Wine Marketing Online

Author: Bruce McGechan
Publisher: Board and Bench Publishing
ISBN: 9781935879879
Release Date: 2013-10-01
Genre: Cooking

If it seems like small wine businesses are getting crowded out of a vibrant US wine market by retail chains, entrenched distributors, and established brands, there's good news for little guys. There's a reason why these massive companies spend a fortune acting "small." In the new, wired realm of marketing and customer relations, the qualities that make small businesses distinctive, like personalized service, deep product knowledge and authentic interest, matter more than ever. Wine marketing consultant Bruce McGechan answers the question of how to put those built-in attributes in front of all those online customers with his new book Wine Marketing Online: Discover the secrets that successful wine businesses use to market their wines online; Learn how to increase your credibility and be seen as an expert by your local customers; Generate Traffic to your website using Google; Convert that traffic into sales through fine-tuned content and a positive user shopping experience; Utilize social media to effectively engage with new and existing customers on your blog, Facebook, and Twitter; Ride the coming wave of mobile websites, apps, advertising and location based services like Foursquare and Yelp; Analyze your wine eCommerce software options; 'Finally' turn one-off orders into repeat loyal customers; and last but not least share your enthusiasm for wine and really enjoy your business. Wine Marketing Online includes a winery internet marketing and brand plan, wine store internet marketing plan, wine store financial model and wine competitor and customer research.

Wine Business Case Studies

Author: Pierre Mora
Publisher: Board and Bench Publishing
ISBN: 9781935879718
Release Date: 2014-10-01
Genre: Cooking

Published in association with the Bordeaux College of Business, this groundbreaking book applies business pedagogy s powerful learning tool to the unique challenges of wine business management. Within are thirteen cases drawn from the examples of real business success and calamity by an international group of respected wine business scholars.

Successful Wine Marketing

Author: James Lapsley
Publisher: Springer Science & Business Media
ISBN: 9780387299655
Release Date: 2013-11-09
Genre: Technology & Engineering

This book reflects the work of wine marketing experts as expressed in their presentations to the annual three-week Wine Marketing Short Course at the University of California, Davis. The course was initially organized in collaboration with the international wine management curriculum sponsored by the International Organization for Vines and Wines (OIV). We have been involved in this course since its inception a decade ago. This book is intended for students in wine marketing and management, enology, and viticulture who seek to broaden their understanding of the wine sector. It is also intended for those already working in wine market ing and management who seek new ideas and insights. Finally, this book should be of general interest to others involved directly or indirectly in the grape and wine sector. Each chapter was written from the oral presentations of the authors and reflects the spontaneity and informality of the classroom environment. The writing may lack the "gravitas" of academic material, but it accurately presents the thinking and conclusions of those who make a living by mar keting wine. There is some duplication that serves to emphasize important points, and there are several case studies explaining real-life experiences in the industry. Legal requirements and commercial practices cited by authors may differ between regions and among institutions familiar to readers. However, the underlying principles guiding marketing strategies can be applied in different situations, for example, where supermarket wine sales may be restricted or direct sales prohibited.

Successful Social Media and Ecommerce Strategies in the Wine Industry

Author: Gergely Szolnoki
Publisher: Springer
ISBN: 9781137602985
Release Date: 2016-04-30
Genre: Business & Economics

This book focuses on principles and practices in digital wine marketing. By providing a global overview of social media and e-commerce strategies and practices in the wine business, this book allows readers to understand how consumers and producers deal with these modern communication and selling platforms.

Wine Marketing

Author: Colin Michael Hall
Publisher: Routledge
ISBN: 9780750654203
Release Date: 2008
Genre: Cooking

This is a practical guide to the specific issues that affect the marketing of wine at an international level. The author covers theory and the results of research but the focus is on the nuts and bolts of marketing based on case studies.

Wine Positioning

Author: Pierre Mora
Publisher: Springer
ISBN: 9783319244815
Release Date: 2015-11-27
Genre: Business & Economics

This book introduces readers to the concept and implementation of positioning techniques in the context of the wine industry. Featuring 30 case studies on brands and wine regions around the world - all based on the same principles - it presents a successful, cutting-edge strategy for the marketing of wine. Rather than focusing on a small group of elitist appellations, the Grand Crus universe and a handful of star brands, the book addresses the real, day-to-day wine world. In light of globalization, it introduces state-of-the-art wine positioning techniques, with an emphasis on the identity, segmentation and positioning of wine appellations and wine brands. In its analysis of wine appellation models, the book examines local parameters like geology, history and wine growing techniques; compares facts, figures and actors; analyzes the signals that are being sent to the market and presents a range of key factors for success. Similarly, the wine brands models are analyzed on the basis of their respective brand identity and apparent marketing policy. In the book’s final part, it summarizes recent developments in wine marketing, including the growing importance of wine brands as new territories in the global vineyard, and the role of appellations as the essence of cultural diversity.

