GETTING THE MOST FROM YOUR PUBLIC RELATIONS RESOURCES

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• GETTING THE MOST FROM YOUR PUBLIC RELATIONS
  RESOURCES
•  Paul Wagner, President, BALZAC

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GOAL OF MARKETING OPENING THE DOOR

• Define Winery Position
• Understand Distribution
• Support Sales

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SWOT DIAGRAM

• Strengths
•  
• Weaknesses
•  
• Opportunities
•  
• Threats

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SWOT

•  Analyze competitive PR programs
• Focus on high return programs
• Invest in long term strategies

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PULLING THROUGH THE PIPELINE

• How does PR help?
•  
• Who really gets people to buy a specific wine?
  Role play it.
• What can it do that advertising can't?
•  
• Can it build long term success,
• relationships, results?

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DONT JUST TALK LISTEN

• Propaganda ends where dialogue begins.
• Marshall McCluhan

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WHAT (WINE) MAGAZINES WANT

• Best buys
• High scores
• News
• Interesting photos
• More readers, better readers

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SPECIAL EVENTS

• Wine festivals
• Donations
• Market visits
• Word of mouththe buzz

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WINE FESTIVALSGOALS AND BUDGETS

• Trade show booths--play to win, don't just show
  the flag
• Who will notice if you're not there--and how to
  deal with them
• Wine costs, travel expenses
• Piggyback for cost effectiveness
• Everyone else will be in town
• at the same time

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DONATIONS GOALS AND BUDGETS

• Play to win--and think big
• One big role is better than twenty bit parts
• What can you get in return?
• Negotiate

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MARKET VISITSGOALS AND BUDGETS

• Distributor meeting
• Key accounts lunch
• Media lunch
• Consumer event

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WORD OF MOUTH THE BEST MARKETING TOOL

• Satisfied customers tell 8 people unhappy ones
  tell 22
• Your business must be perfect to get
• the recommendations
• If you dont meet expectations,
• you lose
• Goals and a budget!

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STRATEGIES FOR MANAGEMENT

• Management is the first public
• Approval process
• Defining expectations
• Cost effectiveness--national marketing
  amortization

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 PUBLIC RELATIONS TACTICS

• Press kit
• Press releases
• Sample mailings
• Newsletters
• Events and promotions
• Media training
• Media relations
• Trade shows
• Market visits
• Sales support

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PRESS KIT

• A reference library
• Content
• Backgrounder
• People, people, people
• Swot--what is different
• Recipes/photos/support
• Formatcontact info!
• Style

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PRESS RELEASES

• News, not announcements
• A/P style and format
• Research the facts
• Read the publications
• Ask the editors
• Refine the story
• Resend or resell the story

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SAMPLE MAILINGS

• What's the point?
• Who's the audience?
• Editorial calendars
• Research and reminders

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NEWSLETTERS

•  They're not news
•  
• Goals and budget
•  
• Direct mail sales
• Build brand loyalty
• Create visitor traffic

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EVENTS AND PROMOTIONS

• Start with goals and budgets
• Match partners with your key messages
• Co-ops gain attention, but share focus. Dont
  get lost.
• Negotiate to get what you need
• Define expectations, then meet them

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MEDIA TRAINING

• GET A PROFESSIONAL
•  
• Forget tv, focus on content
•  
• Consistent style and message
•  
• Dramatics and emphasis
•  
• Practice, practice, practice

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MEDIA RELATIONS

•  Get to know them
•  
• Read their articles
• Talk to them about their interests
•  
• Give them what they need

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PR 101 IN SUMMARY

• Know your message
• Identify your audience
• Deliver the message
• Evaluate results

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DEFINE EXPECTATIONS

• Goals and budgets
• Hard results vs. Image enhancement
• Be accountablefor all our sakes