[PHOTO: Purchased. All rights reserved.]

I was shocked, as I looked at the number comparisons between how small companies and mid-to-large wine companies participate, with online promotional disparities, in the September 2021 issue of Wine Business Monthly.

Under “technology & business” section, you can read the entire story. I’ve made my passion and living by advocating for others, so one particular segment really caught my attention. It was the charts called, “How often do you use the following tools to promote your winery online?” The marketing activity habits are so fascinating, between the “Small Wineries” and the “Mid and Large Wineries.”

The larger the companies have much different views from the mom and pop side, with their on-line publicity use. The chart at the bottom of this story illustrates it clearly, if you’re looking toward growth, or even pulling back.

Let me tell you a short parable, about how to have the growth. It involves the extraordinary Robert Mondavi, as disclosed in his book: Robert Mondavi, Harvests of Joy (My passion for Excellence. How the Good Life became Great Business.)

Briefly, Robert’s life took a sharp turn, when he was in his 50’s. He was a marketer, who understood his audience, by looking at what was popular, what worked, and what didn’t, marketing and sales side was his side of his family’s business; his brother Peter was on the winemaking side. Robert didn’t disclose that he and his first wife Marjorie Declusin Mondavi were saving money they had earned in the family business. Who tells their siblings what they’re saving, right? Robert Mondavi and Marge were invited to the White House, to dine with John and Jackie Kennedy, during those magical, Camelot days.

The Easter when he announced, with such great joy he and Marge were going to the White House to dine, Marge was wearing the mink stole that they had bought for the occasion… let’s just say all hell broke loose. Peter sadly assumed the worst from his older brother, but Robert stated they had been saving… not necessarily for this moment, but they had the ability to go in great style. And they did.

The sad separation and then the liberating rebirth…

Okay, so how does this relate? Robert Mondavi knew it takes money to make money. When he was evicted from the Charles Krug Winery, he got friends together and started the iconic Robert Mondavi Winery. Apparent to me today is this: the Robert-Mondavi-legacy-man is our wine industry’s equivalent to the political industry’s Teddy Roosevelt. They both understood continued legacy; for Robert, The CIA at Copia and his UC Davis’ contributions: Robert Mondavi Institute for Wine and Food Science, which ultimately benefits mankind. That takes an extraordinary set-up. (Also an easy comparison; I just got back from Yellowstone.)


[PHOTO: Jo Diaz. All rights reserved.]

Robert thought really big. It’s apparent through his generous inclusiveness, and now his true legacy. It’s not just about growing it, harvesting it, and then just putting it by the side of the road, when looking to grow a business. It’s getting someone to be that cheerleader. Every company needs one, honestly, if they want to grow, stay alive, and pass things on today. It’s how companies grow their business online… right there in the numbers ~ how much time is spent in cheerleading.

[PHOTO: Purchased. All rights reserved.]

All interesting revelation. You can even see where the advocates should go after their jobs. It all depends on the growth all parties want to share.

Here’s the thing, keep all of this in mind as you evaluate these numbers. Robert – like some of the people I know in the wine business – worked very hard and with such passion. It’s shown in these numbers, for how much effort he put into running a small winery into his medium business, and then into the conglomerate it became. If mega growth is your ultimate goal here’s your prototype of what you should be doing… Which seems to mostly be the American way. For those of you with a roadside stand, that’s a lot of fun, too, isn’t it?

[PHOTO: Purchased. All rights reserved.]

How to for Small Companies, based on these figures

For this one, I now realize I have to take my own advice here. Seems like I’m just like the rest of the pack… I really detest blowing my own horn. It seems so egocentric. But, you know what? Who else is going to blow it? I’m not going to hire a publicist. Whoever has heard of a publicist having a publicist? My fail, and l know it well, is to take care of our Diaz Communications Facebook page, and to get some things onto our Instagram page. Hey, do we even have an Instagram page? Yes. I just had to check. We have a pitiful three posts. Good Lord!

I’ve got work to do. You’ve got work to do. This is the new normal. If you can’t afford to have a cheerleader, buy yourself a uniform and get started. Seems like a half hour a day devoted to your own news is well worth the time to create it. Think of is as your diary, because that’s what it really is, if you ever need an alibi.

[PHOTO: Wine Business Monthly. All rights reserved.]