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w w w. v w m m e d i a . c o m M a y - J u n e 2 016 | V I N E YA R D & W I N E RY M A N A G E M E N T 9 1 your specific strengths and story — what sets you apart? Can visitors view the grapes being delivered and sorted? Some wineries offer "boot camps" for those who want to learn about harvest hands-on. How about harvest festivals and parties? The reoccurring idea here is how you can personalize your mar- keting. Case in point, back at Jor- dan, it's just wrapping up its latest video marketing piece. It's docu- menting John Jordan, combining his passions for flying and res- cue dogs as he pilots a plane for Wings of Rescue, transporting 18 dogs from California to the Idaho humane society so they can be partnered with owners. OK, so you may not be a pilot, but no matter your winery size or what you have to offer, you can market to your strengths and draw your audience in by illustrating who you are and what you stand for. Play up your strengths and show them off to your customers. KEEP THINKING AHEAD Don't wait for spring to plan for spring. Come up with a schedule that keeps you on track so you can make the most of each event. This means pre-promoting to your database and audience far enough in advance so you can be truly effective. The trick is finding your unique story, whether it's remarkable grounds, family-run heritage, old vine Zinfandel or per- sonal passions that drive your wine legacy. Then, tell it everywhere. Tom Jackson has been an ad man for more than 25 years and is gen- eral manager of Veale Outdoor Advertising. Originally from Indiana, he's lived in Santa Rosa since 1988 and, when's he not helping clients fulfill their marketing goals, Tom enjoys spending time with his girl- friend, family, friends and playing golf. Learn more about his creative work at www.vealeoutdooradver tising.com or call (707) 575-3752. Comments? Please e-mail us at feedback@vwmmedia.com. Wings of Rescue co-founder Cindy Smith, a volunteer and John Jordan take a break from loading homeless dogs into Jordan's TMB900 for his first Wings of Rescue mission, transporting 18 dogs from Livermore, Calif., to Boise, Idaho. [Photo by Lisa Mattson] Toll-Free: 877-552-4828 909-464-1373 • Fax: 909-464-1603 For your nearest dealer, contact: Quick and economical, this long-lasting dripline holder can be installed in seconds. The built-in saddle prevents water flow restriction. Available in 1/2" and 7/8" sizes. Patent No. 4,615,140 DRIPLOK™ V&WM DripLok AD.qxp_Layout 1 12/2/14 10:58 A