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Welcome everyone to the second webinar this
year for our 2022 Wine Marketing Webinar Series.

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I’m Nicole Eilers with the Iowa Wine Growers
Association and thank you so much for jumping

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on this webinar over your lunch hour with us
today. Today’s webinar is going to focus on

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distribution and I think this one is going to be
really interesting and exciting for Wineries and

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just such a key topic especially since wineries in
Iowa do self-distribute, so like we were talking

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about Dorothy wineries you know the the staff
at wineries owners they wear many many hats

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and so that’s just one of the things that falls on
the list. Here to talk about distribution today is

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Suzanne Henriksen and Evan Rothrock from the
crafting Cask which is a media and marketing

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consulting company that works exclusively with
craft alcohol producers to create refine and

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tell their story in order to grow their brands and
the categories they play in. Suzanne has 12 years

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of experience in consumer insights marketing
and customer service and this broad marketing

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expertise enables her to develop effective
marketing strategies and tactics along the entire

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customer journey and Evan has spent 10 years
bringing craft alcohol enthusiasts to wineries

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distilleries cider houses and breweries on tours
with Max Napa Tours as a certified sommelier.

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Insider professional, he has deep knowledge that
he’s passionate about sharing in a way that is

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engaging approachable and fun and prior to his
work in Wine Country Evan worked in the restaurant

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and bar industry developing deep knowledge of
all things service sales and alcohol. So, we’re

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really excited to have Suzanne and Evan with us
today and as a reminder this is part of our 2022

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Wine Marketing Webinar Series which runs through
the end of the year and is sponsored by the Iowa

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and if you are interested in these types of
webinars our next one coming up will be Tuesday

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July 19th and we’ll cover marketing specifically
to gen Z and Millennials so with that I’ll turn

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it over to Suzanne and Evan. Awesome, thank you
Nicole. All right, I like that marketing to the

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younger generation yeah that’s critical for
Wednesday it is critical for wines these days.

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All right, so Nicole just did a great job
introducing us I did want to take a second to

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um give you a little bit of information
about us. So as she said The Crafty Cask,

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you know we’re all about celebrating and
supporting craft alcohol makers just like you

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so that is why I founded this company was you know
traveling for years and years talking to craft

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makers as we tend to do that’s how we travel we
go and explore the food and the drink of the local

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area and we just kept hearing time and time again
that they were so passionate about what they did

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but they were really having a hard time with some
of the marketing and sales kind of components of

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it and given that marketing is my expertise and
Evan has lots of years in the industry and has

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expertise there as well we decided to kind of jump
in and help and so some of the ways that we do

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that is through education like this so we have a
whole 10 course craft alcohol marketing boot camp

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that really teaches people to go from kind of Soup
To Nuts from building your Brand Story identifying

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who your target consumer is all the way to down to
specific tactics like distribution building your

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website social media all of that fun stuff and
then we also have a free private Community for

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craft makers to talk all about marketing so that’s
the space where we are talking to a lot of our

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students who are in the boot camp and encouraging
them and helping them learn but it’s also a space

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for craft makers to just ask questions of each
other and kind of say hey we just are working

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on this ad right now do you what do you guys
think can you take a look at this what do you

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know and really get some real-time advice from us
as experts but then also from each other because

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you all have a wealth of knowledge yourself and
have all experienced things you know throughout.

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The next I guess yeah hour or so that we’ll be
talking with you first off thanks for being here

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we’d like to thank Iowa Wine Growers Association
for hosting us today this webinar we want to make

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sure that you’re aware of two upcoming webinars
as well that we’ll be hosting in September and

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November the first one is all about making the
best of social media organic social media and the

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second is focused on driving tasting new traffic
and conversions so we hope to see you there

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today we’ll be focusing on four areas and those
areas with regard to distribution are the state

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of distribution today distribution myth busting
some tips and tricks to secure new accounts and

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trade marketing tactics to drive results at
any time if you have questions or comments

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please put them in the chat. I think we’ve got a
pretty small group today so in fact if there’s a

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pause and you want to just jump in and ask your
question feel free to unmute yourself and do so

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and if we see them in the chat and we see them
I guess an appropriate time we can jump in and

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answer them right away or we’ll go back to
them at the end of the of the webinar yeah so

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if we don’t answer your chat questions right
away we saw it don’t worry we will answer it

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um but yeah feel free to throw them in
as you think of them so you don’t forget

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All right so while we know most of
you are in Iowa and self-distributing.

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I want to take a minute to make sure you’re aware
of the distribution landscape today and in fact

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how fortunate you are to have the ability
to self-distribute this also is important

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for any of you who are considering
working with a distributor directly.

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So, first off with regard to understanding
distribution there’s a shift in the sheer volume

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of Wineries and Distributors unfortunately in the
opposite directions as recently as the 1990s there

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were less than 3 000 wineries in the U.S and
over 3,000 Distributors that’s right nearly a

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one-to-one ratio which means wineries were getting
a good amount of attention from their distributors

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furthermore at that time most craft wineries
had a highly focused portfolio usually not

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much more than five to six wines primarily
from grapes that were grown in their region.

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Fast forward to today and there are more
than 9,000 wineries yet fewer than a 1,000

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Distributors so that favorable one-to-one
ratio has dropped to nine wineries for

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every one distributor and Winery portfolios
have gotten more complex with many winemakers

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now bringing in grapes from other regions or
focusing on single vineyard expressions to

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expand their portfolio in addition to
that the craft beer and craft spirits

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Industries have also exploded in the last
30 years and with many Distributors covering

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multiple categories of alcohol that means even
more makers are vying for their attention.

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So, what does that mean for you? Distributors
are often spread way too thin which means they

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often make promises that they can’t
deliver on especially if marketing

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isn’t their core expertise, which for
many Distributors it simply isn’t.

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Keep in mind that Distributors are highly
extended brands with big budgets and big

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margins so as a small craft anchor it can
be even harder to get their attention.

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Long story short working with a distributor is
not a be-all-end-all to increasing your sales

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In fact we would say you’re at an advantage
focusing on self-distribution since in today’s

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reality even if you work with a distributor
you as the winery are primarily responsible

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for most activities to actually turn that
distribution into sales as shown in this table.

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So by owning the whole process, you are much more
likely to succeed distribution is just the first

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step selling to the right accounts creating
a marketing push and pull for your brand and

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developing relationships is the key to success
which is what we’re going to focus on today!

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As we get into specific tactics on how to make
the most of your distribution we’re going to

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frame them up in the context of these five common
myths that hold marketers back when it comes to

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distribution sales and marketing. As JFK said
for the great enemy of Truth is very often not

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the LIE deliberate contrived and dishonest but
the myth or system persuasive and unrealistic.

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As we bust each myth and talk about the
reality we’ll also touch on some of the

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trade marketing tactics to employ to ensure
that you’re living the reality and bringing

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it to life for your brand common tactics used
to drive sales at on and off perms locations

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generally fall into one of four categories
designated based on the time effort and cost

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required to implement these strategies as well
as the impact they are likely to have on sales.

