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Posts Tagged ‘Napa Valley’

missedTargetBasically 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?

SAME:

The product

The team/company

The Goal

DIFFERENT:

The job

The how, when, where, who…

The mindset

target

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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Giant strides are very exciting.  In our industry, a slow, seasonally affected, growing, pressing and aging pace sometimes takes over and causes our progress to lag a bit behind faster moving industries (tech, TV, advertising…to name a few).  So when the wine industry makes a leap, it generates a wave impossible to ignore, exciting to watch, and exhilirating to participate in whenever you can.  This summer in particular, Social Media in Wine Marketing has taken that giant stride, nay leap forward opening up imagination, possibility and interactive wine marketing experiences new in the wine world.

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Contributing to the leaps forward upto and including the summer of 2009, credit must go to the Wine Bloggers Conference, Twitter Taste Live, The Open Wine Consortium, the Bloggers Tasting and Planting Forums to name a few; accessible, frequent, groundbreaking online interaction between wine lovers, wine bloggers and the wine industry building a critical mass, connecting technology with everyone and anyone with a passion or passing interest in wine.  Then there is the Murphy-Goode, Really Goode Job campaign.  Regardless of what you think about the job (temporary, contractually a quagmire, and possibly vague in its mission) or the campaign (missing some basic social media fundamentals, mysterious in its process, depersonalized), the gimick of the search has splash landed as one of the top 10 topics we wine bloggers talk about.  Some of my favorite Wine Bloggers were on the MG top 50 list (some are still on the top 10 list).  Add to that the VinTank promise to donate $100K in Social Media strategy consulting if Murphy-Goode selects one of the VinTank 4+ and the buzz has gone viral.

LesOpportunity abounds.  And I gotta say that the coolest crest of this wave in Social Media evolution this summer in our industry, in our little Wine Valley has to be St. Supery (and specifically, Lesley Russell’s work) choosing to search, strategize and carve out a position for a highly experienced full time Social Media director to fortify their marketing team. The shift to new media is now working from within the wineries, connecting with and hiring people from a food, wine and social media background. Smart?  Hell, yeah.  Without the gimmick but with a thorough sifting and months of their own experience, St. Supery jumps in the rest of the way.  Their resume of social media history from 2008-2009 includes Lesley Russell speaking on panels (including the ZAP/ Wine 2.0 Social Media Panel and the DTC Summit Panel, “Relationship, Relevance and Results”), Twitter Taste Live wine tasting, a Bloggers Tasting Forum, multiple-avid participants on twitter, real facebook fan page development, and a series called “The Divine Wine Encounter” for trade wine folks.

So we’re talking about St. Supery’s newest hire, Mr. Rick Bakas.  I can’t wait to see what happens now…And I couldn’t be

RBakasmore delighted for St. Supery, the Bakas family and for Napa Valley and the wine industry.  In their continuing leadership in social media marketing, I’m excited to watch them execute a thoroughly thoughtful strategy with great wine, talented people on their team and a tremendous growing network of real and virtual fans.  It also may mean that social media/wine lovers will have a winery to call home in the Napa Valley, a headquarters to start or finish their wine quests…and a place that gets the brilliance and social value of the technology that connects us.

As if we needed an excuse to raise our glass, these are exciting times.  Cheers!

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