Tag Archives: Email

WIMS BREWERIES & WINERIES

3 Marketing Tips for Breweries, Wineries, Cideries, & Distilleries

The brewery and winery industries have been fortunate to have experienced a major boom in public interest along with media attention over the past few years. Just opening a new location has been a major event that has typically generated a lot of buzz and received coverage by every Business Journal and local social media influencer alike. That’s not to say that marketing breweries and wineries has been easy of course, far from it.

Once the grand opening has passed, and the novelty subsides, the business must continue to attract a loyal and recurring customer base, in addition to the one-off tourists and large groups as well. While all businesses have their tried-and-true marketing methods that work, we wanted to offer up some that may appear obvious, but they truly work. And when done effectively in conjunction with a robust marketing and sales strategy, they’ll keep your brewery or winery full of customers for a long time to come.

Tastings and tours are a “must” for any brewery, winery, cidery, or distillery. However, even if you diligently open your brewery daily for happy hour, there’s much more you can do to raise product awareness. In order to broadcast your brand’s name, it helps to bridge the gap between physical and digital. While locals and tourists might stop in for some beer, wine, or cider, incorporating digital marketing into your outreach campaign will multiply your success. These digital marketing strategies help breweries and wineries attract interest and show off their new craft beer and wine releases, as well as just consistently get people through the door.

 

Blog Posts

Creating a new beer, wine, or cider is still big news. Your fans (and prospects) want to hear about it! However, people also want to know what they’re getting into before purchasing beer from a brewery. For many, that means doing some research beforehand. Introducing a new beer, wine, or cider through blogging is a fun, creative, and informal way to get word out of your newest product. Along with sharing information about the new release and the story behind your winery or brewery online, you can link to your social media pages as well. With these additional steps, you’ll effectively reach your social media followers and those who have signed up for email alerts or announcements (not to mention jack up your SEO rankings). This makes it easier for followers to share the news about your brewery or distillery on their social networks too.

 

Email Campaigns

While it often takes a back seat to social media, email marketing is still a significant part of a successful marketing strategy. Surprisingly, many breweries, wineries, and cideries use social media exclusively as their digital marketing strategy. Considering that 3.2 billion people use social media worldwide, tapping into a social network is a good start. Yet, email is even more effective in reaching a target brewery or winery audience than Facebook or the others. Studies show that 900 out of 1,000 people see a company’s message via email compared to just 20 out of 1,000 people on Facebook. Ultimately, it’s worth your time and effort to create a message that 90% of users will see. Email also has the power and convenience of automation. With social media, on the other hand, you’ll need to personally post a message every day or at least several times each week (which you should be doing ALSO).

 

Social Media Ads

Even though email campaigns are the fastest way to reach a broad audience, don’t underestimate the power of social media for your brewery or winery. About 67% of the US population uses Facebook, which translates to many potential views. Facebook advertising is simple and easy for breweries and wineries to use, and you can even try A/B testing to see which campaigns and strategies are most effective.

 

From tried-and-true email to web content and social media, there are many creative and effective avenues that breweries, wineries, distilleries, or a cideries, can use to increase brand awareness and spread news of a new wine, cider, or beer. If you’re interested in discussing how you can build upon your existing marketing and sales strategy reach out to us at WIMS Consulting and we’d be happy to help!

reconnecting with your network

Reconnecting With Your Network

4 min. read (too long? Scroll down to the bottom for the bullet points)

You did it. You went dark.  You ghosted. Pulled a professional Irish Goodbye.  You haven’t spoken or been in touch with the majority of your network for some time.  Could be a couple months, or even over a year.  I know I’m guilty of it.  You change careers/jobs, move to a different part of town or new city, or experience a major life-changing event like a new relationship, marriage, or have your first child.  For one reason or another, you lost touch and some people got left behind.

 

This is completely normal.  Things happen, and priorities change.  But what do you do when you want to reconnect to some, or all, of your old network?  Well realizing you want to reconnect is the first step.  We went around asking others who have been in that same predicament, what they did that worked for them.  Below we compiled a list of the steps they took to warm up their own networks and get “reintroduced to the wild”.

 

  1. Just do it.

Sometimes we over think things, and talk ourselves out of doing something that will ultimately benefit us.  Maybe you only reach out to a couple people you still stay in contact with, or you limit the amount of outreach when trying to get back in touch with your network.  Ultimately, those who want to stay in touch will respond to your efforts, and those who don’t will ignore the effort.  Save yourself the time and worry and reach out to everyone.

 

  1. Get Active

Now this can be vague, but its actually really simple.  Get active in the same circles as your old contacts.  Whether its posting more on social media, attending the same networking groups, or professional organizations.  Getting active will put you back in front of those people. We need to stay in front of those we want to keep us top of mind.

