The Luxury Marketing Council of San Francisco And The Sonoma County Vintners Foundation Association presents a group of industry experts in and advanced school for wine marketers and winery owners

1. How to Sell Luxury Wine in Today’s Marketplace
Mia Malm
President
Malm Communications
An Advanced Survival School for Wine Marketers
The Luxury Marketing Council
Erica Valentine of
Principal
Insight Management
San Francisco
July 22nd , 2010
Gary Finnan
Founding Partner
DNA|Marketecture
Paul Mabray
Chief Strategy Officer
Vintank
“It’s not the strongest species that survives, not the
most intelligent, but rather the one that is most
Jean Arnold-Sessions
adaptable to change." Charles Darwin
President
Hanzell Vineyards

2. Agenda Content
9:55am Does Your Message Sell?
Mia Malm – Malm Communications
10:15am Do Your People Sell?
Erica Valetine - Insight Management
10:35am Does Your Place Sell?
Gary Finnan – DNA Marketecture
10:55am Break
11:10am Does the Internet Sell?
Paul Mabray – Vintank
11:30am Does Your Distributor Network Sell?
Jean Arnold-Sessions – Hanzell Vineyards
11:50am Panel Q&A
12:30pm Close

3. Does Your Message Sell?
Mia Malm
President
Malm
Communications

4. THE OLD WORLD
• One-way
messaging;
“billboards”
• Company-
directed content
• Authority-driven
• Rapid declines
for traditional
media

5. THE NEW WORLD
• Dizzyingascent
of online content
& communities

6. HOW WILL YOUR BUZZ BE HEARD
BY AN INCREASINGLY FRACTURED
AUDIENCE?
• Start
with the strategy, not the latest shiny
new thing.
• Don’t
try to be everywhere in social media.
Pick 2-3 platforms & do them well.
• Your
PR has to be integrated with overall
marketing objective & brand essence.
• Don’t throw out traditional tools that work.
• It’s
“marketing as a service”—what are
you giving?
• Niche = qualified, opt-in end users.

7. PRACTICAL TIPS YOU CAN USE
TODAY:
• Use Google Alerts
• Someone needs to be monitoring
mainstream online sites & key blogs.
RSS feeds like Google Reader help.
• Watch for topics, not just winery
mentions; these are opportunities for
interaction.
• Claimyour company’s possible Twitter
handles even if you don’t plan to use
them right now.

8. CASE STUDY:
CASA LAPOSTOLLE
• “Uncork the Passion”
• Driving
engagement
through one-of-a-kind
opportunity
• “Coat-tails” buzz in choice
of judges
• Integrated
with robust
Facebook page & Twitter
• Still
maintaining traditional
PR outreach to wine media
via scoring pubs and media
tours

9. CASE STUDY:
INTERCONTINENTAL
• Tocombat economy/slump in
luxury travel, staged world-
record-breaking “biggest bed
jump in history.”
• Classic
PR stunt tied to global
“Win a Free Night” marketing
campaign.
• Integratedstrategy garnered
broadcast, print, online & social
media coverage plus 20%
increase in room nights.

10. Do Your People Sell?
Erica Valentine
Principal
Insight Management

11. Q: What should be in all winery job descriptions?
A: “Serves as a Brand Ambassador”

12. Why? Because everyone’s paycheck
depends upon sales!
• From back of the house: finance, HR, compliance,
production, IT, marketing
• To front of the house: customer service, trade and consumer
sales, public relations, web/social media and even ownership
Everyone can make a difference!

13. CUSTOMER RELATIONSHIP MANAGEMENT
% time needed to be spent on CRM by
channel
(Based on Winery Case Volume)

14. Quantifying the number of customers needed by winery size:
1,000 case wineries need CRM for 300 – 600 customers
# Of direct customers Volume and % of Cases by channel
0 – 1 distributors 100 cases, 10%
25 – 100 restaurants 200 cases, 20%
10 – 25 retailers 200 cases, 20%
250 – 500 consumers 500 cases, 50%
25,000 case wineries need CRM for 2,500 +
# Of customers Volume and % of Cases by channel
20 – 30 distributors 17,000 cases 68%
250 – 500 restaurants 1,500 cases, 6%
100 – 200 retailers 1,500 cases, 6%
2,000+ consumers 5,000 cases, 20%

