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Marketing
Around The Vineyard

positive reviews, and 86% will not do business with looking at reviews, they can monitor what anyone
those with negative reviews. (Clutch.co) is saying about you on social media platforms like
Facebook and Twitter. These are pricier options
And it is surprising how quickly comfort levels fall and typically involved working out your needs with
when you go from five to one-star ratings. 94% of a sales rep.
us will use a business with a four-star rating, but
only 14% will consider a two-star rated business. So hopefully this gave you some incentive to
include reputation management as part of your
My advice is to be familiar with what people say marketing strategy, and some tools to help. In the
about you. Search your brand. Know where you next article we’ll talk about how to work with your
and your wine show up and what feedback you’re tasting rooms to request reviews - it’s not as scary
receiving. as it sounds. But until then, start to pay attention
to where your customers are trying to communi-
Tools to Help cate about you. Start thanking and replying to them
if you aren’t already and take the view that feed-
Ok, but how can you efficiently monitor all those back as gift to help you improve and delight future
online review channels. Especially when you customers.
already have your hands full trying to run your busi-
ness’s day-to-day without scouring Yelp and Google Susan DeMatei is the President and Nathan
for new posts. Fortunately, there are some reputa- Chambers is an Account Director at WineGlass
tion management tools you can use to help out. Marketing, a full-service direct marketing firm
working within the wine industry in Napa,
The easiest tool for tracking any mention of your California. www.wineglassmarketing.com
company or product online is Google Alerts. This
is a free search that lets you create daily alerts for
any mentions of your brand online. Enter the name
of your brand or product in the search bar to see
who is talking about you. Then you can create a
constant alert to get results emailed to you. The
downside is it can be tough to filter the informa-
tion out in an intelligent way. For instance, when I
worked with Opus One, I was reminded daily how
many products and companies contained “Opus.”
That said, it’s a free, easy tool. If you’re a small win-
ery on a time crunch with a limited budget, Google
Alerts is worth your time.

ReviewPush is an excellent tool if you do have a
small budget and want to take it one step further.
With this service, for $89 a month you can create
alerts for over 20 different review sites and have
them sent to your inbox. Even more timesaving
is a feature that allows you to respond direct to
reviews from within those email alerts. This alone
might be worth the cost. You can also involve an
extended team with distributed reports and access
to dashboards. So if you have multiple players in
your tasting room or wine club, this might be an
efficient way to have the entire team monitor and
response quickly.

There are many other tools in this space that also
fall into reputation management. So in addition to

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