On Monday March 4, 2019 I read a Facebook post from Tina Caputo. For many years Tina was the editor for Vineyard & Winery Management and is a great writer. Tina had a really important point for any business looking to interest the media in their company or products, regardless of the type of media. Her post read:
“This isn’t a rant just for wineries, but for any type of business that cares about being included in media features. Please, please, for the LOVE OF GOD, do not list info@ as your only email contact, or make people fill in one of those horrible online forms to get in touch with you. They make us feel like our messages are going into a black hole, because they usually are. OK, I’m done now.”
I wholehearted agree with Tina. In addition, it is not only the media that should be subjected to messages going into a black hole, it is also customers and wannabe customers. While you may ask them to complete a form, make sure that for those who don’t want to do that, there are other ways of getting in touch with you.
Lately I was doing some research on a winery that wants my help in marketing their wine. The first thing I do when I am approached by a winery is to check out their website. After doing so, I went to “Contact Us.” There was the dreaded form for me to fill out. I completed the form and pushed the submit button. At that time a message came up saying that the page was not available. There was an info at email option, so I sent an email saying that I was unable to sign up for their list on their website. I did not hear from them, so after a week I tried again, still the page was not working. I then sent another email. It has been over two weeks now and I am still waiting.
At least I know why they are not selling any wine! No matter how good the wine, customers have choices and they will choose the wineries that treat them well and follow up.
A tip of the glass from me to you.
E Column
by Elizabeth “E” Slater, In Short Direct Marketing
A recognized expert in the fields of direct marketing and sales in the wine marketplace. Slater has taught more wineries and winery associations how to create and improve the effectiveness of their direct marketing programs and to make the most of each customer’s potential than anyone in the wine industry today.
Follow E on twitter @esavant and facebook.
