Issue link: http://read.dmtmag.com/i/81015
MANAGEMENT Dina Mande of Juice Media shoots footage for a Wine Institute video series. Video Marketing Goes viral By Tina Caputo, editor-in-chief Conceptualizing and creating effective winery videos ou might think you already have enough to do without adding video production to the pile – and you're probably right. But before you dismiss the value of video, consider these stats: By 2013, video will account for 90% of Internet traffic (Cisco, 2010). When marketers used the word "video" in an e-mail subject line, open rates rose 7%-13% (Experian 2012 Digital Marketer: Benchmark and Trend Report). Video in e-mail marketing has been shown to increase click- through rates by more than 96% (Implix 2010 Email Marketing Trends Survey). 44 VINEYARD & WINERY MANAGEMENT SEPT - OCT 2012 With results like these, it's no surprise that wineries are using video to connect with consumers and trade members. Creat ing successful videos doesn't necessarily require expen- sive camera equipment or a film- school education – but it does take creativity and planning. THE POWER OF PERSONALITY If you still have doubts about video, consider winemaker Daryl Groom's experience. In 2008, when he needed help launching a wine club for Groom Wines, he turned to Healdsburg, Calif.-based consultant George Christie for help. With a background in winery operations and marketing, Christie founded Christie Consulting in 2006 and the Wine Industry Network/ WIN Media in 2009. "First we sent out a bunch of e-mails, and the response was just crap," Christie said. "That was incredibly frustrating, because I knew that if I could put Daryl in the AT A GLANCE Video is an effective way to reach consumers and trade members. Creating successful videos takes creativity and planning. Video equipment needn't be expen- sive. There are lots of creative ways to use video, rather than just posting on YouTube. WWW.VWM-ONLINE.COM