Download A Perfect Marketing Plan for Small Wineries

Wine Marketing
Paul Wagner, President, BALZAC
Instructor, Napa Valley College
Wine Marketing & Sales
GOAL OF MARKETING:
OPENING THE DOOR
• Define Winery Position
• Understand Distribution
• Support Sales
How are Sales and Marketing
Different?
• Sales is the transformation of inventory into
cash.
• Marketing is the development and
protection of the brand.
• These are not mutually supportive goals
What is a brand?
• A brand is the symbol that consumers
associate with your company and products.
• It’s worth is a direct measure of your
marketing success.
• If you have a company, you already have a
brand.
So what is your position?
• If you have a brand, you have a position.
• Do you know what it is?
• How can you affect it?
• What do you want it to be?
That’s really big question:
•What do you
want your
brand to be?
So how do you answer it?
• Build on what you have
• Eliminate the negative
• Look down the road
SWOT DIAGRAM
• Strengths
• Weaknesses
• Opportunities
• Threats
SWOT
• Analyze competitive marketing programs
• Focus on high return programs
• Invest in long term strategies
Build your Brand
• Lead the category
• Own a word in the consumers’ minds
• Create value for the company
• All this will help sales
PULLING THROUGH
THE PIPELINE
• How does marketing help?
• Who really gets people to buy a specific wine?
Role play it.
• What can it do that advertising can't?
• Can it build long term success,
relationships, results?
DON’T JUST TALK; LISTEN
“Propaganda ends where dialogue begins.”
Marshall McCluhan
WHAT EVERY WINERY
WANTS
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•
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•
•
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QUALITY
Best buys
High scores
News
Interesting photos
More buyers, better sales
WHAT THE MARKET WANTS
•
•
•
•
•
•
QUALITY
Authenticity
Personality
Best buys
High scores
Interesting photos
WHERE DO YOU APPLY THIS?
•
•
•
•
Promotions
Placement
Pricing
Product!
• This is your brand. This is your message to
the world.
DON’T JUST TALK; LISTEN
“Propaganda ends where dialogue begins.”
Marshall McCluhan
COST EFFECTIVE
COMMUNICATIONS :
• Public relations
• Promotions
• Special events
SWOT—AGAIN
• Analyze competitive programs
• Focus on high return programs
• Invest in long term strategies
HOW DO YOU
CONVEY QUALITY?
• Scores, Prices, and your own marketing
• Scores: everybody gets good scores these days
• Prices: what the market will bear
• How to convey quality?
THAT’S MARKETING
• Do you stage your house when you sell it?
• Do you detail your car?
• Now it’s time for your wine
– Packaging
– Marketing Affiliations
– Strategy and Tactics
WHAT ARE QUALITY CUES?
• Heavier bottles– like heavier silverware.
• Label paper vs. design
• Cork, Capsule, Case
• Wood boxes?
DO CAPSULES MATTER?
• They prepare the consumer’s perceptions
• They affect perceptions immediately
• Point of Consumption—at home,
Or in a restaurant.
CREATE PERCEPTION
• Is a capsule a message?
• Who receives it?
• Plastic or Pure Tin?
• Everything you do matters
MARKET RESEARCH
TO DEVELOP PROGRAMS
• Read the stories, study the trends
• Talk to them, find out
what they want
• Give them what they want!
SOUND HARD?
“Except as I were given some well defined
limitations or requirements -- the more specific the
better -- there would be no problem to work with,
nothing to work out; why, then,
the Artist?”
Frank Lloyd Wright
TELL A GOOD STORY
• Stories are about people, not things
• Give readers a way to respond
• Give yourself a way to connect
CREATE A GOOD
DESTINATION
• What do visitors want?
• This is not about wine—it’s about lifestyle.
• Get them involved
CREATE RELATIONSHIPS
• Make your visitors feel at home
• Get them involved
• Give them an experience
CREATE COMMUNITY
• The best source of new business is existing
customers
• Call them. Talk to them. Write
them.
• Connect on and off-line.
EVERY INTERACTION
IS AN INVITATION
• Always create a reason to talk again
• Call key customers and talk to them
• Remind them of your relationship
SPECIAL EVENTS
• Wine festivals
• Donations
• Market visits
• Word of mouth—the buzz
WINE FESTIVALS:
GOALS AND BUDGETS
• Trade show booths--play to win, don't just
show the flag
• Who will notice if you're not there--and
how to deal with them
• Wine costs, travel expenses
• Piggyback for cost effectiveness
• Everyone else will be in town
at the same time
DONATIONS:
GOALS AND BUDGETS
• Play to win--and think big
• One big role is better than twenty bit parts
• What can you get in return?
• Negotiate
MARKET VISITS:
GOALS AND BUDGETS
• Distributor meeting
• Key accounts lunch
• Media lunch
• Consumer event
IN SUMMARY
• Know your message
• Identify your audience
• Deliver the message
• Evaluate results
DEFINE EXPECTATIONS
• Goals and budgets
• Hard results vs. Image enhancement
• Be accountable—for all our sakes