Wine Internet Marketing

This category covers some social media related posts as well as diverse topics from your customers browsing online and buying in-store.

New Book Interview on VinVillage’s Wine and Dine radio show

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emailLynn Krielow Chamberlain interviews Bruce on VinVillage’s Wine and Dine radio show. You can listen to the interview care of VinVillage or read the transcript below. The first half of the show talks about publishing on Amazon and the politics of wine distribution. After the ad break we get talk about the book which is where [...]

My New Book Shows you How to Make More Money, with Fewer Customers, Without Discounting

I describe how a hypothetical wine store stops discounting, refocuses on very profitable customers, by sharing the store owner’s passion for wine. The store starts with 1467 customers, it drops 259 customers and turns a financial loss of -$46,374 into a profit of $214,354. However its revenue increases by $300,000. My imaganiery store owner has had a larger discounter open up next door. He has tried to match the prices but has quickly found himself in a hopeless financial position. This book follows him as he creates a business plan and an internet oriented marketing strategy to refocus on the most profitable customers.

Wine and Technology – vintank’s 12 predictions

Vintank has just produced a new wine marketing technology report that includes predictions about wine ecommerce, social media, social commerce, mobile apps and others. I go through each of the predictions and give my opinion.

Are you on a “Burning Platform”?

Rather than being a wine store, a retailer, a wine expert, a marketing expert, a capable tech user, a good sharer of info and knowledge: in wine forums, wine blogs, on facebook and twitter … a good wine store is a mixture of all these and more. It sits astride the new wine ecosystems that are spreading around the world and around the internet – but bringing the best of those back to your local customers.

Google 2010: end of empire, hail the new order

Since the mid 2000s you could expect to make a reasonable return on Google SEO and Adwords marketing expenditure. With the increase in competition, and the explosion of Social Media, Mobile and Local services this is now not necessarily the case. Or at least it is much harder. The good news is that a local business is at the heart of the three changes we’ve seen in 2009-10: Social, Mobile and Local.

Robert Parker and his wine retailer page

eRobertParker.com has the superb creditability of a brand name critic with a searchable database. Importantly this is matched with the 150,000 actual Wine Advocate reviews in the eRobertParker.com database.

A Selling Wine Online Financial Model

I’ve done a number of financial models looking at the ROI of a online wine store. Here’s my top level calculations for you to put in your own spreadsheet. Wine Revenue = Traffic Volume * Conversion% * Order Value. So the amount of revenue you get depends on the volume times the % who buy times the dollar value. Wine Online Cash flow = Net Revenue less Variable and Fixed Costs…

“The Big Five Fundamentals of Ecommerce Strategy”

Mathew at FastPivot wrote a post similar to what I have been saying in my posts on the process of selling win online: Traffic – Conversion – Administration – Repeat Business. Which is not surprising as it’s a well known process amongst internet marketing and ecommerce professionals. However his spin is worth repeating below, “There are areas of consistent focus where we have spent the last decade helping to grow businesses online. Ultimately every tactic should fall under the what I call the “Big Five Fundamentals of E-commerce.”…

Wine Internet Marketing: Why use social media, it’s not that obvious

I’m a keen supporter of social media because it gives you ‘reach’. I’m yet to be convinced that social media will give you sales. Which for a direct response marketer this is a quandary. Here’s the argument for social media from Socialcreeper.com and why I support social media.

A wine retail eCommerce store in 2019, end of an industry?

I’m reading lot’s of predictions about the end 2010 so I thought I’d make some predictions for the end of this decade.
Google will: ask how much you want to spend – and provide the impressions, clicks or conversions or actions of some type to that budget; will suggest wine bottle prices (see below); then it will route them to the Google best practice eCommerce store – branded as your own; take payment – using its own bank and payment service; and provide shipping services – this time with third parties such as Fedex