Wine Marketing Metrics

1

• Wine Marketing Metrics
•  Paul Wagner, President, BALZAC
• Instructor, Napa Valley College
• Wine Marketing Sales

2
How do you know if it is working?

• Using metrics to measure your marketing
• You cant manage what you cant
• measure
• What metrics do we use?

3
Marketing Metrics

• Contacts how many did you make?
• How do we quantify them?
• How do we qualify them?

4
The big question

• Was it worth it?

5
So how do you answer it?

• Cost analysis include time, money and wine
• Create a spreadsheet
• Review and evaluate every
• marketing activity
•  

6
Quantifiable results

• Business cards collected
• Visits scheduled
• Wine club memberships brochures
• Winery visits requested
• Media clips
• Facebook friends

7
Qualified Results

• Business cards collectedfollowed up?
• Visits scheduledand executed
• Wine club memberships sold
• Winery visits requested wine sold
• Media clips market, message and publication?
• Facebook friends action?

8
COSTS

• Wine in cases, and in cash
•  
• Time in hours and in cash
•  
• Expenses in cash

9
COMPARE

• This event with other events
• This year vs. other years
• Your results vs. other wineries

10
ADAPT!

• Use the comparison to adjust your marketing
  efforts
• Eliminate low ROI programs
• Multiply high ROI programs
• Be creative. And ruthless.

11
DEFINE EXPECTATIONS

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