15. How do employees become
Brand Ambassadors?
• Train everyone on your winery story and message – take all
employees on a winery tour at least once a year!
• Have quarterly tastings with the entire team – educate and empower
them to be able to talk about and recommend your wines. We all
began as novices!
• Give complementary tasting passes to employees to distribute to
those appropriate in their social network (explain!) – reward them on
sales their referrals generate!
• Encourage cross-department pollination – silos stifle sales! Help
everyone to understand the business.
• Give everyone a business card to give to buyers at restaurants &
retailers (with appropriate behavior protocols and training in place).

16. Improve ROI on your People!

17. DNA Marketecture™ is an international creative development and strategic
management firm formed to serve the destination wine and hospitality industry
with creative development and strategic management services focused on
strengthening brand performance, customer and consumer experiences, and
market ROI for new and existing destination brands.
“Creativity is thinking outside the box. Innovation is creativity
that adds value.”
Does Your Place Sell?
Gary Finnan
Founding Partner
DNA|Marketecture

18. Aha!
Analysis of
Hidden
Assets

19. Discover your essence – Clarify
elements of brand positioning to be
carried into or enhanced in planning of
the new guest and trade experience.
Nurture your plan - Establish core
criteria for the development of a new
guest experience and facilities
development strategy through
consensus of the key stakeholders.
Action by roadmap – Create an
actionable recommendations roadmap
that establishes a phased plan
overview per all stakeholders.

20. Hidden Assets
Images from project
development by CF Napa

21.  Identify specific project participants
(stakeholders and team members)
 Clarify project objectives, physical
essence and core opportunities
 Collect existing winery data, current
4 Questions projects, resources, procure relevant
Aha! Begins with
asking four simple information materials and align project
questions: Based on vision
your assessment we
can understand the
 Understand participant vision, needs
amount of time that opportunities and concerns (Rate
may need to be spent existing Message, Product, People
on each area of focus . and Place status on a scale of 1-5 for
actions required)
 Establish core DNA Essence for the
project

22. What is our Message? Brand to Promise –
Are we keeping or fulfilling the promise we make to
customers in our marketing message?
Rate your Message 1 to 5
(1 being a fully developed brand essence and message to 5 being incomplete).
4 Questions -Message. Product. People. Place?

23. What is our Product? Production to Service - Are
we making the right products or providing the services
the customer wants, needs, or expects?
Rate your Message 1 to 5
(1 being a fully developed brand essence and message to 5 being incomplete).
4 Questions -Message. Product. People. Place?

24. Who are our People? Staff to Customers - Is our
staff immersed in our vision and engaging with the right
customers to create a long term adoption of our products
and brand?
Rate your Message 1 to 5
(1 being a fully developed brand essence and message to 5 being incomplete).
4 Questions -Message. Product. People. Place?

25. Where is our Place? Environment to Experience -
Have we created a physical manifestation of our brand
that the customer engages with, adopts and
shares loyally as a personal brand experience?
Rate your Message 1 to 5
(1 being a fully developed brand essence and message to 5 being incomplete).
4 Questions -Message. Product. People. Place?

26. Who are your customers?
What is important to them?
• Women = benefits
What it does for me
I feel good when…
• Men= Features
What the product is
Tasting notes &Tech…
Article by Paul Wagner
VWM June
It’s all about Sex
Men, Women and Wine

27. What makes you unique?
– How do you show guests you are
unique?
– How do you tell guests you are unique?

28. • How many points of interaction are there?
• Contact points start long before your
guests arrive at the winery
• Keep the promise you made!
• Contact points continue long after your
guests have left the winery

29. Case Study 1
Hidden Asset
Outdoor Rooms
and Light
C. DONATIELLO WINERY

30. Case Study 2
Hidden Asset
The Secret Door
Jordan Wine Estate

31. Case Study 3
Hidden Asset
Train, Tractor, Time.
Martinelli Winery

32. The Journey
Keeping the
promise by
creating the
experience

33. A Food, Wine and Heritage - A Journey
Source Martha Stewart Living
70% Discovery – The Welcome

34. 40%
Explore
Tours and Tastings
Size them up
for experiences
Source Martha Stewart Living

