tag:blogger.com,1999:blog-9210235767643862872.post488386071958681810..comments2024-03-18T04:47:16.199-07:00Comments on The Gray Report: Social media doesn't sell much wineW. Blake Grayhttp://www.blogger.com/profile/17755307711801965966noreply@blogger.comBlogger49125tag:blogger.com,1999:blog-9210235767643862872.post-85859193654359626302017-02-23T13:11:01.299-08:002017-02-23T13:11:01.299-08:00Proffered without comment:
"Social Media'...Proffered without comment:<br /><br />"Social Media's Disappointing Numbers Game"<br /><br />Link: http://www.wineintelligence.com/social-medias-disappointing-numbers-game/Bob Henryhttps://www.blogger.com/profile/02089688073031173053noreply@blogger.comtag:blogger.com,1999:blog-9210235767643862872.post-52410426585409856282017-02-20T09:58:27.308-08:002017-02-20T09:58:27.308-08:00Bob -
I no longer work for W2O, the owners of the...Bob - <br />I no longer work for W2O, the owners of the data and who published the report a year ago. Also the analysts that built the report have also moved on to other jobs with different companies. It is possible that we can ask them but they have lost interest in the wine industry . . .<br /><br />That being said I truly respect David Morrison and his work (stellar stuff). I am happy to work Anonymoushttps://www.blogger.com/profile/08223747374210634040noreply@blogger.comtag:blogger.com,1999:blog-9210235767643862872.post-47635974499340012632017-02-19T12:00:22.172-08:002017-02-19T12:00:22.172-08:00Paul:
Glad we agree:
"Feelings are not fact...Paul:<br /><br />Glad we agree:<br /><br />"Feelings are not facts and math continues to prove the efficacy of digital marketing AND social media."<br /><br />So I will repeat my earlier question:<br /><br />Are you willing to release the data ["facts and math"] underpinning your TMRW Engine "The Five Tribes of Online Wine Buyers" report (if that's the study you Bob Henryhttps://www.blogger.com/profile/02089688073031173053noreply@blogger.comtag:blogger.com,1999:blog-9210235767643862872.post-66779551790986140592017-02-18T08:43:31.448-08:002017-02-18T08:43:31.448-08:00Blake,
It's absolutely true that as one of th...Blake, <br />It's absolutely true that as one of the industry's experts I frequently comment on articles with erroneous information about the topic (the intersection of digital and wine) using facts and math vs feelings or uneducated and biased opinions (MH). It would be a disservice to the industry to permit the misrepresentations stemming from the article or the logical fallacies in theAnonymoushttps://www.blogger.com/profile/08223747374210634040noreply@blogger.comtag:blogger.com,1999:blog-9210235767643862872.post-62703103891694400602017-02-17T22:04:14.212-08:002017-02-17T22:04:14.212-08:00Paul: Miquel is a regular reader and frequent comm...Paul: Miquel is a regular reader and frequent commenter on this blog for all issues related to wine.<br /><br /><br />But there IS someone in this comment section who can be described as "trolling the entire internet (on) any posts related to wine and social media." (Mic drop)W. Blake Grayhttps://www.blogger.com/profile/17755307711801965966noreply@blogger.comtag:blogger.com,1999:blog-9210235767643862872.post-72008705936001231482017-02-17T21:01:10.792-08:002017-02-17T21:01:10.792-08:00Miquel:
I found this on the Web:
"Establish...Miquel:<br /><br />I found this on the Web:<br /><br />"Established in 1900, Garitina Cascina is a working farm family, now in its fourth generation with Gianluca Morino, the current owner.<br /><br />"Our vineyards are located in the heart of Monferrato, and cover an area of about 26 hectares, divided between Barbera, Brachetto, Dolcetto, Pinot Noir, Merlot and Cabernet Sauvignon.&Bob Henryhttps://www.blogger.com/profile/02089688073031173053noreply@blogger.comtag:blogger.com,1999:blog-9210235767643862872.post-36296586354976072422017-02-17T16:14:36.557-08:002017-02-17T16:14:36.557-08:00Bob,
Sure, no true Scotsman using Constellation as...Bob,<br />Sure, no true Scotsman using Constellation as an example only expresses the market dominance of the largest brands and their ability to leverage their sales and marketing weight with the distributors. It also ignores the rest of the winery marketplace dynamics and how other industries succeed with social media. To be clear, I do not think social media is the end all, be all. But it is aAnonymoushttps://www.blogger.com/profile/08223747374210634040noreply@blogger.comtag:blogger.com,1999:blog-9210235767643862872.post-10252183416360677602017-02-17T14:31:56.296-08:002017-02-17T14:31:56.296-08:00Gianluca, since your avatar is Eric Bana in Troy, ...Gianluca, since your avatar is Eric Bana in Troy, perhaps you could enlighten us as to which winery you have and the overall scope of you social media campaigns as, at 60%, it would make you an extreme outlier in anyone's statistics.Zzzzhttps://www.blogger.com/profile/10194540731851325282noreply@blogger.comtag:blogger.com,1999:blog-9210235767643862872.post-85512892363324871402017-02-16T14:52:25.619-08:002017-02-16T14:52:25.619-08:00Post-postscript (continued)
“Constellation Brands...Post-postscript (continued)<br /><br />“Constellation Brands Reports Fiscal 2013 Results and Fiscal 2014 Outlook”<br /><br />Link: http://www.cbrands.com/news-media/constellation-brands-reports-fiscal-2013-results-and-fiscal-2014-outlook<br /><br />Their net sales were $2,796 million and operating income was $523 million.<br /><br />$17 million incremental revenue represents six-tenths of 1% of Bob Henryhttps://www.blogger.com/profile/02089688073031173053noreply@blogger.comtag:blogger.com,1999:blog-9210235767643862872.post-74253123600427896162017-02-16T14:48:56.827-08:002017-02-16T14:48:56.827-08:00Post-postscript.
