Tag Archives: guest post

Wine Marketing: Science or Magic?

 

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The following is a guest post by Larry Chandler: wine sales and marketing guru!  Please see his bio at the end of this post for more information!

This is blog post #2 billion on wine marketing. Everybody writes about it. A few of them even have something important to say.

So in summary:

1. Know your market
2. Write well
3. Watch the money roll in.

Ok, we’re getting ahead of ourselves. #3 is patently false. #2 means nothing, you either write well or know how to hire well or perhaps neither. So you may need to work on this. But #1 is the most important here, and that’s what we’ll discuss.

Let’s assume you want to sell wine. Let’s assume you actually make wine or work for a winery. Let’s also assume you make good wine. Selling bad wine requires a skill far beyond our abilities here.

Marketing and selling are not the same thing. To paraphrase marketing guru Peter Drucker, “The aim of wine marketing is to make selling wine superfluous.” So where do you start? Marketing involves everything about your brand: what your labels look like, where you might talk about your wine (advertising, social

This photo is available in the holdings of the National Archives and Records Administration, cataloged under the ARC Identifier (National Archives Identifier) 515058. [PUBLIC DOMAIN]

This photo is available in the holdings of the National Archives and Records Administration, cataloged under the ARC Identifier (National Archives Identifier) 515058. [PUBLIC DOMAIN]

media, wine events), how people can taste your wine, where they can buy it, etc. Only then will you be in a position to sell your wine. And if your wine is really good, then people who enjoy it can become your best salespeople (now called “brand ambassadors”).

Who buys your wine now? Do you even know? Do you have a tasting room? If so, you do ask for their email addresses and maybe their phone numbers. No? Why not? They are your customers. They want to buy more at some point. Don’t ignore them. Everyone talks about social media (incessantly). Important, yes. But do not neglect email. It’s still (as of this writing) crucial.

If you don’t have a tasting room, do you do winemaker dinners? Tastings at festivals? Wine store events? Do you ask for emails there?

Do you have a Facebook page? Do you bother to post interesting content? Do you reply to comments placed on your page? Facebook is not simply advertising by the way. Or shouldn’t be. Engagement (responding to people) works.

Do you perform target marketing? Do you choose to market to men, women, young people, existing customers, lovers of a particular variety, big or small spenders?

Do you check out case studies or ask other winemakers how they do it? Will a favorable or unfavorable review of your wine change your plans? Many people today denigrate existing wine publications, such as the Wine Spectator or the Wine Advocate. Don’t. Maybe they are dying breeds, but they sure ain’t dead yet. And a high score can do wonders for your brand. This may change as younger people pay less attention to wine scores.

So is this marketing science? Could be. Is it just wild guessing? Could be. How much time can you spend on reading about marketing, taking seminars, talking to fellow winemakers? You can drown in a sea of data. After all, there are only 48 hours in a day.

The answer to where you go from here, how you market is simple. Start doing it. Learn some of the basics of analytics, who your customers are, and market to them. But don’t spend all your time on it. Create a marketing plan, but don’t wait until it is perfect. Send out an email, but don’t assume you will start moving all your product. Test it, perhaps an A/B test. See if a discount works better than free shipping. Learn from this. Create interesting content, but don’t wait forever for inspiration to hit. (A short wait is fine.) Go with what you know now and spend time with the results and try it again. You may only get one chance to make your 2013 Chardonnay, but you can re-do your marketing efforts.

There is no one answer for every winery. Learn what works for you. Your winery is unique. Even with 8,000 other wineries in the US, your strategy needs to be unique to you. There is no one like you with your same product mix, your same price points, your same customers.

We know of one winery that makes only 2,000 cases of their very well respected wine, and distributes only within California. They noticed they were getting wine club members from all over the country. When they asked those new members how they heard of this brand, all replied that they had this wine in restaurants in California. So the winery knew it had to focus even more on getting on the wine lists of restaurants in California.

You can pay for marketing advice and expertise if you can afford it. If not, you

Photo By NBC Television [Public domain], via Wikimedia Commons

Photo By NBC Television [Public domain], via Wikimedia Commons

can pay attention to the results and try to change your approach if it didn’t work the first time. You can also join the wine forums on Facebook and LinkedIn among other places. Valuable advice is traded there.

