Issue link: http://read.dmtmag.com/i/100792
WINE WISE MARKETING ELIZABETH SLATER ads need to be of the same quality standard as your wines, so that they make a lasting impression and encourage people to seek you out. Your audience will judge the quality of your wines by the quality of your advertising. When you are thinking about the type of advertisements you want, take the time to step outside your reality. Pretend that the only thing you know about wine is that you like it. What would attract you to a winery? This is difficult for many because we are so familiar with our industry that we no longer think like a consumer. If you are having trouble with this, ask consumers what attracts them to the wineries they choose to visit. VISITOR BUREAUS AS HOT SPOTS Tourists make up a good portion of the visitor volume at most wineries across North America. Most 22 V I N E YARD & WINERY MANAGEMENT | areas have local and state tourism bureaus, so when you start planning your advertising, contact these agencies and get as much information as you can about the types of programs they offer and how you can participate. These bureaus can provide data on the numbers of visitors in the area, their demographics, and what they are interested in when they arrive. In addition to different advertising options, visitor bureaus often can assist with co-op marketing, where several wineries in an area pool their money for one ad campaign, and for cross-marketing programs, where wineries are paired with businesses that want to attract the same target audiences. Many times there are options as to the type of people you reach through tourism agencies. You may have the option to advertise to meeting and convention planners, tour companies, or young profes- Jan - Feb 2013 Regional tourist publications such as the Virginia Tourism Council���s ���Virginia Travel Guide��� are effective in helping local wineries attract more visitors. Photo: Bill Crabtree Jr., Virginia Tourism Corp. w w w. v w m m e d i a . c o m