Issue link: http://read.dmtmag.com/i/123973
WINE WISE MARKETING ELIZABETH SLATER St. James's 30 different wines, including hybrid varieties such as vignoles, seyval blanc and chardonel; the native variety Norton; vinifera wines including riesling and moscato; and a very successful line of non-grape fruit wines. St. James' strawberry wine, for example, won "Best Fruit Wine" at the 2013 International Eastern Wine Competition. The wines are available in 18 states – remarkable for a Missouri winery, as most of its producers sell the majority of their bottles through their tasting rooms – and are sold through all channels: direct to consumer, direct to trade and three-tier. The tasting room is close to historic Route 66, and approximately 80,000 people visit the winery each year. Yet the majority of St. James' wine is sold through the three-tier system. The Hofherrs were early adopters of using distributors to sell their wines, and this decision directly led to increased sales and production, Miller said. Early on, the winery used instore demos to introduce its wines to consumers, and these tastings remain an important part of Miller's marketing efforts. Yet social media has become just as vital, giving her more ways to reach consumers, trade and the press. HARD WORK, PLANNING PAY OFF Miller said that much of St. James Winery's success comes from "a lot of elbow grease and listening to customers," both consumer and trade. She favors using multiple methods of reaching customers and potential customers: e-mail, snail mail, social media, telephones and billboards all have a place in the marketing mix. She also conducts surveys via the tasting room, to stay abreast of what customers want and need. Ann Miller, St. James' marketing manager, communicates with customers using everything from snail mail to e-mail to social media. wine@hoyt-shepston.com 22 V I N E YARD & WINERY MANAGEMENT | Advance planning and careful thought are also crucial. Miller explained that in the first quarter of a year, the staff is already planning and budgeting for marketing for the following year. Naturally, things change from the time the budget is decided upon, to when it is actually put into play, yet the early start puts St. James ahead of the game, forcing it to be proactive rather than reactive. May - June 2013 KEYS TO SUCCESS Miller's marketing p r o g r a m includes multiple touch points: E-mail: St. James regularly sends e-mails to customers and wine club members about happenings at the winery. It has a large e-mail list that is regularly updated, and sends e-mails to those on the list several times each month. Social Media: The company uses Facebook, Twitter and Pinterest on a daily basis – among other social media platforms – to reach the broadest audience. Miller said that social media is a "useful and key tool, necessary for a complete marketing mix." Printed Pieces: These are mailed or e-mailed to customers and trade whenever appropriate, and are utilized throughout the year. Cause Marketing: Cause marketing is promotion of your company by helping a worthy cause. Through its website and social media, St. James runs an annual campaign to support the Missouri Food Bank Association, whose goal is to end childhood hunger. For two months (March through May), the winery donates a portion of the proceeds from the sale of its wines to the food bank. This promotion cements ties with the community, brings new people into the winery and allows customers to contribute to a worthy cause while doing something for themselves. YouTube: St. James produces videos that it loads onto YouTube. com. Many focus on the vineyards, and I was immediately drawn to the one titled "Possum Grapes," as I didn't know that possum is a local name for the Norton grape, because possums like to eat it. A catchy title can do a lot to increase viewing of a video. And having them of different lengths is also good: St. James' videos are anywhere from 26 seconds to just less than three minutes long. Yelp and Trip Advisor: St. James uses these social media avenues, and you can, too. Knowing what people are saying about you is important, and responding to them – whether they post posiw w w. v w m m e d i a . c o m