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.
My New Book Shows you How to Make More Money, with Fewer Customers, Without Discounting
November 7, 2011 By Leave a Comment
New Website, New Support, New Book
October 22, 2011 By 2 Comments
MyLocalWineStore.com has been updated! It is all to do with the book that is about to be released, How to Sell Wine Online. Each chapter is packed with tips and techniques on how a wine retailer can sell more wine on the internet. New to the website are forums. EachForum is married to a chapter of the book to allow questions, debates, and strategy updated as technology moves on.
Local SEO and Wine Stores in 2011: an Update of the Top 10 tasks
August 5, 2011 By Leave a Comment
Google is putting more focus on local businesses and location services. In this post I go through all the things you can do to make sure your local store is at the top of the search rankings. It is an update of the blog post I did back in Feb-11.
9. Illustrative Marketing Plan for Inspiring Businessman Segment
July 3, 2011 By 1 Comment
Bringing together all the work from the other wine marketing steps into an illustrative marketing plan tailored for a particular winery for the wine segment Inspiring Businessman.
3. Overwhelmed by Wine Industry Competitors?
June 2, 2011 By 1 Comment
Is your great wine being overwhelmed by stronger wine industry brands perhaps with a more comprehensive wine marketing programme? Most wine industry competitors are doing what everyone else does – they are trying to copy success. They’ve looked at what others are doing and may have also chosen a less sophisticated form of analyzing niches – e.g. women, Napa Valley, cool climate Pinot Noir. Indeed they will probably be doing no marketing at all (Wine Business Monthly 2006, of the 9300 wineries in the US fewer than 10 percent have clear marketing strategies). This post outlines how to (re)position your brand.
How to Find Local Wine Customers: Local PPC
February 23, 2011 By Leave a Comment
If you’re a Wine Store in Chicago, you don’t want to spend money on ads being showed to Miami residents. On the other hand if a Miami resident wants to buy a bottle of wine for a friend in Chicago, then you do want them to see your ad so they can buy in Chicago and save on freight costs. How does this work? Google identifies a search phrase as “local”. It’s the realm of Local PPC and I’ll go through how you do this in Google Adwords by using geo-targeting, ad extensions, keywords, ad copy, and landing pages.
Local Wine Stores on Local Search: the Top 10 Things You Can Do
February 21, 2011 By 1 Comment
A survey is done each year to see what Local SEO experts think the most important factors are. I go through the top 10 here from a local wine store perspective. In 2010 they included: 1. General Importance of Claiming Place Page; 2. Business Address in City of Search; 3. Associating Place Page with Proper Categories