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First, The Sweet Spot which is ideally where you’d
like the majority of your activity to be because

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it’s lower effort and higher impact. Next, go in
counterclockwise we have a needle in the needle

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in a haystack those activities that indeed do
require more effort but are worth it because

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they have higher potential for driving sales. Then
there’s the danger zone which is the area that you

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want to really be careful about and be selective
in since they are high effort for lower impact.

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Lastly, we have the comfort zone this one is
tempting because it’s low effort and includes

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activities that we’re often more familiar
with and feel easier for us to take on

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but it’s risky because the impact is low here
as well so this is the area that can trick

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you into thinking you’re doing good work
because you can check those items off the

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list as we all like to do but then leads to
frustration and disappointment with results.

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Here are some common trade-focused marketing
tactics and where they fall on this chart.

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I’m sure all of those things on the left-hand
side of the chart are pretty familiar and

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possibly even cover most of what you’re doing
today but we’re not here to be comfortable.

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We’re here to push ourselves to learn how
to date use today’s modern tools and be more

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efficient and effective driving sales through
the accounts we have or want placement in.

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As we walk through the distribution realities

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we’ll be focusing on these five
specific trade marketing tactics.

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Let’s pause for a second any questions any
thoughts anyone want to kind of jump in at all?

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We’ll try to pause occasionally we’re really
good at just like talking talking talking we ask

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questions and then immediately start talking again
after like a second like like we probably just

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did. So I wanted to sort of speak from experience
about the unique challenge of being a winery and

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introducing myself to a store or new potential
retailer as a distributor they kind of don’t know

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what we do. You know I have to keep saying \ I’m
a distributor so that they direct me to the right

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person in that store that has the authority to
bring me in and add our UPC codes to the store.

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Getting over that education of who we are and what
we can do is it can be challenging you know we’re

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kind of outside of their box of understanding
how the three-tier system works you know so

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um I just wanted to say that it’s a
special challenge that I think we face

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yeah that’s valuable Insight because you know it
is I feel like a relatively unique situation that

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um you get to enjoy the benefits of but certainly
there’s a challenge in creating recognition

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and understanding um so I guess a question of
follow-up would be when you do approach a store

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or a restaurant um do you generally tend to ask to
speak to their their buyer or um you know who who

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do you ask to talk to yeah it definitely oh you
just muted Yourself by mistake there I think sorry

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um it definitely depends on who the retailer
is so um if I’m going into a new grocery

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store um I asked to speak to the store manager
typically start there and then he may refer me to

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um a grocery manager depending
on the size of the store sure

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um I also have experience getting our wines
into Target and Walmart which is a whole other

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um you know level thank you and um and
and that and so and I’ve been having a

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lot of difficulty building relationships with
people in Bentonville and in Minneapolis where

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um those are where the people who punch in our
UPC code so we can actually sell wine at their

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stores uh are located and I’ve been very uh
challenged with developing relationships with

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those people yeah yeah absolutely um I and I think
you know I worked at Clorox for 12 plus years and

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so working with Target and Walmart was a big part
of kind of what we did and honestly even as a huge

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company it’s challenging so take a little bit
that doesn’t help you but take a little Solace

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and like they are very protective of the people
in their headquarters and who they get to talk to

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and what they get to do and so you know that is
something that is a challenge across the board I

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also would mention you know I think it’s common
sometimes for when we first introduce ourselves

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we introduce ourselves in the way that we are
most proud of that you know and so it’s probably

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comment to introduce yourself as a winemaker
or as a winery and I think just like leaving

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that out at first and really just like putting
your distributor hat on and just introducing

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yourself is like I’m a distributor with this
representing this Winery and then you know you

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can get into the Nuance after but it because it
does confuse people it is confusing and especially

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Liz if you’re talking about these national
accounts that aren’t just based in Iowa I would

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imagine the iowa-based accounts understand this
a little bit more because this is where they are

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um but with the national accounts it’s super
confusing and their number one priority is

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making sure they are legally compliant so it
probably just makes them nervous even talking

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to you directly as a winemaker or representative
of the winery and not a distributor in their eyes

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yes it’s an education process yeah
for sure thank you for sharing

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so first up the myth uh that you need
High accounts sold to be successful

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you hear other wineries bragging about
how many accounts they’ve sold feel

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envious I think this is a clear indicator
of success think again let’s talk a little

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here about wide and thin distribution
versus deep and thick distribution

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okay so let’s understand the difference
between these two distribution strategies

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wide and thin distribution strategy this suggests
that the more accounts are better even if they’re

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subpar accounts positives risk is spread
over many accounts right that feels great

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the negative though is that many more accounts
to pay attention to to call on and to help Drive

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sales to meet minimums and then you’re kind of
hoping that the more successful accounts can

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carry the underperforming ones the deep and thick
distribution strategy however uses the 80 20 rule

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to focus your precious resources on a smaller
number of curated accounts that really match your

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target market so the positive when you’re taking
this approach is that these accounts work harder

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for your brand saving you effort and increasing
your potential the negative here is that all of

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your eggs are in fewer baskets which does make
it riskier if not done correctly and a lot of the

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things we’re going to talk about today will kind
of help you think about how to do this correctly

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um to dive in a little bit more on this deep
and thick distribution strategy you want to

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spend eighty percent of your effort selecting
and building the 20 of your of your accounts

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that really have the potential to matter and to
be even more effective with your limited resources

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don’t spend any time cultivating relationships
with the bottom 30 of your accounts as the

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middle 50 and top 20 grow with your passion and
your influence the bottom thirty percent will

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either get the clue and grow of their own
accord and begin to talk about your brand

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and your products or miss out on your success
entirely be okay with the natural streamlining

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because remember it’s not about the number of
accounts it’s about the quality of accounts

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so now that we have you focused on the top 20 of
your existing accounts how do you find new high

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potential accounts maybe even ones that would be
a better fit than your existing top 20 percent

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we’re going to walk through these five key
identifiers to assess new accounts against

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so first there’s customer traffic just like
you would like to think about this when

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opening up your own Tasting Room the more foot
traffic or potential for new customer visits

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um your account has the better it is
for your brand this is especially true

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of on-premise locations who can help Drive
trial for your brand with by the glass sales

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and on-premise is something we’re going to talk
quite a bit about today because we alike and

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we’ll talk about this later a lot of winemakers
kind of focus on off-premise and on-premise has

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a lot of potential there and some of the things
that are listed on this slide kind of give you

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some indicators of you know restaurants and bars
with more foot traffic if they have outdoor space

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hotels even right so only about 40 of a hotel
bar and product offering are like mandated by

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corporate whereas the other presenters are kind of
up for grabs and getting your product in front of

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Taurus is a great idea and that obviously exists
in retail locations easy as well as Liz just

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mentioned um with respect to getting the placement
of a local product in Target or in Walmart

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I just want to say it’s not easy I think it took
me two years to get into the Walmart in Davenport

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um and it took me a year to get into the
target so it’s yeah it’s constant go back

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in and visit them do I have the right name at
corporate getting them to bug corporate yeah

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it’s not easy yeah it’s definitely not easy
luckily we’re seeing more and more nowadays

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bigger retailers focusing on local and focusing
on Craft which is great it at least gives some

