Posted in blogging, California wine, marketing, online community, online marketing, Twitter, wine, Wine Bloggers Conference, wine club, tagged business, marketing, Napa, Napa Valley, sales, wine, wine industry on June 10, 2013|
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Basically inseparable, sales & marketing most often seem to completely misunderstand each other. Marketing, loaded with creative talent, big thinkers and sometimes a budget to back that up, creates tools, information and events that can make or break a brand, a launch, a quarter. Sales, always on the go, focused on low hanging fruit, relationships and quotas provide the revenue that can make or break the company. So how can such a close pairing, like steak and cabernet sauvignon, so often be on completely separate, parallel, uncomplimentary tracks with each other?
The how, when, where, who…
Since I worked first in marketing then in sales in the wine industry, I’m currently fascinated with seamlessly tying the two halves together to function as a successful, profitable wine sales & marketing unit. With input from colleagues and customers, I look forward to a thoughtful and provocative conversation that offers a basic and varied set of solutions here. Digital marketing, social media and e-commerce have changed the way we shop, buy, research and share. Internet opportunities, apps and experiments pop up and multiply quickly so I look forward to evaluating them for the wine industry here as well.
Your comments are essential.
Thanks for participating.
PS. In the series to follow, data from the Forbes article that also referred to sales & marketing as Mars & Venus (an apt comparison) will be posted and referenced with valuable details about marketing lead generation and sales response time.
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Posted in blogging, California wine, Hahn estates, online community, online marketing, WBC, web 2.0, Wine 2.0, Wine Bloggers Conference, tagged Blogger access, Blogger Certification, Bloggers Lounge on January 13, 2009|
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Conversation among wine industryprofessionals, marketing strategists and wine bloggers this week includes talking about some kind of Wine Blogger Certification, or a standard that ends up with a Seal of Approval in order to quickly and easily provide bloggers access to events, wineries, industry programming and so on. I can see why some business people might seek such a …label, but I wonder about a simplified structure and I have many questions about how, why, wherefore.
The very counter-culture nature of blogging defies this kind of labeling and classification. The bloggoshpere is the untamed frontier and an exciting place to find opinions, stories and recommendations. I have certainly heard people post that “some bloggers just want free (stuff) wine”. But as I have spent some time reading wine blogs and actually spent time with the wine bloggers themselves, it is not an easy (usually unpaid) job to wine blog. Any level of credibility or readership is hard earned and maintained by a level of quality, personality and humor.
I have been a regular advocate for blogger access to the wine industry in the same way we grant access to traditional media and press. Wine bloggers have an outreach that can potentially go deeper and beyond traditional print media…at least in the wine industry. Just recently Hahn Estates hosted the first Bloggers Tasting Forum and ZAP will have a sponsored Bloggers Lounge offering bloggers free access to the 2 day event. So far, these beginnings have suggested tremendous success in blogger/wine industry relationship building. The expectation is that this access will directly benefit not just bloggers and wineries, but the consumers. With greater access to information, recommendations and outreach, we aim to convert more people into wine lovers everywhere.
So, how would you classify bloggers? They are a complex and various group of wineophiles from all over the world. The current count is over 1,000 wine blogs and growing. How would you define which ones get credentials for the wine events and which ones don’t?
- By Readership?
- Quality of writing?
- Their own level of wine education?
And what if the wine blogger…a really great one…isn’t interested in the credential? Most of the wine bloggers I have met are stunningly smart and busy with day jobs, families, hobbies and fully packed lives. And as I have said before, they do their wine blog strictly for the passion of it. The Wine Bloggosphere is better off because of them. I would hate to see them squeezed out by beaucracy or obstacles that have less to do with a passion for wine and more to do with sorting that helps marketers achieve ROI.
What are your thoughts?
Graphic courtesy of Google Images.
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Posted in 12Seconds.tv, blogging, online community, online marketing, Silicon Alley Insider, Twitter, WBC, web 2.0, Wine 2.0, Wine Bloggers Conference, tagged 12Seconds.tv, e-Marketing, Facebook, online community, Silicon Alley Insider, Twitter, web 2.0, Wine 2.0, Wine Bloggers Conference on October 8, 2008|
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It’s getting pretty weird out there. Well, it probably has been for awhile. So what are you going to do about it? You have some options: My least favorite and perhaps one of the most popular positions is the fetal position. Either mentally or physically, people may consider adopting a curl-up-until-it’s-over attitude. And maybe that works for some people. However, while I don’t look forward to crisis, I do recognize the opportunity for, leadership, new deals, new connections and being the carrier of light across the darkness.
Marketing, PR and all new e-marketing opportunities are bursting with possibility right now. Twitter has posted their Top 50 Tweeples (are you connected to them?), AND is partnering with Current TV (watch their amazing “Hack-the-Debate” programming of the Presidential debates posting real-time tweets). YouTube is experimenting with click-to-buy placement with Amazon.com. Blogging, Video blogging and many other forms of Social Media are exploding with popularity while corporations race to figure out how to maximize advertising in web’s social-sphere. The video version of Twitter, 12Seconds.TV is about to go public, currently in their alpha testing phase. The Wine Blogger’s Conference is completely sold out in Sonoma County with special guest, Gary Vaynerchuk this month. The list goes on as Facebook upgrades their applications and races to keep up with their users. Google is working on a browser (Chrome) that, when completed, will change the way the average Mom, Senior and student not just uses the web, but interacts with and seamlessly integrates online experiences within their lives. If you think that is dramatic, I haven’t emphasized enough how life changing all of these tools will be.
So what does all this mean to you?
You still have a minute to figure out where you will fit in. But only a minute. When New Media goes super-nova, you could be left unconnected. And thereafter, you’ll be running to catch up. Whatever your business, you must find out how you will thrive online. Meanwhile, the bottom line is still your communication and connection to your customer base. Nurture and nourish that relationship; especially during tough economic times. They will remember that and thus be even more loyal customers. A sense of connection, security and belonging is important anytime within our community; it is invaluable during these times and will go a long way in defining the quality and commitment of your online community. You’ll extend your reach and achieve greater bang for your marketing buck this way, while offering something of value to your client base. And they won’t forget that. You can’t beat being human. It’s way better than being a corporation…even if you are a corporation. (for more details on this perspective, check out this post on the Silicon Alley Insider) Then you become that light in the darkness…and that light is contagious.
I have two thoughts from Bill gates to leave you with.
“There will be two types of businesses by 2010- those that are online and those that are out of business.”
“The Internet will help achieve “friction free capitalism” by putting buyer and seller in direct contact and providing more information to both about each other.”
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