Reading the quote got me thinking that this sort of "fan marketing" is applicable to wineries. Everyone likes to feel that they're "in the know," and having something that's "off the menu" is one way of doing that.
"Cult wines," almost by definition, are hard to get. In-N-Out, in contrast, is a cult product that is (relatively) widely available.
Do any of you have a "secret menu" at your winery?
I don't think there's any question that a Fan Page is a must for your winery, as long as you are willing to give it some love. I disagree with the notion of doing both a Group and a Page (see the comments to the article above), since diverts both your attention and that of your visitors.
... it’s a simple reality that many organizations are either overlooking or ignoring today. People are starting to view the Google search bar as their URL entry box. Instead of typing "www.zappos.com" people are simply typing the world "Zappos" into a search form.
Similarly, people just type your winery name into the address bar and let the browser's default search engine do the work. And of course, in Google's Chrome browser, there's just one box. Type in a URL or a search phrase -- it doesn't matter to Chrome.
That's why it's so important to know what search terms bring people to your site, and just as importantly, which page they land on for each phrase.
Take a look at Flash-based InGoodHands.com, for which Allstate Insurance Company apparently paid $500,000 to Chicago-based ad agency Leo Burnett. And you thought your Web site was expensive!
I'm not sure it's a good thing. There's lots of Mystery Meat Navigation, for one thing. But it certainly is inter-freaking-active.
The main problem is that this type of interface doesn't (a) help the user figure out what to do next in order to achieve their goal in visiting the site, and (b) gives equal visual importance to things of unequal importance.
Nonetheless, a perverse part of me would like to see a winery Web site in this style.
It's interesting to see what Readability does with it (try it!). In fact, you should probably try Readability on the home page of your Web site
What do you think of InGoodHands.com? Leave a comment!
(from a Reddit post entitled Some UI [User Interface] designers should be poisoned, resuscitated, crucified, resurrected, and then stoned to death. You gotta love the title. The comments are worth a quick scan.)
Do you track "shopping cart" abandonment for your site? That is, do you know how many people come to your site, put something in the cart, and then fail to complete the transaction. It's a number that you should know (along with the value of those lost transactions). If you're OK with those lost dollars, then fine. But if you aren't, you need to understand what is causing a visitor to abandon their cart.
Living in western Sonoma County, on the edge of the Green Valley appellation, I am amused by the name change from "Sonoma County Green Valley" to "Green Valley of Russian River Valley." It's all about the Benjamins.
Fiasco is from Down Under. Trivium is Napa-based. Interesting to note that both are Wordpress-based, although one (Fiasco) uses the free hosted version at Wordpress.com, and the other (Trivium) has a copy installed on their server. Both are worth a look.
As of today, our comprehensive list of winery blogs has 176 entries. I'm always interested in hearing about yours!
Vineyard Vignettes - a regular feature, this month with Rodney Strong, Pahlmeyer, and Small Vines
This theme is a new one for the magazine, which has previously had a more generic "Agriculture" issue and the annual Harvest Fair special edition. It's worth picking up a copy at the newstand to see who's advertising and whether you should be getting coverage for your winery.
Full disclosure: I write Tech Talk, the magazine's monthly business-and-technology column, as well as the associated blog. I get my copy of the magazine for free.
As Steve Heimoff pointed out, Kendall-Jackson winemaster Randy Ullom has a blog. He's only posted twice, but his blog is brand new. Randy is so entertaining and knowledgeable in person, sure I hope that he continues to post regularly.