By now, you've probably gathered that Instagram is my personal favorite social media platform. It's the place I have the most experience in and it's also the platform I think is best suited to marketing wine. However, there are a number of other social media platforms that I think are worth talking about, so that you can decide where your social media marketing energy is best spent.On this episode we touch briefly on Facebook, TikTok, Twitter, and Clubhouse as well as Pinterest and YouTube and talk about why you would or would not want to put your marketing energy and resources into each of these platforms!Tell me which platform(s) your wine brand will be focusing on by DMing me on Instagram @craftandcluster or emailing me at podcast@craftandcluster.comDisclaimer: The information contained on this podcast and the resources available for download through the accompanying website are for educational and informational purposes only. ​ The information contained on this podcast and the resources available for download through the accompanying website is not intended as, and shall not be understood or construed as legal, financial, tax, medical, health, or any other professional advice.

You've heard me mention often my deep unrestrained love for Building a StoryBrand the marketing framework by Donald Miller, but we've never gone deep into it before, until now, today I've invited my awesome StoryBrand guide, Christy Kern onto the podcast to walk us through the seven-part framework that makes marketing easy.Christy Kern is a Business Made Simple & StoryBrand Certified Guide, who works with purpose-driven leaders to help them clarify their vision, sharpen their message, and find an effective strategy that enables them to do their unique work in the world.  Connect with Christy Kern:https://www.onpurposeproject.com/Sign Up for Her Summer Cohort before June 24thResources Mentioned in this Episode:You can find all the books mentioned in this episode hereGet Access to Business Made Simple University at https://www.businessmadesimple.com/If you found this show super valuable, please rate and review it! and don't forget to connect with me on Instagram @craftandcluster. And to make sure you never miss an episode, be sure to follow the show on Apple Podcasts, Spotify, or wherever you like to listen. Disclaimer: The information contained on this podcast and the resources available for download through the accompanying website are for educational and informational purposes only. ​ The information contained on this podcast and the resources available for download through the accompanying website is not intended as, and shall not be understood or construed as legal, financial, tax, medical, health, or any other professional advice.

Today I had the privilege of talking with Alisha Sommer about incorporating diversity and inclusion messaging into your marketing. Particularly on social media. This topic is something we should be talking about regularly and all the time and revisiting often.  But it's particularly timely as this month, we will be celebrating the 155th anniversary of Juneteenth. Alisha gives us a brief history of what Juneteenth is and talks about how to incorporated DEI messaging into your business intentionallyI also ask her if brands who haven't yet put in the work of incorporating this messaging into their marketing or even into their business should start with Juneteenth. Spoiler alert, her answer is NO. Alisha is of the opinion that you need to put in the work internally (and really WANT to do this work) before you go sharing that messaging, and I have to agree. Now, should you choose to stay silent on this holiday, that doesn't mean you shouldn't be putting in the work: Alisha gives several awesome ideas for you to start doing this work internally and then gives ideas on how to start sharing those values publicly.Support and follow Alisha:http://www.alishasommer.com/@alisha_sommer*Craft & Cluster is a company founded on the belief that the wine industry should be a diverse and inclusive space.  As such, I am committed to donating 5% of my profits from 2021 to the Cal Poly Scholarship for Black, Indigenous, and People of Color in Wine & Viticulture. My hope is that this scholarship will help BIPOC students (who are extremely underrepresented in the wine industry) get an education and help contribute their exceptional talent to the Wine Industry.  If you would also like to donate to this scholarship fund, you may do so by visiting this link: https://www.calfund.org/calpoly_bipoc_wvit-_scholarship/ No donation is too small. Disclaimer: The information contained on this podcast and the resources available for download through the accompanying website are for educational and informational purposes only. ​ The information contained on this podcast and the resources available for download through the accompanying website is not intended as, and shall not be understood or construed as legal, financial, tax, medical, health, or any other professional advice.

You've heard me say it often enough on this podcast: the first place to start when creating a marketing strategy is to know your audience.  But what does that mean? How do you identify your audience? How do you market to them once you do know them?  Well, that's precisely what I asked my new friend Zoë Dove-Many of Helloë Creative on this episode of the podcast.  Zoë is a Brand Strategist and Designer based in LA who serves women & BIPOC owned and run brands that prioritize sustainability. As with many of my new friends, I met Zoë via Instagram.  She's been helping a mutual friend plan and execute a  marketing strategy for her new wine brand: Responsible Hedonist Wines.  Zoe walked me through the strategy they created together and I was immediately impressed with how detailed the Target Audience section was of the strategy and knew I had to have her on the podcast to talk more about it.Connect with Zoë:Website: www.helloecreative.comInstagram: @helloecreativeResources Mentioned in this Episode:Building a StoryBrand by Donald MillerThis episode is brought to you by my favorite social media planning app: Plann. Try Plann for free today!If you loved this episode, please rate and review the podcast, it really helps new listeners find me! Also, please come connect with me on Instagram @craftandcluster I love seeing how you apply what you learn hereDisclaimer: The information contained on this podcast and the resources available for download through the accompanying website are for educational and informational purposes only. ​ The information contained on this podcast and the resources available for download through the accompanying website is not intended as, and shall not be understood or construed as legal, financial, tax, medical, health, or any other professional advice.

