Issue link: http://read.dmtmag.com/i/72545
MANAGEMENT WINE WISE MARKETING cific or time-sensitive information, such as a special event, a wine club promotion or a sterling review. Outside: Messages targeted to customers and prospects through various methods, including print, e-mail, radio, television, social media, billboards, website and video. of message to produce an immedi- ate or specific response. Spot: Used to disseminate spe- tions with staff at the winery and at off-site tastings. They also include subliminal messages such as the décor, merchandise, cleanliness and the overall visitor experience. Inside: These are visitor interac- Paint a picture that allows recipients to envision themselves enjoying your wine. Photo: Jupiterimages/Thinkstock CLEAR COMMUNICATION Before you draft the messages that go to your mailing list or are used in advertising, take a look at what other wineries in your area are saying about themselves. Then ask yourself if you are saying the same thing. If you can take another win- ery's name out of the message and drop yours in and it still works, it's not going to differentiate you from your neighbor, nor most likely from any other winery. Be distinctive. There are four "C" words to remember when you are writing an ad, e-mail, video script or anything else that will go to your custom- ers or prospects. Your messages should always be clear … concise … consistent … connective. Clear: To ensure clarity, ask two ten, put it away for a day or two, then re-read it and take out the extraneous words and rework it. If it's feasible, have each piece pro- fessionally edited. Consistent: Use elements that recipients will recognize immedi- ately as being yours: a certain color or font, or a tagline if you have one. In e-mails or on Facebook, sign off in the same way, although subject or three people who are not familiar with the subject to read your com- muniqué. If you have missed an important piece of information (the date of the event or a phone num- ber, for example) they will see it. Concise: Once the piece is writ- Wine Our Focus Is Building Your Business 1010 Shiloh Road Windsor, CA Santa Cruz Mountains, CA Byington Winery San Rafael 415.526.7676 1101 Fifth Avenue, Suite 230, San Rafael 24 VINEYARD & WINERY MANAGEMENT JULY - AUG 2012 2849 Laguna Road Santa Rosa, CA Brian Gleason | Preston Smith | Kevin Foster Santa Rosa 707.583.8400 2455 Bennett Valley Road Suite C200, Santa Rosa WWW.VWM-ONLINE.COM Services Group The Cornish & Carey Commercial Newmark Knight Frank Wine Services Group provides marketing, buying, selling and leasing of wineries and vineyards including production, warehousing and distribution facilities. Sonoma Coast Vineyard Sonoma County, CA