What’s in a wine name?

Well, quite a lot actually although I sometimes think wines are named in a similar fashion to that of Native American babies – by a geographic landmark that is within sight when the baby (for ‘baby’, read ‘wine’) is born. As well as a propensity to name wines after something in or near the vineyard, we also tend to name them after ourselves or a creature/animal (this ‘critter’ phenomenon drove many a case of wine in the USA, Australian and UK markets).

If named after a local, well-known landmark based on the vineyard’s location, couldn’t this be limiting? Does it mean that if the winemaker is offered an exciting parcel of grapes from another region, they are snookered if they want to make and market it under their brand and therefore they miss an opportunity? It makes no sense to me to choose a well-known local landmark such as a mountain or river, and then put another region’s fruit in the bottle – and of course the fruit’s origin has to be declared on the front label so it can be confusing to the consumer.  Many wineries set out to produce wine exclusively from their own region, but sometimes when other opportunities present themselves, the path of business changes and they need to be able to take advantage of that in a way that is compelling and attractive for the consumer – be they existing lovers of the brand, or just coming to it through this new opportunity. They perhaps need to think ahead and be prepared to diversify.

Calling a wine brand after your own name can also prove tricky but for different reasons. Many wines are named this way and while it is deemed to be the ultimate consumer guarantee of quality and pride – you have stamped your name on it – it can cause headaches. If you build a strong, attractive, viable brand and someone makes you an offer you can’t refuse, you give up control over ‘your name’ (because you’ve sold it) and the inevitable ‘restrictions on trade’ will mean you probably can’t use your name again in a similar way. If the quality of the wine diminishes, it still has your name all over it and the vast majority of wine lovers won’t know that you are no longer involved. Equally challenging is how you market your next project if you are restricted in how you use your own name.

Perhaps naming a wine brand before working through its proposition, point of difference and business plan is a bit like putting the proverbial cart before the horse. A name should generate a sense of expectation – should start the consumer on a consistent path of discovery and anticipation.  It should be synonymous with the brand’s offering and make sense throughout all contact points – the styling, tone, colours and how the brand is promoted – its associations and above all, the story behind it should be genuine and have integrity.

Of course there are times when the very name itself is the inspiration for a brand – sometimes this makes the branding process easier as the name lends itself to a particular market proposition. This can be very exciting, but creators shouldn’t forget that first and foremost they have to have seen and understood the market segment they are aiming for.

VinAntics – Just what do those harvest crews get up to?!

New Zealand’s 2013 vintage is underway and knowing there’s a certain amount of frivolity involved (think shave-less faces and superhero mascots) …. winejobsonline.com, New Zealand’s only specialist wine industry recruitment company, thought they’d add a bit of fun. So for those about to undertake the long, hard slog of harvesting grapes and making wine… (AND for those supporting from the sidelines…) welcome to VinAntics. (TM) (Vintage Antics)!

Ready to capture harvest hilarity – VinAntics is poised to share the things people get up to – be it lucky socks, dyed hair or even, God forbid, naked night time vigils – and share them with all and sundry.

There’ll be prizes (yet to be announced) and serious kudos up for grabs, not to mention exposure (er, as already mentioned?), camaraderie, fun and plenty of healthy competition as winery crews attempt to outdo each other with the daftest, funniest, most unusual harvest happenings.

To take part, upload photographic evidence (nothing dodgy or illegal) to the winejobsonline Facebook page – https://www.facebook.com/winejobsonline (or email to mail@winejobsonline.com) All hard-case vintage photos welcome though there are three “official” sections:

1. Face Off Beard growing competition – each competitor to be photographed on first and last day of vintage. Can upload progress pics along the way if you wish.

2. Mascot or Tradition From Barbie dolls to Superman and other characters – what’s the best Mascot for 2013? And who’s got the quirkiest a lucky charm or tradition? Same shorts worn all vintage? Rabbit’s tail in the pocket? (Hopefully something much more original…..)!

3. Pic of the Crop Best overall photo from the 2013 vintage.

Further details and small print available by visiting http://on.fb.me/ZiyYDg – join in the fun!

Apathy – the silent killer

Here is the meaning of the word ‘apathy’ according to the Oxford English Dictionary: ‘lack of interest, enthusiasm, or concern’. According to Wikipedia, apathy is ‘a state of indifference, or the suppression of emotions such as concern, excitement, motivation and passion.  An apathetic individual has an absence of interest in or concern about emotional, social, spiritual, philosophical and/or physical life’.

In other words ‘apathy’ is when someone just doesn’t care.

Life shouldn’t be something that just happens to us, but it will unless we make a choice to influence it. Don’t settle for just ‘going with the flow’ – influence the flow. Don’t just accept the status quo – challenge it. Surely we want to live, not just exist? Those who are apathetic merely exist. No sense of achievement or pride, of contributing or making a difference. No excitement, no anticipation, no inspiration. For many of us this is unthinkable, though perhaps surprisingly there are those who settle for a life that is less dynamic, less challenging, less rewarding.

