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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