#WBC18 Breakout Session: How to Make Wineries Adore You

Bloggers and wineries need each other but wineries have to decide which bloggers to work with - and whether that includes you. This session will explore how you can make winery marketing and PR folks adore you before you are ever in contact, during your visit or interaction, and in your followup. Topics will include putting reach and demographics of readers on your site, delivering what you promise, and much more. Presented by Michelle Kaufmann, Stoller Family Estates and Kayt Mathers, Play Nice PR

Transcript

1. HOW TO MAKE WINERIES ADORE YOU 2018 Wine Bloggers Conference, Walla Walla
2. Kayt Mathers Founder Play Nice Public Relations Michelle Kaufmann Communications Director Stoller Wine Group WHO WE ARE
3. 1. PERFECT YOUR INTRO • Who you are … ◦ Keep it short and sweet • ...where are you ◦ Distribution factors ◦ New market considerations • … your reach ◦ Website/Blog readership ◦ Across social media channels • … readership demographics ◦ Who are your readers? ◦ What do they like? ◦ Why do they read your blog? • … and why us?
4. 2. BE SPECIFIC IN YOUR REQUEST • Specify what it is your after ◦ Samples? Tour and tasting? Overnight stay? General information? ◦ Deadline(s) ◦ Assets: Photos? Tech sheets? • Be upfront about what you’re potentially going to deliver ◦ Post(s) ◦ Social media reposting • A posted editorial calendar can be helpful ◦ Rosé for Valentines Day ◦ Pinot Noir for Thanksgiving • Provide clear instructions for sample submissions ◦ Shipping windows ◦ Tech sheets: digital or print? ◦ Any packing material preferences
5. 3. BE MINDFUL OF WINERY LIMITATIONS • Be mindful of asks ◦ Some wines are very limited in production • Be mindful of shipping realities ◦ Lead times: allow time for wineries to get samples out the door • Be mindful of vintage ◦ Always double check your sample wine is a current release ◦ Wineries generally prefer to ship their current releases
6. 4. FACT CHECK • Always good to fact check ◦ Winery name and spelling ◦ Winemaker name(s) ◦ Titles ◦ Dates and figures
7. 5. PROMOTION • Tell us you posted the piece • Tag us on your social channels • Include links to our website in your post
8. RECAP: FIVE KEYS TO ENSURE WINERIES ADORE YOU • Perfect your introduction • Be specific in your request • Be mindful of winery limitations • Fact check • Promotion
9. Q&A