 

  1. Own up to it (but not too much)

It’s been a while since you’ve spoken.  Odds are, you won’t be able to just pick up the conversation where you last left it like nothing happened.  A brief acknowledgement of the passing of time will add some context to the rest of the email.  However, be careful not to sound overly apologetic.  Include any pertinent information, like a change in career, major move, or family addition.  Avoid anything that sounds overly apologetic like “I’m so sorry I haven’t been around.” Or “I hope you’ll reconnect with me again.”

 

  1. Be Transparent about your motives

This one should be rather straightforward; you want to reconnect.  Make sure this is in the message somewhere.  Whether you haven’t spoken in a while, you changed careers or positions, or whatever the reason.  If you want to remind them of who you are, it would be smart to include your previous position, place of work, or where you were when you first met.

 

  1. Don’t sell anything or ask for a favor

Clearly there is a reason you want to reconnect with this group of people, but this isn’t the time to ask.  Stephen Covey, author of 7 Habits of Highly Effective People, said it best,

If I make deposits into an Emotional Bank Account with you through courtesy, kindness, honesty, and keeping my commitments to you, I build up a reserve. Your trust toward me becomes higher, and I can call upon that trust many times if I need to.

If you haven’t spoken to these individuals in some time, odds are you don’t have the trust built up to ask anything of them.  Use this as an opportunity to give something of value.

 

-Ask them what you can do to help them.

-Congratulate them on a recent accolade.

-Offer some information or research that may be useful to them professionally or personally.

 

Sharing with them something new you’re working on is ok, but stop short of asking them to buy or become a client.  If they’re interested, they’ll ask you for more information.  This is the first step of a marathon, building a relationship doesn’t happen in a sprint.

 

  1. Write like a human/ Make it personal

You’re trying to reconnect, which means putting yourself first and actually connecting.  You may represent a brand or company, but people connect with other people.  Greet them by first name “Hi Christy,” or if you don’t have their first name a simple “Hi!” or “Hi there,” will be ok.  Keep the tone conversational, as if you were talking to a friend.  A rigid tone can be confused for bulk email, and make it seem impersonal.  Lastly, avoid any banners, images or special fonts.  Plain Text works best, as that’s the default look for most of our personal emails.

 

  1. Follow Up!!!

Congratulations!  You did it! You put in all the hard work and reached back out to your network.  When you get responses to your message, thank them.  Gratitude goes a long way to keeping the relationship going.

Now you have to keep it warm.  The fortune is in the follow up! Stay consistent with your outreach and keep in front of them using whatever platform works best for you.  Keep active in whatever in-person groups make the most impact.  If you join a non-profit, make sure its one you have a genuine interest in (we can tell if you’re faking it or using the group for other reasons).

 

General Do’s and Don’ts

 

Do

-it.  Seriously, just put an email together or even just walk into an event.  Do something.

-Be transparent and own up to the lapse.

-Remind them who you are and where you met.

-Give something of value.  Real value. Try to benefit them personally or professionally.

-Keep it friendly and personal.

-Be genuine in your efforts. We can all spot a fake.

-Use plain text.

-Follow Up. Stay Consistent. Show Gratitude.

 

Don’t

-sit on your ass.

-be overly apologetic.

-assume they remember you.

-Sell them something or ask a favor.  I cannot over emphasize this enough.

-give them anything cheap.  People recognize and appreciate value.

-send a bulk mailer with fluff (fancy borders, fonts, images)

-let another year go by before you reach back out again.

 

Hope this helps get you back out there!

 

If you liked this, sign up for the newsletter and keep an eye out for the next posts in this series:

Email etiquette: Anti-Spam and keeping out of Junk folders & Networking: Following up with a new connection.

Marketing Sales Automation Tech Stack

The Best Marketing and Sales Automation Tech Stack for B2B Businesses

Just about every company in America would publicly emphasize that they’re committed to revenue growth (this is more important than ever now). Yet simultaneously its common to try to cut corners and get cheap when it comes time to invest in tried and true resources that help them realize that goal. Further, these resources will easily pay for themselves and more by leading to significant ROI both monetarily and via efficiencies.

In 2019 I can’t believe companies still need to be convinced that they need things like CRM programs and marketing automation but here we are.

And let’s get one thing out of the way before going any further. No, having a free HubSpot account doesn’t count as investing in a CRM program. It may be slightly better than a Google Spreadsheet (yes some solely use that as their “CRM”) but it’s still a lame attempt at best (that’s not to knock them, they have a fine platform if you’re willing to pay the fees to upgrade it).