As restrictions surrounding the pandemic are easing and we are moving towards reopening, I wanted to invite my friend Chelsea Boss of SeaBoss Marketing back on the podcast to talk about how to market your wine brand in a post-pandemic world.It's no secret that the way we marketed changed drastically during the pandemic. Wholesale marketing was largely put on pause, while e-commerce boomed for many wine brands.  In this episode, Chelsea and I discuss how to market on social media, via your email list, your e-commerce platform(s), and in retail. We also touch on what our predictions are going to be for the once-ubiquitous virtual tastings, now that tasting rooms are beginning to open up.This hour and a half episode is jam-packed with actionable tips for how to stay relevant and adjust your strategy with the times.Key Takeaways from this Episode:Establish a cadence for how often you'll post or email your audience.Now is the time to update your website and marketing strategiesHire photographers, web designers, and social media consultants to help you get your strategy and website in order so when things open up fully and the rush of summer and harvest take hold, you can rest easy knowing your marketing is handledEstablish and/or rebuild relationships with your audience online and with your retailersResources mentioned in this episode:Episode 2: Mapping Our your Marketing Strategy for the YearSocial Media Scheduler: Plann That Work with SeaBoss MarketingWork with Craft & ClusterDisclaimer: The information contained on this podcast and the resources available for download through the accompanying website are for educational and informational purposes only. ​ The information contained on this podcast and the resources available for download through the accompanying website is not intended as, and shall not be understood or construed as legal, financial, tax, medical, health, or any other professional advice.

One of the complaints I get most when I'm taking on a new social media management client is that they simply do not have the time to plan their marketing content and don't know what to post in the first place.Before they come to me, I see one of two things happening: they either posting something on the fly (which rarely delivers results or meets their marketing goals) or they don't post anything at all (which DEFINITELY doesn't deliver results of help meet their marketing needs).I was there once too, but then I learned how to use the process of batching to create more content in a smaller amount of time. So, in this episode, I am going to walk you through the step-by-step framework I use to batch plan content for myself and my clients every month.Resources Mentioned In This Episode:Episode 16: Measuring Your Success on InstagramDigital Instagram & Facebook Scheduler: PlannThatInstagram Field Guide Course WaitlistBook a 1:1 Instagram Strategy Session with Me!For the Show Notes, head to https://www.craftandcluster.com/020Disclaimer: The information contained on this podcast and the resources available for download through the accompanying website are for educational and informational purposes only. ​ The information contained on this podcast and the resources available for download through the accompanying website is not intended as, and shall not be understood or construed as legal, financial, tax, medical, health, or any other professional advice.

I am currently recovering from getting my second Covid-19 vaccine and though I am extremely excited about it, it really knocked me on my ass. So, in an effort to preserve my energy, and work smarter not harder, I have decided to pull some audio from one of my more popular Instagram Lives I did back in March.Appropriately enough, in this live, we talked about why "going viral" is not a strategy, and what you can do to grow in a more sustainable and predictable way in the future.If you would like to watch the unabridged replay of the Instagram Live, complete with post live Q&As, me getting distracted by dogs walking by my house, and my own dog jumping on my lap, then click here: WATCH LIVE REPLAYConnect with me on Instagram @craftandclusterWould you like to be a guest on the podcast, or do you have a topic you wish I would cover in a future episode? Email me at podcast@craftandcluster.comDisclaimer: The information contained on this podcast and the resources available for download through the accompanying website are for educational and informational purposes only. ​ The information contained on this podcast and the resources available for download through the accompanying website is not intended as, and shall not be understood or construed as legal, financial, tax, medical, health, or any other professional advice.

