Issue link: https://read.dmtmag.com/i/45785
MANAGEMENT WINE WISE MARKETING When Mixing ith 2011 nearly over, it seems as if there were only 10 months in the year rath- er than 12. Given that time passes so quickly, I suggest that sooner, rather than later, is the time for you to plan your marketing program for 2012. What will your game plan be for the new year? Will you stick with electronic mail, or a mix of elec- tronic (social networking, e-mail and your website)? Will you employ direct-mail tactics such as post- cards and newsletters? Are tele- marketing and telesales in your plans? Before you decide, consider mixing e-mail and direct mail, two methods which, in tandem, will help you achieve better results. Before we discuss these marketing methods, there are some questions that need to be answered: Did you achieve the marketing goals you set for this year? And what does "effective" mean to you? Let's go in reverse order, start- SHORT COURSE Create an effective marketing mix based on the preferences of your customers and potential customers. Combining e-mail and direct mail can increase your response rates. Everything you send out should be of the same high quality as your products. Focus on customers' interests, not on what you're interested in tell- ing them. WWW.VWM-ONLINE.COM Don't dismiss direct mail as a way to reach customers. Combined with e-mail, it can be an effective marketing tool. NOV - DEC 2011 VINEYARD & WINERY MANAGEMENT 21 ELIZABETH SLATER Messages is OK Back up e-mail with snail mail for a one-two marketing punch ing with the second question. Effective is one of those nebulous words that marketing people throw around a lot without actually defin- ing what it means. Whether or not your marketing and promotion are effective is very much depen- dent on the results you are trying to achieve, and if the goals you set were realistic. Think about what you are trying to do: Are you looking to bring more visitors to your winery? Do you want to sell more wine, either at the winery or via the Internet? Is turning first-time visitors into long-term loyal customers a goal? Now for the first question, did you achieve your goals set for this year? Before you start on next year's marketing plan, review the program you followed this year. Taking into consideration every- thing 2011 threw at you – the economic climate, your produc- Elizabeth Slater is the owner of In Short Direct Marketing, a direct marketing com- pany that works with individual wineries and winery associations. tion, wine quality, price-points and how much of the plan you actu- ally implemented, did you get the results you expected and wanted from your marketing? If you met or exceeded your goals, your plan was effective – congratulations, and keep going in the same direction, while making any small modifications you need to reflect changes in the marketing environment and to improve on the results. If not, think about what you can do differently to achieve the results you want. EXAMINE YOUR GOALS Examine your goals for the com- ing year. If you don't have specific written goals for 2012, now's the time to start writing. Putting your expectations in writing gives you a clearer picture of what you're try- ing to achieve. By including specific numbers, you have the information to assess the results as you prog- ress through the year and can make changes if needed. Evaluate your goals to ensure that they are realistic.