How can this be changed? Should it be changed? Do we care (lol)? What would life be like if everyone was apathetic? Nothing. Life would be nothing. Meaningless. A raft of wasted opportunities.

Although as with most things, it can’t be fixed unless it is first acknowledged…. (’Hi, my name is John and I’m apathetic’), apathy can perhaps be warded off with knowledge. Read books that help you to form opinions, books by people who have drive, passion and belief. These qualities are infectious. Connect with subjects that are in the news, that affect your business, your family and friends, your life. Develop a degree of assertiveness, take the time to think something through and develop an opinion. Choose to be dissatisfied with sitting on the fence. Consider the consequences of not caring.

The picture I have painted above seems bleak and extreme – hopefully not too common. I think for many of us, life contains a mish-mash of things that we care more or less about – let’s face it – if we were opinionated and passionate about everything, we’d be exhausted (and probably run out of sympathetic friends to have coffee with). For most of us, the understandable and acceptable norm is ‘selective apathy’, filtering life’s occurrences and seizing on those that hit a nerve. There are some things we really don’t feel strongly about and make no effort to influence, while others have us up and out of our chair ready to make our mark.

Making a mark is surely what life is about? Making a difference? When we are no longer here, don’t we want to be remembered for something? Anything?

Give to Receive Part II – ‘Acknowledgement’.

It was great to see the positive reaction to my blog on making sure you have something to offer those who you are requesting support from – be that support financial, product or some sort of service. As we said in Part I, with all those worthy causes to donate too, you have to make your request stand out and one of the ways of doing that is to provide value.

I was talking to a friend about this and he said he is often asked for contributions to local fundraising activities. He said not only do these well-meaning people have an expectation that they will receive something – they have little or no idea about how to better their chances of support. Whilst we have touched on brand exposure and PR, one of the things he said would help, is if he heard back from those he has donated to. In other words, people are quick to ask for something but slow to make contact afterwards to thank the sponsor and to tell them how the event/project/initiative they were fundraising for, actually went. How did this person’s contribution actually help? Some of us see this as common courtesy, but perhaps it is not so common. If we don’t acknowledge and thank people, let alone update them on the success of the initiative, you certainly won’t get further support. Whereas if you build a rapport by communicating well, before, during (if relevant) and after the activity, you are well placed to receive further support in the future.

This is one of the key ways of securing funding – relationships. If you are on the school committee or some other local organisation, chances are your fundraising is not a one off – but probably an annual event. Being able to approach those who have given before is a lot easier than ‘cold calling’, so you have to look after your relationships. If you put out a newsletter, make sure your supporters receive this – or other news during the year. If they have supported you in the past, don’t just contact them a few weeks before your fundraiser and expect them to cough up. Put yourself in their shoes – it isn’t hard and means a lot.

We talked about adding value but what does this really mean? If you were running an event to raise money and you needed contributions, say wine for a raffle or a charity dinner, you can put the winery’s name and logo on the list of prizes or the menu. You can also mention them during the evening, giving them public acknowledgement of their support. In the run up to an event, you can mention the sponsors on your posters, the radio or whatever other advertising you are doing. Also, if you do have a regular newsletter, website or social media presence, you can give regular exposure to sponsors and their products. Remember it costs you nothing to do this, but engenders a lot of goodwill.

Here’s a check list to help:

• There are plenty of examples of sponsorship proposals online – take the time to research these and then create your own ensuring you cover the main points. Remember that your proposal might be their first impression of you and your organisation and first impressions count – big time!
• Research potential companies so you have an idea of what synergies there may be and what benefits might appeal to them,
• Find out who to contact and address your proposal to them. Not just ‘The Manager’!
• Meet with the company if possible
• If you are lucky enough to secure their support, always always do what you have promised in return.
• Remember to report back to your sponsors – thank them and tell them how their contribution made a difference.

Nutshell version? Get your ducks in a row, act with credibility and integrity and go for it!

 

 

 

Give in order to receive

I’m writing this because many people seem to think that wineries are an easy option when they want prizes for a charity raffle or auction. Great cause though it may be, what is the return for the winery donating the wine? They should do it just ‘out of the goodness of their hearts’? Sure, but if they are asked several times a week?

It always astounds me that individuals and organisations have an expectation that they will receive a handout. Today more than ever, every business dollar has to be carefully considered, has to be treated as an investment. While your cause may be incredibly worthy, what is the funder going to receive for giving you some of their hard-earned cash? And yes, the same applies to product and services, like wine for example or asking a graphic designer to design something for free – it is still a cost!

There are numerous good causes out there – numerous charities, schools, sports groups, research ideas all with compelling reasons to hand over your loose change. But what if you are after something more significant such as a larger amount of money or even an ongoing sponsor or partnership?

Because businesses as well as Joe Public are approached on a daily basis for money, the best way to increase your chances of success is to understand the companies you want to approach and what makes them tick. In other words, you need to offer them something. Pulling on the heart strings is not enough to guarantee a donation and certainly not an ongoing commitment. What can you offer a potential sponsor that adds value to their business?

