Franklyn's Bay marketing, recognizes and understands
that almost all vintners and growers are heavily restricted
both legally and financially in how they can advertise,
and get their brand message out to the consuming public,
so we have develop methods that can help.
"Developing a vineyard-marketing
plan"
Brand development is crucial for today's
growers especially in a global competitive market.
With literally the whole world competing for customers,
being a good marketer is not optional. If you are
not a good marketer, you are out of business, or soon
will be. Having a compelling story to tell potential
clients--whether it's about innovative techniques,
a unique vineyard site or sustainable farming practices--is
the foundation of an effective marketing program.
More and more consumers want to know the stories behind
their food and wine. Especially in light of the spinach
salmonella scare in the United States and the most
recent problems with the fish imports from China.
For the grower a "marketing Strategy"
means helping educate the public instead of just promoting
their product. Why should a vintner by from a certain
grower? Because they see something special in the
grower and his product, which can be developed to
help promote the vintners product to the consumer.
So it's the growers responsibility to educate the
vintner and the public about that specialness.
The GROWER / VINEYARDS needs to get
out to the wineries and the public and tell them what
they are doing to make their grapes better.
The local press and the Internet can
help them. The nonwinery grower needs to be seen by
the public as a unique part of the wine industry.
They need to be seen as much more than just a producer
of an agricultural commodity. They need to be seen
as someone interested in high quality, not just tonnage.
They need to be seen as concerned Stewart's of the
environment, and there community and their farmworkers.
Growers / vineyards should strive to become
a vineyard-designated feature on every bottle that
is sold with their fruit in site it. This means your
doing something that make's your fruit stand out from
your competitors. This will allow you to market your
fruit not so much as a fungible agricultural commodity
but as unique, high-quality, special product.
"Public relations" is about
the only public medium that the grower can afford,
However if done right can increase his fruits value
to the vintner and therefore receive a premium price
for his fruit. More and more growers / are starting
to figure out that there's a market for high-end grapes
if they're growing and marketing them well.
Remember, it takes a lot more than just raising your
price to go after the high end winery's.
You need to get out into the industry and make connections.
You need to go to all the events, and host as many
events as possible. You need to continuously be learning
about the business that your in, and frankly, you
need to take it very seriously.
Finally you need to promote your self
through the "Internet Strategy"
because it's the most affordable and visible way to
do it. If you have any questions or think that I can
be of any help please don't hesitate to contact me.
