Keeper Collection #SommChat Guest Matt McGinnis @MattMcGinnis

11/22 Matt McGinnis, Pen & Tell Us


KeeperCollection @KeeperColl: Welcome to #SommChat everyone! Tell your friends to join us to learn about #wine from Matt McGinnis @MattMcGinnis, founder of @PenAndTellUs!

KeeperCollection @KeeperColl: We're about ready to dive in w/questions, so shout out to @PenAndTellUs to say hello & so he knows you're here! #WineWednesday #SommChat

KeeperCollection @KeeperColl: Don't forget that EVERY tweet during this chat should include the #SommChat hashtag in order for everyone to see it!

KeeperCollection @KeeperColl: As we ask Matt McGinnis @PenAndTellUs our Qs, you can ask your Qs as well! He'll do his best to answer all Qs in the order they come #SommChat

KeeperCollection @KeeperColl: W so many participants lots of gr8 Q's R asked! Even if u dont ask 1--give a S/O 2 @KeeperColl & @PenAndTellUs 2 let us know u R here! #SommChat

KeeperCollection @KeeperColl: Let's start talking #wine with Matt McGinnis @MattMcGinnis from @PenAndTellUs! #SommChat

Matt McGinnis for @PenAndTellUs: I'm excited to join #SommChat! I've been a participant for several years. Thanks for having me @KeeperColl

Luscious Lushes, CSW @Luscious_Lushes: Here are ready to hear what @PenAndTellUs has to say! #SommChat Is it too early for Champers?

Matt McGinnis for @PenAndTellUs: It is never too early for Champers when we're on #SommChat. Ready for Turkey day.

Luscious Lushes, CSW @Luscious_Lushes: I need lots of champers to get ready for that. ::digs in to fridge:: #breakfastwine Plus it takes a lot of bubbles to write awesome email campaigns. #SommChat

Sassodoro @sassodoro: Ready for #SommChat!

Matt McGinnis for @PenAndTellUs: Great to see you here! Ready for your questions #SommChat

KeeperCollection @KeeperColl: .@Sassodoro welcome back to #SommChat today with @PenAndTellUs look forward to your questions to @MattMcGinnis

KeeperCollection @KeeperColl: @PenAndTellUs what inspired you to start @PenAndTellUs? #SommChat

Matt McGinnis for @PenAndTellUs: I have been in the marketing field for more than 25 years - mostly in big corporations. I've always been fascinated by wine, and wanted to combine the two with Pen & Tell Us #sommChat

Luscious Lushes, CSW @Luscious_Lushes: You don’t look a day over 30! #SommChat. I guess it’s all the red wine...

KeeperCollection @KeeperColl: Welcome to #SommChat @Luscious_Lushes look forward to your questions to Matt @PenAndTellUs so all can learn!

KeeperCollection @KeeperColl: Q fr #SommChat #Somm did you fall in love with #wine first or #marketing and where do you see the two coverging for best practices @PenAndTellUs

Matt McGinnis for @PenAndTellUs: A. I fell in love with wine at an early age, before I started my career in marketing. I always considered it a serious passion and hobby, but didn't know how to get into it as a career for a while...

Matt McGinnis for @PenAndTellUs: A. I pursued my love of wine as a part time employee at a winery, and then as a freelance wine writer for several years. Those experiences led to lots of business connections #SommChat

Matt McGinnis for @PenAndTellUs: A. I soon realized that enough people in the wine world wanted to work with me in marketing, so I started an agency dedicated to food and beverage #SommChat

KeeperCollection @KeeperColl: Matt, how can @PenAndTellUs help people in the #wine business? #SommChat

Matt McGinnis for @PenAndTellUs: Pen & Tell Us helps wineries better tell their story to consumers and trade with great ad, PR, digital and social campaigns. We know wine #SommChat

KeeperCollection @KeeperColl: Q fr #SommChat #Somm @PenAndTellUs what skill sets do you think are important to work in #wine marketing - am a #Somm on floor now and considering a change

Matt McGinnis for @PenAndTellUs: Having a solid grounding in marketing fundamentals is essential. Knowing how to reach your audience thru lots of avenues is key #SommChat

Luscious Lushes, CSW @Luscious_Lushes: BINGO. #SommChat the specificity of the wine biz is critical - I find that understanding those business needs sets me apart (in the back office systems space) #SommChat

Matt McGinnis for @PenAndTellUs: Yes being an expert in business comes first. Wine expertise is super important too #SommChat

Luscious Lushes, CSW @Luscious_Lushes: I meant specifically business expertise in the industry. If you don’t understand how the industry functions you’re not going to succeed. Wine expertise is also important - particularly in marketing #SommChat