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dedicated shelf space to some of those things
um Trader Joe’s is a great example they often

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in most of their stores nowadays have a whole set
that’s like local craft beer or local wine um but

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you’re right it’s not easy and to be clear as
we’re talking through all of this stuff if we’re

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making it sound easy we know it’s not easy um so
we’re just we’re trying to simplify it all for you

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guys but we know that it’s hard to put this stuff
into practice all right next up um How likely is

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your target consumer to visit this account if
you don’t know your target consumer deeply yet

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then it’s time to do that work what we have on the
slide here is the target consumer Persona template

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that we use in our consumer-centric marketing
course in our craft alcohol marketing boot camp

00:18:50,940 –> 00:18:56,160
if you’re looking at it and feeling like you have
no idea how you’d fill this out about your target

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consumer I’m sorry to say but you have some work
to do because without this Insight you will always

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have a high proportion of waste in any marketing
you do including your distribution efforts this

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is a common common myth that a lot of craft
makers and small business owners have where

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they just think I want to get my name and my brand
out to everyone and anyone who drinks wine in this

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instance there is so much waste in that strategy
instead of figuring out who are the people who

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really would resonate with your brand and your
wine and focusing your effort on them and then

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trusting that some of those other people that Halo
will work for you so similar to our deep and thick

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strategy for distribution you want to focus 80 of
your resources and efforts marketing specifically

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to your ideal Target consumer so once you know
your target consumer well you have to think

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about them when choosing accounts are your is your
target consumer high-end and hip are they low-key

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and Casual are they family oriented are they
single and dating focus on accounts accordingly

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now that you’re focused on the fit for your
Target consumer it’s similarly important to

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focus on the accounts fit for your brand and this
is where it’s imperative that you have a deep

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understanding of your own Brand Story what makes
you unique and stand out from other Iowa wineries

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00:20:17,040 –> 00:20:21,660
um and you know it’s not solely about your wine
that’s a big part of Brand Story differentiation

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it’s about you and how your Winery came to be what
drives you what inspires you uh will also Inspire

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others and help to form lasting Partnerships
if you find the right accounts so keep in mind

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you’re looking for win wins not something that’s
a force fit or anybody that will just say yes

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I’m sorry I forgot to sorry everyone I forgot
to change my slide here we’re just we know our

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we know our our presentation so
well we’re just talking forward

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so yeah that’s the kind of the recap of what I
was just describing there the the fit for your

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brand as well as knowing your target consumer um
yeah a couple of helpful points there under the

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second bullet um yeah what we’re just talking
about the local beer spirit so like if they

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if they’re focusing on local neighborhood
spirits but they’re not doing that online

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yet they’re probably interested in maybe doing
that right so thinking about things like that

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all right so now it’s time to shift gears
and put yourself in the account shoes

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um just like it’s important to understand
your own brand and consumer it’s important

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to truly understand your accounts so
before you even decide if you want to

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approach that account do some research try
to identify their wins their challenges the

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opportunities they may have and understand
their Brand Story and their target consumer

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lastly think about your ability to build
real relationships with this account

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this is a time consuming tactic but so worth it
if they care about you and you make it clear that

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you care about them and their success the rewards
will be significant in both directions people care

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about people they don’t really care about products
as long as the quality is there so as long as the

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wine is good it’s the people and the stories and
the relationships that you convey and bring forth

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that will set you apart and lead to your success
do you like the people that work at this account

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can you imagine hanging out with them getting
to know them better if so it’s likely a good fit

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so the example shown here is from someone I
consider awesome at this strategy she knows

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everyone at all of her local accounts personally
regularly visits their spots as a guest not just

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when on a sales call and regularly hosts
trade appreciation events to get to know

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them better and showcase new products in a fun
way that they enjoy this quote here says it all

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I think the most important thing is to just be
genuine they get hit up by 10 different people

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00:22:48,000 –> 00:22:53,400
trying to sell them something every hour so
genuinely getting to know them caring about

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00:22:53,400 –> 00:22:59,100
them learning what they care about and asking
how they’re doing this summer I threw a party

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for all of my trade contacts I have developed
relationships with we had a volleyball pool

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party and it was epic and I know for a fact
that she was mixing up cocktails with her

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sip song spirits and getting everyone to try
some of her fun cocktail Creations as well

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so again time consuming but the foundation
of any success in business is relationships

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um let’s pause again just here for a minute or
two if anybody has any comments or questions

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before we move on to our next myth yep

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one other tip for my other Winery friends

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um I like to say that I shop there so
for both Walmart and Target for example I

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um I do my personal shopping there and I really do
try to run into the person who brought us in the

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store so she can see me with my full shopping cart
yeah absolutely I weave that into conversations

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00:23:53,040 –> 00:24:00,780
yeah and continuing to do that not just yourself
but your friends letting them know hey uh I know

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00:24:00,780 –> 00:24:06,420
you like my wine you’re a friend of mine it’s
being carried at this bottle shop go in there

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please let them know that you know me and you’ll
appreciate my brand and ask for it specifically

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because that’s something that the buyer that
decided to make a placement of your product is

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going to love to hear they makes them understand
that they made the right decision yeah absolutely

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um all right myth number two focusing heavily on
trade product knowledge the belief underlying this

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myth is that spending a ton of energy educating
trade will lead to a big payoff in sales of course

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anyone representing your brand should know the
basics of your product but that is only half

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of the puzzle for a few reasons one think about
how much time a bartender or waiter or clerk at

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a store has time to talk to you as a guest do they
often proactively suggest brands or products and

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even when you ask how does it go especially during
you know busy peak hours when most customers are

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00:25:01,200 –> 00:25:07,920
out and they’re running around crazy uh and then
second while product details and quality are

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very important consumers connect with and remember
stories and people so if you’re primarily focusing

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on educating trade on your products you’re missing
out on the most important elements for consumers

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and not giving trade that information that would
be most helpful in selling on your behalf when

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they do remember have time or get asked think
about heart versus head kind of a like am I

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speaking from my heart right now or am I speaking
from my head and getting stats and information

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reality number two to counter this myth is that
push and pull marketing are the key to success

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so focusing primarily on educating trade
while important is a push marketing strategy

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equal energy should be applied to a poll marketing
strategy meaning consumers are asking for your

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brand product or at least are asking for craft or
local wine that’s part of your job too is to get

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00:26:03,900 –> 00:26:09,600
consumers to care about craft and local wine and
stop buying big booze everywhere they go right

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um and so thinking about these things
and driving awareness and sales through

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00:26:13,800 –> 00:26:18,060
consumers directly showcase shows your
accounts that consumers want products

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like yours like Evan was just saying
right if you have people who are going

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in and asking for your brand or asking for
a local Iowa wine that is great for you and

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it demonstrates that you’re working to drive
sales for them versus solely relying on them

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hmm so educate trade about craft in general wine
in general and your brand remember people remember

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00:26:42,060 –> 00:26:47,400
stories and people it’s human nature so put some
of your resources into telling the story of craft

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what it really means to you why drinking local is
important and what makes your brand unique bring

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00:26:54,660 –> 00:27:00,780
it to life visually with captivating anecdotes and
stories uh help consumers and the trade understand

