Mobile Marketing is a Mindset

It’s also a Wine Marketing Strategy

Note: This article originally appeared in Vineyard & Winery Management Magazine, July-August 2016. Below you will find an introduction and excerpt. A complete .PDF copy of the article is available upon request.

It’s time to be mobile (which is to say, nimble). The marketing tactics that worked for you in the past may not be effective going forward. Don’t let the pace of technology pass you by. Yes, you’re the “publisher” of your brand stories and your wines, but consumers are the “editors” as well as the buyers you need to connect with the most — and on their terms. Amy Gross, founder of the Wine4.Me wine app, which creates unique taste profiles to match users to their favorite types of wines, offers this insight: “The wineries that meet their customers in the digital space will be the ones that thrive.” You can add “survive” to that as well.

What is being Mobile?
The acceptance of and interest in doing more on mobile devices is extremely high and growing faster than we can imagine. We’re all becoming extensions of our phones and tablets, and so should your winery’s business. In 2014, we reached the “tipping point,” where there were more mobile phones in the world than people. It’s simply grown from there. Mobile marketing is a mindset that every winery needs
to adopt because your competition already has. Being mobile also means getting untethered. Get away from the cash register or point of sale system. Get out from behind the tasting bar. Be among and interact with your customers.

Be Mobile Responsive

“Mobile responsive” is a clever term that acknowledges we live in a multi-device world, including desktops, laptops, tablets and phones with different operating systems and screen sizes. Therefore, the design of your website needs to respond to the device on which it’s displayed. But being mobile responsive also includes recognizing how people respond while on their mobile devices. For example, people are more likely to reply faster to direct messages and texting, rather than traditional e-mail, because they’re checking their mobiles all the time and messaging is immediate.

Top 10 Tips to Implement Now

You can email me at cgiavanti@mindspring.com to receive a .PDF copy of the entire article including the “Top 10 Tips” as it appeared in the July – August 2016 issue of Vineyard & Winery Management Magazine.

Why Customer Relationship Management Systems Matter

Like the author, I used to work in corporate technology and systems, and now help small wineries with sales and marketing and occasionally blog about it. This is a very well thought out article and should point the way for many wineries. Marketing segmentation and access to consumer data create competitive advantage. The issues I deal with when consulting very small producers are system scaleability, proprietary platforms, maintaining interfaces with other applications and 3rd party vendors, training and of course cost of ownership. Cloud based systems offer low cost but potential issues with transaction response time and data security. I’d be very interested in hearing from other winery business analysts regarding their selection processes and experience with specific winery CRM systems. Here is the article: http://p.ost.im/p/e4GHY6