35. 20%
Educate
Blending and Sensory
Source Martha Stewart Living

36. 10%
Experience
VIP Wine Lounges and Food
Size them up for membership
rewards
Source Martha Stewart Living

37. 100%
Interact
Events, Concerts,
Seminars, Release Parties
Social Media Interaction
Rediscovery!
“Never forget you’re in the
happiness business.”
– Martin Charteris (deceased)
Private Secretary to
Queen Elizabeth II,

38. 4 Answers  Increased traffic to the winery
Message. (Destination)
Product.  Increased DTC Sales (More
People. Loyalty and Buzz)
Place  Increased Wine Club
Membership (Less Attrition)
 Increased Trade Education and
Brand /Product Awareness
(More representation to other
channels)

39. Does The Internet Sell?
Paul Mabray
Chief Strategy Officer
Vintank

40. Disruption
• In wine and in general we are witnessing a
fundamental shift in communication and
commerce.
40

41. The Internet Looks Different
Image Sources:
http://steeez.com/wp-content/uploads/2008/11/
internet.jpg;
Google.com; Amazon.com; Facebook.com;
Blogger.com; Twitter.com: http://www.apple.com/
iphone/gallery/

42. Wine Sales look different
42

43. Friction

44. Data Friction

45. Regulatory Friction
• Our laws were written over 70 years ago
with no concept of the internet (or even
credit cards).
• 50 different sets of rules.
• Rules that impact not only sales, but
logistics, marketing, et al

46. Logistical Friction
• Wine is perishable.
• Wine is heavy.
• Wine is breakable.
• Wine requires extra delivery diligence.
• Wine is a physical product.

47. Consumer Friction
• Wine is complicated.
• Instant gratification.
• No site services consumers with enough
choice, price, nor content . . . Yet.

48. Customers Recommend Brands
48

49. A new expert – the masses
49

50. A new expert – the masses
50

51. • Gary Vay-ner-chuck
• 850,000 followers
on Twitter
• Nearly 90,000
viewers per day of
his vlog, Wine Ce-web-erties
Library TV
• Million dollar book
deal
• NYTimes,
Amazon.com
bestseller
• $80 million retail,
at least 30% online
51

52. Mobile = POP influencer
52

53. What I would do if I were you
Hire a full time e-commerce person.
Choose a platform that is wine focused (IBG, Vin65, Ewinery) and
focus on CRM.
Did I say CRM? CRM, CRM, CRM.
Analyze your shipping rates.
Create WOW experiences from ecommerce.
Create a KPI dashboard.
Clean and syndicate your wineries product data at
yourwineyourway.com for free.
53

54. Does your Distributor
Network Sell?
Jean Arnold-Sessions
President
Hanzell Vineyards

55. THEN: COLLABORATION with DISTRIBUTORS
on QUALITY DISTRIBUTION and BUILDING
BRAND VALUE

56. NOW: FOCUS in on GETTING ATTENTION, ANY
ATTENTION, ANY FOCUS, ANY PRIORITY,
WITHOUT BEING OVERTLY DESPERATE

57. DTC cannot deliver the stature and
image that key account placements do:
To grow a
long term,
sustainable
wine
business,
you’ve got to
fire across all
channels!

58. How to Sell Luxury Wine in Today’s Marketplace
Mia Malm
President
Malm Communications
An Advanced Survival School for Wine Marketers
Erica Valentine
Questions & Answers
Principal
Insight Management
Gary Finnan
Founding Partner
DNA|Marketecture
Paul Mabray
Chief Strategy Officer
Vintank
Jean Arnold-Sessions
President
Hanzell Vineyards

59. How to Sell Luxury Wine in Today’s Marketplace
Mia Malm
President
Malm Communications
An Advanced Survival School for Wine Marketers
Erica Valentine
Thank You
Principal
Insight Management
For More Information on This Seminar, Please
Gary Finnan
Contact
Founding Partner Info@DNAMarketecture
DNA|Marketecture
Paul Mabray
Chief Strategy Officer
Vintank
Jean Arnold-Sessions
President
Hanzell Vineyards