Issue link: http://read.dmtmag.com/i/299589
9 0 V I N E YA R D & W I N E RY M A N A G E M E N T | M a y - J u n e 2 014 w w w. v w m m e d i a . c o m BY JEFFREY L. SHILLING AND MICHAEL RICIOLI + Through geo-fencing, wineries can get public information about poten- tial customers that are currently in the area surrounding their tasting rooms. + Wineries can use social networks to connect with potential customers and invite them to the tasting room, or start conversations. + All information is public social media content. No private information such as wine club information, e-commerce or wine sales is used. + For wineries that use social media for conversations and relationships, geo-fencing is a great way to connect with potential new fans/customers. AT A GLANCE or many small- to medium- sized wineries, local marketing has always been an essential way to get potential customers in the tasting room door. Increasing aware- ness for businesses in their local mar- kets is important. Sales don't happen unless potential customers know your brand exists, and in 2014 brands have many opportunities to make the public aware of what they have to sell. The term "geo-fencing" is new to the digital marketing world, and even more so to the wine industry. The basic definition, via Wikipedia, states that a geo-fence is a "virtual perimeter that puts a border around specific geo- Making Digital Connections with Local Consumers Geo-fencing and other social media tools help wineries reach out BY SHANA BULL