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Today, more than ever, the writing of a one-page press release is critical, in order to get a wine writer’s attention.

Why?

  1. Writers are getting more mail than ever, and it’s mostly electronic.
  2. Who has time to read a new version of War & Peace?
  3. A press release is only intended to get a writer’s attention and less is more.
    • You’re writing the press release to get a story or a feature.
    • You’re not writing it for the intended media people. They’re going to write their own versions.
    • That information is most likely all over your Website already.
    • If it’s not, the writer will contact you for more information, and that’s as good as gold for bridge building purposes.
  4. If it’s more than one page, you’d better have a darned good reason.
    • Hopefully, that second, third, fourth, etc. page should be an attachment of worth.
    • In the wine business, maps, images, tech sheets, etc.
  5. Snap decisions… delete…
    • Most writers you query will make the first decision in the headline.
    • The next snap decision is in your first line.
    • One writer just said to me, “If I read one more press release that starts with the word, ‘Imagine,’ I’ll… and he hesitated for the right word – so I threw in “puke.’ We both burst out laughing…
    • Emails get deleted in a blink, as compared to snail mail deliveries; because more time, effort, money, and personal contact goes into the latter.

The following is a press release that recently I crafted, just to give you a practical example. It took me about three hours to write this one. When there are fewer words that hit a target hard and fast, it’s because there was more time spent researching, planning, strategizing, writing, editing, rewriting, and editing of the content… Always cutting out any superfluous words.

You want to inspire a writer, not overwhelm him or her.

Writing less with more content is an art form. So, here’s my latest work, as an example of saying it with fewer words, but saying all that needs to be said to create more interest.

Oregon Public Broadcasting has launched a new video

About the Oregon Wine Pioneers

Our OR PG group is so pleased to have two members included

Windsor, CA: Produced by the Oregon Historical Society, this video is extremely well done, capturing the heart and soul of the Oregon Wine industry. “Oregon Experience: Oregon Wine: Grapes of Place; Pinot noir has gained near cult status as Oregon’s premiere wine. But it wasn’t always so…” As it all began in the 60s and 70s.

Pioneers include (dates are from their websites):

  • Hillcrest Vineyards ~ Richard Summer ~ 1961 (with the help of Adolph Doerner)
  • The Eyrie Vineyards ~ David and Diana Lett ~ 1965 planted, 1970 first vintage
  • Erath Winery ~ Dick Erath ~ 1968
  • Oak Knoll Winery ~ Ron Vuylsteke, Sr. ~ 1970
  • Ponzi Vineyards ~ Dick & Nancy Ponzi ~ 1970
  • Adelsheim Vineyard ~ David Adelsheim ~ 1971
  • Socol Blosser ~ Bill Blosser and Susan Socol Blosser ~ 1971
  • Charles Corey Vineyards ~ Charles Corey (Old Reuter Farm) ~ 1975 (Today called David Hill Winery)
  • Tualatin Estate Vineyard ~ Bill & Virginia Fuller ~ 1973
  • Elk Cove Vineyard ~ Joe & Pat Campbell ~ 1973
  • Amity Vineyards ~ Myron Redford ~ 1974
  • Yamhill Valley Vineyards ~ 1983, 1985 top winner of the New York’s International Wine Center competition
  • Domaine Drouin Oregon ~ Robert Dourhin ~ 1987
  • Robert Parker gives high scores to OR Pinot 1985: Elk Cove, Oak Knoll, Sokol Blosser
  • Former Enology Extension Specialist OSU ~ Researcher Barney Watson of Oregon wine industry

Oregon Pinot Gris is also a “grape of place,” to quote Myron Redford, as he waxes poetic about Pinot Noir.

# # #

 

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July 21, 2012

Keeping Up With Mobile

As more people realize that social marketing has arrived and is not going away, the realization that mobile presence and marketing is following the same path. Similar to the early days of social marketing, mobile marketing comes in many fragmented flavors that will crystallize as we see what works.

Note that that one of the big investor issues when Facebook launched its IPO was whether or not it had the capability to provide a strong return using its mobile audience.  The audience was there, but Facebook had yet to fully monetize it.  In March, 2012, Americans spent 441 minutes accessing the site on their smart phones, compared to 391 minutes on their computer according to comScore .

Selected Social Networking Properties (Mobile Browser and App Audience Combined)
March 2012 
Total U.S. Smartphone Subscribers Age 18+ on iOS, Android and RIM Platforms 
Source: comScore Mobile Metrix 2.0
Total Unique Visitors (000) % Reach Average Minutes per Visitor
Facebook 78,002 80.4% 441.3
Twitter 25,593 26.4% 114.4
LinkedIn 7,624 7.9% 12.9
Pinterest 7,493 7.7% 52.9
Foursquare 5,495 5.7% 145.6
Tumblr 4,454 4.6% 68.4

Facebook has started to address this challenge with the introduction of the “Sponsored Stories” feature that now appears in your timeline. There are additional mobile timeline changes scheduled for 2012.

Why does this matter? You web site needs to reflect the changing landscape that mobile brings to the table.  When was the last time you looked at your site on a smart phone? Was it easy to read? Was it easy to use? Most importantly, was it easy to generate conversions for your desired goals?