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00:27:00,780 –> 00:27:06,720
the value without selling them anything and kind
of romance them uh give them sound bites that are

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00:27:06,720 –> 00:27:12,480
easy to remember tools and tips and help them
make sense of labels and what’s out there today

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00:27:13,500 –> 00:27:19,200
um you know in my years before doing Wine Tours
I was a small a in a restaurant um and getting

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wrapped up and learning about wine I find myself
standing next to a table talking to them until I

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00:27:23,880 –> 00:27:28,560
was blue in the face about the flavor profile of
this Pinot Noir and its acid structure and how it

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would pair really well with this duck dish that we
have and they didn’t care it wasn’t until I told

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them a fun quip about the name of the winery or
the name of the vineyard site that the grapes were

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00:27:38,820 –> 00:27:45,180
sourced from that they began to connect with the
wine and as soon as I learned that my wine sales

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tripled and it was really a powerful thing for
me to understand and it really demonstrates I

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think how important that concept is that you
need people to connect with who you are and who

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your brand is and what you represent uh to make
lasting sales and to build loyal you know loyal

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customers and to be clear we are not saying the
product details don’t matter of course not like

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very important but start with the stories
start with the people start with the and then

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you get them to taste your wine and then
they start asking like oh interesting this

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is higher alcohol than I thought maybe it
was is this higher alcohol or like is this

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00:28:26,460 –> 00:28:30,240
age a new friend Joker right like then they
start asking questions about the problem yeah

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00:28:30,240 –> 00:28:33,960
a quality product is not a right to win
it’s basically the barrier to entry yeah

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00:28:36,240 –> 00:28:42,120
all right myth number three it’s all about the
product and quality like we just were talking

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00:28:42,120 –> 00:28:47,220
about um so the belief underlying this myth
is that if you have an amazing product that’s

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00:28:47,220 –> 00:28:51,660
all you really need to succeed right it’s
that if we build it they will come kind of

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00:28:51,660 –> 00:28:56,040
thinking in today’s world however it’s important
to remember that when you’re talking to consumers

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or trade that a well-made wine is the cost of
Entry not the right to win as we just said so

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00:29:01,380 –> 00:29:07,740
um plenty of Brands even from renowned regions
like Napa that fail despite making high quality

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00:29:07,740 –> 00:29:14,520
wine so if your social media feed for example is
full of bottle shots and details about your wine

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it’s time to start shifting your thinking
and telling more of your story to Consumers

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00:29:19,320 –> 00:29:24,720
showing your more personal side yourself as
the winemaker getting in front of the camera

315
00:29:24,720 –> 00:29:30,180
right and I know we don’t all love that but it
really does help yeah so yeah the reality is

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00:29:30,180 –> 00:29:35,880
focus on your brand key differentiators not the
products people connect with stories and people

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00:29:35,880 –> 00:29:42,360
as we said not scores gold medals percentage of
new French Oak so in order to develop loyalty

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00:29:42,360 –> 00:29:47,520
people need to know and care more about what’s
simply in the bottle why did you decide to make

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00:29:47,520 –> 00:29:53,640
wine when did you decide to start a winery uh
what is it about your wine business Journey or

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00:29:53,640 –> 00:29:58,740
your personal wine experiences in your life that’s
distinct from other Wineries and other wine makers

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00:29:59,700 –> 00:30:05,940
um on the screen here now is uh similar to the
Target consumer template if you’re looking at

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00:30:05,940 –> 00:30:12,180
this brand story template and have no idea how
to fill it out time to spend some time and do a

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00:30:12,180 –> 00:30:18,000
little deep dive on your brand story and how
to bring it to life best and Travis for you

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00:30:18,000 –> 00:30:22,620
um since you told us you’re kind of early in the
stages of getting started here this is the kind of

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00:30:22,620 –> 00:30:28,500
stuff that as you’re learning as you’re building
your brand consumers love to see that Journey they

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00:30:28,500 –> 00:30:32,640
love to see the behind the scenes of even like
that you’re attending a webinar today to learn

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00:30:32,640 –> 00:30:37,020
about this thing that you’re tasting some wines
to figure out what you want your wine profile

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00:30:37,020 –> 00:30:42,540
to be like right that is awesome content to be
using in advance to help build your brand get

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00:30:42,540 –> 00:30:46,860
people curious about you before you even have
a product to sell yeah you know they often say

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that the best time to plant a tree is 20 years ago
and the second best time is today yeah absolutely

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00:30:54,660 –> 00:30:58,020
all right so let’s bring this to life with
a little bit of a personal example here a

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Spirits one in this case um so a few years
ago Evan and I were at a bar in San Francisco

333
00:31:03,240 –> 00:31:05,880
um sitting at the bar chatting
with the bartender as we often do

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00:31:06,660 –> 00:31:10,920
um and since it was a slow evening we asked him
if there were any new craft spirits that we maybe

335
00:31:10,920 –> 00:31:14,940
haven’t tried or that he was excited about
um and he immediately brought out a couple

336
00:31:14,940 –> 00:31:20,160
of bottles from Leopold brothers in Colorado and
started to enthusiastically tell us their story

337
00:31:20,160 –> 00:31:25,440
he went on and on about how they have a molten
floor at their Distillery and rattled off some

338
00:31:25,440 –> 00:31:29,940
unique products they made in addition to kind
of the standard Spirit lineup his excitement

339
00:31:29,940 –> 00:31:35,700
about this brand was palpable and his excitement
about the people who worked there Shone through

340
00:31:36,300 –> 00:31:41,580
so it likely comes as no surprise that about a
year later when we were in Denver for a conference

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00:31:41,580 –> 00:31:46,560
we remembered these stories because these are the
things that people remember they remember stories

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00:31:46,560 –> 00:31:51,180
there’s a reason we all love to watch movies
we love to read books right storytelling is

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00:31:51,180 –> 00:31:56,580
like one of the earliest ways of communication so
we remembered these stories and made sure to plan

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00:31:56,580 –> 00:32:01,980
a visit ourselves we had a great time at Leopold
brothers Distillery getting to know the brand and

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00:32:01,980 –> 00:32:06,780
tour their facilities and lo and behold we came
home with a few bottles to add to our home bar

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00:32:07,320 –> 00:32:12,240
this is the magic of brand storytelling
especially at on-premise accounts in action

347
00:32:12,240 –> 00:32:17,520
but it is a long game right like this was
a year in the making of us getting bottles

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00:32:17,520 –> 00:32:21,600
to our home and that’s why it’s so important
to be doing this stuff constantly and early

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00:32:24,360 –> 00:32:31,800
all right so uh myth number four traditional
sales calls and lots of them are required

350
00:32:32,460 –> 00:32:35,580
the belief underlying this myth
is that you need to be constantly

351
00:32:35,580 –> 00:32:40,920
pitching and calling on accounts sure
for important accounts it is critical

352
00:32:40,920 –> 00:32:46,620
if you’re following our 80 20 rule then you
have fewer accounts to call on making regular

353
00:32:46,620 –> 00:32:51,360
sales calls a little bit more feasible but in
today’s market there are even better ways to

