Issue link: http://read.dmtmag.com/i/81015
MANAGEMENT UNCORKING PR If you really want to get some press about the event, work with a large nonprofit with a really good targeted mailing list. You can auc- tion off a few tickets for the event as a fundraiser for the nonprofit, and with a little luck you might also get a local society page writer to put in a plug as a way of supporting the nonprofit. They won't do it for you, the winery, but they might for charitable reasons. PROVIDE FACTS "Our winery is wildly successful. If you want the media to write about an invitation-only winery event, partner with a major charity and try to capture the interest of a local society page writer. is spending a lot of the marketing budget on it. But you have defined the audience very tightly by your invitation list, and everyone else is not invited. Don't expect them to write about it, and don't expect them to like or admire you for not inviting them. In fact, we have just made a major new investment. But we're a pri- vate company, and won't disclose the numbers." There is a basic rule about busi- ness stories: The biggest number wins. If you have a story about a $3 million deal, and somebody else has a story about a $3 billion deal, the other story is going to get more U N I F I E D W I N E & G R A P E S Y M P O S I U M 3 information you need to succeed days of program sessions with valuable information direct from experts in their fields. Sacramento Convention Center Sacramento, CA January 29–31, 2013 exhibits: January 30 & 31 Registration and Housing open in October. Check our website for details as they become available. www.unifiedsymposium.org WWW.VWM-ONLINE.COM SEPT - OCT 2012 VINEYARD & WINERY MANAGEMENT 19 2 0 1 3