How successful is a LARGE wine o...Post-postscript.<br /><br />How successful is a LARGE wine operation in selling through social media?<br /><br />Let's take a real world example.<br /><br />"Exploring the Impact of Social Media Practices on Wine Sales in U.S. Wineries"<br /><br />Link: http://academyofwinebusiness.com/wp-content/uploads/2014/07/SMon06_Tach_Liz.pdf<br /><br />". . . they [Constellation Brands] Bob Henryhttps://www.blogger.com/profile/02089688073031173053noreply@blogger.comtag:blogger.com,1999:blog-9210235767643862872.post-59538252347188556772017-02-16T13:56:41.235-08:002017-02-16T13:56:41.235-08:00Direct to Consumer can work for small wineries tha...Direct to Consumer can work for small wineries that sell through their mailing list.<br /><br />(Think Screaming Eagle. Harlan. Scarecrow. Sine Qua Non.)<br /><br />DTC can work for other small wineries that supplement mailing list revenue with tasting rooms sales.<br /><br />But it cannot work for large wineries whose high volume business model requires the Three Tier Distribution system.<br /><Bob Henryhttps://www.blogger.com/profile/02089688073031173053noreply@blogger.comtag:blogger.com,1999:blog-9210235767643862872.post-11941273454933017602017-02-16T13:39:10.369-08:002017-02-16T13:39:10.369-08:00Nessuno:
I have no knowledge or firsthand experie...Nessuno:<br /><br />I have no knowledge or firsthand experience on how wine is marketed in Italy, so I can't comment on what works there.<br /><br />But I know the U.S. marketplace, and can cite these statistics on the challenges of small to mid-sized wineries in garnering distribution (hence the need to forge another sales channel through Direct to Consumer):<br /><br />From Wine Spectator Bob Henryhttps://www.blogger.com/profile/02089688073031173053noreply@blogger.comtag:blogger.com,1999:blog-9210235767643862872.post-49627079747091385822017-02-16T00:08:08.304-08:002017-02-16T00:08:08.304-08:00Good morning, I’m Gianluca Morino a winemaker from...Good morning, I’m Gianluca Morino a winemaker from Piedmont, Italy, and I don’t agree with the post, but since I own a winegrowing estate in which 60% of sales turnover is generated through social networks and the digital world, I feel the need to comment. Everything depends entirely on how you use these opportunities and it takes time to progress from branding operations to direct and indirect Nessunohttps://www.blogger.com/profile/10021609994788390025noreply@blogger.comtag:blogger.com,1999:blog-9210235767643862872.post-44130513282795716032017-02-16T00:06:12.540-08:002017-02-16T00:06:12.540-08:00(The original URL has been changed to the second c...(The original URL has been changed to the second cited Wall Street Journal article. So once again . . .)<br /><br />Likewise worth reading . . .<br /><br />From The Wall Street Journal “Marketplace Section<br />(June 26, 2006, Page B5):<br /><br />“Why Management Trends Quickly Fade Away:<br />'Fashion Surfers,' Who Offer Service When Idea Is Hot,<br />Tend to Be Less Qualified”<br /><br Bob Henryhttps://www.blogger.com/profile/02089688073031173053noreply@blogger.comtag:blogger.com,1999:blog-9210235767643862872.post-14386244942457510872017-02-15T23:49:53.397-08:002017-02-15T23:49:53.397-08:00This comment has been removed by the author.Bob Henryhttps://www.blogger.com/profile/02089688073031173053noreply@blogger.comtag:blogger.com,1999:blog-9210235767643862872.post-87089771157204899872017-02-15T23:47:01.283-08:002017-02-15T23:47:01.283-08:00This comment has been removed by the author.Bob Henryhttps://www.blogger.com/profile/02089688073031173053noreply@blogger.comtag:blogger.com,1999:blog-9210235767643862872.post-67607285285823732392017-02-15T23:43:55.211-08:002017-02-15T23:43:55.211-08:00I correct myself. Two postscript comments.
