Wine Marketing Podcast – Détails, épisodes et analyse

Season 2: Episode 3

In this episode of the Wine Marketing Podcast, Erica Walter gives us the 30,000-foot view of Email Marketing for Wineries!

We discuss the various types of emails wineries can send, the importance of maintaining a consistent cadence, and the critical role of welcome emails in engaging new subscribers.

Erica shares creative strategies for lead generation and emphasizes the need for wineries to view their email list as a valuable asset that requires thoughtful management and engagement. We also get nerdy and explore innovative strategies for wineries to enhance their email marketing and customer engagement.

We discuss gamifying wine-tasting experiences, effective email capture techniques, and the importance of creating engaging content that resonates with customers. Erica emphasizes the need for wineries to revamp their newsletters, measure success through engagement metrics, and implement segmentation strategies to improve communication with different customer groups.

Key Takeaways

* Email marketing is still a powerful revenue channel for wineries.

* Effective email marketing for wineries goes beyond just sending newsletters.

* Cadence is crucial; wineries should email at least once a month.

* Welcome emails set the tone for future communications.

* Personalized emails enhance customer engagement, so wineries should segment their email lists for better engagement.

About Our Guest: Erica Walter of Email Mavens

Erica Walter is the CEO and Founder of Email Mavens, an email marketing agency that helps wineries sell more wine online by sending better email marketing campaigns. Erica is committed to giving every winery the tools, knowledge, and resources to send marketing emails that sell and don't suck.

* Website: https://emailmavens.com/

* Instagram: @EmailMavens

* Email: erica@emailmavens.com

Time Stamps

00:00 Introduction to Email Marketing for Wineries

02:50 The Importance of Email as a Sales Channel

06:02 Types of Emails Wineries Can Send

09:10 Cadence and Frequency of Emails

11:57 The Power of Welcome Emails

14:58 Creative Lead Generation Strategies

35:46 Gamifying Wine Tasting Experiences

38:04 Innovative Email Capture Strategies

39:49 Creating Engaging Wine Experiences

43:14 Revamping Winery Newsletters

52:52 Measuring Email Marketing Success

56:34 Key Actions for Email Marketing Improvement

Season 2: Episode 2

In this episode of the Wine Marketing Podcast, I speak with Maggie Tillman, co-owner of Alta Colina Winery, about Alta Colina’s new SIPscription service. We discuss the differences between subscription services and traditional wine clubs, their journey of launching the service, and the challenges faced in marketing and operational logistics. Our conversation highlights the importance of customer experience and the evolving landscape of wine sales.

We delve into the intricacies of wine subscriptions, the challenges faced by wine clubs, and Maggie’s vision for a more inclusive wine culture. We discuss the importance of educating consumers about the quality of US wines, breaking down the exclusivity that has long surrounded the industry, and the actionable steps that can be taken to enhance the wine experience for enthusiasts. We also emphasize the need for better communication within the wine community and the potential for subscription models to revolutionize how consumers engage with wine.

Key Takeaways

* Maggie emphasizes the importance of messaging in marketing the subscription service.

* Shipping costs are a major consideration in the subscription model. Wineries need to find a way to manage shipping in a way that’s both profitable for the winery and desirable/easy for the consumer.

* There is a growing demand for transparency in wine production and sourcing, and educating consumers about US wine quality is crucial to changing perceptions.

* Subscription models can provide a consistent and enjoyable wine experience.

* Maggie envisions a future where wine is integrated into everyday life.

About Our Guest: Maggie Tillman of Alta Colina

Maggie Tillman is the co-owner of Alta Colina Vineyard & Winery, a family-run, estate winery in Paso Robles. For over 15 years, she’s led the charge on direct-to-consumer and wholesale sales, brand development, and customer experience at Alta Colina—working alongside her dad and business partner, Bob Tillman, and a small but mighty team.

Maggie’s work focuses on cultivating deep customer relationships and sharing the Alta Colina story through standout experiences like their tasting room, robust membership program, and creative initiatives such as The Trailer Pond and the A.C. SIPscription.

In addition to her role at Alta Colina, Maggie actively supports the broader wine industry by serving on the boards of the Paso Robles Wine Country Alliance, Rhone Rangers, and Leadership SLO.

Her goal is to grow a respected, community-connected wine brand that both customers and team members are proud to be part of.

