Issue link: http://read.dmtmag.com/i/100792
MARKET WATCH TIM TEICHGRAEBER Tony Lombardi of Kosta Browne uses Facebook to help build the winery���s waiting list for wine purchases. The goal for many wineries is in some ways similar: To interest prospective customers enough that they will go either to the winery���s own site to buy or sign up for a mailing list, or to drive them to another site where a purchase can be made. ���The way that we approach social media is by putting something on the winery site and then sharing it to our personal sites to spread it to our followers,��� explained Lombardi. The hope is that at least some potential customers will click through to Kosta Browne���s own site, where the winery can tell more of its story and generate deeper interest. Interacting with customers through the winery���s Facebook page is useful for bringing new people onto the mailing list, and keeping them interested while they wait two to three years for their first shipment of wine. Lombardi is keenly aware that constant shilling isn���t appreciated in the Facebook or Twitter environment, and the people who ���friend��� you probably want to see a human side of you beyond your job. ���People know that I���m in the wine business, and frankly, I don���t promote just Kosta Browne (on Facebook). I promote brands and people that I care about within Facebook as well,��� said Lombardi, adding that his goal is to promote a one-onone relationship that is ���genuine and authentic.��� For smaller brands, occasional posts about new releases or special offers through Facebook posts might New name. More resources. Same personal service. Elypsis has merged with Admiral IT, which allows us to deliver even more innovative software solutions and keeps us at the leading edge of rapidly changing technology. But we���re still the same Napa-based, family business we���ve been since 1987. We���re still distinguished from our competitors by our extensive accounting experience. And we���re still finding the most creative ways to achieve best practices in the wine industry. ��� TasTing Room Pos and Wine Club managemenT ��� eCommeRCe and ComPlianCe inTegRaTions ��� WineRy aCCounTing sofTWaRe ��� invenToRy managemenT and exCise Tax RePoRTing ��� business inTelligenCe and RePoRTing ��� sofTWaRe as a seRviCe (saas) www.elypsis.com :: 707.257.8912 :: elypsisinfo@elypsis.com 28 V I NAdmiralITUS_VWM_7x5_111712_F.indd 1 Jan - Feb 2013 E YARD & WINERY MANAGEMENT | Elypsis is now Admiral IT US. Still your total software solution for wineries. 11/17/12 v10:33 AM i a . c o m w w w. w m m e d