Matt McGinnis for @PenAndTellUs: Yes! #SommChat

Luscious Lushes, CSW @Luscious_Lushes: :-D

KeeperCollection @KeeperColl: @PenAndTellUs how has social media and online information about #wine helped #wine as an industry? or hurt? #SommChat

Matt McGinnis for @PenAndTellUs: Social media is an essential part of how consumers learn about #wine. It has helped people find more producers and new wines. #SommChat

Matt McGinnis for @PenAndTellUs: Social media and online information have way more upside for the #wine industry than negatives. #SommChat

KeeperCollection @KeeperColl: Q fr #SommChat peep @PenAndTellUs am college student in #Marketing & want to learn abt #wine what R best ways to do this?

Matt McGinnis for @PenAndTellUs: Keep studying marketing and PR! Then pick up some wine books like the Wine Bible and Wine Folly. Learn the basics from them. If that get's you more interested, join a #wine study group. #SommChat

Luscious Lushes, CSW @Luscious_Lushes: TASTe taste taste. Read. Take a class. #SommChat find mentors

KeeperCollection @KeeperColl: @PenAndTellUs tell us about your #wine #writing history and how it helps you in UR current work - R U self taught or studied? #SommChat

Matt McGinnis for @PenAndTellUs: I started #wine writing after working in the biz. Once I started writing I wanted to learn more to be a better writer, so I joined a somm study group. Over several years I took and passed 5 exams #SommChat

Luscious Lushes, CSW @Luscious_Lushes: Yes tell us about that time you won the @rsvineyards bloggership ;-). #SommChat #winewriters (proud of my lil bloggers)

KeeperCollection @KeeperColl: Q fr #SommChat #Somm @PenAndTellUs understand you have done some #wine studies with MS program and WSET major differences if U could only do 1 which path and why?

Matt McGinnis for @PenAndTellUs: Yes I have studied in MS, CSW and WSET. Glad I did all 3 to round out my #wine education. As a marketer and not a floor somm, I can go deeper into WSET than MS #SommChat

Luscious Lushes, CSW @Luscious_Lushes: What about an MW? #SommChat

Matt McGinnis for @PenAndTellUs: I've considered pursing MW, but building my business has taken precedence. Continuing education is key for me though #SommChat

Luscious Lushes, CSW @Luscious_Lushes: Completely understand that. But yes, agree education is critical. #SommChat

Arthur Hon @Somm_ArthurHon: #SommChat @PenAndTellUs What do you do to manage the client's expectation in marketing?

Matt McGinnis for @PenAndTellUs: Lots of communication! Set agreed upon goals from the start, milestones and ways to measure outcomes. Keep regular check-ins on progress thru every campaign #SommChat

KeeperCollection @KeeperColl: Great question @Somm_ArthurHon and nice to see you back on #SommChat we heard great things abt appearance last week! How is #nyc

Arthur Hon @Somm_ArthurHon: @SommChat #NYC is good. Landed here just this Monday evening. Slowly but surely transitioning into my new environment. My first day at @UnionSquareCafe will be this coming Monday 27th.

KeeperCollection @KeeperColl: We know @UnionSquareCafe will be a special place with you there #SommChat

KeeperCollection @KeeperColl: @PenAndTellUs how have you found stories to be successful for your #wine clients? How do you get them published? #SommChat

Matt McGinnis for @PenAndTellUs: It takes a combo of being able to tell a great story, and understanding how a journalists works. As a writer, I get the constraints of journalism and can cater to their needs so our clients have better opportunity to be in the press #SommChat

KeeperCollection @KeeperColl: Matt, how did you choose the name for @PenAndTellUs? #SommChat

Matt McGinnis for @PenAndTellUs: Funny story! When starting Pen & Tell Us, my son was watching the comedy duo Penn & Teller on TV. He just blurted out "Call yourself Pen & Tell Us" It fit! I bought the URL immediately #SommChat

KeeperCollection @KeeperColl: Q fr #SommChat peep @PenAndTellUs your website says you are a Marketing Agency - what is difference BW that & PR firm?

Matt McGinnis for @PenAndTellUs: We offer more services than Public Relations. We think about how to reach audiences broadly thru advertising, web design, digital campaigns, in-store promotion, social media, etc. #SommChat

KeeperCollection @KeeperColl: Q fr #SommChat #Somm @PenAndTellUs what are some #wine #writing trends you have seen recently? #SommChat

Matt McGinnis for @PenAndTellUs: #Wine #Writing seems to be getting less critical. Many up and coming writers are posting stories without deep analysis. Not a lasting trend I hope. #SommChat

Arthur Hon @Somm_ArthurHon: #SommChat Fingers crossed. It is discouraging to see there are less and less qualified #wine writers that actually have done their homework.