354
00:32:51,360 –> 00:32:57,300
approach account acquisition and ongoing support
that can lead to better results for Less effort

355
00:33:00,120 –> 00:33:04,680
so the reality to counter this myth is that you
have to use technology and modern marketing to

356
00:33:04,680 –> 00:33:10,200
your advantage marketing activities and campaigns
should also be created with a focus on reaching

357
00:33:10,200 –> 00:33:15,660
trade members remember they are people just
like consumers and this is something that we

358
00:33:15,660 –> 00:33:22,560
find time and time again distribution has such
like deep roots in our country because of the

359
00:33:22,560 –> 00:33:27,960
three-tier system because of all of this that
so many people are just thinking about this the

360
00:33:27,960 –> 00:33:33,660
way it was 20 years ago 30 years ago 50 years
ago because it is so deeply ingrained in our

361
00:33:33,660 –> 00:33:40,500
industry and so if you can be one of those makers
that breaks out and really starts to use modern

362
00:33:40,500 –> 00:33:45,660
marketing modern technology in order to help your
distribution efforts things like lead generation

363
00:33:45,660 –> 00:33:51,480
Facebook advertising landing pages email marketing
trade events if you’re doing those things you are

364
00:33:51,480 –> 00:33:55,800
immediately putting yourself A Step Above of I
would say 80 of the people in the industry yeah

365
00:33:57,180 –> 00:34:01,620
so let’s talk here for just a little bit
about Facebook lead generation ads what

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are they so they look like regular ads
but upon clicking through the user sees

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00:34:06,660 –> 00:34:10,800
a form that’s often partially filled out with
info that they previously shared on Facebook

368
00:34:11,460 –> 00:34:17,220
additional requested info can be inputted into
the forum or it can be submitted as is and this

369
00:34:17,220 –> 00:34:22,320
indicates the user’s interest in whatever it is
you’re offering in that app in doing so they are

370
00:34:22,320 –> 00:34:26,820
opting in to receive information on what you’re
promoting be it a download event information

371
00:34:26,820 –> 00:34:34,260
sales sheets a portfolio tasting a Vineyard
visit so for these ads it’s important you offer

372
00:34:34,260 –> 00:34:38,940
some them something in of value in exchange
for them providing you with their information

373
00:34:42,720 –> 00:34:46,200
I know really advertising to trade

374
00:34:46,980 –> 00:34:53,700
yes so using lead ads you don’t have to personally
call on every potential Wine Bar restaurant Bottle

375
00:34:53,700 –> 00:34:59,760
Shop Right remember the staff at your target
accounts are people too marketing to them works

376
00:34:59,760 –> 00:35:04,020
just like marketing with consumers when done
right they’re on Facebook they’re on Instagram

377
00:35:04,020 –> 00:35:09,900
they are subscribers to mailing lists so this
approach Fosters awareness and interest in your

378
00:35:09,900 –> 00:35:15,480
brand in a more efficient and less intrusive
way it gets you away from kind of cold calling

379
00:35:15,480 –> 00:35:18,300
right it gets away from like calling them up
and being like can I come in and showcase you

380
00:35:18,300 –> 00:35:22,260
my portfolio and build a relationship with them
in the way that they build relationships with

381
00:35:22,260 –> 00:35:26,580
other brands in every other part of their life
it also allows you to vet potential accounts

382
00:35:26,580 –> 00:35:31,320
before spending time on relationship building
in person which saves you time and energy and

383
00:35:31,320 –> 00:35:35,820
so as a result you’re more likely to reach the
right people with less time and fewer resources

384
00:35:39,900 –> 00:35:44,400
now that you know what lead ads are and how
they work how do you go actually about actually

385
00:35:44,400 –> 00:35:49,320
identifying your target trade audience this is
critical and using the targeting tools available

386
00:35:49,320 –> 00:35:54,900
with Facebook advertising allows you to Target
effectively these are three smart ways to Target

387
00:35:54,900 –> 00:36:01,380
with lead ads on Facebook first is the basic core
audiences using Facebook’s plethora of information

388
00:36:01,380 –> 00:36:07,560
that they have on everyone um to find Targets
that are exactly who you want for trade think

389
00:36:07,560 –> 00:36:13,860
about demographics like job titles such as a bar
manager or a restaurant owner a bottle shop owner

390
00:36:14,760 –> 00:36:20,400
um even businesses uh I’m sorry even behaviors
like being a Facebook business page admin

391
00:36:21,300 –> 00:36:25,560
um next there are custom audiences these take
existing customer lists that you already have

392
00:36:25,560 –> 00:36:30,840
think of things like your mailing list your
wine club members tasting your visitors um or

393
00:36:30,840 –> 00:36:36,180
in the instance of trade existing trade account
contacts and essentially finding them on Facebook

394
00:36:36,840 –> 00:36:40,800
now you might be asking yourself why would you
need to advertise to people that you already

395
00:36:40,800 –> 00:36:45,360
have in your database and already are aware of
your brand well one reason is to bring us to our

396
00:36:45,360 –> 00:36:50,280
third marketing approach I’m sorry third targeting
approach which is incredibly powerful and often

397
00:36:50,280 –> 00:36:57,060
underutilized look-alike audiences essentially
this allows you to take existing audience who you

398
00:36:57,060 –> 00:37:03,120
already have in your database that respond well to
your messaging your brand and expand your Audience

399
00:37:03,120 –> 00:37:08,040
by finding look-alikes or people that have similar
demographics interests and behaviors to Target

400
00:37:09,000 –> 00:37:13,020
let’s pause here for a minute because there’s a
lot of information and it’s a little Technical

401
00:37:13,020 –> 00:37:19,440
and things that some people may not be doing
any questions concerns thoughts on this here

402
00:37:23,580 –> 00:37:24,120
okay

403
00:37:27,300 –> 00:37:31,080
all right so once you have your
lead ads running it’s important

404
00:37:31,080 –> 00:37:34,500
to have an email marketing plan
for leads and accounts in place

405
00:37:34,500 –> 00:37:39,540
a good CRM system lets you keep track of accounts
and contacts within each account to see where

406
00:37:39,540 –> 00:37:43,920
they are on your lead funnel and ensure you’re
nurturing them continue them on to the next phase

407
00:37:44,520 –> 00:37:49,440
meaning you can update their status input
information about their preferences track

408
00:37:49,440 –> 00:37:54,840
meeting notes and outcomes interests and even
personal details so that you can talk to them in

409
00:37:54,840 –> 00:37:59,460
a more relevant and personal fashion both through
email but also when you talk to them in person

410
00:38:00,240 –> 00:38:05,400
and it’s imperative that you have the ability to
run drip email campaigns with your CRM meaning

411
00:38:05,400 –> 00:38:11,460
automated emails triggered by specific actions or
timing that you set in advance otherwise you’re

412
00:38:11,460 –> 00:38:16,800
constantly having to create and send unique emails
one by one when you get new leads and no one’s got

413
00:38:16,800 –> 00:38:23,520
time for that so this combination of lead ads and
email marketing is incredibly powerful it moves

414
00:38:23,520 –> 00:38:27,600
you away from the old school account management
approach of rolodexes and spreadsheets and let