Nathan and Courtney Marton (known as Winery Reflections on Instagram) don't consider themselves "wine influencers" in the traditional sense. In fact, they consider themselves more along the lines of wine writers, penning thoughtful tasting notes and reviews and interesting wines crafted by unique wineries across the globe. In today's interview, I talk with them not only about what wineries can and should expect from influencer partnerships but also how burgeoning wine influencers/communicators/writers (whatever you want to call them) can give value to the wineries they are serving.Connect with Courtney & Nathan:Instagram: @wineryreflectionsWebsite: https://wineryreflections.com/Email: wineryreflections@gmail.comDisclaimer: The information contained on this podcast and the resources available for download through the accompanying website are for educational and informational purposes only. ​ The information contained on this podcast and the resources available for download through the accompanying website is not intended as, and shall not be understood or construed as legal, financial, tax, medical, health, or any other professional advice.

Today I was joined by guest co-hose Chelsea Boss of SeaBoss Marketing a chat all about wine branding! We interviewed Lindsay Regan and Byron Hoffman of Offset Partners, a brand design and technology company serving the wine industry all about what branding even is, how it's different from marketing, and how to discover your own brand's identity. Important linksOffset Partners Website: https://offsetpartners.com/Offset Partners Instagram: @offsetpartnersConnect with Chelsea boss of Seaboss Marketing on Instagram: @seabossmarketingConnect with Heather Daenitz of Craft & Cluster on Instagram: @craftandclusterHave something you'd like me to cover on the podcast in the future?  Send me an email at podcast@craftandcluster.comDisclaimer: The information contained on this podcast and the resources available for download through the accompanying website are for educational and informational purposes only. ​ The information contained on this podcast and the resources available for download through the accompanying website is not intended as, and shall not be understood or construed as legal, financial, tax, medical, health, or any other professional advice.

At the start of every good marketing strategy is a goal or goals that you are reaching towards. But how do you know if the content you're putting out is actually helping you meet those goals?Today we talk about how you can use Instagram Insights and Analytics to determine whether or not your content is working for you OR if you're going to need to course correct!Resources mentioned in this episode:Instagram Insights Tracking Tool:www.craftandcluster.com/016PlannThat Instagram PlannerFollow me on Instagram @craftandclusterDisclaimer: The information contained on this podcast and the resources available for download through the accompanying website are for educational and informational purposes only. ​ The information contained on this podcast and the resources available for download through the accompanying website is not intended as, and shall not be understood or construed as legal, financial, tax, medical, health, or any other professional advice.

As we’ve talked about multiple times on this podcast, Millennials and Gen Z are using their buying power to highlight and support their own personal values.  This includes purchasing products that are responsibly made and sustainable. Today, I invited Beth Vukmanic Lopez, the program director for SIP Certified (which stands for Sustainability in Practice), onto the podcast to talk with us about why communicating your sustainability in your marketing is important in ensuring your brand’s economic sustainability.Beth even lists a few resources on HOW to communicate your sustainability in your various marketing channels.Resources Mentioned in this Episode:Social Media & Sustainability FREE Online Workshop Seasons of Sustainability PDF NewsletterInstagram: @sipcertifiedwww.SIPcertified.orghttps://www.vineyardteam.org/scholarship/Disclaimer: The information contained on this podcast and the resources available for download through the accompanying website are for educational and informational purposes only. ​ The information contained on this podcast and the resources available for download through the accompanying website is not intended as, and shall not be understood or construed as legal, financial, tax, medical, health, or any other professional advice.

In today’s episode, I talk with Nathaniel Crawford who is a Chicago-based commercial food, portrait & lifestyle photographer, learned home baker, and a person who stutters. He has worked with numerous brands like Aberlour Scotch Whiskey, Aunt Millie's Bread, and Godiva Chocolate!I started following Nathaniel on Instagram last year, finding his food photos engaging and evocative.  We began talking regularly in the DMs about photography and marketing as they relate to the food and beverage industries and our conversations were so good that I knew I had to have him on the podcast!In fact, we had so much fun talking that the original recorded conversation was about 3 hours long! I trimmed it down as best as I could to 1 hour but it is clear that I’m going to need to have Nathaniel back on the podcast soon.Connect with Nathaniel:Instagram: @capturesbytkcoWebsite: https://www.capturesbytk.com/__Connect with HeatherInstagram: @craftandclusterWebsite: https://www.craftandcluster.com/Disclaimer: The information contained on this podcast and the resources available for download through the accompanying website are for educational and informational purposes only. ​ The information contained on this podcast and the resources available for download through the accompanying website is not intended as, and shall not be understood or construed as legal, financial, tax, medical, health, or any other professional advice.

