Issue link: http://read.dmtmag.com/i/369547
w w w. v w m m e d i a . c o m S e p t - O c t 2 014 | V I N E YA R D & W I N E RY M A N A G E M E N T 8 1 their posts are seen by millions, and even then it doesn't always work. Sponsoring your Facebook posts is the same as buying an ad in the newspaper. The audience and tim- ing are guaranteed, but that doesn't mean the consumers will act. The quality and language of the adver- tisement is essential, as is placing your ad in front of the appropriate audience. Running an ad for snow shovels in the Los Angeles Times isn't going to spike sales. HOW TO RUN A CAMPAIGN At Second Glass, the company I co-founded, we use Facebook ads to sell tickets to our events. The main event we produce is Wine Riot, an educational consumer wine tasting that targets Millennials. We host Wine Riot in major cities including New York, Boston, Chi- cago and Los Angeles. In the past six years we've hosted more than 30 major events. Depending on the venue size, we sell between 2,600 and 4,000 tickets per event at a actionable. In our case, it's a call to action to buy a ticket to the event. For a winery, it could be a sale on cases, a new limited-release wine or an event at the winery. Face- book ads work best when there is a sense of urgency and consum- ers can act immediately. You don't have to offer a discount, but a lim- ticket price of $60 each. As of June, we'd sold more than 10,000 tickets in 2014 alone, and our paid market- ing strategy was almost exclusively Facebook ads. This is how we do it. WHAT ARE YOU SELLING? First, you need something that is + Through Facebook adver- tising, you can drop your brand's message into the news feeds of the people most likely to buy your products. + Market products with a sense of urgency, such as events or limited-time sales. + Forget Facebook's "Boost Post" button. Paying to pro- mote your Facebook posts is the way to go. + Segment your audience by demographic information and create ads that target each specific group. + Analyze your data and make adjustments to allocate money to the ads with the best performance. AT A GLANCE Call 800.800.4865 today or visit AgLoan.com License No. #OD48069 A part of the Farm Credit System. Equal Opportunity Lender. Ned Hill, Owner La Prenda Vineyards Management Inc. Steve Hill, Owner Parmelee-Hill Wines & Vineyards "THEY PROTECT US" It was 2011 and the rains came. And came. They devastated our winegrapes. Thankfully, the crop insurance we purchased with American AgCredit helped us recover and keep the business going strong. Our business is agriculture. Our business is finance. Our business is you.