Craft & Cluster

What Social Media Platform Should Your Winery Be On?

By now, you've probably gathered that Instagram is my personal favorite social media platform. It's the place I have the most experience in and it's also the platform I think is best suited to marketing wine. However, there are a number of other social media platforms that I think are worth talking about, so that you can decide where your social media marketing energy is best spent. On this episode we touch briefly on Facebook, TikTok, Twitter, and Clubhouse as well as Pinterest and YouTube and talk about why you would or would not want to put your marketing energy and resources into each of these platforms! Tell me which platform(s) your wine brand will be focusing on by DMing me on Instagram @craftandcluster [https://www.instagram.com/craftandcluster/] or emailing me at podcast@craftandcluster.com Disclaimer: The information contained on this podcast and the resources available for download through the accompanying website are for educational and informational purposes only. ​ The information contained on this podcast and the resources available for download through the accompanying website is not intended as, and shall not be understood or construed as legal, financial, tax, medical, health, or any other professional advice.

This Framework Makes Marketing Your Wine Easy w/ Christy Kern

You've heard me mention often my deep unrestrained love for Building a StoryBrand [https://amzn.to/3xHLRLY] the marketing framework by Donald Miller, but we've never gone deep into it before, until now, today I've invited my awesome StoryBrand guide, Christy Kern onto the podcast to walk us through the seven-part framework that makes marketing easy. Christy Kern is a Business Made Simple & StoryBrand Certified Guide, who works with purpose-driven leaders to help them clarify their vision, sharpen their message, and find an effective strategy that enables them to do their unique work in the world. Connect with Christy Kern: * https://www.onpurposeproject.com/ [https://www.onpurposeproject.com/] * Sign Up for Her Summer Cohort before June 24th [https://app.paperbell.com/checkout/packages/7131] Resources Mentioned in this Episode: * You can find all the books mentioned in this episode here [https://www.amazon.com/shop/influencer-8aa9a60a?listId=J2I9C59ZT3BR] * Get Access to Business Made Simple University at https://www.businessmadesimple.com/ [https://www.businessmadesimple.com/] If you found this show super valuable, please rate and review it! and don't forget to connect with me on Instagram @craftandcluster [https://www.instagram.com/craftandcluster/]. And to make sure you never miss an episode, be sure to follow the show on Apple Podcasts, Spotify, or wherever you like to listen. Disclaimer: The information contained on this podcast and the resources available for download through the accompanying website are for educational and informational purposes only. ​ The information contained on this podcast and the resources available for download through the accompanying website is not intended as, and shall not be understood or construed as legal, financial, tax, medical, health, or any other professional advice.

Incorporating Diversity & Inclusion Messaging into Your Marketing w/ Alisha Sommer

Today I had the privilege of talking with Alisha Sommer about incorporating diversity and inclusion messaging into your marketing. Particularly on social media. This topic is something we should be talking about regularly and all the time and revisiting often.  But it's particularly timely as this month, we will be celebrating the 155th anniversary of Juneteenth. Alisha gives us a brief history of what Juneteenth is and talks about how to incorporated DEI messaging into your business intentionally I also ask her if brands who haven't yet put in the work of incorporating this messaging into their marketing or even into their business should start with Juneteenth. Spoiler alert, her answer is NO. Alisha is of the opinion that you need to put in the work internally (and really WANT to do this work) before you go sharing that messaging, and I have to agree. Now, should you choose to stay silent on this holiday, that doesn't mean you shouldn't be putting in the work: Alisha gives several awesome ideas for you to start doing this work internally and then gives ideas on how to start sharing those values publicly. Support and follow Alisha: http://www.alishasommer.com/ [http://www.alishasommer.com/] @alisha_sommer [https://www.instagram.com/alisha_sommer/] *Craft & Cluster is a company founded on the belief that the wine industry should be a diverse and inclusive space.  As such, I am committed to donating 5% of my profits from 2021 to the Cal Poly Scholarship for Black, Indigenous, and People of Color in Wine & Viticulture [https://www.calfund.org/calpoly_bipoc_wvit-_scholarship/]. My hope is that this scholarship will help BIPOC students (who are extremely underrepresented in the wine industry) get an education and help contribute their exceptional talent to the Wine Industry. If you would also like to donate to this scholarship fund, you may do so by visiting this link: https://www.calfund.org/calpoly_bipoc_wvit-_scholarship/ [https://www.calfund.org/calpoly_bipoc_wvit-_scholarship/] No donation is too small. Disclaimer: The information contained on this podcast and the resources available for download through the accompanying website are for educational and informational purposes only. ​ The information contained on this podcast and the resources available for download through the accompanying website is not intended as, and shall not be understood or construed as legal, financial, tax, medical, health, or any other professional advice.

