Issue link: https://read.dmtmag.com/i/670021
8 8 V I N E YA R D & W I N E RY M A N A G E M E N T | M a y - J u n e 2 016 w w w. v w m m e d i a . c o m THE STRATEGY OF MARKETING YOU Being open to change is a key to success. Let's keep visitors — especially locals who return more often — marking their calendars for your next event and checking- in to see what's happening at your location. Every winery can offer a very specific experience; think about yours. What do you celebrate? W h a t e x c i t e s y o u p e r s o n a l l y ? What's happening in and around your location? Asking these ques- tions will help direct the best way to share your story. he first rule of marketing is to use absolutely everything you have. Too many people approach marketing as a one-size-fits-all campaign, run year-round, year-in, year-out. This is a great way to get ignored. We know every winery has a story to tell, you just have to find it, keeping in mind that it will evolve and shift as you do. Appealing to visitors authentically and with personal- ized ideas in multiple media chan- nels will bring the right ones to you. Keep an open mind as we explore ideas and angles that not only reso- nate with your brand but truly set you apart from the crowd. BY TOM JACKSON + Sharing your unique story across all marketing channels will expand your brand's appeal. + A personalized experience will always be remembered and shared. + Capitalizing on every season with events and promotions will keep you in consumers' thoughts. + Play off your strengths and show them off to your customers. AT A GLANCE Ta p p i n g i n t o w h a t m a k e s y o u r w i n e r y u n i q u e – a n d s p r e a d i n g t h a t m e s s a g e y e a r - r o u n d – w i l l h e l p k e e p y o u t o p - o f - m i n d a m o n g c o n s u m e r s. Matanzas Creek Winery's beautiful lavender gardens attract visitors from near and far. [Photo by Bruce Shippee]