Social Media: A Missed Marketing Opportunity For New Zealand Wineries

Jayson Bryant
My Website · My Articles
Posted: April 30th, 2010

Are New Zealand wineries missing out on a great marketing opportunity that other countries have garnered?

Although Social Media (SM) is a widely talked about subject within the New Zealand media, very few wineries are using this medium to convey their message to those who want to listen. There are 600+ wineries in New Zealand and yet less than 30 wineries are using Twitter, even fewer using it on a regular basis. Most wineries that are using Twitter have made less than 200 Tweets. More wineries are utilizing Facebook but still less than 10% have a regularly updated Facebook page.

Are these wineries missing out on advertising their brand to where their customers are? Or are they correct in not wasting their time? There are many stories of wineries world wide using SM that have increased their sales but more importantly their profile on a world platform.

For those wineries that are not using SM they are likely not to hear what is being said about them and even less likely to know what isn’t being said about them. Wine is inherently a social lubricant and well matched to Twitter where the conversation is immediate and in real time. New Zealand has always been very technically advanced yet remains in the Social Media dark ages. There is a real reluctance for wineries to get involved and start a conversation about their wine/brand. Many wineries suggested it was not worth their time or money to get involved and wanted to know what the Return On Investment (ROI), whereas I prefer to call it ‘Return On Involvement’.

Your return will grow over a period of time; nothing is immediate. Most of the wineries thought that Twitter and Facebook were for kids, but that simply is not the case. Even if it were, they are the next generation of wine consumers.

New Zealand is isolated geographically but the Internet has brought us closer to the rest of the world. Social media has made it very easy for wineries to display their wares and get people, globally, talking about them. Most wineries still believe that it’s not for them and the actual number of New Zealanders using SM is relatively small – so why bother? There are millions of people using it overseas where their wine drinkers are. With so few New Zealand wineries using Social Media, it is allowing those that are a great advantage. These wineries are one step ahead of the game and have already recognized what rewards Social Media plays to their business plan. It’s not only those wineries that are using Social Media but those people who tell others, that do not use it, about the wine/winery.

Posted via web from Wine Marketing 101

Hawke's Bay Syrah - Episode # 217

Click to Play

www.thewinevault.co.nz
www.winevaulttv.com
Jayson Bryant, of The Wine Vault, tastes Ngatarawa Reserve Syrah from Hawke's Bay.

Central Otago Wine: A World of Difference - Australia

You are invited to a Wine Tasting in Australia by Central Otago wine producers.

Don't miss this opportunity to experience an extensive variety of fine wines from Central Otago, New Zealand and to mingle with the winemakers.

COPNL would also like to invite the trade and media to join us for an in depth masterclass in each city and hosted by our winemakers; for more information please email info@centralotagopinot.co.nz

Cities

Melbourne

Saturday 19th June - consumer tasting

Tuesday 22nd June - trade and media tasting

Sydney

Thursday 24th June - trade and consumer event

via centralotagopinot.co.nz

Posted via web from The Wine Vault

Gimblett Gravels Newbie - Episode # 218

Click to Play

http://www.thewinevault.co.nz

http://www.winevaulttv.com

Jayson Bryant, of The Wine Vault, tastes new kids on the block winery Two Gates Syrah and Bordeaux Blend 2007 from Gimblett Gravels, Hawke's Bay.

Gimblett Gravels Syrah - Episode # 217

Click to Play

http://www.thewinevault.co.nz

http://www.winevaulttv.com

Jayson Bryant, of The Wine Vault, tastes Ngatarawa Reserve Syrah from Hawke's Bay.

Astrolabe Pinot Noir - Wine Vault TV

Click to Play

http://www.thewinevault.co.nz

http://www.winevaulttv.com

Jayson Bryant tastes Astrolabe Pinot Noir from Marlborough on Wine Vault TV.

The Finale - Episode # 215

Click to Play

http://www.thewinevault.co.nz

htt://www.winevaulttv.com

Jayson Bryant matches Pegasus Bay Finale sweet wine with FairTrade bananas.

Special Guest Stephenie Rodreguez - Episode # 214

Click to Play

http://www.thewinevault.co.nz

http://www.winevaulttv.com

Mighty Media's Stephanie Rodriguez drops in from Sydney and talks wine, media and life in general.

The Worlds Most Passionate Gelato Maker – Episode # 212 « winevaulttv.com

via winevaulttv.com

www.thewinevault.co.nz
Gianpaolo Grazioli, Giapo, is the world’s most passionate Gelato maker. Together with Jayson Bryant, The Wine Vault, they taste Recioto di Soave, from Italy.

