Not all visitors to bottlenotes.com wish to become members. An online store lets visitors buy bottles of wine without joining.
Wines are distributed through New Vine Logistics, a Napa, CA, firm that ships the wines based on the Bottlenotes selection. The distributor has an agreement with 30 states allowing the legal mailing of alcohol. 数据挖掘研究院
To market itself, Bottlenotes bought 1,000 keywords on Google. The company also enlisted search consultant Terry Whalen to advise on keyword buying.
"Google Analytics is very powerful, as it allows you to track which words are being hit so that you can really target your search words," Ms. Rapp said. "I have been changing keywords on a weekly basis based on the results of Google′s analysis." 数据挖掘研究院
Other marketing tactics include e-mails, events and affiliate links. The firm held launch parties in San Francisco, Chicago and New York. It also has targeted charity events such as Diamond Creek Dinner in San Francisco, the New York Philharmonic, Drama League Awards and Personal TAC with Bottlenotes fliers in goody bags.
The Limited Addiction wines were launched through Christie′s auction house, which will host various Bottlenotes wine events in the fall. 数据挖掘研究院
Bottlenotes affiliates running links include iGourmet and BottegaDelvino.com. Bottlenotes is powering Courtney Cochran′s HipTastes wine club. 数据挖掘研究院