If you're looking for a wine brand that absolutely crushes it on social media, look no further than Tablas Creek Vineyard!On today's episode of the Craft & Cluster Podcast, I talked with Ian Consoli, the marketing director for Tablas Creek, one of my absolute favorite wineries on the central coast. In this conversation, Ian and I talk about the importance of listening to your audience and how a good company culture is crucial to the success of any business.  Indeed, much of our conversation centers around how Tablas Creek’s successful marketing efforts are due in large part to their team’s ability to collaborate and support each other.Follow Tablas Creek online:Blog: https://tablascreek.typepad.com/Instagram: @tablascreekFacebook: Tablas Creek VineyardTwitter: @tablascreekYouTube: Tablas Creek (Let's help get them to 1000 subscribers!)You can contact Ian directly at ian@tablascreek.comIf you found this episode super valuable, PLEASE rate and review it, and spread the love by screenshotting, sharing, and tagging @craftandcluster on Instagram. And to make sure you never miss an episode, be sure to subscribe!If you have any questions, feel free to email me at podcast@craftandcluster.com and if you would like to learn more about me and my services, head to www.craftandcluster.com!Disclaimer: The information contained on this podcast and the resources available for download through the accompanying website are for educational and informational purposes only. ​ The information contained on this podcast and the resources available for download through the accompanying website is not intended as, and shall not be understood or construed as legal, financial, tax, medical, health, or any other professional advice.

In about mid-January, I finally got an invite to one of the most coveted social media platforms in 2021: Clubhouse. For those who don't know, Clubhouse is a new social media platform that uses the power of voice as a means of connecting people far and wide. It was on Clubhouse that I connected with the amazing wine communicator, Renée Sferrazza, known as @wine.by.renee on Instagram. Renée is a Certified Sommelier with the Court of Master Sommeliers; she’s also a writer, communicator, consultant, and host who is breaking down the world into simple sips, one glass at a time. I invited Renée onto the podcast to talk to us about this new social media sensation and give some actionable tips on how and why brands should be using it to create deeper connections with their fans online.Join Renée's room on Clubhouse every Saturday at 8pm EST/5pm PSTFollow Renée on Instagram and Clubhouse at @wine.by.renee Follow Heather on Instagram and Clubhouse at @craftandclusterOther ways to connect with RenéeEmail: r@reneesferrazza.comWebsite: www.reneesferrazza.comDisclaimer: The information contained on this podcast and the resources available for download through the accompanying website are for educational and informational purposes only. ​ The information contained on this podcast and the resources available for download through the accompanying website is not intended as, and shall not be understood or construed as legal, financial, tax, medical, health, or any other professional advice.

One of the biggest complaints people have about marketing is not knowing what to post on social media or what content will perform well in emails, so today I am sharing three strategies I use to generate ideas for content on the regular.  RESOURCESI am hosting a webinar on March 2, 2021 at 5pm PST where I will help you plan your content for the month of March!Head to www.craftandcluster.com/webinar to register!Disclaimer: The information contained on this podcast and the resources available for download through the accompanying website are for educational and informational purposes only. ​ The information contained on this podcast and the resources available for download through the accompanying website is not intended as, and shall not be understood or construed as legal, financial, tax, medical, health, or any other professional advice.

Chelsea Boss of SeaBoss Marketing is back for another episode of the Craft & Cluster Podcast, this time to help you decide if your email marketing sucks!  The good news is, if it does, she is here to clear that shit up for you.  In this episode, we talk about how the "spray & pray method" of emailing your entire list without segmenting is bad news bears and we give you a few actionable strategies to help you improve your email marketing strategy this week!To get on the waitlist for Chelsea's Wine Email Marketing Masterclass course just head to https://seabossmarketing.com/waitlistIf you found this episode super helpful don't forget to rate and review it, and please, tell me where you're listening by tagging @craftandcluster on Instagram!Get into contact with Chelsea@seabossmarketingDisclaimer: The information contained on this podcast and the resources available for download through the accompanying website are for educational and informational purposes only. ​ The information contained on this podcast and the resources available for download through the accompanying website is not intended as, and shall not be understood or construed as legal, financial, tax, medical, health, or any other professional advice.

Today we are talking all about how to use the power of storytelling to sell your wine online!Articles, Books, and Resources Mentioned in this Episode:The Science of Storytelling: Why We Love Stories by Joshua VanDeBrakeBuilding a StoryBrand: Clarify Your Message So Customers Listen by Donald MillerThe Seven Basic Plots: Why We Tell Stories by Christopher BookerIf you found it super valuable be sure to rate and review it and spread the love by screenshotting, sharing, and tagging @craftandcluster on Instagram.  And to make sure you never miss an episode, be sure to subscribe wherever you like to listen!Disclaimer: The information contained on this podcast and the resources available for download through the accompanying website are for educational and informational purposes only. ​ The information contained on this podcast and the resources available for download through the accompanying website is not intended as, and shall not be understood or construed as legal, financial, tax, medical, health, or any other professional advice.