In summary:

1. Set up a business plan.
2. Create a marketing strategy
3. Develop tactics to fulfill your strategy
4. Learn from your mistakes
5. Try again

Oh, and don’t forget mobile devices and marketing specifically for that. But that’s a whole ‘nother post.

Wine Marketing is a science. But like making wine, it is part science, part art, and part magic.

Bio: Larry Chandler has been involved in marketing and selling wine for 20 years for both wine retailers and wineries. He also conducts tastings and lectures on wine and food pairings. His wine blog is http://overabarrel.wordpress.com and can be reached at larry@larrychandler.com.

Open Call For Guest Writers and Bloggers!

 

Hi Everyone!

Becca here!  A quick post today:  I’m putting a call out for anyone who wishes to contribute a guest post on The Academic Wino!  I love the idea of having a different voice on here periodically and would like to grow these scientific discussions even more by having more authors contribute.

Photo by Flickr user: gottgraphicsdesign

Photo by Flickr user: gottgraphicsdesign

I’m looking for anyone who wants to write one or more posts, and someone who does not require a high fee.  I am working with an extremely limited budget, so please let me know your fees if you have them (though if you’re willing to help out pro bono, I’m not going to argue with that ;) ).

Any guest posts must be related to wine, and must have some sort of academic focus.  I realize this is very vague, but I’m looking for some variety so I didn’t want to restrict the topics!  I will not accept any posts that are wine or winery reviews.  If you’d like to contribute, please feel free to email me with your topic ideas!

In terms of length, I’m looking for something at least 500 words but no more than 1500 words. In terms of links, I have a relatively strict advertising policy, so I will not include links to any businesses or anything of that nature.  I’m happy to link to your personal blogs or online CVs.  If you have a question about a particular link you’d like to include, please ask and I’ll let you know which category it falls into! I’m somewhat flexible with this, so don’t be immediately turned off if you’re uncertain about a particular link!

I’m really looking forward to expanding the blog to include guests from other writers and bloggers!  Please email me at becca@academicwino.com with your post ideas and fees (if you require them).

Thanks!  Cheers!

Women Smell Better!

 

The following is a guest post written by Marlene Rossman.   See her bio at the end of this post.  Alternatively, read her full bio here: Marlene Rossman Bio. (please click “about” to get her bio).  You may also find her on Facebook by clicking here.

My husband often says that I smell great.  Partly joking, he explains that I have a more pleasing aroma than he does AND that I am very sensitive to aromas and odors in wine/food.  Walking into our home one evening after a nice restaurant dinner, I said, “Honey, I smell gas.”  He immediately said,

“It wasn’t me, it must have been the dog.” I explained that I did not mean that kind of gas, but the gas from the stove.  He did not smell anything, but I found that I had left a burner on very, very low!

So why has fine wine traditionally been the preserve of men? And how has the enjoyment of wine became a man thing? There used to be men-only drinking clubs and tasting events where men gathered to share Parker scores and boast about which wines they had the previous night. In 1978, I joined New York’s Les Amis du Vin and was the only women participant for many years. I was also thoroughly ignored by the all- male group, but that’s another story.

Desmond Morris, who gained fame with his 1967 book The Naked Ape,is a British zoologist who focuses on people. Dr. Morris caused quite a controversy in a 1994 TV documentary when he said, “it has been demonstrated scientifically that women have a better sense of smell than men. Men and women

Photo by StateofIsrael: http://farm9.staticflickr.com/8465/8140902367_a8b170c2aa.jpg

evolved with different strengths and weaknesses, and to believe otherwise is to ignore what biology shows to be true… women, for example, will never dominate championship chess because of the nature of their brain functions,” he says. “Men, on the other hand, rightfully should surrender wine-making to women because of the female’s more acute sense of smell.” It has been hypothesized that women’s highly developed sense of smell is a throwback to when women had to identify their offspring by their smell.

Smell is the most important sense with regard to wine because most of what we call wine ‘flavor’ is its aroma. “Women are better at identifying aromas and can detect them at a lower PPM (parts per million) concentration than men,” according to Dr. Ann Noble, a sensory chemist and retired professor from the University of California, Davis, who invented the “Aroma Wheel.” (Dr. Noble’s wheel is credited with enhancing the public understanding of wine tasting and terminology.) That’s not to say that men aren’t terrific wine tasters and appreciators — of course they are (just ask any man!) Anyone can train themselves to be an educated taster, but wine is ultimately about enjoyment.