Fortunately, there is an upside whether you have a CRM and marketing automation system or not. Regardless if you have none, a poor/dysfunctional one, or even one that’s working decently well, now is a great time to make it even better. Take the time, make the investment, and ensure it’s a priority to get dialed in and implemented now to lead to massive dividends later.

Anything worth doing is worth doing right, so I’ve put together a list of the best tech stack in the game to work synergistically and seamlessly whether you’re a solo entrepreneur or a $100 million company with hundreds of employees.

To set the ground rules this piece is predominantly focused on marketing and sales automation. There are plenty of additional angles to take to assist with ERP, HR/recruiting, etc. (if there’s interest I’ll gladly do a follow up post). Also, there are a variety of effective approaches and platforms to pull this off so in some cases I’ll include secondary and tertiary options. If your favorite tool is omitted it doesn’t mean I’m not a fan, just trying to make this easier in a world with a vast amount of options to avoid analysis paralysis. I’m not going to let that be your excuse not to take action and execute.

Ok here we go.

Communication

This is obvious, but your base starts with communication, so email, mobile device, etc. Personally, my preference is overwhelmingly an Outlook and iOS base. However, Gmail/Google Suite or Android are just fine. I use both Outlook/Gmail and both accounts are connected/integrated with my CRM. If you’re working in teams, adding Slack to the mix is worthwhile as well. Price: $5-$10 per user per month.

CRM

This is really the major component that ties everything together and is the key to making everything else in your business work. If you’ve read anything I’ve written about CRM’s you know my #1 preference right now is Zoho One. It does so freaking much for your company for the price that it’s absurd. Their tagline is: “The Operating System for Your Business” and it’s 100% true. There are literally 40 applications that go along with it that could easily eliminate much of what you’re using right now. But if you love your other platforms and want to keep them it also integrates with them all.

A few steps allows you to sync and keep track of all your communication with clients and prospects, ensure you follow up with leads who fill out contact forms or simply visit your website (yes it includes a heat map and website analytics) and so much more. I also use it for project management.

Almost on equal footing (albeit it comes with a much higher price tag) is Salesforce, followed by HubSpot. These are both great platforms, they just cost a whole lot more to license and don’t come with the extra bells and whistles that Zoho One does. Price: $30-$40 per user per month.

Social Media

This section will be brief, your company has got to have at least the following accounts: LinkedIn, Instagram, Facebook, and Twitter. If you want to add others to the mix more power to you, but this is the base. I use Zoho to manage, automate, and track my posting (which is included) but you could easily use Hootsuite too. Price: Free (Zoho) – $30 per user per month for Hootsuite.

Email Marketing

Another quick section: you need to be incorporating email campaigns into your marketing activities. Email isn’t dead, that’s a lie (neither is direct mail, but that’s for another time). This is one where you could get away with Zoho to manage it, yet I stubbornly have stuck with MailChimp. I love the platform, the company, and what it stands for and have remained loyal. You can start with a free account for under 2,000 contacts, I have more in my list, so I pay a monthly fee (the fee staggers based on your amount of contacts). Constant Contact is a fine option too. Both integrate with Zoho. Price: Free (Zoho) – $30 per month and up for MailChimp.

Contract/Proposal Management

If your company is like mine, you crank out a lot of proposals and contracts on a regular basis. While we customize each one there is still plenty of overlap and recurring content that we leverage often. Standardizing as much as possible with templates creates a HUGE advantage. It allows us to crank out much more in less time. Business is a numbers game, i.e. more activity leads to more volume, which leads to more sales and revenue. So being able to get more proposals and contracts out in a timelier fashion is going to make a tangible impact on your business alone. For this I use/recommend IntellyDoc. Adding this to your tech stack is going to make a major impact on your business. Price: Free (Freemium Model) – $150+ per month depending on your company’s situation.

Payment Processing

Not that your company is closing all this new business you’ve got to collect, right? I have an account set up with PayPal, Square, Stripe, Venmo, Zelle, Coinbase, and Gold Money to collect fees from clients. I recommend having them all nothing else in your business matters if you don’t collect the fees you charge. They all connect to your bank, which should connect to your bookkeeping platform, which then connects back to the CRM to tie in deal flow tracking and to assist with financial forecasting, etc. Price: Free aside from a percentage per transaction.

Bookkeeping

QuickBooks gets all the love, but I’ve been using Wave and it’s really great too (you’re probably sick of hearing this by now but Zoho has an application that comes with your Zoho One account too). QB integrates with Zoho, Wave doesn’t which is a minor annoyance, but I created a work flow to work around that.

Other recommendations:

Scheduling: Acuity is awesome to assist with scheduling meetings, demos, calls, etc. by allowing folks to see open times on your calendar and book appointments. They have a freemium model.

Ecommerce: Shopify.