Wine Marketing Sales Second edition

Author: Janeen Olsen
Publisher: Board and Bench Publishing
ISBN: 9781935879510
Release Date: 2016-02-01
Genre: Cooking

How can a small winery possibly compete with the marketing of massive wine companies? How can it hope to capture the over-stimulated mindshare of the modern consumer? By being strategic. This revised and updated edition to the bestselling book puts the vast bank of wine marketing knowledge within reach of industry novices, and fresh, practical, and powerful strategies into the hands of veteran brand managers and marketing professionals. With 100 pages of new and expanded material, this book addresses such topics as importing and exporting; logistical management; marketing your tasting room and wine region as a prime tourist destination; how to generate greater retail sales; and how to grab the benefits, while avoiding the dangers, of social networking and viral marketing.

The Business of Winemaking

Author: Jeffrey L. Lamy [Author]
Publisher: Board and Bench Publishing
ISBN: 9781935879565
Release Date: 2015-12-01
Genre: Cooking

The Business of Winemaking places all facets of the wine business in perspective for investors, owners, and anyone else who is interested in how the wine business operates. Abundantly illustrated and written in a readily understandable style, the book addresses the technical rudiments of viticulture and enology and all of its related business actions: market analysis, vineyard and winery design, construction and equipment costs, regulatory and legislative issues, accounting and recordkeeping, financial analysis, tax considerations, typical salaries by geographical area, the minimum economic size of vineyards, the business plan, financing, product pricing, advertising, and sustainable farming and immigrant labor. This book features comprehensive case studies from 20 winery sites from coast to coast, making it an ideal resource for anyone wanting to better understand the inner workings of a successfully run winery.

The Zen of Social Media Marketing

Author: Shama Hyder
Publisher: BenBella Books, Inc.
ISBN: 9781942952404
Release Date: 2016-08-16
Genre: Business & Economics

The Essential How-To Guide for Social Media Marketing by Leading Expert Shama Hyder, Named “Social media’s zen master of marketing” by Entrepreneur magazine and One of LinkedIn’s “Top Voices” in Marketing & Social in 2015 In 2001, at the dawn of the millennium—and the digital marketing age—the first edition of The Zen of Social Media Marketing became a global hit. In the ensuing years, updated editions helped even more marketers, entrepreneurs, students, and professionals of all types navigate the sometimes-stressful world of social media. Now, this new, fully updated edition offers timely insight to the ways social media marketing has changed and specific steps to show you exactly how to thrive and profit with ease and efficiency. Whether you’re a novice, struggler, or mastery-seeker, you already know that engaging in social media is no longer optional. People are talking about your company online and you need to be part of those conversations. However, social media marketing isn’t like traditional marketing—and treating it that way only leads to frustration and failure. In The Zen of Social Media Marketing, Shama Hyder, social media expert and president of The Marketing Zen Group, teaches you the “Zen” of using social media tools to find your own marketing nirvana. The newest edition of The Zen of Social Media Marketing gives you: - A comprehensive overview of why social media works and how to use it to drive traffic to your website and fan page - A proven process to attract followers and fans and convert them into customers and clients - The latest social media trends and step-by-step guidelines for sites and apps such as Instagram, Pinterest, Snapchat, and more - Innovative tips for mobile design - Essential advice on content marketing, email marketing, video, and targeted tactics to enhance your SEO - All-new information on why, when, and how to use online advertising - Why self-expression is the true driver of social media use and how to leverage it for your business - Insights from dozens of leading online marketers and entrepreneurs, with strategies for success

Guerrilla Tourism Marketing

Author: Carol Wain
Publisher: Createspace Independent Pub
ISBN: 1482035634
Release Date: 2013-01-31
Genre: Business & Economics

