The US wine industry is growing due to the increasing
popularity of wine with the American Consumer. Unique
marketing methods, especially from the Australian wine
industry, have brought more exposure to wine in general.
With all of the wine makers out there in the market today,
how does a winery stand out and get more exposure to their
wines, especially with the current economic conditions?
1) Focus on more exposure in your local market.
Many wineries are completely unknown to their local market.
Many of them are tucked away on a side street or in a
corner of some shopping mall and very inconspicuous. These
wineries hide many great finds just waiting to be
discovered. The problem isn't in the wine itself, but in
the marketing. One thing that wineries can do is to
participate in their growers association (there is at least
one in almost every state), and encourage more varied
marketing methods, such as online marketing. A winery can
get a good amount of online local exposure. Strategic and
exclusive partnerships with popular local online sites that
are also serving your target market is a good beginning to
getting more local exposure.
2) Increase your online advertising efforts
The way to expand your reach is to focus on your offline
efforts more regionally and nationally as well as locally.
If you are in an area that gets a lot of out of town
visitors, then you will certainly see some rewards in this
endeavor. When traveling wine lovers know about your
winery, they can be sure to put it on their itinerary the
next time they are in town. Publishing your award winning
wines, tasting hours and other activities your winery hosts
should be a standard practice in your online marketing
efforts. It is a good idea to also publish the special
events your wines will be featured, or served at so you can
increase your loyal following and create advocates for your
wines.
Other ways in which a winery can improve their online
exposure is to blog consistently about their wines, and do
regular press releases about special events your winery is
hosting and new wines that your winery is producing. Press
releases get widespread exposure as well as getting more
traffic to your website and has search engine benefits as
well.
3) Make your website sticky
Sticky means to have something on your website that people
will want to come back to over and over again, and/or
others will want to link to. What will cause people to
come back to your web site consistently are things such as
an event calendar, weekly contests where contestants get a
free bottle of wine, or a gift card or a recipe of the day
with a wine to go with it. When your visitors find things
of interest and value on your web site, you will get more
traffic and exposure.
The wine industry is no different than any other out there
when it comes to needing to get their product in front of
their target market. Many methods of doing that are the
same as any other industry; it just takes some creativity
and a well-planned strategy.
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Discover more US wineries and vineyards in the
Officialwinery.com US Winery Directory engine. Find out
when food and wine festivals are occurring and grow your
knowledge about the world of wine: http://officialwinery.com
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