Wine Marketing 101 – Have fun and your customers will reward you

This year, I had the pleasure of meeting many a hero in the wine world – Jancis Robinson, Steven Spurrier, Robert Parker, and Randall Graham among others. And every time I crossed paths with one of my personal wine idols, I was pleased to know that they all had one very simple element in common: they desperately love wine. Granted, this was expressed in their own very personal way, but each person vibrated with an intense passion.

Today, I want to take 2 minutes to talk about Randall Graham, a man who “gets it”. Having received a copy of his book, which I’ll review in more detail on Catavino, I wanted to share a video I discovered on his site to make a simple point for all you wineries trying to “get it”. The following video is a parody of Bob Dylan’ Subterranean Homesick Blues, with lyrics and placards to reflect Randall’s history in wine. The lyrics are a little awkward, and the film is a playful, but you can see that it’s entire goal is for entertainment purposes. This film will not directly sell more wine for Randall, but it is helping my loyalty for Randall to grow; and consequently, help build his personal brand.

Sometimes a silly idea like this, which probably didn’t take a considerable amount time to create, can go a long ways to fortifying your connection with the consumer. The lesson? Have fun. Do something silly. Do something different. Do something because you want to, and let all of us enjoy it for what it is.

Related posts:

1. How’s the Weather? : Ways to Chat about your Vineyard’s Climate Successfully
2. What 1% increase in spending will sell you more wine?
3. Do not send me your wine tourism initiative, unless….
4. Wineries, Build Your Mailing List!!
5. Wineries should Aspire to make Movies this Good!

This entry was posted on Monday, December 7th, 2009 at 3:01 pm and is filed under video. | | Tags: Drink, Food, Jancis Robinson, Lyrics, Recreation, Robert Parker, Steven Spurrier, Wine