wwnciowneconsuing. com Page 7