Let’s look at a few statistics regarding mobile internet usage

  • Within the next year, more people will be accessing the internet via mobile devices rather than pc’s.
  • According to Google in “The Mobile Movement: Understanding Smartphone Users”
    •  70% of mobile users have compared prices on their mobile,
    • 65% have read product reviews and 50% mobile searches lead to a purchase.
    • 95% Smart phone users have searched for local information.
    • 61% users will call the business and 59% visit the location.
    • Of these people 90% will act within 24 hours.

Far from a comprehensive list, here are some action items to consider (we can discuss more with personalized consultation):

  • Your web site should be fully usable on a wide variety of smart phones. This can be done with appropriate code to determine if a smart phone is accessing your site.
  • We recommend responsive design vs. a separate mobile site.  That way your brand look and feel is fully maintained.
  • Prioritize the content that users need most.
  • It is more important the ever to optimize your images for speedy loading of your site.
  • Navigation needs to be as simple as possible with as little scrolling as possible.
  • Make sure the home page is clean, clear and concise. Users can move on to pages with deeper content, but the landing page is critical for retention.
  • Keep important features and structure consistent across the entire web site.
  • Minimize the amount of fields in forms to keep the page streamlined.
  • Be sure to include a search bar if you have a complex site.
  • Make sure phone numbers are coded as “click to call”.

A mobile optimized site will not only help with conversions of the audience you get from Facebook and other web properties who have a strong presence on the mobile web, but also with direct traffic to your site from other marketing efforts.

It’s a fast moving marketing landscape on the Internet and keeping up with mobile is the latest line in the shifting sands.  Decisions you make now regarding mobile will decide, in a few years, if you are left in the dust, or if your brand will be reaping the benefits of available technologies.

 

Originally published on Wine Blog ~ Juicy Tales from Jo Diaz:

[Pictured: My daughter and son-in-law, Melanie and Heath Hoffman at Pacific Star Winery exchanging their vows.]

Occasionally I am asked for help, and this is one of the questions that comes up… especially in the spring.

Always the big questions are, “How much wine is enough, and what’s a great value wine? We’re on a tight budget, but we want to take care of our guests.”

Especially for this time of year; this is a good post for not only weddings, but also for showers.

~ Think One (1) Bottle per Person ~

Safe start with Champagne for 100 guests:

  • There are six (5) full glasses of sparking per bottle ~ 5 pours / 1 bottle of any bubbly
  • Simple number of guests ~ 100
  • One glass of bubbly per person ~ 100 people divided by 5 pours/bottle = 20 bottles of any sparkling wine
  • Buy two (2) cases of bubbly
    • You’ll be all set for not only the Toast
    • You’ll also have some left over for your guests who love bubbly

One bottle per person = 100 bottles of wine. Take away your two cases of bubbly above (24 bottles), and you still have 76 bottles to go, or six more cases to buy.

Summer weather for a four hour reception.

  • There are five (5) full glasses of wine per bottle ~ 5 pours / 1 bottle of either white or red
    • Four (4) cases of White wine
      • Two Chardonnays (the most popular white wine in the world)
      • Two Sauvignon Blanc (another safe bet)
    • Two (2) case of red
      • One of Cabernet (most popular red in the world)
      • One of Merlot (another safe bet)

If you believe that this wedding reception has the potential to go longer than planned, you might want one more case of wine, split 50/50 between white and red.

And… if you want it to break up the party early, don’t buy more wine after your initial purchase; because once the wine is gone, the guests soon follow.

If you have a reception location with limited time on it, this takes the nervousness away from guests not wanting to leave on time. Just don’t provide unlimited wine and/or spirits.

~ The wine I would recommend to anyone ~

Criteria: A great value wine

Yes, this wine belongs to one of my clients. This is why I know so much about it and love the wine on a personal level. I don’t represent brands that I don’t believe in… And, sometimes it has nothing to do with the wine. Sometimes it has to do with the company’s principles that don’t mesh with mine. This wine, I’m happy to tell you has passed every test of time, and was the wine chosen for my daughter and son-in-law’s wedding, along with Pacific Star’s.

Most young couples need to stretch their budgets, and so do their parents, when the house is filled with girls…

Price being very important, this is the primary reason for this recommendation. I’m also very happy to enjoy this wine everyday as my “house” wine ~ many restaurants know this to be true, too.

Oak Grove wines are always a safe bet. While this wine is one of my clients’ wines, I wasn’t trying to make a sale, as much as recommend a wine that I knew to have several very important factors:

  • Retails for $8.00/bottle
    • That’s $96.00/case of wine times 6 cases
      • $576.00 ~ for wedding wine for 100 people
      • $5.76/head ~ without taking bubbly into account, don’t forget
    • Ask your retailer for a quantity discount
      • 10 percent will save you $58.00
      • $518.00, or $5.18/head
      • $5.18 for five glasses of wine per person ~ this is a bargain
  • Oak Grove is available nationally
  • The quality is in the bottle, every single vintage.
    • I’ve been working with this wine for almost five years, and know it really well
    • Every single vintage has had GOLD medals, and BEST BUY or BEST VALUE from Wine Enthusiast and/or Wine Spectator
  • The wine is in perfect balance
    • It has a trusted source for beautiful fruit
    • Value to quality ratio makes it a great bargain
  • The packaging is really classy and speaks well for the purchaser