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Josh Hermsmeyer presentation
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Blogging, Branding& Public Relations
How to use blogging to help sell more wine and build your brand
Josh HermsmeyerPresident, Capozzi Winery
Pinotblogger.com
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
Reason #1Help You Sell More Wine
Why blog?
Case Study
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
That’s a five fold increase
in less than two years
Hugh sent bloggers free samples of Stormhoek wine and they blogged about it.
How?One explanation:
What happened According to Hugh:
“Bloggers and their friends didn't start suddenly descending on supermarkets, buying the wine in large numbers.”
Source: gapingvoid.com
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).”
Source: gapingvoid.com
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.”
Source: gapingvoid.com
Case Study #2
Pinotblogger
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
Tee-shirt giveaway
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?
Remember...
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 ofyour 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
Reason # 2Build your winery brand
Why blog?
What’s the difference between Marketing,
Advertising,PR, and Branding??
But first...
Marketing
Advertising
Public Relations
Branding
Blogs help you outsource your PR to hundreds of people who can build your
brand by word of mouth, for free.
...your wine and customer service are remarkable
IF...
If your wine sucks and you act like a jerk, they’ll be happy to blog about that as well!
Google Juice
Google loves blogs
Around 40% of searches on Google are people looking to buy something
Blogging helps those people locate youbecause Google loves blogs
(and the number of people shopping for or researching wine online will continue to grow)
Examples:
Text
Search for: “robert parker pinot”
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.
Thank You!