Backing up Dr. Noble’s research are a number of studies showing women outperform men in tests on odor sensitivity.  Tim Jacobs, Professor of Physiology at Cardiff University (UK), said: “Some studies have shown smells activate a greater region in the brain in women than men. There is a wealth of scientific data showing women’s superiority at identifying and detecting odors at even very small concentrations.” And two other U.S. studies (one in Pennsylvania and one at Yale) showed that women consistently outperformed men in matters of odor identification and smell.

When it comes to wine tasting, the nose will tell you that there have been impartations from oak barrels if you pick up on vanilla, nuts, bread, cereal, or butterscotch smells. Swirl the wine and sniff – if it smells like a wet dog, or a dank basement, chances are the wine has been spoiled by a bad cork (this only happens to about 3% of all wines) A corked wine does not mean that little pieces of cork are floating in the wine.  It means it is spoiled with TCA or trichloroanisole. Try tasting wine when you have a cold, and see what happens. Probably nothing, as the sense of smell is really the sense of taste.

Some research suggests that women’s greater olfactory sensitivity is linked to the hormone estrogen. And a couple of years ago in the United Kingdom, pregnant women were recruited by Tesco (a supermarket) as wine-tasters after bosses found they had better senses of taste and smell. Store chiefs stumbled across the secret when four pregnant women were working in the 40-strong wine department at its HQ. They could all detect subtle differences between wines. Now, bosses are taking on more moms as tasters to choose the best wines to go on sale. Wine-taster Helen McGinn, 31, who was 6 1⁄2 months’ pregnant, said: “Now we will be better equipped than ever to sniff out the best wines for our customers.”

© Marlene Rossman

According to her bio, “Marlene is the wine columnist for Chef magazine and writes on wine for Andy Dias Blue’s Tasting Panel, Sommelier Journal and International Sommelier magazines.  She was the Editor-in-Chief and columnist for Wine Country International magazine, wine columnist/editor for Orange County Home, New York’s Flatiron magazine and wrote for Beverage Media, and Wine Business Monthly. She was the featured commentator with Stephen Spurrier, in a program on “American Wine” produced by Associated Press Television News.  She is a member of the North American Sommelier Association.”  She is a former sommelier and currently the distinguished instructor of wine at UC-Irvine.

Call for Guest Bloggers / Writers

Hello, readers!

I am writing this brief post to call out to all those interested in writing or blogging to consider submitting a guest post for The Academic Wino!

My long-term goal for this blog is to post daily with all the research, science, and generally knowledge related to wine the interwebs can handle!  However, my current life situation only allows me to post a couple of times per week!  That’s where you come in….

I’m looking for guest writers/bloggers to help fill in the holes throughout the week that I can not currently fill for one reason or another.  I accept a wide

Photo by mpclemens: http://farm4.staticflickr.com/3181/2692469539_bdcea8c064.jpg

variety of topics, as long as they are related to wine (or grapes) and tied to academics in one way, shape, or form.

What was your favorite subject in high school or college?  In what way can you tie that subject in with wine?  Once you come up with an idea, shoot me the pitch and there’s a good chance you could end up with a post on The Academic Wino!

You don’t have to be a wine writer or wine blogger to write for me, but your article does need to be related to wine or grapes in some way.

All articles must been well researched, well written, well edited, and 100%  unique (cannot be found on any other site).

This is NOT a call for staff writers, as unfortunately, I can’t pay anyone right now.  I’m looking for someone to contribute a post or two every so often (or however many time they want, understanding that it’s unpaid).

If you are interested in writing guest posts for The Academic Wino, please contact me at:  becca@academicwino.com

I’m looking forward to reading your ideas!

Cheers!

I reserve the right to reject any article or any links.  I have a relatively strict advertising policy, so I will be keeping a hawks’ eye out for those.  Personal blogs and online CVs/portfolios are typically don’t fall under the advertising policy, but I reserve the right to deny any links I deem inappropriate.

Also, you will not be paid for these posts, sorry!