VOX SHOP

03 October, 2008

How do you advertise your store?

"Our most effective form of advertising was when we bought our first van. It was

black

so we wrote the name of the shop in bright pink letters. You immediately get a response from that because it's distinctive. We spend quite a bit of money to move up our listings on

Google and we also advertise in the Yellow Pages, but I'm seriously considering stopping

- people don't look in books any more."

Stuart Vass

York Wines, York

"We mostly do direct marketing such as mail drops and sending out targeted emails. We do a little bit of advertising on various websites such as

The

Best of Haslemere , but we don't do national or even local press as it's a complete waste of money. Building up your own database of customers is

labour intensive but it costs virtually nothing."

Richards Royds

The Haslemere Cellar

Haslemere, Surrey

" Word of mouth works very well. The internet site is useful - it gives potential customers a good idea of who we are. We're well known in the area so don't need to use advertising as such."

Toby Cutler

Wimbledon Wine Cellar, Chiswick

"We advertise our personalised Champagne service in glossy magazines, which attracts the right sort of people. It means customers think of us when looking for something to celebrate a special occasion ."

Kay Soudah

Grape Passions

Little Braxted, Witham




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle ľ which makes it especially galling that we spend so much time divided over it.

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