Sattui sets sail a fleet of microsites launch on the web 6 different messages delineate multi-faceted positioning
Website designer Julia Belshaw of J. Red Digital Arts designed the microsites. “The winery can focus on one message at a time with this technique of simultaneously launching a number of web microsites,” she says. “Using a blog format allows the winery to update the content frequently and frees them to show a friendly, witty face to their visitors--something often difficult to achieve within the confines of a large corporate website,” she adds. “Just as the Internet has become increasingly crowded, so also have many companies’ sites become hard to negotiate, given the amount of detail a business offers. A microsite prevents an important message from being lost in a
Each of the microsites has a unique twist, whether it’s a pet word-search puzzle or the option to tell your own “I was married at Sattui” story or a picnic matching game. “People search for wineries to visit with different criteria in mind,” Davies says, “and these online ‘destinations’ will answer questions for people looking for a very specific and personal angle as they plan their time in wine country,” he adds.
"No other winery that I know of has taken a multi-site approach to promoting themselves," says Michael E. Duffy, a Sonoma County-based technology consultant. "It's a technique which leverages the fact that people often come to the Web with a need, not with a particular business--or winery--in mind. V. Sattui is breaking new ground by featuring the breadth of their offerings with individual sites," he adds. Duffy is a respected commentator on winery websites, blogs, and online wine marketing at his blog, http://blog.winerywebsitereport.com/