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MANAGEMENT in terms of travel, personnel and equipment." POSTING AND PROMOTING Where should you post your cin- ematic masterpiece when it's final- ly finished? Christie encourages his video cli- ents – which include industry suppli- ers as well as wineries – to upload videos to Vimeo or YouTube and then embed them into their own websites. "That means that the technology the video is streaming through is YouTube's, not the win- ery's, so it's the best," he said. One of the other benefits is that YouTube and Vimeo track every view. Once the video is posted, he said, "You'll want to send out a link to your existing customer list, and encourage them to forward it to their contacts." Many regional winery and grow- er associations allow members to post videos on the association's website, he added, so be sure to ask if that's an option. Videos can also be linked to quick response (QR) codes. For example, Mande created a series for Justin Vineyards & Winery in Paso Robles, which links videos to QR codes printed on Justin's back labels. "If you're in a store and take a smart- phone with a QR code scanner," she said, "up pops Justin Baldwin say- ing, 'Hi, you picked my sauvignon blanc …. It's fermented in stainless steel and it goes with fish.'" While most people think of video Jordan's Lisa Mattson creates customized videos for the winery's trade customers. Photo: Damon Mattson as a way to reach consumers, it can be used to target trade audiences in creative ways. On request, Jordan sets up live video tastings for distributors with winery principals. The winery also creates customized staff training videos for restaurants. "Doing it in- house, we can do things like that pretty quickly," Mattson said. And, it helps drive wine sales. "We can't go in and deal price the way a big company can," Mattson said. "But our sales director can throw in a customized staff training video, a live tasting with the wine- maker, or a wine list QR code that leads to a custom video." MEASURING SUCCESS In video marketing, success is typically measured by the number of views each video receives. If a consumer-targeted video gets only 200 views in a year, it's a dud. Mattson's monthly view rate averages 15,000-17,000 for all Jor- dan videos combined. But it's not only about numbers. "The key is the brand awareness and the recall at point of purchase," she said. Even if the video isn't spe- cifically about Jordan wine, there's value in getting the winery's name out there. "I believe that a video can provide that the same way that a traditional PR hit can. You kind of need both." Comments? Please e-mail us at feedback@vwm-online.com. 50 VINEYARD & WINERY MANAGEMENT SEPT - OCT 2012 WWW.VWM-ONLINE.COM