wine marketing: the basics paul wagner, president, balzac instructor, napa valley college wine...
TRANSCRIPT
Wine Marketing:
The Basics Paul Wagner, President, BALZAC
Instructor, Napa Valley College
Wine Marketing & Sales
GOAL OF MARKETING: OPENING THE DOOR
• Define Winery Position
• Understand Distribution
• Support Sales
The Basics:
• Developing Your Business Plan
• Sales Projections
• Estimating the Size of your Market
• Creating a Unique Selling Proposition
Developing Your Business Plan
• What will you make?
• Where will you sell it?
• Financial Analysis and Cash Flow
Sales Projections
• How Many Cases CAN you sell?
• Where will you sell them?
• How many customers do you need?
• How many contacts must you make?
Estimating the Size of your Market
• How many people are there?
• Where are they?
• How many of them drink wine?
• How many will be YOUR customers?
Creating a Unique Selling Proposition
• How are you special?
• Why should people care?
• How will that sell wine?
Some definitions:
• Marketing: preparing the ground for sales
• Sales: transforming inventory into cash
• Brand: a symbol in the customers’ mind
• Positioning: how you are different
How are Sales and Marketing Different?
• Sales is the transformation of inventory into cash.
• Marketing is the development and protection of the brand.
• These are not mutually supportive goals
What is a brand?
• A brand is the symbol that consumers associate with your company and products.
• It’s worth is a direct measure of your marketing success.
• If you have a company, you already have a brand.
So what is your position?
• If you have a brand, you have a position.
• Do you know what it is?
• How can you affect it?
• What do you want it to be?
SWOT
• Analyze competitive marketing programs
• Focus on high return programs
• Invest in long term strategies
Build your Brand
• Lead the category
• Own a word in the consumers’ minds
• Create value for the company
• All this will help sales
PULLING THROUGH THE PIPELINE
• How does marketing help? • Who really gets people to buy a specific wine?
Role play it.
• What can it do that advertising can't? • Can it build long term success,
relationships, results?
WHAT THE TRADE WANTS
• Best buys
• High scores
• News
• Interesting photos
• More buyers, better sales
WHERE DO YOU APPLY THIS?
• Promotions
• Placement
• Pricing
• Product!
• This is your brand. This is your message to the world.
MARKETING 101 IN SUMMARY
• Know your message
• Identify your audience
• Deliver the message
• Evaluate results