This is a bit long for a Lazy Sunday post, but since not everyone is interested in social media as part of their winery marketing program (Lazy Sunday being reserved for things which some readers may find less interesting), I'm leaving it here. It's OK to read it on Monday.
Of course, CellarTracker may be the best example of a popular, wine-related social media site. If you're curious about what real people (not critics, but wine enthusiasts nonetheless) are saying about your wines, CellarTracker can be an enormous resource. Go to the CellarTracker home page and search for your winery (e.g. Emeritus) in the search box at in the upper left corner (under the CellarTracker corkscrew logo).
How about a nice calendar with either photos or label images from your wines (and, of course, a picture of the winery dog)? Easy to make, not terribly expensive, and (done right) a chance to subtly remind your fans about your winery every single month of the year.
It's also an idea that a winegrowing association could take up on behalf of member wineries to promote their region. Of course, it might help to have fewer than 12 wineries, otherwise it could get ugly.
Seth Godin posts Don't Sell to Bar Owners, something that, despite its odd title, has relevance to winery owners and sellingwine:
The universal lesson is this: every business has customers. In order to grow, you either need to sell more to those customers or find new customers....The biggest problem marketers make is misjudging their audience. The see the size of the market, but not its true nature: Their accessibility and eagerness. Their worldview and motivation.
You've really got to find the 1,000 True Fans of your winery, the market that is eager for what you have to sell.
In an effort to stay on the cutting edge of wine packaging technology, I've ordered the sampler of three 185 ml aluminum bottles of Volute Wine, one each of their Red, White, and Rose wines.
Their Unique Selling Proposition (USP) seems to be the "greeness" (greenitude?) of their aluminum bottle, along with the convenience of single servings. A case of Volute (equivalent to three 750 ml bottles) costs $49. The wines themselves are sourced from Bordeaux.
Trivia point: Volute is the Latin word for "scroll."
(Volute also has a brand-new blog, which has been added to The List)
A landing page is any page on a website where traffic is sent specifically to prompt a certain action or result. Think of a golf course… a landing page is the putting green that you drive the ball (prospect) to. Once on the green, the goal is to get the ball into the hole. Likewise, the goal of the copy and design of a landing page is to get the prospect to take your desired action.
Wouldn't you like that page to work harder for you? Well, for the price of a bottle of wine (donated to Heifer International), Roberta Rosenberg will do a Landing Page Makeover with you.
(And really, unless your wine retails for $100 a bottle or more, you should probably kick in a little extra to the good folks at Heifer International. A good critique of your site is worth at least that much, more if you actually do something with it!)
PS - she's making the same Makeover offer for marketing plans. You've got one of those, right?