This is when you need to write a proper proposal to demonstrate that you have researched the company, its brand and what it stands for and to show them you have taken the time to consider why they should sponsor you and what value it can return for them. Show them why your proposed activity is a good fit for their brand.

Your proposal contents should at least cover the following:

Cover sheet With your organisation’s name and logo and that of the company you are approaching, the date and name and contact details of person writing the proposal.

Introduction explaining why you are approaching them.

Your organisation About the company, what you do and what it is you are needing funds/product for

Objective What is it your organisation wants to achieve with this activity? What are the outcomes?

Mission How will you achieve it and how will it be measured?

Proposal What are you asking for and what are you offering in return? Why should they consider your proposal and how will they benefit? Be clear with the amount of money or product you are asking for and how it will be used. When do you need it? In a lump sum or over a period of time? How will the money be spent?

Conclusion Summarise the proposal and provide details of when and how you will follow up. Remember to thank the reader for their consideration of the proposal and invite them to contact you with any queries.

Depending on the nature of your organisation and what you are looking for, this may only be a couple of pages – really all you are doing is committing to paper the things you should already know and the things that you are likely to be asked by anyone you approach. Think of it as preparation. Show your potential funder just how good your cause it and what YOU can do for THEM!

If this seems a little over the top or too time-consuming, then you maybe haven’t understood just how important it is!

Good luck!

Strutting your stuff on Facebook and Twitter (without too much strut).

Well it’s all over except the weight gain and the regrets from the office party. Christmas is a time of excess – excess food, excess drinking, texting while drinking, and messaging while drinking. A few passive messages with a couple of online dating potentials become quagmires of suggestion and innuendo until you take a look when sober and realise you’re best to delete your membership and start again under a completely new name as you plead with yourself ‘Oh God, did I really put that?’. Yep.

And Twitter? Don’t. You know ‘don’t drink and drive’? Well, don’t drink and tweet. Mucho regret…I don’t care what they did to you, or how much retribution you feel you have a right to wreak upon them – don’t tweet it (unless it’s poor service – then go right ahead). Know the expression ‘Nothing personal’? Make it your new Twitter mantra.

I love Facebook – I love that I can tell anyone who’s interested what I’m up to/thinking/making/trying to achieve. BUT…sometimes I forget that it is a global audience I’m talking to…not just my mates. What my mates will find funny and relevant is likely to make me look a complete nana to some of my business contacts – context is everything. Twitter is similar in this regard – your buddies might be fascinated by what you ate for dinner and which wine you enjoyed with it, but does everyone want to know? Is it about as interesting as tweeting ‘I’m having a cup of tea’? Sometimes I scare myself by thinking about who might’ve read a tweet or Facebook post I have written….some pretty pre-eminent wine people follow me on twitter or are friends on Facebook (scary). How daft do I sound to them?

But should I really worry about it? Using platforms such as Twitter and Facebook carries with it the responsibility of integrity and credibility. As long as I (or anyone else) don’t get personal, thoughtless, rude, or just downright boring, then aren’t we just letting people have a glimpse of who we are?

I spoke to social media whizz Jamie Roy about this some time ago when I wanted to set up a Facebook page for my business. I already had a ‘personal’ page that I put pics of the kids on and shared mainly with family and friends and I didn’t think was very professional to use this in the wine industry. While Jamie understood my concerns, he explained that these days, people in business want to know who they are dealing with. It’s not just about a CV, it’s about who you are, not just what you do.

The more I do, the more I realise this is true. I also realise that maintaining two Facebook presences is somewhat unrealistic (for me). My time is spent on one Facebook page – my WineBelindaNZ one. I am authentic…true to myself and post stuff that echoes this. And it’s not like all my Facebook friends have to read every post I write – they can gloss over it. But someone who is perhaps considering hiring me might check out my page to see what I’m really like – Facebook, like Twitter is a rolling, real time CV.

It’s about personality, not just what’s on paper. Twitter and Facebook portray me as me – no pretending. So I am laid out, bare – warts and’ all. Am I naked in a room full of people wearing clothes? Hopefully I’m naked in a room full of other naked people – we’re all out there being true to ourselves, opening ourselves up, letting people see the real us.

Conclusion? Be honest, humble, credible and don’t write anything you might regret.

Are you ready for Christmas?

If anyone else asks me if I’m ready for Christmas I think I’ll scream.

So, am I ready for Christmas? I’ll tell you what I’m ready for…(and not necessarily in this order!)

• Enjoying some great bubbles, white, rose and red wines
• Enjoying some great food
• Leaving the computer switched off
• Watching my kids’ faces when they open their presents (I got them something they really want after telling them ‘no chance – it’s too expensive’ – thanks Grandpa and Grandma for chipping in)
• Cooking whitebait fritters for Christmas breakfast
• Spending some time sitting down instead of rushing around
• Reading
• Music
• Scrabble
• Starting a new running programme (groan…)
• Doing the things I never seem to have the time to do
• Time with good friends
• Sharing a few more great wines
• People to stop asking me if I’m ready for Christmas

Are you ready for Christmas?!