From our desk to yours
So You've Been Publicly Shamed by Jon Ronson
Case studies from famous public shamings and insight into how the affect the psyche.
Great insights into public relations pickles and strategies; fascinating case studies and learnable warnings to always think before speaking... or tweeting.
An Awesome Mass. Real Estate Agent
She brings a friendly and personal relationship with all of her clients
Want More Content?Subscribe Now
What the French Taught me About Wine & Marketing
I love wine. But I rarely visit wineries.
This is a shame because I’m from Temecula, CA which is sort of known for its beautiful wineries. And it’s not that I don’t enjoy the experience- vineyards are beautiful, the social aspect is enjoyable, I love the education component. My problem was that I had to spend anywhere from $5-50 to taste a few sips, more if I wanted to eat as well, which is typically necessary considering most winery excursions require you to drive home afterwards. I always thought in the back of my mind- it takes so much effort to enjoy this. I’d rather spend $50 at my local grocer and invite friends to my home. So I wasn’t surprised at all when my French friend told me how shocked she was at the US winery experience.
In Europe, France particularly, wine is a way of life. It’s a social event, wine, cheese, laughter, enjoyment. My friend and I left a winery in upstate NY and she told me that she would have liked to have purchased a bottle of wine, but she already spent $20 at the tasting and wasn’t inclined to spend more money since we were still early into our trip. She was frustrated because she didn’t understand why a winery would want half profits. If the tasting was free, she would have definitely purchased her favorite wine which was almost $60. There’s a few marketing principles we can see here.
Short term thinking is always more desirable initially, but will only pan out to short-term success. Many winery owners will say “I have to charge for my tasting, otherwise I’m giving away product and I’ll go broke.” I’d reiterate my above sentiment- almost anyone who goes to a wine tasting for free will be compelled to purchase something. And a few vineyards have snuck around this process by charging a dollar amount per tasting OR a single purchase. This ensures you at least get your $5, but if someone chooses to purchase a bottle, their tasting is free.
Charging additional money for food also creates short term thinking. Of course this is an initial expense, but even something as inexpensive as crackers would provide some sustenance to entice your visitors to drink more.
Wineries may also consider offering a DD incentive program. Anyone who is a designated driver gets free food, or gets a free product- again while in the short-sighted thinking this feels like giving something away, having a DD actually encourages and allows others to enjoy more of your wine, which ups your tasting, ups your sales, and ups the emotional connection your clients are making with your brand.
For short-term success, it makes sense to charge for everything and make a buck every possible way. But long-term success needs good relationship marketing. Wine is ubiquitous. If you’re charging me a dollar and someone else is charging me a dollar- what’s there to compel me to choose you? When you can create a family loyalty, invite your clients in to experience your wines, your foods, your people- they’ll keep coming back, and they’ll tell your friends. This results in infinite profits. So go ahead and think free. Comme il faut