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

GOAL OF MARKETING: OPENING THE DOOR Define Winery Position Understand Distribution Support Sales

SWOT DIAGRAM Strengths Weaknesses Opportunities Threats

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

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?

DON’T JUST TALK; LISTEN “Propaganda ends where dialogue begins.” Marshall McCluhan

WHAT (WINE) MAGAZINES WANT Best buys High scores News Interesting photos More readers, better readers

SPECIAL EVENTS Wine festivals Donations Market visits Word of mouth—the buzz

WINE FESTIVALS: GOALS 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

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

MARKET VISITS: GOALS AND BUDGETS Distributor meeting Key accounts lunch Media lunch Consumer event

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 don’t meet expectations, you lose Goals and a budget!

STRATEGIES FOR MANAGEMENT Management is the first public Approval process Defining expectations Cost effectiveness--national marketing amortization

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

PRESS KIT A reference library Content –Backgrounder –People, people, people –Swot--what is different –Recipes/photos/support –Format—contact info! –Style

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

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

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

EVENTS AND PROMOTIONS Start with goals and budgets Match partners with your key messages Co-ops gain attention, but share focus. Don’t get lost. Negotiate to get what you need Define expectations, then meet them

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

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

PR 101 IN SUMMARY Know your message Identify your audience Deliver the message Evaluate results

DEFINE EXPECTATIONS Goals and budgets Hard results vs. Image enhancement Be accountable—for all our sakes