* Website: https://altacolina.com/

* Instagram: @AltaColina

* Email: visit@altacolina.com

Time Stamps

00:00 Introduction to Alta Colina Winery and their SIPscription

03:27 Understanding the Subscription Service vs. Wine Club

06:56 The Journey of Launching the Subscription Service

11:39 Challenges in Marketing and Messaging

16:53 Operational Challenges and Email Automation

23:21 Navigating Wine Club Challenges

25:57 Envisioning the Future of Wine Subscriptions

29:56 Breaking Down Wine Industry Exclusivity Culture

33:43 Educating Consumers on the quality of US-made wine

37:43 Actionable Steps for Wineries

Nathan and Courtney Marton (known as Winery Reflections on Instagram) don't consider themselves "wine influencers" in the traditional sense. In fact, they consider themselves more along the lines of wine writers, penning thoughtful tasting notes and reviews and interesting wines crafted by unique wineries across the globe.

In today's interview, I talk with them not only about what wineries can and should expect from influencer partnerships but also how burgeoning wine influencers/communicators/writers (whatever you want to call them) can give value to the wineries they are serving.

Connect with Courtney & Nathan:
Instagram: @wineryreflections
Website: https://wineryreflections.com/
Email: wineryreflections@gmail.com

Disclaimer: The information contained on this podcast and the resources available for download through the accompanying website are for educational and informational purposes only. ​ The information contained on this podcast and the resources available for download through the accompanying website is not intended as, and shall not be understood or construed as legal, financial, tax, medical, health, or any other professional advice.

Today I was joined by guest co-hose Chelsea Boss of SeaBoss Marketing a chat all about wine branding!

We interviewed Lindsay Regan and Byron Hoffman of Offset Partners, a brand design and technology company serving the wine industry all about what branding even is, how it's different from marketing, and how to discover your own brand's identity.

Important links
Offset Partners Website: https://offsetpartners.com/
Offset Partners Instagram: @offsetpartners

Connect with Chelsea boss of Seaboss Marketing on Instagram: @seabossmarketing

Connect with Heather Daenitz of Craft & Cluster on Instagram: @craftandcluster

Have something you'd like me to cover on the podcast in the future?  Send me an email at podcast@craftandcluster.com

Disclaimer: The information contained on this podcast and the resources available for download through the accompanying website are for educational and informational purposes only. ​ The information contained on this podcast and the resources available for download through the accompanying website is not intended as, and shall not be understood or construed as legal, financial, tax, medical, health, or any other professional advice.

At the start of every good marketing strategy is a goal or goals that you are reaching towards. But how do you know if the content you're putting out is actually helping you meet those goals?

Today we talk about how you can use Instagram Insights and Analytics to determine whether or not your content is working for you OR if you're going to need to course correct!

Resources mentioned in this episode:

Instagram Insights Tracking Tool:
www.craftandcluster.com/016

PlannThat Instagram Planner

Follow me on Instagram @craftandcluster

Disclaimer: The information contained on this podcast and the resources available for download through the accompanying website are for educational and informational purposes only. ​ The information contained on this podcast and the resources available for download through the accompanying website is not intended as, and shall not be understood or construed as legal, financial, tax, medical, health, or any other professional advice.

As we’ve talked about multiple times on this podcast, Millennials and Gen Z are using their buying power to highlight and support their own personal values.  This includes purchasing products that are responsibly made and sustainable. 

Today, I invited Beth Vukmanic Lopez, the program director for SIP Certified (which stands for Sustainability in Practice), onto the podcast to talk with us about why communicating your sustainability in your marketing is important in ensuring your brand’s economic sustainability.

Beth even lists a few resources on HOW to communicate your sustainability in your various marketing channels.

Resources Mentioned in this Episode:

• Social Media & Sustainability FREE Online Workshop
•  Seasons of Sustainability PDF 
• Newsletter
• Instagram: @sipcertified
• www.SIPcertified.org
• https://www.vineyardteam.org/scholarship/

Disclaimer: The information contained on this podcast and the resources available for download through the accompanying website are for educational and informational purposes only. ​ The information contained on this podcast and the resources available for download through the accompanying website is not intended as, and shall not be understood or construed as legal, financial, tax, medical, health, or any other professional advice.

