Wine marketing goes high-tech
Savvy wine entrepreneurs are using video, blogs, information kiosks and other new digital tricks to erase wine's old elitist mystique. What do you think of the new marketing techniques?
From William J. Ryan Heather,
I loved your article “Wine marketing goes high-tech” I only wish Diderot was part of it. My name is Bill Ryan and I am the President and Founder of Diderot. Diderot is the first online real-time wine reservation service; enabling consumers to go online and browse, search and reserve wines instantly for an upcoming table reservation. Think of Diderot as OpenTable for wine reservations rather than table reservations.
We recently launched in Boston at four of the city’s finest restaurants. I would love to get your thoughts about the service and site since you just did so much research on the wine marketing industry. If you have time please check us out at http://www.diderot.com.
Thanks for your time.
Best,
Bill
From Tim, Sausalito, CA Wine Enthusiast has implemented recommendations on their site–similar to what you see with clothing retailers. Powered by ATG, it uses some cool technology to serve up suggestions on wines that are of interest to me. They state that using this technology has hugely increased the average order size and interest of their customers. I've bought their recommendations!
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Hi Heather –
Nice article. I think you touched on some great aspects that the digital age has brough to marketing wine, but there are some others that are worth noting.
For instance, the impact of winery-generated videos on winery tours has been very productive with some wineries – of course they can also be detremental if they are produced poorly. A good video that either showcases a winery's assets or adds personality can be a great draw for visitors. Additionaly, the video, if posted correctly, can add to the winery's page ranking in search engines.
On more technical note, there is now a service that allows you to reserach and order wine directly from a bottle's UPC code.
Finally, how about podcasts – deft winemakers are podcasting their harvest and winemaking notes for their loyal fans.
Best Regards,
Scot Burns
http://www.RedbarnMark.com