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Wine Marketing Paul Wagner, President, BALZAC Instructor, Napa Valley College

Wine Marketing Paul Wagner, President, BALZAC Instructor, Napa Valley College Wine Marketing & Sales. GOAL OF MARKETING: OPENING THE DOOR. Define Winery Position Understand Distribution Support Sales. How are Sales and Marketing Different?.

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Wine Marketing Paul Wagner, President, BALZAC Instructor, Napa Valley College

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  1. Wine Marketing Paul Wagner, President, BALZAC Instructor, Napa Valley College Wine Marketing & Sales

  2. GOAL OF MARKETING: OPENING THE DOOR • Define Winery Position • Understand Distribution • Support Sales

  3. How are Sales and Marketing Different? • Sales is the transformation of inventory into cash. • Marketing is the development and protection of the brand. • These are not mutually supportive goals

  4. What is a brand? • A brand is the symbol that consumers associate with your company and products. • It’s worth is a direct measure of your marketing success. • If you have a company, you already have a brand.

  5. So what is your position? • If you have a brand, you have a position. • Do you know what it is? • How can you affect it? • What do you want it to be?

  6. That’s really big question: • What do you want your brand to be?

  7. So how do you answer it? • Build on what you have • Eliminate the negative • Look down the road

  8. SWOT DIAGRAM • Strengths • Weaknesses • Opportunities • Threats

  9. SWOT • Analyze competitive marketing programs • Focus on high return programs • Invest in long term strategies

  10. Build your Brand • Lead the category • Own a word in the consumers’ minds • Create value for the company • All this will help sales

  11. PULLING THROUGH THE PIPELINE • How does marketing help? • Who really gets people to buy a specific wine? Role play it. • What can it do that advertising can't? • Can it build long term success, relationships, results?

  12. DON’T JUST TALK; LISTEN “Propaganda ends where dialogue begins.” Marshall McCluhan

  13. WHAT THE TRADE WANTS • Best buys • High scores • News • Interesting photos • More buyers, better sales

  14. WHAT CONSUMERS WANT • Authenticity • Personality • Best buys • High scores • Interesting photos

  15. WHERE DO YOU APPLY THIS? • Promotions • Placement • Pricing • Product! • This is your brand. This is your message to the world.

  16. MARKETING 101 IN SUMMARY • Know your message • Identify your audience • Deliver the message • Evaluate results

  17. DEFINE EXPECTATIONS • Goals and budgets • Hard results vs. Image enhancement • Be accountable—for all our sakes

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