Jackie and Darren Brown fell in love while working together at a Tasmanian winery. After marrying in 1996, the couple decided to purchase their own piece of land where they could cultivate their vintner dreams. It wasn’t long before they planted their first crop. Seven years later, they bottled their first wine –a sauvignon blanc. Now they needed a name. Sitting beside a pond on their property, watching the ducks diving below the water, it hit them, and Puddleduck Vineyards was born.
For years, marketing for the vineyard was non-existent. Jackie says that when she finally decided to start marketing the wine, Facebook was the obvious choice. "It’s all about people," Jackie says. "Our vineyard is all about people and Facebook is all about people and connections." Since she didn’t have much time, she would dedicate a few hours one day a week to schedule posts to appear at different times during the coming week. She would post photos of the vineyard in action and some of the animal inhabitants. One day Lucky, a pet duck, waddled into a staff meeting. Jackie gave Lucky a seat at the table, took a photo and posted it to Facebook. The post exploded with popularity.
In addition to products posts, Jackie shares information about vineyard events, such as the annual duck race. Within the first four months of using Facebook, Puddleduck Vineyard sales increased 30 percent and as many as 48,000 people were seeing the posts. "Anytime I put something up on Facebook, there’s normally a rush on that particular item," says Jackie. "Internet sales have drastically gone up thanks to Facebook." Facebook also helps Jackie learn more about her customers’ wants and needs. "Facebook has given us a strong insight into our customers and how we can connect with them, helping us drive a 30 percent increase in online sales revenue and increasing the bookings and visits we get to the vineyard," she says.