Craft & Cluster
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!
Episodes
26 episodes since 2020
What Social Media Platform Should Your Winery Be On?
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 othe...
July 05, 2021
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Episode 25
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29:57
This Framework Makes Marketing Your Wine Easy w/ Christy Kern
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 in...
June 21, 2021
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Episode 24
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42:52
Incorporating Diversity & Inclusion Messaging into Your Marketing w/ Alisha Sommer
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 r...
June 13, 2021
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Episode 23
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48:02
How to Identify Your Target Audience
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 ...
June 07, 2021
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Episode 22
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36:58
Marketing Your Wine, Post-Pandemic w/ Chelsea Boss
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.
May 30, 2021
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Episode 21
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1:26:39
How to Plan A Month of Content
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 se...
May 03, 2021
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Episode 20
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14:25
Why going Viral is NOT a Strategy
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...
April 25, 2021
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Episode 19
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21:34
Not Your Average Wine Influencers w/ Winery Reflections
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 note...
April 19, 2021
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Episode 18
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33:09
Everything You Need to Know About Wine Branding w/ Offset Partners
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...
April 11, 2021
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Episode 17
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1:03:37
Measuring Your Success on Instagram
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 ...
April 05, 2021
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Episode 16
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10:33
How to Communicate Sustainability w/ Beth Vukmanic Lopez of The Vineyard Team
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. ...
March 28, 2021
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Episode 15
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35:13
What is Content Photography & Marketing? w/ Nathaniel Crawford
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
March 21, 2021
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Episode 14
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47:51
Why Company Culture Matters w/ Ian Consoli of Tablas Creek Vineyard
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 Tabla...
March 14, 2021
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Episode 13
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1:06:55
Connecting on Clubhouse w/ Renée Sferazza
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 ...
March 07, 2021
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Episode 12
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46:54
3 Ways to Generate Content Ideas
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. ...
February 28, 2021
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Episode 11
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9:47
Does Your Email Marketing Suck? w/ Chelsea Boss
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. <...
February 21, 2021
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Episode 10
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1:02:47
Using the Power of Story to Sell Your Wine Online
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:
February 14, 2021
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Episode 9
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11:46
How to be Legal on Social Media | A Discussion with Alcohol Beverage Attorney Brian Simas
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 commerci...
February 07, 2021
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Episode 8
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1:15:42
It's my 2 Year Anniversary!
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 pho...
January 31, 2021
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Episode 7
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16:50
Marketing Wine to Millennials & Gen Z w/ Simonne Mitchelson
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 ...
January 24, 2021
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Episode 6
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59:47
What Wine Brands Should Post on Instagram
In today’s episode, we talk about why people follow wine brands on Instagram, why they unfollow, and what types of content people want to see more or less of.See full show notes at
January 17, 2021
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Episode 5
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16:01
How to Serve Before You Sell
Welcome to Episode 4 of the Craft & Cluster podcast!In today’s episode, we will talk about the importance of serving your audience before you sell to them.If I’ve learned anything from 2020, it’s that nurturing one’s audience is ...
January 10, 2021
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Episode 4
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13:37
5 Things to STOP Doing on Instagram
In today’s episode, we are talking about what NOT to do on Instagram and what TO do instead!As a social media manager, nothing is more frustrating to me than seeing brands I love making easily avoidable mistakes on Instagram.Back ...
January 03, 2021
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Episode 3
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13:36
Mapping Out Your Marketing Strategy & Content Calendar for the Year
In today’s episode, we welcome my friend Chelsea Boss of SeaBoss Marketing, who will be a regular contributor to the podcast! Chelsea & I will be outlining 5 ste...
December 27, 2020
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Episode 2
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1:00:32
How to Get Started on Instagram
We are starting from the ground up today and talking about how to get going with marketing your business on Instagram!I had no idea what I was doing when I first started marketing on social media, but I did know that I needed t...
December 20, 2020
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Episode 1
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21:34