In today’s episode, we are talking with Brian Simas, an Alcohol Beverage Attorney based in Los Alamos, California. Brian provides experienced counsel to alcohol beverage and agribusiness industry stakeholders, with emphasis on industry commercial and real estate transactions, mergers & acquisitions, and alcohol beverage licensing / trade compliance.In addition to his practice, Brian is a Professor in the Wine and Viticulture Department at Cal Poly San Luis Obispo where he teaches an upper-division course in wine law and compliance. Brian previously taught wine law and compliance as an Adjunct Professor of Law at Pepperdine University School of Law and regularly speaks at symposiums, universities, and continuing education seminars on alcohol beverage law. In this episode, Brian and I talk about how wine brands can stay legal while marketing their wine on social media, and give practical tips on some social media best practices.___References in this Episode to look up:Labeling & Advertising of Wine: 27 CFR Part 4Prohibition | Tied House Laws: 27 CFR Part 6Notable Exception: 27 CFR 6.98California Business & Professions Code 25500Notable Exception: Code 25500.1California Business & Professions Code 25502California Business & Professions Code 25503.4 & 25503.56Connect with Brian:wineattorney@gmail.comhttps://www.simaslawfirm.com/Other Useful Resources:STAYING LEGAL WITH SOCIAL MEDIA by Tracy Genesen, Vice President and General Counsel, Wine Institute | Direct to Consumer Wine Symposium 2019 | January 24, 2019___Disclaimer:  The information contained on this podcast and the resources available for download through the accompanying website are for educational and informational purposes only. ​ The information contained on this podcast and the resources available for download thDisclaimer: The information contained on this podcast and the resources available for download through the accompanying website are for educational and informational purposes only. ​ The information contained on this podcast and the resources available for download through the accompanying website is not intended as, and shall not be understood or construed as legal, financial, tax, medical, health, or any other professional advice.

Today’s episode is very special as I am currently celebrating my two year anniversary of being in business! So I thought it would be fun to take questions from you on Instagram about what I’ve learned in the last two years of running a wine photography & social media marketing business!The questions I got from you all were really deep and great for me to think about and share:What’s your why?What were your biggest wins and lessons learned in these two years?How are you setting goals for the future of Craft & Cluster?What would you do different business strategy-wise?How long did it take you to get confident tooting your own horn?When you wear ALL the hats, how do you plan for growth and not let the day-to-day bog you down?What sort of support system have you built around yourself for when times get tough and how does it help you?How do you overcome artistic blocks?If you found this episode super valuable be sure to rate and review it and spread the love by screenshotting, sharing, and tagging @craftandcluster on Instagram.  And to make sure you never miss an episode, be sure to subscribeDisclaimer: The information contained on this podcast and the resources available for download through the accompanying website are for educational and informational purposes only. ​ The information contained on this podcast and the resources available for download through the accompanying website is not intended as, and shall not be understood or construed as legal, financial, tax, medical, health, or any other professional advice.

We have a very special guest on today’s episode, my friend Simonne Mitchelson, a fellow millennial woman in the wine industry, who I have had the immense pleasure of getting to know in the last year.  Today we are talking all about how wine brands can successfully market to Millennials and Gen Z, how we can be more inclusive as an industry, and how millennials, wine, and social justice are no longer things that can be separated.Resources mentioned in this episode:Wine Enthusiast Article: Millennials and Gen Z Could Save the Wine Industry BY AMBER LUCAS Annual Women in Wine Conference:  Batonnage Forum: Stirring up the Conversation on Women in WineAll-natural marketplace by all-black artisans: BLK & GRNResources for Black Wine ProfessionalsPLEASE DONATE TO THESE SCHOLARSHIPS:Cal Poly Scholarship for Black, Indigenous, People of Color in Wine and ViticultureMajor Taylor Wine  FellowshipBrands Mentioned in this Episode:Bodega de EdgarRaft WinesWhitcraft WinesZafa WinesDomestique Wine ShopFollow Simonne on Instagram to keep up with her on her various amazing products including her upcoming secret wine projects!Disclaimer: The information contained on this podcast and the resources available for download through the accompanying website are for educational and informational purposes only. ​ The information contained on this podcast and the resources available for download through the accompanying website is not intended as, and shall not be understood or construed as legal, financial, tax, medical, health, or any other professional advice.