Issue link: http://read.dmtmag.com/i/72545
MANAGEMENT WINE WISE MARKETING of customers based on the informa- tion you collect; this makes it very easy to send targeted messages that will resonate with those who are interested in a particular topic. Understand the demographics of the people you want to reach. Is it a younger or older crowd? Are they already wine drinkers, or neo- phytes? Find out what the group you are targeting would respond to, what you want from them, and what they are likely to want and expect from you. Get on the Inter- net and do a little research. SELECT A CHANNEL Knowing specifics about the people you want to reach allows you to choose the right chan- nels to get to them. Once you have the demographics, you can pick, for example, radio stations or magazines that reach audienc- es with the same demographics for which you are looking. If you know where most of your visitors are coming from, you have more information on where to place your billboards. Discover what things your target audience is read- ing, listening to, watching or click- ing on. When using e-mail, measure "open" and "click-through" rates on any messages you send. If only 8% of your total list is opening your e-mails, and less than that are clicking through to see what it is you are offering, e-mail may not be the most efficacious way to contact these customers. Videos are a great way to get people's attention, so add a brief one (a couple of minutes is plenty) to your e-mails to entice your audi- ence to learn a little more about your wines and winery, and the offer you are making. You can do something as simple as grabbing your video camera and interviewing people in the tasting room. Post the video on your website. What is the right time to send information? Some people pur- chase tickets for events six months ahead, while others wait until the last minute. Don't send the invitation just once, send it a second or third time to people who usually respond but haven't yet. In fact, add to their database profile their history of when they usually respond to invitations and offers. TYPES OF MESSAGES Messages come in many for- mats: type that will define your product or business over the long haul. For example: a bottle shot with a few well-chosen words to describe the wine can gain recognition for the brand. You would not use this type Image: This is the message Piña Napa Valley A solid financial resource for your wine business. Ask us why Piña Napa Valley banks with us. Call 707-508-3376 for information about wine business lending. San Francisco | Marin | Sonoma | Napa | bankofmarin.com | Member FDIC WWW.VWM-ONLINE.COM JULY - AUG 2012 VINEYARD & WINERY MANAGEMENT 23