How to Identify Your Target Audience

You've heard me say it often enough on this podcast: the first place to start when creating a marketing strategy is to know your audience. But what does that mean? How do you identify your audience? How do you market to them once you do know them?  Well, that's precisely what I asked my new friend Zoë Dove-Many of Helloë Creative [https://www.helloecreative.com/]on this episode of the podcast. Zoë is a Brand Strategist and Designer based in LA who serves women & BIPOC owned and run brands that prioritize sustainability. As with many of my new friends, I met Zoë via Instagram. [https://www.instagram.com/helloecreative/]She's been helping a mutual friend plan and execute a  marketing strategy for her new wine brand: Responsible Hedonist Wines. [https://www.instagram.com/responsiblehedonistwines/]Zoe walked me through the strategy they created together and I was immediately impressed with how detailed the Target Audience section was of the strategy and knew I had to have her on the podcast to talk more about it. Connect with Zoë: Website: www.helloecreative.com [https://www.helloecreative.com/] Instagram: @helloecreative [https://www.instagram.com/helloecreative/] Resources Mentioned in this Episode: Building a StoryBrand by Donald Miller [https://www.amazon.com/shop/influencer-8aa9a60a?listId=J2I9C59ZT3BR] This episode is brought to you by my favorite social media planning app: Plann. Try Plann for free today! [https://www.plannthat.com/register/?fp_ref=tarjs] If you loved this episode, please rate and review the podcast, it really helps new listeners find me! Also, please come connect with me on Instagram @craftandcluster [https://www.instagram.com/craftandcluster/]I love seeing how you apply what you learn here Disclaimer: The information contained on this podcast and the resources available for download through the accompanying website are for educational and informational purposes only. ​ The information contained on this podcast and the resources available for download through the accompanying website is not intended as, and shall not be understood or construed as legal, financial, tax, medical, health, or any other professional advice.

Marketing Your Wine, Post-Pandemic w/ Chelsea Boss

As restrictions surrounding the pandemic are easing and we are moving towards reopening, I wanted to invite my friend Chelsea Boss of SeaBoss Marketing back on the podcast to talk about how to market your wine brand in a post-pandemic world. It's no secret that the way we marketed changed drastically during the pandemic. Wholesale marketing was largely put on pause, while e-commerce boomed for many wine brands.  In this episode, Chelsea and I discuss how to market on social media, via your email list, your e-commerce platform(s), and in retail. We also touch on what our predictions are going to be for the once-ubiquitous virtual tastings, now that tasting rooms are beginning to open up. This hour and a half episode is jam-packed with actionable tips for how to stay relevant and adjust your strategy with the times. Key Takeaways from this Episode: * Establish a cadence for how often you'll post or email your audience. * Now is the time to update your website and marketing strategies * Hire photographers, web designers, and social media consultants to help you get your strategy and website in order so when things open up fully and the rush of summer and harvest take hold, you can rest easy knowing your marketing is handled * Establish and/or rebuild relationships with your audience online and with your retailers Resources mentioned in this episode: * Episode 2: Mapping Our your Marketing Strategy for the Year [https://www.craftandcluster.com/002] * Social Media Scheduler: Plann That [https://www.plannthat.com/register/?fp_ref=tarjs] * Work with SeaBoss Marketing [https://seabossmarketing.com/] * Work with Craft & Cluster [https://www.craftandcluster.com/] Disclaimer: The information contained on this podcast and the resources available for download through the accompanying website are for educational and informational purposes only. ​ The information contained on this podcast and the resources available for download through the accompanying website is not intended as, and shall not be understood or construed as legal, financial, tax, medical, health, or any other professional advice.