Published on July 24, 2007
Blogging, Branding & Public Relations How to use blogging to help sell more wine and build your brand
Josh Hermsmeyer President, Capozzi Winery
Haven’t sold a single bottle of wine (yet)
You lost me at “Hello”
What’s in it for me? 1. Help you sell more wine 2. Build your wine brand
Why blog? Reason #1 Help You Sell More Wine
Stormhoek Hired Hugh in 2005 and started a blog
Stormhoek Sales went from 50,000 cases to over 250,000 cases after they started blogging
Stormhoek ﬁve fold increase That’s a in less than two years
How? One explanation: Hugh sent bloggers free samples of Stormhoek wine and they blogged about it.
What happened According to Hugh: “Bloggers and their friends didn't start suddenly descending on supermarkets, buying the wine in large numbers.” gapingvoid.com Source:
What happened According to Hugh: “What happened is that by interfacing with the blogosphere, it fundementally changed how Stormhoek looked at treating their primary customers (the supermarket chains) and the end- users (the supermarkets' customers).” gapingvoid.com Source:
What happened According to Hugh: “[The challenge is that] there are hundreds of thousands of vineyards in the world, all trying to sell to the twelve or so mass market wine buyers in the UK.” “You need a story that cuts through the clutter.” gapingvoid.com Source:
Case Study #2
No sales #’s, but here are a couple interesting stats
800 # of mailing list sign-ups via pinotblogger.com
10,000 # of monthly visitors to pinotblogger
Hundreds of links = a conversation with the market
Cool Bonus: Got a book deal • Mention in the Wall Street Journal led to being contacted by a literary agent. • A book on starting our winery has to be good for sales, right?
Haven’t sold a single bottle of wine (yet)
So Just Imagine... what you can accomplish with some actual juice to sell!
Caveat #1 You need to make your blog a main focus of your marketing to really be successful
Caveat #2 Both Stormhoek and I are new to the industry and have nothing to lose
Takeaway: Blogging can help you sell more wine indirectly and The results can be phenomenal, especially given the extremely low cost
Why blog? Reason # 2 Build your winery brand
But ﬁrst... What’s the difference between Marketing, Advertising, PR, and Branding??
Blogs help you outsource your PR to hundreds of people who can build your brand by word of mouth, for free. IF... ...your wine and customer service are remarkable
If your wine sucks and you act like a jerk, they’ll be happy to blog about that as well!
Google loves blogs
Around 40% of searches on Google are people looking to buy something
Blogging helps those people locate you because Google loves blogs (and the number of people shopping for or researching wine online will continue to grow)
Search for: “robert parker pinot” Text
Search for: “russian river pinot”
Search for: “cool russian river wineries”
Takeaways: It is cheap and effective to use your blog to get people talking about your wines. You just have to be remarkable. and Blogging helps your Google ranking, which will help more people ﬁnd you.
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