Matt McGinnis for @PenAndTellUs: I attended the Wine Bloggers Conference #WBC recently and was pleased to see many writers who have somm credentials AND can write #SommChat

Arthur Hon @Somm_ArthurHon: #SommChat @PenAndTellUs With social media and smart phones, the attention span for the average consumers has decreased drastically. In reaction to this, what do you do now that is much different than when you first started #marketing?

Matt McGinnis for @PenAndTellUs: Great question. It comes down to more content in more avenues. Ensuring consumers can find you in apps, social, websites, traditional media, events, etc. Feed the beast #SommChat

KeeperCollection @KeeperColl: @PenAndTellUs good answer on #wine #writing Trends what are some #wine trends you have seen recently #SommChat

Matt McGinnis for @PenAndTellUs: A #wine trend that I like is diversification of palate. People are more willing to try lesser known varieties and wine from off the beaten path regions #SommChat

KeeperCollection @KeeperColl: Q fr #SommChat #Somm what article/s did your write that got the most traction and why do U think they did? Will you freelance write again? Why did U stop? @PenAndTellUs

Matt McGinnis for @PenAndTellUs: Article that got the most attention was a blog post rather than a magazine article. It was about the lack of marketing heft for #TXwine compared to NY #FLX wine. Got some dander up #SommChat ...

Matt McGinnis for @PenAndTellUs: My freelance writing slowed considerably and then stopped because my agency grew and took more time and because I am able to satisfy my passion to write about wine with client work. I will still write occasionally #SommChat

KeeperCollection @KeeperColl: @PenAndTellUs we are so excited to have you as our #marketing Agency for #SommsUF U attend our event every year, what are some reasons people should attend? #SommChat

Matt McGinnis for @PenAndTellUs: I LOVE #SommsUF and jumped at the chance to sponsor it to tell the story about this fantastic #wine & food competition to reach more people #SommChat

Arthur Hon @Somm_ArthurHon: #SommChat @PenAndTellUs Are there any unique current observations related to age groups that surprised you in #Wine #marketing based on the projects you have worked on.

Matt McGinnis for @PenAndTellUs: No one talks about Gen X, but that demographic has the biggest #wine buying potential right now. Less traditional than Boomers, more loyal than millenials #SommChat

Arthur Hon @Somm_ArthurHon: #SommChat Totally agree! I am glad to know that this is also noted from the #marketing sector of the #wine market, and not just my personal observation. Go #GenX!

KeeperCollection @KeeperColl: Q fr #SommChat #Somm see that U Have worked at Large agencies why did you decide to change to UR own biz & what R major diffs in the 2 @PenAndTellUs

Matt McGinnis for @PenAndTellUs: Biggest difference between being an exec at a huge agency and running my own small agency is that I only answer to clients, my staff and me. No shareholder BS #SommChat

KeeperCollection @KeeperColl: Q fr #SommChat peep do U do any work 4 #Texas #wineries? If so, is it hard to market #TX #wine? What is UR stance on labeling issues @PenAndTellUs

Matt McGinnis for @PenAndTellUs: Yes we work with #TXwine and love marketing wineries here. Consumers love trying wine from new regions, and we love telling the story about #wine from Texas #SommChat...

Matt McGinnis for @PenAndTellUs: I believe in truth in labeling. If it is 100% Texas fruit, say it. If it is 75% Texas and 25% CA, say it. I'm not an advocate for new laws in #TXwine #SommChat

KeeperCollection @KeeperColl: Q fr #SommChat #Somm how do you compete as a small biz with large #wine marketing agencies @PenAndTellUs? How many ppl on UR team?

Matt McGinnis for @PenAndTellUs: Competing with the big agencies is tough because they have name recognition, but once we get in the door, we win #SommChat. . .

Matt McGinnis for @PenAndTellUs: Pen & Tell Us is a team of 7 #marketing pros with various expertise in graphic design, web design, #PR, #socialmedia and branding. Small but mighty #SommChat

KeeperCollection @KeeperColl: Q fr #SommChat #Somm what do you think about the new category/ resistance to millennial etc dividing up into shorter age frames if you know what I mean @PenAndTellUs

Matt McGinnis for @PenAndTellUs: Micro demographics are interesting, but wineries need to find a way to use limited marketing resources wisely to reach broader portions of the market. #SommChat

Arthur Hon @Somm_ArthurHon: #SommChat Can you provide an example to this?

