There are any number of ways to communicate and sell to your customers - and this section will help you decide which are the most suitable methods.

Your Business and Marketing Plan is your best starting point.

• Who are the key people you are trying to reach?
• What is your message to them?
• How are you telling the story of your brand and your products?
• What are your best options: Display advertising? Direct marketing? Winery newsletter? Media interview? Brochures?
• How well developed is your visitor/customer database?
• Have you checked how well 'word of mouth' advertising is working?
• What about tourist guides and your regional visitor centre?

Handled well, a targeted mix of marketing and promotional materials can be very effective. Handled in an uncoordinated way, this area can burn a big hole in your budget with less than great results.

Your Brand... Your Story... Your Difference
Remember that your brand is not just your logo, your tag line, wine label or signage. It's also what consumers think about your product. What qualities come to mind? Do they think of you as 'down to earth', 'premium end', or 'perfect for special occasions'? This brand 'personality' or set of core values is what can make you different in the eyes of consumers and set you apart from the competition.

Building this point of difference can often take considerable time and cash investment - but linking your brand and products to wine tourism can help speed things up. Firstly ask yourself this question: Can I build my own brand identity outside of, and dominant to, the brand of the region?

If the answer is 'yes', then design and run your marketing program to communicate directly with the consumer. Avenues to consider here are wine clubs, newsletters and direct marketing of offers, invitations to events, and the like.

If 'no', then spending more time promoting the regional brand will help shift product. If people are attracted to a strongly marketed region, via events or a range of tourism venues and activities, this greater flow of visitors can then be attracted to your cellar door.

It needn't be an either/or decision but it is important to decide where your strength and maximum sales opportunities lie. It is also vital that all brand messages are used consistently across all marketing materials.

In this Section:

• Analyse a range of promotional opportunities
• Learn how to write effective newsletters, brochures and email alerts
• Create a website that enhances your business
• Understand the fundamentals of direct marketing and implement effective campaigns
• Develop database and customer relationship management systems
• Learn how to work effectively with the media and develop compelling advertising.