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June 2004
The Write Stuff Part III
Communicating Effectively to Media, Trade and Consumers
by Stan Hock
The first two installments of this series addressed communicating effectively to media and trade audiences. This final article explores how best to communicate with a winery's most important audience--consumers. Numbers = OpportunityAs I emphasized in the first two articles of this series, wineries today face enormous challenges in trying to gain "share of mind" among media, distributors and retailers. On a basic level, it's a numbers game. In the case of media, thousands of wineries are chasing...
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