Matt McGinnis for @PenAndTellUs: Group called Xennials - less cynical than Gen X and not digital natives like millenials. Ways they get to buying decisions bridge both older and younger groups #SommChat

Arthur Hon @Somm_ArthurHon: #SommChat I can totally identify myself in #Xennials!

KeeperCollection @KeeperColl: Q fr #SommChat #peep do you ever work with College Interns at @PenAndTellUs if not why not if so where can someone contact you?

Matt McGinnis for @PenAndTellUs: We haven't worked with college interns yet, but we are very open to it. Contact me thru #SommChat

Arthur Hon @Somm_ArthurHon: #SommChat @PenAndTellUs #Thanksgiving is around the corner, there are always plethora of #wine related #marketing around this holiday. Any thing that has peaked your interest this year? or recent years?

Matt McGinnis for @PenAndTellUs: The most interesting #Thanksgiving #wine marketing I've seen lately is Best Wine to Pair with cantankerous relatives. Don't remember who did it #SommChat

Arthur Hon @Somm_ArthurHon: #SommChat @KeeperColl Too funny! I hope it's not @JeppsonsMalort. #Creative #Marketing

KeeperCollection @KeeperColl: Q fr #SommChat #Somm how do you keep up on new #marketing trends? How do U decide what to chg based upon that @PenAndTellUs

Matt McGinnis for @PenAndTellUs: Keeping up with new #marketing trends is more challenging than keeping up with #wine trends. We attend conferences, read industry publications, subscribe to data and talk to lots of people in the industry #SommChat

Luscious Lushes, CSW @Luscious_Lushes: How do you address “trends” in marketing vs core values and strong foundations? #SommChat

Matt McGinnis for @PenAndTellUs: Core values and a solid foundation are a good basis for evaluating whether a marketing trend may have legs #SommChat

KeeperCollection @KeeperColl: @PenAndTellUs does your agency actually create ads and if not why not? #SommChat

Matt McGinnis for @PenAndTellUs: Yes Pen & Tell Us creates digital, print, social and radio ads every day. Our current client roster isn't interested in TV #advertising, but our team has that expertise #SommChat

KeeperCollection @KeeperColl: Q fr #SommChat #Somm if you could market for 1or 2 #wine regions right away what would it be and why @PenAndTellUs

Matt McGinnis for @PenAndTellUs: We'd love to market a whole #wine region! 1st choice is #TXwine by far. Next we'd love to market #OregonWine. We have strong relationships with the industry in both states #SommChat

KeeperCollection @KeeperColl: Q fr #SommChat #Somm how important is a company’s name and logo and how often is it acceptable/needed to change logo @PenAndTellUs do u help new cos with this?

Matt McGinnis for @PenAndTellUs: Consistency of brand - name, logo and image - is really important unless it is tarnished. We help new companies establish brands, and existing companies polish their brand #SommChat

KeeperCollection @KeeperColl: Time to wrap up! Hope you enjoyed this hour of #wine talk w/ Matt McGinnis, founder of #Marketing Agency @PenAndTellUs! #SommChat

KeeperCollection @KeeperColl: It was great to have Matt McGinnis @PenAndTellUs join us today for #SommChat. We hope everyone learned as much as we did!

KeeperCollection @KeeperColl: Please join us in thanking Matt @MattMcGinnis from @PenAndTellUs for his time on #SommChat and thx Matt for spreading our story about #SommsUF

Matt McGinnis for @PenAndTellUs: Thank you for having me on #SommChat. I really appreciate all of the great conversations with everyone! Looking forward to #SommsUF!

KeeperCollection @KeeperColl: @Somm_ArthurHon have a wonderful Thanksgiving and thanks for your great questions on #SommChat today

Sassodoro @sassodoro: Thanks for a great #SommChat and Happy Thanksgiving!

Matt McGinnis for @PenAndTellUs: Happy Thanksgiving #SommChat!

KeeperCollection @KeeperColl: Same to you @Sassodoro and Happy Thanksgiving to all of our #SommChat friends - we will raise a glass to all!

Arthur Hon @Somm_ArthurHon: #SommChat ThX @PenAndTellUs! Look forward to meet you in person.

Matt McGinnis for @PenAndTellUs: Thank you. Look forward to meeting you too. #SommChat

KeeperCollection @KeeperColl: @Somm_ArthurHon have a wonderful Thanksgiving and thanks for your great questions on #SommChat today

Arthur Hon @Somm_ArthurHon: #SommChat Always a pleasure! Look forward to the next session. Happy Thanksgiving to you as well.