Sending an email about your new wine is not enough to make significant sales. Increased competition on in the digital space means that you must get the word out across many fronts. And the support available from the wine press is limited as the number of wine journalists working for established publications has fallen.
Where Oregon Wine Marketing used to send out an email offering for a wine and call it good, we now create a group of documents and images and spread them across a whole range of places.
A wine marketing promotion in 2016 might include:
- The original, complete set of information about the marketing offer goes on the website of the winery.
- One or more emails are designed and scheduled, offering the wine and linking to the website for more information and ordering.
- Eye grabbing headlines go onto Twitter. Twitter has been falling as a source of consumer clickthroughs but with the lifting of the 140 character limit, it is time to test Twitter again and rethink its use in selling wine.
- A more personal community style post goes on Facebook. Boosting it sometimes.
- Images to Instagram.
- Monthly or quarterly winery newsletter online and/or as pdf. For some clients, printed and distributed in the tasting room.
- A press release complete with images and a complete article gets sent to a list of independent wine writers.
- Depending on the client, google+, Flickr, Pinterest, Reddit, etc etc may be posted to.
- Ongoing articles/blog posts about the winery are added to the website regularly and sent to a press list.
We’d like to get out to Oregon wineries: make sure you anchor your information on your website – put the word out in many place and always link back to the definitive, complete information on your website so you can make the sale and get accurate and complete information to the press and public. And use the content you create in lots of ways – one article, divided into smaller “bites” provides posts for venues across the web.
Here is an example from Buffer of a cross-posting schedule that gets info about your winery out to interested customers in several ways in a short period of time: a “media blitz” of your own.
Getting the Word Out to Publications
A post in the California based wine blog SWIG sums it up.
“Traditional publications are cutting back their coverage of wine dramatically. The big newspapers and magazine no longer have journalists on staff dedicated to covering wine. You can’t send a press release to a list of ten major publications and wait for them to get the word out.”
If any of the many wine writers and commentators endorse your project, it must be you who gets that word out to those you hope will see it and take it to heart.