Issue link: http://read.dmtmag.com/i/123973
[JA] It's been huge. When I was first starting the company, I decided to make an investment of my time and choose which vehicle would be the best to help spread the word and help my clients engage with consumers through social media, including our shows, special events, Facebook and Twitter. It's hard work, but it's definitely paid off. We've reached out to more than 14 million friends and fans who are talking about our show, talking about our company and talking about the wines our clients produce. On average, more people are talking about us daily than Wine Spectator and Wine Enthusiast combined. [ V&WM] Why is video content and programming becoming so important in the wine industry? [JA] I'm of the opinion that seeing is better than reading. As much as I love articles, it's better to see something to understand the story of a particular wine or the win- ery that makes it. For example, at Raymond Vineyards in Napa Valley, Jean-Charles Boisset has his Red Room and Crystal Cellar. JeanCharles had Lady Gaga playing on the TV and the sparkling wine was served in Baccarat stemware. When I was there, all I needed was a pair of slippers and a robe and I would have been done. Words don't do this winery justice. But when you see the images on "Just Jess," you understand that it's a great destination to visit. That's where the show and this channel are going. [ V&WM ] How do these tools help your clients? [ JA ] Consumers watch Wine Channel TV Network, while Wine Channel TV Media is the back end where we help clients through media campaigns that help them target the right audience. People say, "It's just a video," but it's really so much more than that. It's really a whole campaign to get your message to consumers. It's not just a little one-day video shoot at a winery. No, it's so much more than that. It's about creating layers. Layers that help our clients get their message and their branding out to consumers. So it's the whole experience. People remember it. [V&WM] How can wineries get involved? [JA] Pick up the phone and give me a call. I love talking to everybody, I'm a people person. Ask me over for a glass of wine. My motto is that wine is a conversation waiting to happen. Christopher Sawyer is a sommelier, wine educator and critic who travels around the globe following wine trends and judging wine in international competitions. Comments? Please e-mail us at feedback@vwmmedia.com. "After buying a complete Carlsen Crush Pad Package, we went from going home at 8:00 pm to going home at 3:00 in the afternoon with great results." Jacob Holman - Winemaker Les Bourgeos Vineyards Rocheport, MO Carlsen & Associates 707-431-2000 102 V I N EYARD & WINERY MANAGEMENT | May - June 2013 w w w. v w m m e d i a . c o m