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June 04, 2008


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Paul Mabray

By the way, I 100% agree with this post. The best way to promote is planning, executing and measuring.

Inertia - Powering the Wine Revolution

--Paul Mabray - Chief Strategy Officer


Although Seth Godin's comment on how to promote something is dead on, try to convince your clients of this logic in the digital age. At least for us, when promoting our online marketing strategies to Iberian wineries, I can't tell you how many times we've heard these words come out of a winery's mouth, "So if I start blogging today, I should see some serious traffic and increase in sales tomorrow, right?" Wrong!!! Like any relationship, it takes time to build up trust, and just because you can pop your frozen fish sticks in the microwave and have dinner five minutes later doesn't mean that online marketing works in the same vain. As Seth so astutely points out, trust and loyalty are built with consistent presence, persistent effort, and over the course of time.

el jefe

You know how the computer programmer drowned in the shower? "Lather. Rinse. Repeat."

Anyway... 24 "new" methods of promoting a year? And then 24 more the next year? Pretty daunting if you ask me - and I strive pretty hard to do that anyway, but it is bloody hard nonetheless...

What I am finding after two years of blogging is that after figuring out "48" ways of promoting my winery is that I am baked - in fact I am a canned ham, fully cooked and boneless.

I used to say that the trick is to keep it up for a few months - now I am realizing that 2 years is also a plateau. But I gotta!!!

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