The latest addition to the Guerrilla Marketing family, Guerrilla Tourism Marketing leads the reader through numerous ways to increase their profits by leveraging relationships, technology and multi-channel marketing tools. Too often business owners, particularly smaller businesses such as independent hotels, B&Bs, spas, golf courses, restaurants and tour companies forget that marketing is continuous and it needs to be measured, split-tested and adjusted. Guerrilla Tourism Marketing is comprised of 4 parts: * Guerrilla Marketing Overview - In this section, the authors outline guerrilla marketing concepts; how to identify your ideal customer so that you speak directly to them; ways to increase customer lifetime value; how to create value differentiators, so price shopping is reduced; which guerrilla marketing weapons work best today; and managing your online reputation to earn more business. * Multi-Channel Marketing - In this section the authors discuss ways to use multiple, digital marketing tools to increase engagement, exposure, traffic and profit. Topics include internet marketing, local marketing, social media marketing, mobile marketing and promotional strategies. * Leveraging Relationships - In this section the reader is introduced to ways to leverage relationships using fusion marketing (joint ventures, strategic alliances); create and nurture relationships by providing exceptional customer experiences; earn customer engagement; build a community around your business; attract and retain guerrilla employees; incentivize key people to encourage desired behavior; and recognize employees to create a more profitable business that delivers on your brand promise and builds more engagement. * Action Time - In this section you will create a plan to increase profit and build and nurture relationships within your business.

The Ultimate Marketing Plan

Author: Dan S. Kennedy
Publisher: Simon and Schuster
ISBN: 9781440511844
Release Date: 2011-05-18
Genre: Business & Economics

As the market place changes under the impact of the rapid transformation of information and the Internet, marketing plans are more important than ever. This title explains how to integrate social media, contacts and membership, and other tools into a complete plan that strengthens your customer base without breaking your budget.

Online Brand Communities

Author: Francisco J. Martinez-Lopez
Publisher: Springer
ISBN: 9783319248264
Release Date: 2015-12-11
Genre: Business & Economics

This book presents and analyzes the concept of online brand communities, an emerging and exciting topic in marketing and eCommerce. First, it lays out the foundations like the evolution of the Web and the so-called Social Web, its utility for users and businesses, and the evolution of the marketing mind-set to adapt the Social Web. On this basis, the book then presents a detailed analysis of online brand communities, examining the concept of virtual community with a specific focus on virtual brand communities. In this context the book also explores recent trends related to branding and brand management. Next, it proposes a classification system for online brand communities, taking into account questions like the motivating factors for consumers to join, participate and stay in a community. The process of value creation in communities is examined from both business and consumer perspectives. The book draws to a close with a brief presentation of the process broadly accepted for the successful development of online brand communities.

Video Marketing Strategy

Author: Jon Mowat
Publisher: Kogan Page Publishers
ISBN: 9780749481582
Release Date: 2018-03-03
Genre: Business & Economics

Video is the single most effective tool that marketers have to raise brand awareness, increase sales, drive website traffic and deliver ROI on marketing budgets. Driven by consumer demand and with the backing of the largest social media platforms, our world is becoming 'video first'. Video Marketing Strategy allows marketers to harness the power of video and create effective video campaigns. This in-depth look at the world's most powerful medium helps brands to radically magnify their voice by tapping into a level of emotional engagement that can't be achieved any other way. The book explores both theory (why are humans so affected by video on mobile devices?) and practice (what's the key to making videos that deliver results?). It looks at how multiple videos form wider campaigns and covers content hubs, activation strategies and testing. It is filled with invaluable advice, tips and strategies for incorporating video into a wider content marketing plan. Written by an award-winning video marketer with decades of experience, Video Marketing Strategy gives readers the magic formula to create engaging, effective content. Truly global in scope, it features case studies from around the world, and shows how marketers from all sectors and industries have used video campaigns successfully. Featuring insights from prominent industry practitioners Video Marketing Strategy is jam-packed with guidance on how to make videos that cut through the market place and deliver measurable results.

Data Driven Marketing

Author: Roger Bryan
ISBN: 1946694029
Release Date: 2017-04-17
Genre: Marketing

Inside this book, Enfusen Founder Roger Bryan outlines everything you need to systematically implement data-driven marketing in your organization.You'll learn how to implement a successful strategy the very first time based on's Five Phases of Data Driven Marketing.GatherUnderstandDecide and AutomateExecuteTest and LearnRoger Bryan spent three years working with hundreds of businesses on their "Modern Marketing Strategies" and discovered that the most successful businesses all had one thing in common: an understanding of how to leverage data in their marketing efforts.It doesn't matter if you're a marketing agency owner, a CMO, or even a college student looking for your first marketing internship, by the end of this book, you will be armed with an understanding of how data can make your life easier, and how data-driven marketing can make your campaigns more successful.