StateWays is the only magazine exclusively covering the control state system within the beverage alcohol industry, with annual updates from liquor control commissions and alcohol control boards and yearly fiscal reporting from control jurisdictions
Issue link: https://read.dmtmag.com/i/58705
"I've learned that the old media isn't effective in driving younger dollars into our store," said Jack Bondon Jr., the VP of Operations, Berbiglia Wine & Spirits, a family-owned chain of 11 stores in and around Kansas City, MO, whch uses the chain's web- site and Facebook page to connect with a broad array of consumers. They also use Twitter to announce new items or send out quick, timely messages. everything we put on Facebook also appears on store signage and in our email newsletter." Peco's incentivizes customers to like them on Facebook by saying they'll be the first to get coupons and information about new products. While the feedback isn't always obvious, customers are getting the message. When Peco's had a certain Dogfish Head beer in stock for the first time in a year recently, Mulvihill posted a picture on Facebook with the caption, "it's back, get it while you can." He was confused when no one "liked" or commented on the posting, but soon people came into the store and started buying it up. Customers told him they left work to come get it and didn't want to announce that on Facebook in case anyone saw. "We sold out of that case in about 45 minutes," Mulvihill says, "and it was on a Thursday afternoon." Digital Dictionary App: Short for application, this is an icon installed on a computer or mobile device that acts as a shortcut to a webpage, game, or other program that performs a spe- cific function (examples: Words with Friends,Angry Birds). Blog: A personal page that reads like a journal, containing entries starting with the most recent (examples: Blogger, WordPress). The Cloud: Describes data stored on an external server and accessible through a web browser from any computer. For individuals, it eliminates the need for a hard drive; for companies, it eliminates the need for on-site servers. Information stored in "the cloud" is also generally backed up in multi- ple places to prevent catastrophic loss of information. Podcast: A (generally) short piece of audio content, often part of a larger series of audio casts on a certain subject, which can be downloaded and listened to any- time. Content can be downloaded from an individual webpage, or through a service like iTunes. RSS Feed: Like a customized newspaper, it draws in stories from a particular publication or about a particular topic that users choose to subscribe to. Feeds can be sent to an email address or accessed through a news reader like Google Reader. Social Network: A website where users can create profiles to share their interests, photos, mem- StateWays s www.stateways.com s March/April 2012 Reach Anyone, Anytime W hen print and radio don't get the responses they used to, where do you turn? For Berbiglia Wine & Spirits, a family-owned chain of 11 stores in and around Kansas City, MO, ranging from 1,500 to 12,000 square feet, the answer was social media. Jack Bondon Jr., the VP of Operations and third-generation family member, says the store needed to embrace new tech- nology to keep up with the times. "I've learned that the old media isn't effective in driving younger dollars into our store," he says. "Social media is the way to reach anyone, anytime with your message." Berbiglia's uses both Facebook and Twitter to engage its customers. The store tends to use Twitter to announce new items or send out quick, timely messages, while it uses its Facebook fan page to tell customers about wine tastings and the like. "We're trying to stay in the forefront of our customers' minds," Bondon says. "By periodically posting on these sites, we feel that when the customers choose to purchase wine and spirits, they'll remember us first." To drive people to its online pages, Berbiglia's posts signs in the store promoting its Facebook and Twitter presence. And by announcing tastings, special releases and sales through its social media pages, the store has made them a must-click destination for customers who want to stay informed. SW ories, and connect with friends that they've given permission to access their information (examples: Facebook, LinkedIn). Twitter: A micro-blogging ser- vice where users can share short messages (140 characters or less) with other users who have "fol- lowed" them. The site's biggest draw is its instantaneous updates and the ability to create hashtags like #superbowl and #nygiants to track what subjects are most popu- lar at a given moment. URL Shortener: A site where users can shorten their URL addresses, allowing them to track which links they've posted and who's viewed them. Especially use- ful for sharing links onTwitter and Facebook, which limit the number of characters in a message (examples: Bit.ly and TinyURL). 37