Not predictions but hopes for 2008
Posted by Paul Mabray on January 2nd, 2008First, Happy New Year to all our readers, partners, and family. As we move into 2008 many people are making predictions about what is going to occur. Instead I wanted to pose ten things I hope will happen in the wine industry in 2008.
1. Wine bloggers will start to have influence like the mainstream media becoming more professional and significant and be treated by wineries as a core part of their PR strategy.
2. Colleges/trainers/people will start classes/programs/symposiums training the next generation of consumer direct experts.
3. Compliance regulations will ease in many states and more services and software will emerge to help wineries overcome the nuisance of these cumbersome and seemingly arbitrary rules.
4. Self Distribution/Direct to Trade will have more states open and become a new alternative route to market.
5. Wineries will make consumer direct a key part of their sales and marketing strategy (not a subset of hospitality) and allocate proper resources to support and grow this profitable part of their business.
6. A Wine 2.0 company will become meaningful to helping connect consumers to wineries.
7. The rest of the web based portals will treat wine as a key part of their portal strategy as opposed to an afterthought.
8. An innovative group of wholesalers will realize that consumer direct and self distribution/DTT are not a threat and embrace both these channels.
9. FedEx/UPS will embrace self distribution and DTT and help the wine industry solve some of the antiquated logistics issues (e.g. at rest).
10. Technology vendors serving wineries will meet more openly to help solve the issue of disparate systems.
11. (ok, one last one) - the Inertia team will start our Friday themed BBQ’s again (I still laugh remembering our root beer float/Elvis BBQ) and more wineries partners (and future partners) will join us.
Again, wishing everyone a happy New Year and looking forward to continuing to live in the most exciting time in the wine industry.
January 2nd, 2008 at 3:01 pm
I like where your head’s at Paul. Here’s to a great ‘08.
January 3rd, 2008 at 10:35 am
Paul,
I own a Public Relations and Wine Marketing firm. I feel confident in my client roster and have tried repeatedly to appeal to bloggers, even offering to submit samples of hard-to-find wines. They have responded rather rudely, I feel. Typically, they say they don’t accept samples, as they want the freedom to write about whatever they choose. I certainly agree that they should have the freedom to write about whatever they choose, but not accepting samples seems to me to be rather narrow-minded. I have also pitched them on attending events; again, they respond (almost unanimously) that they like to attend whatever events they choose and that they don’t want to be categorized alongside mainstream wine press. Again, I understand that perspective, but when I run into bloggers occasionally, they lament the fact that the public still reads the mainstream press for scores/reviews/perceptions, rather than give the same amount of respect to bloggers. If they would like to be taken as seriously as the mainstream press, then perhaps they would be open to attending the same symposiums, receiving a moderate number of thoughtfully submitted samples, or responding to pitches that appeal to mainstream writers. I’m fine with whatever the blogger culture decides, but I think they’re sending mixed messages to the publicists.
January 3rd, 2008 at 7:38 pm
Paul,
Been looking for and thinking about point #6 for about 4 years now. I think your timeline is pretty close but really looking at 2009-2010 for it to really reveal itself. We can only hope it happens this year, 2008!
Cheers!…and Happy New Years!
Chris
January 4th, 2008 at 7:34 am
Sao,
What you’ve discovered is that bloggers are very independent lot. In fact, they see themselves as the “response” to the mainstream wine media. Whether or not we can actually claim that position, it’s true that bloggers try to stay as independent as possible and many will not take samples and many are very careful in not being too chummy with PR types.
That said, I’ve worked with bloggers as a PR guy. There are those who are receptive to a pitch that must be VERY relevant to them. Some take samples. Some don’t. What’s interesting about bloggers is that they simply don’t put up with PR speak.
My advice is keep reading them, if only because there are so many good ones out there, but also because you’ll discover those bloggers who tend to be keen on finding good stories. But also, interact with them on their blogs just like you have here. Comment. Criticize. Congratulate. Stay involved.
January 15th, 2008 at 4:38 am
Dear Chris,
As a blogger myself, allow me to offer my two cents on what you’ve experienced. First off, we are new to the game, having evolved from as a backlash to mainstream media, as pointed out by Tom. Therefore, we are still feeling out the what rules do and do not apply to us. Do we accept samples? And if so, how do we write about them? Do we accept advertising and by whom? Do we visit wineries, and if so, how do we cover them objectively? Etc.
However, let me point out that if you have been treated disrespectfully from a blogger, please see that disrespect potentially as hesitation on their part to get too close, and as an individual response that doesn’t encompass the views of the wine blogging as a whole. My husband, Ryan, and I have worked very hard to harness the energy of the wine blogging community through www.wineblogger.info, to show both the power and the expertise of these bloggers, many of which have worked hard to be seen as professionals.
What I think is important to point out is that with any new community, you will find those of high caliber who view themselves as professionals, those who are just starting out, and those who view this as a fun weekend hobby. Although I understand your frustration, please remember that there are many who are very serious in their work and would like nothing more than to be treated with respect. So too, should bloggers treat you with respect, even if they don’t accept your offer or agree with your stance. Again, as Tom mentioned, find those blogs that you enjoy, comment and remain connected to them through comments. Challenge them on points you disagree with and compliment them for a job well done. Remember, this is still a relatively new playing field, and we are always open to feedback. How else do we get stronger and grow as a community?