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Craft & Cluster

Author: Heather Daenitz

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Welcome to the Craft & Cluster Podcast, hosted by Heather Daenitz, the owner & photographer of Craft & Cluster, a photography and social media consulting company based in Santa Barbara Wine Country. On this podcast, we are going to dive into how to market your wine in the digital age. We’ll talk about easy social media marketing strategies as well as email list building, influencers, and website optimization.Tune in every Monday to learn actionable marketing strategies that will get you results, eliminate your overwhelm, and get you back to doing what you love!
26 Episodes
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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 an...
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...
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 int...
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...
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 you...
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 ...
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 li...
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/communicator...
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 Mar...
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...
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 bra...
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 beve...
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 ...
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, consulta...
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 availa...
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 waitl...
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 @craftan...
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...
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 t...
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:...
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