In today’s episode, I talk with Nathaniel Crawford who is a Chicago-based commercial food, portrait & lifestyle photographer, learned home baker, and a person who stutters. He has worked with numerous brands like Aberlour Scotch Whiskey, Aunt Millie's Bread, and Godiva Chocolate!

I started following Nathaniel on Instagram last year, finding his food photos engaging and evocative.  We began talking regularly in the DMs about photography and marketing as they relate to the food and beverage industries and our conversations were so good that I knew I had to have him on the podcast!

In fact, we had so much fun talking that the original recorded conversation was about 3 hours long! I trimmed it down as best as I could to 1 hour but it is clear that I’m going to need to have Nathaniel back on the podcast soon.

Connect with Nathaniel:
Instagram: @capturesbytkco
Website: https://www.capturesbytk.com/


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Connect with Heather
Instagram: @craftandcluster
Website: https://www.craftandcluster.com/

Disclaimer: The information contained on this podcast and the resources available for download through the accompanying website are for educational and informational purposes only. ​ The information contained on this podcast and the resources available for download through the accompanying website is not intended as, and shall not be understood or construed as legal, financial, tax, medical, health, or any other professional advice.

If you're looking for a wine brand that absolutely crushes it on social media, look no further than Tablas Creek Vineyard!

On today's episode of the Craft & Cluster Podcast, I talked with Ian Consoli, the marketing director for Tablas Creek, one of my absolute favorite wineries on the central coast. 

In this conversation, Ian and I talk about the importance of listening to your audience and how a good company culture is crucial to the success of any business.  Indeed, much of our conversation centers around how Tablas Creek’s successful marketing efforts are due in large part to their team’s ability to collaborate and support each other.

Follow Tablas Creek online:

• Blog: https://tablascreek.typepad.com/
• Instagram: @tablascreek
• Facebook: Tablas Creek Vineyard
• Twitter: @tablascreek
• YouTube: Tablas Creek (Let's help get them to 1000 subscribers!)

You can contact Ian directly at ian@tablascreek.com

If you found this episode super valuable, PLEASE rate and review it, and spread the love by screenshotting, sharing, and tagging @craftandcluster on Instagram. And to make sure you never miss an episode, be sure to subscribe!

If you have any questions, feel free to email me at podcast@craftandcluster.com and if you would like to learn more about me and my services, head to www.craftandcluster.com!

Disclaimer: The information contained on this podcast and the resources available for download through the accompanying website are for educational and informational purposes only. ​ The information contained on this podcast and the resources available for download through the accompanying website is not intended as, and shall not be understood or construed as legal, financial, tax, medical, health, or any other professional advice.

In about mid-January, I finally got an invite to one of the most coveted social media platforms in 2021: Clubhouse. For those who don't know, Clubhouse is a new social media platform that uses the power of voice as a means of connecting people far and wide.

It was on Clubhouse that I connected with the amazing wine communicator, Renée Sferrazza, known as @wine.by.renee on Instagram. Renée is a Certified Sommelier with the Court of Master Sommeliers; she’s also a writer, communicator, consultant, and host who is breaking down the world into simple sips, one glass at a time.

 I invited Renée onto the podcast to talk to us about this new social media sensation and give some actionable tips on how and why brands should be using it to create deeper connections with their fans online.

Join Renée's room on Clubhouse every Saturday at 8pm EST/5pm PST

Follow Renée on Instagram and Clubhouse at @wine.by.renee
Follow Heather on Instagram and Clubhouse at @craftandcluster

Other ways to connect with Renée
Email: r@reneesferrazza.com
Website: www.reneesferrazza.com

Disclaimer: The information contained on this podcast and the resources available for download through the accompanying website are for educational and informational purposes only. ​ The information contained on this podcast and the resources available for download through the accompanying website is not intended as, and shall not be understood or construed as legal, financial, tax, medical, health, or any other professional advice.

One of the biggest complaints people have about marketing is not knowing what to post on social media or what content will perform well in emails, so today I am sharing three strategies I use to generate ideas for content on the regular. 

RESOURCES
I am hosting a webinar on March 2, 2021 at 5pm PST where I will help you plan your content for the month of March!

Head to www.craftandcluster.com/webinar to register!

Disclaimer: The information contained on this podcast and the resources available for download through the accompanying website are for educational and informational purposes only. ​ The information contained on this podcast and the resources available for download through the accompanying website is not intended as, and shall not be understood or construed as legal, financial, tax, medical, health, or any other professional advice.