Posted via web from The Wine Vault

Brunello & Chianti - Episode # 213

Click to Play

http://www.thewinevault.co.nz

http://www.winevaulttv.com

Giapo and Jayson taste Brunello and Chianti from Italy on Wine Vault TV.

The Worlds Most Passionate Gelato Maker - Episode # 212

Click to Play

www.thewinevault.co.nz

www.winevaulttv.com

Gianpaolo Grazioli, Giapo, is the world's most passionate Gelato maker. Together with Jayson Bryant, The Wine Vault, they taste Recioto di Soave, from Italy.

Telling the New Zealand Wine Story.

It amazes me to still see machine harvesters, stainless steel tanks, and other winery machinery being displayed in photos of harvest. In these hard financial times it is better to tell the story of New Zealand wine without shattering what people believe to be a romantic job.

Get rid of all of the pictures of machine harvesters and stainless steel tanks and put the romance and boutique back into NZ wine.
Show pictures of oak barrels, hand harvesting, and people smiling and the hand made approach to wine.

I know there is a need to show the reality but hand harvesting, oak barrels are reality, we just no need to show everything else, the sexy side of wine. This image would then help promote New Zealand wine and hopefully sell more of it.

Timed Blog Postings on Twitter and Facebook

When trying to reach a maximum audience with your blog post, try considering the time globally. 
If your target audience is in the US and you're in NZ then work out the time zones and publish accordingly. There is little point posting blog updates on Twitter when your audience is asleep! 

Posted via web from Jayson Bryant

Don't Just Say It, Do it!

There are so many businesses right now that are all saying the same thing "We're scared to do social media because we can't control the conversation" 
Well let me tell you something, the conversation has already started and either engage now or be lost, or as Brian Solis has said "Engage or Die"
You have more more chance of controlling, if that's your goal, the conversation if you are on the platforms where your customers are! 

Posted via web from Jayson Bryant

Gary Vaynerchuk on Wine Vault TV – Episode # 211 « winevaulttv.com

via winevaulttv.com

Gary Vaynerchuck tastes wine with Jayson Bryant on Wine Vault TV.
http://www.thewinevault.co.nz
http://www.winevaulttv.com

Posted via web from The Wine Vault

Gary Vaynerchuck in Sydney - Episode # 211

Click to Play

Gary Vaynerchuck tastes wine with Jayson Bryant on Wine Vault TV.

http://www.thewinevault.co.nz

http://www.winevaulttv.com

Brian Solis is Gary Vaynerchuk – Episode # 210

via winevaulttv.com

Brian Solis (pretending to be Gary Vaynerchuk) interviews Jayson Bryant, of The Wine Vault, on Wine Vault TV whilst tasting Mumm Cordon Rouge Champagne and Heiniken Beer.
http://www.thewinevault.co.nz
http://www.winevaulttv.com

Posted via web from The Wine Vault

Brian Solis on Wine Vault TV

via winevaulttv.com

I had the fortune of interviewing Brian Solis on Wine Vault TV

Posted via web from The Wine Vault

Special Guest Brian Solis - Episode # 209

Click to Play

Brian Solis and Jayson Bryant taste Mount Edward Pinot Noir on Wine Vault TV at the Connect Now conference dinner.

http://www.thewinevault.co.nz/afawcs0136421/CATID=24/SUBID=148/ID=792/SID=108725280/Mount%20Edward%20Pinot%20Noir.html

http://www.winevaulttv.com

Lost iPhone leads to new ideas!

On arrival of the red eye flight from Auckland to Sydney then onto the hotel I managed to lose my iphone!
Everywhere I searched failed to prove fruitful and just made me realise that I'd rather lose my wallet than a little piece of black Apple technology.

People asked had I signed up for MobileMe, was the phone charged, taken the taxi number, phoned the number, got insurance etc.This probing led me to give consideration as to what would have made this loss more palatable.

• Firstly make sure you back up your phone daily
• Sign up for MobileMe from Apple because of the geolocation finder that's part of the program. http://www.apple.com/mobileme/
• Always charge your phone so you can call it when lost.
• Have phone insurance (fortunately I had this!)
• Always take the taxi receipt when offered!

These are just some of the lessons that I have learnt from my recent experience and warn others to make sure you're covered as I now know my life is on that damn phone!

Posted via web from Jayson Bryant