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MANAGEMENT room with those people, we could have a wine club instantly." He convinced Groom to try a video campaign, and it resulted in the immediate sale of more than 50 cases of wine, and dozens of wine club sign-ups. Christie's second video project for Groom, in 2011, promoted the launch of Colby Red wine, named for Groom's son, who was born with a heart defect. So far, the video has had more than 8,000 views on YouTube and the brand – created to raise money for heart research – has grown from 10,000 cases on release to 40,000. It also landed the Grooms an appearance on the "Today Show." "The video had a huge amount to do with that success," Groom said. "We wouldn't capture the emotions just telling the story face- to-face that we did in the video." While not every winery has such an emotionally compelling story to tell, Christie said, each has some- thing to offer via video. "To tell me that what makes you different is that you have a good product isn't really what sets you apart," he said. "What makes your winery different is you – and there's nothing better than video to cap- ture and communicate that." MAKING ASSOCIATIONS Video isn't just for wineries. It can also be used by associations to promote wine regions. You've probably already seen the brilliant "Paso Wine Man" video, which takes a playful look at zinfan- del's origins. It was produced for the Paso Robles Wine Alliance by Dina Mande of Paso Robles-based Juice Media. With 90,000 views online, the video is the closest the wine industry has come to "going viral." Mande – who has a background in wine marketing as well as TV and film production – is now working with Wine Institute (WI) to produce four one-minute videos promoting California wine. With the first vid- eos rolling out in the summer of 2012, they will be distributed to WI representatives in 25 countries. "The campaign uses the concept WWW.VWM-ONLINE.COM SEPT - OCT 2012 VINEYARD & WINERY MANAGEMENT 45 of a road trip to take users around the state," explained Linsey Gal- lagher, WI's international market- ing director. Since the videos don't include dialog, she said, "The mes- sage will come across whether you're watching in Japan or Germa- ny or Mexico." STRATEGIZING Before you even think about turning on a camera, you'll need to determine the goal, audience, con- cept and strategy of the video you want to make. That's how Sonoma's Gundlach