Issue link: http://read.dmtmag.com/i/123973
UNCORKING PR PAUL WAGNER (You happen to be reading one right now.) In the case of a small winery with limited distribution, it may be local newspapers, regional food and wine newsletters, or enthusiastic bloggers in the area. Having a presence in these places puts your business in front of the right people. And a well-designed ad will communicate a unique message about your business – one that makes you stand out from the crowd. But bear in mind that advertising is a game of repetition. The more readers see your advertisements, the more likely they are to recognize your business when it comes time for them to need your services. So with a limited advertising budget, it's better to secure many smaller placements in several publications rather than a few large placements in one or two. There are very few ad campaigns that work with a single placement of a single ad. 18 V I N E YARD & WINERY MANAGEMENT | And speaking of budget, most of these journals, magazines and blogs offer discounted rates for long-term commitments. If you set out an advertising plan for a 6- or 12-month period, you will often get a better bang for your buck. One laboratory we've worked with has used advertising very effectively, placing half- and quarter-page ads in a variety of monthly magazines and quarterly journals, thus spreading out the company's investment and hitting a larger potential audience. The proprietors know definitively who their market is and advertise in publications they know target those people and businesses. Can you say the same thing about your marketing and advertising campaigns? EVENTS There is no better way to reach your customers than talking to them face to face. Securing speak- May - June 2013 ing opportunities and establishing a presence at key wine-related events are great ways to establish you and your business as leaders in the industry. Whether you are a supplier or a winery, the principle is the same, though the venue may vary: You become the personal connection between the customers and the expertise your company can offer. That's a powerful relationship. As a winery supplier, you should plan to attend industry trade shows and technical conferences where the majority of attendees will be winemakers and winery owners. These events not only allow you to connect with your customers, they help you establish your credentials as a leader in the field. That's good marketing. If you're a wine producer, there is ample opportunity to participate in local and regional events. These can include speaking opportunities, but mostly focus on wine tasting. w w w. v w m m e d i a . c o m