415
00:38:27,600 –> 00:38:31,680
you keep track of and engage with accounts in
a personalized way and in an automated fashion

416
00:38:33,900 –> 00:38:40,260
so I want to spend just a little time talking
about on-premise accounts eighty percent of all

417
00:38:40,260 –> 00:38:44,520
wines sold on premise is sold by the glass
and this is a remarkable thing because of

418
00:38:44,520 –> 00:38:51,180
its low-cost point of entry um there’s a lot of
common complaints among Distributors and I would

419
00:38:51,180 –> 00:38:57,240
imagine among the wineries that self-distribute
with regard to the sticking of your product

420
00:38:58,020 –> 00:39:03,780
um how much time it takes to develop those
relationships um but the overlooked benefits

421
00:39:03,780 –> 00:39:09,480
I feel like are worthwhile to give it a second
go if you’ve kind of given up on on premise

422
00:39:10,260 –> 00:39:14,760
um that low-cost Point eventually encourages
experimentation and trial and it strengthens brand

423
00:39:14,760 –> 00:39:20,820
recognition um the main thing that I would I guess
caution or advise is that when you’re talking to

424
00:39:20,820 –> 00:39:27,540
on-premise accounts remember that service is
Paramount uh in all of them and they expect the

425
00:39:27,540 –> 00:39:33,780
same level of service that they deliver to their
guests so the bullet points there are on the right

426
00:39:34,440 –> 00:39:39,540
um just kind of briefly underscoring some of
their importance uh respect their time when you

427
00:39:39,540 –> 00:39:45,840
do your homework and you know their list before
you call on them you can be aware of potential

428
00:39:45,840 –> 00:39:50,220
products that you offer that could supplement
their list essentially holes in their list

429
00:39:51,120 –> 00:39:58,080
um focus on their needs don’t pitch your wine go
in there and ask questions and going back to the

430
00:39:58,080 –> 00:40:01,920
first point don’t ask questions you should already
know the answer to if you’ve done your homework

431
00:40:01,920 –> 00:40:04,260
but by asking questions you can
help them get what they need

432
00:40:05,280 –> 00:40:11,040
um be accessible I can’t tell you how many times
we were out of a product or the distributor was

433
00:40:11,040 –> 00:40:16,320
out on a product when I was a wine buyer and I
would call other Distributors and the first one

434
00:40:16,320 –> 00:40:21,420
that answered the phone got that got that sale
for that week and maybe going forward so jump

435
00:40:21,420 –> 00:40:27,120
balls go to the first person to answer the phone
um if you promise a case of wine to be delivered

436
00:40:27,120 –> 00:40:33,900
on Friday make sure it is even if it means that
you’re taking a drive and next don’t run out of

437
00:40:33,900 –> 00:40:38,160
product there’s an exclamation point next
to that because it is pretty important uh

438
00:40:38,160 –> 00:40:42,600
inventory is a tiny fraction at on-premise
locations compared to retailers each of them

439
00:40:42,600 –> 00:40:48,000
you know and not a stock item in a restaurant
is just like taking money out of their pockets

440
00:40:48,600 –> 00:40:55,320
additionally reprinting 300 menus because you
sold 20 cases of wine to a retailer and now you

441
00:40:55,320 –> 00:41:00,540
don’t have enough of that product to last until
the release of the next vintage and that means

442
00:41:00,540 –> 00:41:05,760
that when that next vintage is released it’s not
going back on the list there neither are any of

443
00:41:05,760 –> 00:41:12,720
your other wines ever so be aware that if you have
an on-premise uh especially if it’s by the glass

444
00:41:14,220 –> 00:41:20,280
don’t sell that wine in in excess anywhere
else make sure you know the depletions at that

445
00:41:20,280 –> 00:41:24,840
on-premise location and build a relationship
that way follow up after the sale you know

446
00:41:24,840 –> 00:41:28,440
especially if it’s a new account make sure that
they don’t have any questions about your product

447
00:41:28,440 –> 00:41:35,280
or are curious about anything else and then uh the
price is the price um don’t quote a price and then

448
00:41:35,280 –> 00:41:39,000
invoice for a different price it’s probably
less common when you’re self-distributing but

449
00:41:39,000 –> 00:41:44,580
it happens way more frequently than you would
ever believed is possible uh with Distributors

450
00:41:45,660 –> 00:41:49,620
um and it’s a great way to guarantee that your
placement will be fleeting and service after

451
00:41:49,620 –> 00:41:53,040
the sale I just want to double down on that for
a second it’s important right I feel like a lot

452
00:41:53,040 –> 00:41:59,340
of people are like yes I got in at this restaurant
done and then they walk away go there for dinner

453
00:41:59,340 –> 00:42:03,540
right tell your friends to go there for dinner and
have your want and ask for your wine go just get

454
00:42:03,540 –> 00:42:07,620
a glass of wine at the bar when you know it’s a
slow afternoon and get to know the bartender get

455
00:42:07,620 –> 00:42:11,640
to know the people who are representing your wine
in a casual way so that you can kind of help this

456
00:42:11,640 –> 00:42:17,160
like these are customer service professionals
right like they really relate to good customer

457
00:42:17,160 –> 00:42:21,420
service and so if you can provide that you’re
going to stand out and especially because remember

458
00:42:21,420 –> 00:42:27,000
you were competing against big boos and big booze
has a lot more resources than you do so they have

459
00:42:27,000 –> 00:42:31,500
a whole team of people whose job is to do have
this kind of stuff and provide great customer

460
00:42:31,500 –> 00:42:35,220
service and make sure they’re answering the phones
and all of that and so you have to make sure you

461
00:42:35,220 –> 00:42:39,180
level up your kind of service game in order to
compete and that’s where the 80 20 rule comes

462
00:42:39,180 –> 00:42:44,160
back into play if you’re just focused uh you
know on three or four on-premise accounts it’s

463
00:42:44,160 –> 00:42:48,360
a lot easier than trying to do two dozen um you
can only go out to dinner so many places service

464
00:42:48,360 –> 00:42:53,280
after the sale and other fun kind of anecdote
when I was a wine buyer there was a rep that

465
00:42:53,280 –> 00:42:57,960
um got a placement on our list and he wanted
something by the glass but his offerings were

466
00:42:57,960 –> 00:43:02,340
a little high-end and couldn’t swing that and he
would come in and sit at the bar probably once a

467
00:43:02,340 –> 00:43:06,300
week and order a bottle of his wine pour
himself a little glass and then wait for

468
00:43:06,300 –> 00:43:11,160
somebody else to come and sit down next to him
and he would start talking about his wine and

469
00:43:11,760 –> 00:43:15,960
pour it for them he didn’t talk about the fact
that he was Distributing it or that he represented

470
00:43:15,960 –> 00:43:20,340
it he’s just talking about how much he liked it
and frankly I liked it a lot too and he shared it

471
00:43:20,340 –> 00:43:24,840
with people and they liked it and then they they
would sit down at their table and lo and behold

472
00:43:25,440 –> 00:43:30,600
you know a ticket would come through for a bottle
of wine to go to that table um yeah you were you

