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Tag: In Short Direct Marketing

What Your Guests Want From You?

What Your Guests Want From You?

The title of this blog, “What Your Guests Want From You,” is somewhat disingenuous. All businesses have many different types of customers, though in wineries there are even more variables. Coming through you doors you may have everyone from people who have never been to a winery before and/or don’t drink wine, to those who […]

Customer Differentiation

Customer Differentiation

As human beings we understand that in many ways we are all very much alike. We have the same basic needs for air, water, food, sunshine, etc. However, we like to think of ourselves as individuals and that we are unlike anyone else. In a word: unique. While many businesses, small and large, would prefer […]

Afternoon Brief, December 19

Afternoon Brief, December 19

3-Tier Wine Symposium Announced: The Wine Industry Network (WIN) today announced the launch of the 3-Tier Wine Symposium, a one-day intensive educational conference focused on how to best navigate the evolving and complicated world of distributor relations along with how to capitalize on the opportunities that still exist in the wholesale channel …

By December 19, 2018 0 Comments Read More →
More Tips to Boost Email Engagement

More Tips to Boost Email Engagement

Last week’s blog contained ideas to bolster email engagement. This week’s blog offers more ideas that can help. Before we move forward with more ideas, I want to add a little more information about personal stories and the subject line (the most important line in your email). Open Up to Customers In your subject line […]

Don’t Believe Everything You Think?

Don’t Believe Everything You Think?

Lately as I started some new projects, I have been thinking about whether or not I believe these projects are viable because I want them to be, or if I am just deluding myself, and they don’t have the merit that I think they have. It is typical of the human brain to validate the […]

Make Your Websites More Personal

Make Your Websites More Personal

I have lately spent some time going through winery websites. I do this every few months to catch up on what wineries in different regions are up to. I have been amazed at how many wineries have no information on their owners and staff. I know that tasting room and other staff members may change […]

Improve Performance for Loyalty or Rewards Programs

Improve Performance for Loyalty or Rewards Programs

Most companies these days have rewards programs for loyal customers. Though how successful these programs are varies considerably from company to company. In April, I came across an interesting article concerning rewards programs on Marketing Profs by Samir Palnitkar. One thing that struck me was his assertion that consumers are enrolled in an average of […]

Be Different and Make It Count

Be Different and Make It Count

Before we talk about what can make your brand and products stand out in the crowd, let’s start with why they need to. According to an article by Samuel Edwards originally published on Entrepreneur.com, “…there are almost 28 million small businesses in the U.S…And while roughly 90% of startups fail, 543,000 new businesses are launched […]

Message for Wine Industry on Effective Marketing: “It’s Not All About the Wine”

Message for Wine Industry on Effective Marketing: “It’s Not All About the Wine”

Elizabeth “E” Slater may be small in stature (she’s 4’ 10”), but she packs a wallop of a message for the wine industry on sharpening its focus with direct to consumer (DTC) sales and customer service. Slater created her company In Short Direct Marketing in 1994 when, as she says, “wineries were just beginning to […]

Differentiation: Stand Out from the Crowd

Differentiation: Stand Out from the Crowd

I have been reading a lot of winery newsletters recently and have noticed that many of them are very similar to each other. Taking into consideration that most wineries have the same goals and are interested in the same things (primarily growing grapes, making wine and selling wine) it is hard to stand out and […]

Preparing for the Future

Preparing for the Future

A few weeks ago, Rob McMillan an EVP with Silicon Valley Bank and founder of their wine division wrote, as part of his blog about his prediction for the slowdown of growth in wine sales starting around mid 2018 and into 2019. He continues to say that while sales probably won’t decline, he expects zero […]

By September 27, 2017 0 Comments Read More →
Seeing Things Differently

Seeing Things Differently

Today was a red-letter day for me. As anyone who reads my blog knows I fractured my femur condyle on June 6th of this year (a day that will live in infamy). I have spent almost three months in a wheelchair without being able to put any weight on my left leg. I have to […]

Update Your Competitive Analysis

Update Your Competitive Analysis

We all know that part of a good business survival plan is a well-researched competitive analysis. Before you start a business, investigating your competition, their products, prices, marketing and public relations plans, customer service and more in paramount. For many businesses, once the original competitive analysis is completed the demands of creating and running a […]

What Makes Your Business Different?

What Makes Your Business Different?

To be successful, your customers and prospective customers have to know (and be constantly reminded of) how your business is different from other businesses in your area that are selling similar products.  Without differentiation consumers will have a hard time remembering your business. I work with a number of wineries and regularly talk to wine […]

Stop Before You Start

Stop Before You Start

Julie Pedroncelli St. John from Pedroncelli Winery sent me a great article by Barry Stuckey who has spent much of his career in hospitality. The article was about a waitress he encountered in a eatery at Heathrow Airport. I have pulled out some of the key points, as the article was too long for this […]