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Posts Tagged ‘Marketing Strategy’

Is the Type of Wine Glass You Drink Out of Important?

Over the years, I have collected wine stemware the same way I have collected wine itself- by the case. From ‘breathable’ glasses, to the entire Riedel Sommeliers series, which averages $100 a stem (note: there are about 15 glasses in the set). I never stopped and asked myself why it is that I enjoy stemware the way I do.

Is it the aesthetically pleasing  thin, perfectly hand-blown German, Austrian or Swiss made high end crystal or glass that appeals to me, or is it that it actually does make a difference in the way wine tastes?  I have, perhaps wrongfully, assumed that great wine needs a high-end, and varietal specific glass, to be enjoyed. Am I the product of someone’s clever marketing attempts? As a marketer myself, I have really stepped back to analyze my pre-existing beliefs and notions about wine stemware.

My order of 4 ‘The One’ wine glasses were delivered today. when I ordered them, I had no idea that the Master Sommelier Andrea Robinson, had only produced one glass for red wines. I figured this was the first glass of many of hers that I would end up adding to my collection. Here are the sentences on the side of the box the stems came in that have me so deep in contemplation right now.

“You Don’t Have to Add a Wing to Your House to Store Countless Confusing Glass Shapes. You Don’t Have to Spend More on Your Glasses Than You Do Your Wine”… “Blind Tasting After Blind Tasting Has Proven That [You Don’t Need a Different Stem To Get The Most Out of Each Type of Grape]”.

YOW Andrea! Thanks for the inspiration of ‘deep thoughts by Seattle Wine Gal’ that are happening this evening. I must note that I really enjoy drinking wine out of the glasses you designed. I have had a few types of red wine in the glasses, and loved the way the glass complimented each and every one. I can see myself putting these stems in very close reaching distance in my cupboard. I also love the height, and find that many of my glasses, including Champagne flutes, are too tall to store anywhere but the weird drawer above the stove that no one can reach. I am quite honest with my ‘reviews’, so I will admit that I’m not overtly fond of a wine glass that touches the bridge of my nose with each sip, but perhaps my sipping style is a bit crude. I am very happy with all of the questions the glass has raised for me, and judging by all of the comments, it’s a topic that interests a lot of people!

All content belongs to Barbara Evans. Please note that I was not paid by Andrea Robinson to endorse her glasses nor was I asked to promote them in any way.

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Tasting 200 Wines in 3 Days: Sensory Overload?

Do you think an average wine blogger can really ‘taste’ wine and get a good assessment of it at the Wine Blogger Conference 2010 (#WBC10)? A discussion with Jay Soloff, owner of Delille Cellars (@DelilleCellars on Twitter).

I’m sitting here having tea and gluten-free muffins with Jay Soloff, co-owner of Delille Cellars, which has been deemed ‘Washington States Best Winery’ time and time again. My meeting with him was not to interview him, it was tea between friends. But our conversation developed into a perfect blog topic. It went a little something like this…

Barbara: I tried well over 30 new wines a day at the Wine Blogger Conference 2010 last week. Not only was the amount of wine tastes that were thrown our way overwhelming, but there was a constant buzz of music, conversation and sales pitches, along with a general palate fatigue of 30+ WA wines a day, which started at 9am, and ended well past 10pm. Can a non skilled palate make a sound judgment under these conditions? If the point of our tasting is to let our followers in on some best kept #WAWine secrets, is an event such as this effective, as say, an hour in a tasting room or sipping a bottle of WA red with dinner?

While at WBC, I avoided any attempt to tweet or blog wine reviews, and wonder what type of assessment could truly be made in an atmosphere of that nature. For me, tasting wine in a crowded room, filled with music, people chit chatting with me about up-coming wine events etc is almost impossible (even with many years in the wine industry, and many trade tastings and events such as Taste WA). The distractions are just too numerous. I decided, instead to focus on the personalities of the wine makers, their history and story, and how I could help them get the word out on their wine. Every wine maker I spoke to, and every wine that I tried did leave an over all impression on me… but man was it tough to make a sound assessment!

Jay: Yes, that is something that wine makers/owners think about when at tastings. We at Delille Cellars have discussed our presence at large tastings numerous times, and what it means to us in terms of Return On Investment (ROI). We conclude that we don’t care about ROI at all… not even a little bit when we pour our wines to hundreds of people. We can’t weigh the value of any of our marketing effort, our aim is just to be accessible! You never know today what participation will yield down the road. What you give is what you will get. Not everyone we taste on our wines in a crowded, distracting, room will take away what we really want them to (a great introduction to our wine), but they may take with them the experience, a bit of our history, and the ability to have asked me direct questions.