Worth ...I correct myself. Two postscript comments.<br /><br />Worth reading . . .<br /><br />From The Wall Street Journal “Main News” Section<br />(May 15, 2006, Page B1):<br /><br />“Executives Must Stop Jumping Fad to Fad And Learn to Manage”<br /><br />Link: http://online.wsj.com/article/SB114765332174952570.html<br /><br />By Carol Hymowitz<br />“In the Lead” Column<br /><br />And see next one . . .Bob Henryhttps://www.blogger.com/profile/02089688073031173053noreply@blogger.comtag:blogger.com,1999:blog-9210235767643862872.post-67666956656802084542017-02-15T22:58:38.852-08:002017-02-15T22:58:38.852-08:00This comment has been removed by the author.Bob Henryhttps://www.blogger.com/profile/02089688073031173053noreply@blogger.comtag:blogger.com,1999:blog-9210235767643862872.post-26172540196611271252017-02-15T22:49:41.260-08:002017-02-15T22:49:41.260-08:00Paul,
Since you enjoy quoting folks, let me proff...Paul,<br /><br />Since you enjoy quoting folks, let me proffer one.<br /><br />In my humble opinion, too many social media promoters are guilty of embracing the law of the instrument: an over-reliance on a familiar tool.<br /><br />As Abraham Maslow said in 1966:<br /><br />"I suppose it is tempting, if the only tool you have is a hammer, to treat everything as if it were a nail."<br />Bob Henryhttps://www.blogger.com/profile/02089688073031173053noreply@blogger.comtag:blogger.com,1999:blog-9210235767643862872.post-70074649864204929732017-02-15T22:30:32.792-08:002017-02-15T22:30:32.792-08:00Paul:
Are you willing to release the data underpi...Paul:<br /><br />Are you willing to release the data underpinning your TMRW Engine "The Five Tribes of Online Wine Buyers" report (if that's the study you alluded to above) to a third party for "peer review"?<br /><br />If yes, then academic David Morrison in Sweden (who writes the Wine Gourd wine blog analyzing wine data) is willing to review it.<br /><br />Link: http://Bob Henryhttps://www.blogger.com/profile/02089688073031173053noreply@blogger.comtag:blogger.com,1999:blog-9210235767643862872.post-61223566863922206632017-02-15T22:17:25.128-08:002017-02-15T22:17:25.128-08:00This comment has been removed by a blog administrator.Bob Henryhttps://www.blogger.com/profile/02089688073031173053noreply@blogger.comtag:blogger.com,1999:blog-9210235767643862872.post-51827456192315391922017-02-15T22:11:29.804-08:002017-02-15T22:11:29.804-08:00I just deleted a comment from someone who offered ...I just deleted a comment from someone who offered readers a chance to buy Facebook likes.<br /><br />I mention this because another commenter here presents social media statistics as authoritative.W. Blake Grayhttps://www.blogger.com/profile/17755307711801965966noreply@blogger.comtag:blogger.com,1999:blog-9210235767643862872.post-62564318236355434912017-02-15T14:36:20.252-08:002017-02-15T14:36:20.252-08:00Social media (specifically Facebook) drives people...Social media (specifically Facebook) drives people to visit our winery. People check in, post pictures in the tasting room, rsvp to events, and share our posts. Their friends see that. Personal recommendation of a business from a friend or family member carries a lot of weight and social media is an excellent tool to communicate those recommendations. We are in the boonies. They don't just sofiahttps://www.blogger.com/profile/13937807983677083486noreply@blogger.comtag:blogger.com,1999:blog-9210235767643862872.post-43659583297784518262017-02-15T10:35:59.129-08:002017-02-15T10:35:59.129-08:00Paul,
"Doing some or extensive in-store samp...Paul,<br /><br />"Doing some or extensive in-store sampling is not mutually exclusive from using social media or digital marketing."<br /><br />I have never said this. Never implied this. And no one should infer I have.<br /><br />I don't see it as an either/or proposition.<br /><br />Social media is one tool in the marketer's toolbox.<br /><br />As is public relations, sales Bob Henryhttps://www.blogger.com/profile/09099196210297757292noreply@blogger.comtag:blogger.com,1999:blog-9210235767643862872.post-34478222254996407222017-02-14T16:24:31.109-08:002017-02-14T16:24:31.109-08:00Bob,
I can see you were on a passionate harangue s...Bob,<br />I can see you were on a passionate harangue so let me help you with your straw man argument. First, although a utopian ideal, it is absolutely correct that having a customer in the tasting room of a winery creates more brand loyalty than any other experience. Sadly, that is an impossibility and not a feasible marketing strategy. <br /><br />Second, <b>you ARE correct</b>, when consumersAnonymoushttps://www.blogger.com/profile/08223747374210634040noreply@blogger.com