473
00:43:30,600 –> 00:43:37,680
the your own best marketer for your brand for sure
all right our last myth here is that marketing

474
00:43:37,680 –> 00:43:41,880
comes after distribution Travis you are already
ahead of the game here and I’m proud of you for

475
00:43:41,880 –> 00:43:46,980
that um so the belief underlying this myth is
that you need to have a product first distribution

476
00:43:46,980 –> 00:43:51,540
second and then you’ll start marketing your brand
because what’s the point of marketing if there’s

477
00:43:51,540 –> 00:43:57,780
nothing anyone can buy right wrong marketing
is a long game and it takes a while to move

478
00:43:57,780 –> 00:44:02,580
consumers and accounts through the ever important
consumer Journey building a brand and creating

479
00:44:02,580 –> 00:44:06,060
demand via marketing is something that should
start before you even have something to sell

480
00:44:08,040 –> 00:44:12,780
so imagine you’re a buyer and a winemaker comes
into your business telling you that they’re brand

481
00:44:12,780 –> 00:44:21,000
new and full of excitement and information what
is this buyer here nobody knows you uh there’s

482
00:44:21,000 –> 00:44:26,280
a huge risk here that despite perhaps loving your
wine and your story that your product will sit on

483
00:44:26,280 –> 00:44:32,220
their shelf collecting dust now imagine you’re
a buyer and a winemaker comes in and tells you

484
00:44:32,220 –> 00:44:37,560
that they’re new and but they have a local
following of 2 000 people on social media uh

485
00:44:38,520 –> 00:44:45,360
2 000 people on Instagram 2500 on Facebook and
a mailing list of 500 people and they get four

486
00:44:45,360 –> 00:44:54,360
inquiries a week asking where consumers can buy
their wine as a buyer this shows me that you are

487
00:44:54,360 –> 00:44:59,760
a Savvy business owner who’s doing the work and
therefore is have higher probability of success if

488
00:44:59,760 –> 00:45:05,400
you can share your marketing plan and show these
accounts how it will help them and provide assets

489
00:45:05,400 –> 00:45:11,340
for them to use in tandem with your marketing
efforts all the better you know the second example

490
00:45:11,340 –> 00:45:16,140
is definitely someone I would prefer to partner
with so our successes can be shared absolutely

491
00:45:18,660 –> 00:45:23,100
all right so as you start gaining accounts
a great marketing tactic to focus on that

492
00:45:23,100 –> 00:45:27,120
is a win-win for you and your new account
is suggesting a co-hosted maker feature

493
00:45:27,660 –> 00:45:31,800
these can be winemaker dinners tasting events
educational evenings game nights and more

494
00:45:32,460 –> 00:45:36,960
I know many wine makers like to stay behind
the scenes but whether you like it or not

495
00:45:36,960 –> 00:45:44,220
your winemaker is your best asset for drawing in
and creating loyal fans now on the other hand I

496
00:45:44,220 –> 00:45:48,060
know some winemakers love to be kind of out
in front of everyone and those are the ones

497
00:45:48,060 –> 00:45:56,520
who are chasing these types of maker features
down but maker features can only be successful

498
00:45:56,520 –> 00:46:02,160
if they are highly targeted otherwise they are a
giant waste of time so make sure again like we’ve

499
00:46:02,160 –> 00:46:06,840
been talking about this whole presentation about
how to make sure it’s the best fit for your brand

500
00:46:09,000 –> 00:46:13,200
now also when it comes to designing events you
want to think about the big picture and focus

501
00:46:13,200 –> 00:46:18,540
on relationship building and of value so this
can mean even teaming up with other wineries

502
00:46:18,540 –> 00:46:23,280
to have an event that focuses on a particular
wine style and that’s the marketing power of

503
00:46:23,280 –> 00:46:29,520
all the brands involved bring consumers in win
win win and I know a lot of people are reticent

504
00:46:29,520 –> 00:46:33,000
to kind of partner with other brands because
they want to get the consumer like don’t think

505
00:46:33,000 –> 00:46:37,920
that way Rising Tides lifts all boats um and it
really especially in the craft industry is true

506
00:46:39,540 –> 00:46:45,000
yeah now it’s also important as with any
marketing tactic um to Define your success

507
00:46:45,000 –> 00:46:50,100
criteria before the event itself are you hoping
to sign up mailing list members get people to

508
00:46:50,100 –> 00:46:54,240
join your wine club or simply get people asking
about where to buy and about your tasting room

509
00:46:54,240 –> 00:46:59,280
for a more qualitative measure of that night’s
success knowing what success looks like will help

510
00:46:59,280 –> 00:47:03,600
you prepare for it and more likely to achieve it
with any maker features that you participate in

511
00:47:05,760 –> 00:47:09,720
some thoughts to leave you with here uh
keep in mind it’s important to research

512
00:47:09,720 –> 00:47:13,200
and be highly familiar with both
Federal and State tide house laws

513
00:47:14,760 –> 00:47:20,760
it sounds like you know Dorothy you’ve got
a leg up on others perhaps in this category

514
00:47:21,660 –> 00:47:26,760
um so whether whenever you’re considering
including any account in advertising um

515
00:47:26,760 –> 00:47:33,120
public advertising versus like a one-on-one email
or email marketing even if it’s free like a social

516
00:47:33,120 –> 00:47:39,960
media post it’s always considered a thing of value
thing of value yeah in many states uh mentioning

517
00:47:39,960 –> 00:47:46,200
less than three retail outlets in a marketing is
prohibited unless it’s tied to ticket sales for an

518
00:47:46,200 –> 00:47:55,140
event so simply saying go buy my wine at XYZ store
is oftentimes illegal I mean even the whole like

519
00:47:55,140 –> 00:47:59,580
we just got a new account and now we’re being
carried at this store like look it up for your

520
00:47:59,580 –> 00:48:04,080
state it varies state by state but it’s very risky
and people get big fines when they they do it

521
00:48:05,400 –> 00:48:12,300
um it’s also important to have a little empathy
for yourself here we know this is a lot yeah

522
00:48:12,300 –> 00:48:16,680
um but if you keep in mind the distribution is
only one part of the marketing ecosystem and

523
00:48:16,680 –> 00:48:21,300
find marketing Partners you trust that you
can lean on uh so that you’re not tackling

524
00:48:21,300 –> 00:48:26,820
and thinking about all of this in a silo by
yourself it really helps remember we have our

525
00:48:26,820 –> 00:48:31,140
free private craft makers marketing Community
uh where you can chat with fellow winemakers

526
00:48:31,140 –> 00:48:36,300
and get real-time advice uh it’s just one of
the many options available to you uh or make

527
00:48:36,300 –> 00:48:39,540
friends with other local wine makers as
we were kind of just discussing and talk

528
00:48:39,540 –> 00:48:45,300
about distribution and teaming up and marketing
your wines uh so that you can get wings and uh

529
00:48:45,300 –> 00:48:48,900
you know create and build support
and loyalty in your communities

530
00:48:52,080 –> 00:48:56,640
so just to remind ourselves again of these myths
and the realities I’m not going to walk through

