Marketing Forum by MJ Wickham

Photo credit: Member MJ Wickham

“How am I ever going to sort out all our members’ needs?”

…implored Forums Director, Jackie Egidio, Finance Director of Ram’s Gate Winery. Jackie was referring to the large number of marketing professionals attending the first Marketing Forum meeting that July day at Ram’s Gate Winery. So many future forum members and so many different priorities!

What’s the No. 1 priority of wine marketers?

With so many wine marketing professionals in the room how could we possibly determine what everyone’s priorities were for future Marketing Forum meetings?

That answer came through not only breakout group discussions held that evening, but also via a questionnaire and survey completed by attendees (and those attending in spirit if not in person). Attendees were asked to rank a number of marketing topics to help plan future meetings. They included Marketing Strategy, Wine Club Marketing, Brand Development, Marketing to Distributors/Trade, Label and Package Design, Public Relations, Tasting Room/Experience Marketing, Photography, Print Advertising, Videography, Wine Competitions, TV and/or Radio, Digital Marketing Strategy, Content Marketing, Website Design, Blogging, Google Analytics, Podcasting, 3rd Party Platforms (Amazon, other clubs…), Email Marketing, Social Media, and ROI.

Like any good marketer, let’s let the numbers do the talking:

Marketing topics importance on average

Challenge #1: Attendees were asked to rank topics in order of importance (1 to 10 – 1 being most important; 10 is least important). But as not everyone ranked each category, the total scoring was skewed, dependent upon how many responders ranked the topic. In the table above, using the average of total scores and total responders, Marketing Strategy and Brand Development were ranked of highest importance to the greatest number of responders.

Here are the other two tables, ranking strictly by lowest score (i.e. most important topic) and ranking by greatest number of responders.

Ranking by Highest Priority (Lowest Score)


Ranking by Total Number of Responses

Ranking by total number of responses

From these results, it was determined by the Marketing Forum chairs (Tess Kofoid and Leah Young) along with the Forums Advisory Council (chairs of all forums) that two Marketing Forums would be launched focusing on Marketing Strategy and Brand Development/Strategy as their key themes. Ms. Kofoid will chair one forum and Ms. Young the other. And each will meet bi-monthly. Members may attend both.

When (and where) to hold Marketing Forum meetings

This left the question of when and where was best to conduct meetings given the geography and interest. A big “thank you” to those who took our Survey Monkey on meeting logistics. Drumroll, please:

MonkeySurvey chart - Time of Day

The majority of responders chose After Working Hours/Evening as the preferrable time of day to meet.

Monkey Survey Day of week question

Tuesday edged out Wednesday just slightly as the most convenient day to conduct meetings. And as for location…

MonkeySurvey - location

Surprisingly (to us!) Sonoma Valley -southern won out over Napa Valley – southern for location convenience.

Next Steps – The Meeting Calendar

All of these logistic votes do not mean that all meetings will always be held on Tuesdays, after work in Sonoma Valley. The chairs are making every effort to alternate meeting locations in both valleys for attendee convenience. This is also true for the highest priority marketing topics. The chairs are trying to schedule the most important topics as soon as possible.

The new meeting schedule has been set. (Mark your calendars!) You can find the listings below incorporated into our Events Calendar here on our website for future reference. All meetings are currently scheduled to be held 4 – 6 p.m. If you would like to host any future meetings, please contact the chairs, Tess Kofoid and Leah Young. (Thank you, in advance!)

Sept. 27, 2016
Brand Dev/Strategy and Email Marketing
Guest Speaker: Charlotte Chipperfield

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Oct. 4, 2016
Digital Marketing Strategy / WINE ONLINE
Guest Speaker: Paul Mabray

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Nov. 1, 2016
Brand Dev/Strategy and Content Marketing

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Dec. 6, 2016
Marketing Strategy and Social Media

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Jan. 10, 2017
Brand Dev/Strategy and Blogging

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Feb. 7, 2017
Marketing Strategy and Website Design

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March 7, 2017
Photography and Videography

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April 11, 2017
Brand Development

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May 2, 2017
Marketing to Millennials

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June 6, 2017
Email Marketing

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July 11, 2017
Experiential Marketing (joint session)

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September 5, 2017
How Marketing and Finance work together

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Ready to dig in? Register today for the next forum meetings. We look forward to seeing you there.