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

How do you know if it is working? Using metrics to measure your marketing: You can’t manage what you can’t measure What metrics do we use?

Marketing Metrics Contacts: how many did you make? How do we quantify them? How do we qualify them?

The big question: Was it worth it?

So how do you answer it? Cost analysis: include time, money and wine Create a spreadsheet Review and evaluate every marketing activity

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

Qualified Results: Business cards collected—followed up? Visits scheduled—and executed Wine club memberships: sold Winery visits requested: wine sold Media clips: market, message and publication? Facebook friends: action?

COSTS Wine: in cases, and in cash Time: in hours and in cash Expenses: in cash

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

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

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