531
00:48:56,640 –> 00:49:00,660
them one by one because I want to make sure we
leave a little time at the end for questions but

532
00:49:00,660 –> 00:49:05,760
these are the five myths we hope that these myths
are kind of banished from your brain and now you

533
00:49:05,760 –> 00:49:10,020
have embraced these new realities and are willing
and excited to start learning what you need to

534
00:49:10,020 –> 00:49:14,100
learn and like especially with the technology and
tools and kind of modern marketing available to

535
00:49:14,100 –> 00:49:20,580
you to be one of the Distributors who is living
in this kind of new modern world of distribution

536
00:49:22,500 –> 00:49:30,600
and in summary um when it comes to distribution
even if you are a distributor your Mantra should

537
00:49:30,600 –> 00:49:36,840
be if it’s going to be it’s up to me you’re
responsible for building distribution you’re

538
00:49:36,840 –> 00:49:41,040
responsible for generating demand you’re
responsible for Learning and welcoming

539
00:49:41,040 –> 00:49:46,500
Innovative tools to help Drive distribution
and sales more effectively and efficiently and

540
00:49:47,280 –> 00:49:53,580
most importantly perhaps remember you and your
team are the best people to Market your brand make

541
00:49:53,580 –> 00:49:58,140
the most of the opportunity to self-distribute
that’s really cool or work with a distributor

542
00:49:58,140 –> 00:50:02,580
who learns with your goals distribution in and
of itself though is not valuable getting the

543
00:50:02,580 –> 00:50:07,740
consumer sales is what the end goal is and we hope
what we share today will help you do just that

544
00:50:10,620 –> 00:50:15,480
all right thank you again Iowa wine growers
association for hosting this um there’s a

545
00:50:15,480 –> 00:50:18,900
reminder of our upcoming webinars as well we
hope to see some of you there and how you can

546
00:50:18,900 –> 00:50:23,760
stay connected with us here at the crafty cast but
otherwise let’s open it up to questions and we are

547
00:50:23,760 –> 00:50:29,640
happy to stay an extra few minutes if anyone else
wants to um but yeah the floors the floor is yours

548
00:50:31,380 –> 00:50:36,000
go ahead and unmute if you have questions we
have a smaller group so it’s fine to do that

549
00:50:39,960 –> 00:50:49,260
one thing I found interesting was the um targeting
to your uh like retailers on Facebook I mean most

550
00:50:49,260 –> 00:50:55,500
wineries know how to Target to Consumers um but
I guess I never really thought that many would

551
00:50:55,500 –> 00:51:01,020
be targeting to retailers yeah and it’s it’s
true a lot of people don’t think of that and

552
00:51:01,020 –> 00:51:05,040
it’s actually something I learned from someone
else in the industry who has like 30 plus years

553
00:51:05,040 –> 00:51:11,040
of distribution and sales kind of marketing
expertise and this is one of his biggest

554
00:51:11,040 –> 00:51:15,720
recommendations is that like put your marketing
hat on and the way that your marketing consumers

555
00:51:16,260 –> 00:51:21,240
think about how you can do all those things with
trade and it really can supercharge your results

556
00:51:21,240 –> 00:51:25,380
yeah much of his time was spent with a little
company you may have heard of called constellation

557
00:51:27,480 –> 00:51:33,480
so they’ve they’ve figured it out and it is a
you know an interesting paradigm shift but it’s

558
00:51:33,480 –> 00:51:40,740
remarkable to see that like we were saying trade
members were people too um and tweaking that that

559
00:51:40,740 –> 00:51:45,240
messaging just a little bit can be just as
effective as talking directly to Consumers

560
00:51:48,840 –> 00:51:55,800
any questions I was going to comment about the
storytelling portion because we are in Iowa

561
00:51:55,800 –> 00:52:01,500
and a few not everybody um has like a small farm
background but I know a few of the wineries do and

562
00:52:01,500 –> 00:52:06,420
I know that that’s going to be a heavy portion of
my marketing getting started is telling that story

563
00:52:06,420 –> 00:52:12,480
like I have a small Vineyard planted out there
now um but going forward that’s something that I

564
00:52:12,480 –> 00:52:19,260
think is a tool that a lot of us could utilize um
as far as connecting with customers and yeah and

565
00:52:19,260 –> 00:52:22,680
it’s hard to do for a lot of people so I always
joke that a lot of times you know whenever I

566
00:52:23,460 –> 00:52:27,720
remember my clients are thinking about taking on
potential clients or new students or whatever you

567
00:52:27,720 –> 00:52:30,780
go to their website they go to their
social media feeds I kind of look at

568
00:52:30,780 –> 00:52:37,740
them and I can’t tell you how often the about us
is either missing which like blows my mind that

569
00:52:37,740 –> 00:52:45,420
there’s no about us or it’s like so direct
and to the point I’m passionate about wine

570
00:52:46,860 –> 00:52:54,120
I decided to start a winery you know and and then
I’ll have a chat with them and especially if we

571
00:52:54,120 –> 00:52:58,920
have a chat over a drink and as we’re talking
I’ll be asking some proving questions and all of

572
00:52:58,920 –> 00:53:02,580
a sudden I get these little nuggets of like yeah I
went on this trip to France when I was in college

573
00:53:02,580 –> 00:53:07,080
and it really you know seeing all those Vineyards
everywhere and all of a sudden these little

574
00:53:07,080 –> 00:53:12,000
details come out and I’m just like those are the
parts of your story that is going to make people

575
00:53:12,000 –> 00:53:17,640
connect with you but when it’s yourself you think
your story that everyone else has a similar story

576
00:53:17,640 –> 00:53:21,780
and it’s nothing special and it’s no big deal and
you have a hard time pulling that out so it often

577
00:53:21,780 –> 00:53:25,680
is really helpful what we teach in our our class
on this that’s all about building your Brand Story

578
00:53:26,340 –> 00:53:30,060
um what we teach in this class is like
to really a you have a whole series of

579
00:53:30,060 –> 00:53:33,540
questions to ask yourself and then to have
some conversations with other people right

580
00:53:33,540 –> 00:53:37,140
and and tell them some of your stories
and ask them what they think is compelling

581
00:53:37,680 –> 00:53:40,800
um and it really makes a big difference
but it can be hard to do sure

582
00:53:45,660 –> 00:53:47,040
any accommodation questions

583
00:53:51,780 –> 00:53:56,940
all right well we thank you for joining yeah
yeah we hope you you learned something new today

584
00:53:57,960 –> 00:54:02,400
yeah thank you so much for um this
great presentation Suzanne and

585
00:54:02,400 –> 00:54:07,800
um Evan I think it was really helpful um
as a reminder well it is being recorded

586
00:54:07,800 –> 00:54:11,160
so we’ll share that with you as soon as
we have it and there’ll be a short survey

587
00:54:11,940 –> 00:54:16,020
um as well if you could take a few minutes to
complete that we would really appreciate it so

588
00:54:16,620 –> 00:54:22,020
if any questions do happen to pop up after we
hop off here um please note that you can email

589
00:54:22,020 –> 00:54:27,240
either of us simply at Evan at the craftic ask
or Suzanne with the crafty cast yep we are here