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

Wine Marketing Metrics Paul Wagner, President, BALZAC

Instructor, Napa Valley College

Wine Marketing & Sales

How do you know if it is working?

• Using metrics to measure your marketing:

• You can’t manage what you can’t

measure

• What metrics do we use?

Marketing Metrics

• Contacts: how many did you make?

• How do we quantify them?

• How do we qualify them?

The big question:

•Was it worth it?

So how do you answer it?

• Cost analysis: include time, money and wine

• Create a spreadsheet

• Review and evaluate every marketing activity

Quantifiable results:

• Business cards collected

• Visits scheduled

• Wine club memberships brochures

• Winery visits requested

• Media clips

• Facebook friends

Qualified Results:

• Business cards collected—followed up?

• Visits scheduled—and executed

• Wine club memberships: sold

• Winery visits requested: wine sold

• Media clips: market, message and publication?

• Facebook friends: action?

COSTS

• Wine: in cases, and in cash

• Time: in hours and in cash

• Expenses: in cash

COMPARE:

• This event with other events

• This year vs. other years

• Your results vs. other wineries

ADAPT!

• Use the comparison to adjust your marketing efforts

• Eliminate low ROI programs

• Multiply high ROI programs

• Be creative. And ruthless.

DEFINE EXPECTATIONS

• Goals and budgets for next year

• Hard results vs. Image enhancement

• Be accountable—for all our sakes