Barbara: That is so perfectly ‘wine’. The wine industry is particularly unique to me in that you are selling more than the juice. You are selling a lifestyle and an experience. It seems similar to what you are saying to having a presence at a large tasting. I am glad to hear that you don’t need to measure the results of giving tastes of your wines to people, such as the Wine Blogger Conference. This leads me to ask you a question about why Delille doesn’t seem to be investing much in Social Media. Why is it that wineries are apprehensive to use that same ROI marketing concept with Social Media?

Jay: Wow… that’s a very great point Barbara, Social Media marketing has been sitting in my gut as something we need to do. Unfortunately, there are 4 owners, not just me.

Barbara: We’ll talk about that next time we meet for muffins Jay. Thanks for answering my questions.

I would like to hear more from the people that feel they are able to make a sound judgment about the wines tasted in this type of environment, especially during ‘speed tasting’. For me, WBC was a great way to learn about new wineries, places to eat and stay etc as a way of steering my followers to new cool things. As for getting a good grasp on the wines that were poured, I may have to buy them all and taste them one by one in my kitchen with dinner!

Social Media and Networking- Are We All Becoming Idiots?

I have heard about, read, watched and pondered deeply about people declaring that Facebook, Twitter and Blogging is destroying our brains. Where has reading gone? Why don’t kids play anymore, or old folks gather to play chess? What about college students meeting for coffee to discuss the unique relationship dynamics between Simone de Beauvoir and Jean Paul Sartre?

I have a bachelors degree in History, Political Science, and English, with a minor in Philosophy and a MA in Social Anthropology, am I allowing a finely tuned noggin to turn to dust by permissing myself to be immersed in these new fangled Social Media Networks?

During a discussion with one of the countries greatest Social Media minds, Chris Pirillo, a week or two ago, I caught myself admitting that Twitter has forced me to re-think making a point. It has conditioned me to make my point quickly, clearly, and in a way most everyone can understand. As an English major, and someone who has been public speaking and teaching for many years, this was an interesting revelation to me. I also feel that my years of archival research experience were a joke compared to the access of information I have now, the type of information, and who it is coming from. OK, so maybe the content has changed a bit… but so has my life. I went from 15 hour nights spent in the NYU library ten years ago, researching one question I had about Elenore Roosevelt’s involvement with the Universal Declaration of Human Rights, to tweeting “What’s the best Banana bread recipe” last night, and getting 30 answers in 10 seconds.

It is obvious that the type of information we get from each other over these social spaces is quite different than the information found in archives and the works of Nietzsche, Marx and The American Anthropological Association, but who cares! The information is relevant and applies to our every day lives… and it comes real time! I have not lost the book worm nerd in me… the girl who reads Shakespeare well into the night, just because I tweet. If anything, I have exponential access to new information, not to mention friends and connections with people who I truly believe “are there for me”. I write this, by the way, as I eat a banana muffin- the recipe of the grandmother of someone I have never met who is on Twitter. It’s the best muffin I’ve ever had. Her name was “Grandma Jo”.  A few key take-home points: 1. I like muffins. 2. I am not an idiot, and neither are you, we just like to tweet and connect on Facebook.

“Not everyone would think that the actor Ashton Kutcher’s Twitter musings on his daily doings constitute part of “the universal body of human knowledge.” But the Library of Congress, the 210-year-old guardian of knowledge and cultural history, thinks so”. See HERE for a recent New York Times article about Twitter and historical archiving.

What on Earth is a “Barrel Sample” Walter Dacon Wines Explains

February 23, 2010 Leave a comment

I had an AWESOME time this weekend at Walter Dacon Wines in Shelton WA. THANK YOU Lloyd, Ann and Holly so very much for showing me around. I feel about Walter Dacon the way I do about Obelisco Estate and Barrage Cellars– true GEMS that I am so happy to have found.  Wine Maker and owner Lloyd introduced us to his dog Belle, and then took us in the cellar for some barrel samples.

Awesome wine maker and cutie Holly talks about Twitter!

Social Media Tips for the Wine Industry: Your Twitter Homepage

February 22, 2010 4 comments

The details of your Twitter homepage ARE important for your Social Media efforts.

  • Pay attention to your bio (use key words for best Search Engine Optimization (SEO)
  • Chose a hometown location of the closest city to you to maximize people’s search for you
  • Customize your background with completely free applications such as FreetwitterDesigner
  • Chose a high quality image that you keep consistent throughout your platforms (Facebook, blog etc)

Real Life Social Media Success: The Influence of a Great Campaign

February 8, 2010 10 comments

Sorbet at Russells Dining (@RussellsDining) in Bothell, WA

Picture this scene. I’m in a gorgeous restaurant (that I frequent often) on a date with my snookems. We were dining fireside, great wine, nice shoes… the works. Before I go further, I digress a bit… I tend to have a one track mind and bore the hell out of him with Social Media talk, so on the way to the restaurant I mentioned something about having a Social Media and Seattle Wine Gal free dinner. I will tell you now that it was NOT an evening void of Seattle Wine Gal, and here’s why.

[Keep in mind how this directly relates to the real power of influence that exists within the walls of Social Media].

We were talking about an upcoming trip possibility and how we can go about it since we have a new puppy when I was interrupted mid sentence and told by him that someone in the restaurant was talking about “Seattle Wine Gal”. We both listened quietly and finally spotted the table of 6 who were enjoying a bottle of one of my favorite wines a few tables away. Phones all out in a tweet-friendly position, one of the gents was saying: “Seattle Wine Gal highly recommends this place. She’s become one of Seattle’s prominent tweeters and has awesome recommendations for wine and cool events.” I phased out and let them have their privacy back, but I did notice my name come up again a few times later that night. I must also mention that the wine they had ordered was a wine I recommended last week on Twitter.

Now folks, it is imperative that you know that I am not writing this to ‘toot my horn’. I was literally SHOCKED to hear this, and didn’t quite know if I liked the little bit of notoriety. It really did, however, get me thinking a lot about spreading a message through Social Media platforms such as twitter and Facebook, and how very powerful it can be if done well and with honesty and enthusiasm.

I have worked with many restaurants, wine shops and wineries to help them get on the Social Media Map. I am sure to check in with them up to 6 months afterward to see how their campaign is influencing business. They have all reported super positive things, and I can see just how well their campaigns are developing.

I am having an absolute blast with Seattle Wine gal, and meeting so many new and great people as a result. I did not set up this persona to make money, but I have been offered countless job opportunities, free event tickets, meals, wine etc. as a result. I sometimes feel that I am sitting on a gold mine of sorts. The fact of the matter is that everyone has the same opportunity to be doing so.

Thanks for letting me share this thought with you. Please contact me at Contact@SeattleWineGal.com if you have any questions, or would like to touch base about your own Social Media Efforts and how I can possibly help you.

Thanks all for the support folks, I truly appreciate it.

-Seattle Wine Gal

Social Media Strategy or Tacky? Putting Twitter/Facebook Info on Wine Labels

January 19, 2010 50 comments

“Oh c’mon Seattle Wine Gal, I know you’re ‘into’ Social Media Marketing, but Twitter names on wine bottle labels? That’s just stupid”. Was something like that going through your mind when you read the title? OK, OK, understandable. While it may seem a little tacky, it could also be one of the most progressive social media marketing decision a winery could make right now! Here are a few pros and cons that I can think of for an idea like this. Please comment below to share your thoughts and to add to my pros and cons list.

Con:

  1. Social Media platforms are always changing; Twitter/Facebook/your blog may not always be around, how embarrassing for you when people cellaring your wine, see an outdated twitter/facebook/blog 5-10 years later when they open the wine!
  2. You may turn off a lot of people who feel that it is tacky and tasteless; losing some of your potential/existing clientele– it’s just too risky!
  3. Wine marketing has always been about selling more than just wine; you are selling an experience. A Twitter name on a wine bottle causes the wine to lose all romantic and traditional appeal.
  4. It creates a stressful situation for winery staff or vintners, who then have to constantly stay on top of their social media efforts, even during crush and other very busy times… too overwhelming!
  5. The marketing worth of the back of a wine label is alluring tasting notes and winery history- a Facebook web address is not alluring and will not help sell wine.

Pro:

  1. MAJOR increase in visibility in online social media communities, which IS the next/new way to market products.
  2. Increase in Twitter/Facebook/blog follower counts, which will help establish industry leadership in the social media space.
  3. You will be viewed as fun, hip and appealing to a younger target market.
  4. You are making yourself immediately accessible to your clientele (they can contact you and get ‘real time’ interaction with you and your followers).
  5. People WILL talk about you for having done something so bold– this is always a good thing.
  6. Your buyers will follow you on Facebook and Twitter and buy more wine after seeing your tweets/posts about upcoming deals; it is a way of continuing a relationship with them and creating loyalty- you will sell more wine!

Lets face it folks, when t.v. came out, companies were apprehensive to spend their marketing dollars on it; they stuck with radio until they realized how lucrative it was. When businesses started creating ‘websites’, many were apprehensive to do so (some companies still don’t have one)! We are in the age of twitter now; why not strike while the iron is hot? What do you say, is a Twitter name on a wine label like screw caps- beneficial and will slowly gain acceptance but currently risky due to potential alienation?