Business View Magazine March 2023

128 BUSINESS VIEW MAGAZINE VOLUME 10, ISSUE 3 Hook and Ladder also practice integrated pest management and uses only the most environmentally safe chemicals - ones that kill the pest and do not affect any other life form. While digital marketing and targeted campaigns to improve the winery’s website visibility are paramount to continuing Hook and Ladder’s growth, it also is taking a different path than some vineyards for improving customer experience and building build loyalty. Ruddick believes that creating loyalty with customers, partners, and stakeholders today is about giving reasons to bring them back for future visits and purchases. So, Hook and Ladder strive to be kid-friendly and pet friendly, again shuttering the idea of exclusivity. As Ruddick puts it, “we want to zig while (competitors) zag.” PREFERRED VENDOR/PARTNER n Redwood Empire Vineyard Management www.revm.net That has included bringing in live musicians to perform throughout the week with a variety of styles. Authors have been featured reading chapters of their books while answering questions from guests about the motivation behind their prose. Hook and Ladder have partnered with a local business to screen movies live at no additional charge to guests as well. “We can’t lose track of the fact that everyone who comes here wants to feel comfortable and that enjoying a glass of wine or a tasting is just part of the experience that we offer,” Ruddick says. Once Hook and Ladder attract a first-time customer, Ruddick aims to ensure that the customer will download the winery’s app, subscribe to emails, and welcome updates from Hook and Ladder on events, new wines, and more. He says in today’s market it is important to “get visibility in a customer’s phone” because that is where repeat business can happen. That is also how Hook and Ladder can maintain a positive online profile. Something is working – Hook and Ladder has a 4.9 Google rating and is investing more time and effort in getting more customers to share their experiences online. A big part of those positive reviews is creating a “buzz” that sets it apart from competitors. That extends not just to in-person visits, tastings, and purchases but online sales, another growing part of the business. “You can come here and spend your day enjoying the beauty of the rolling hills of West Sonoma County but our brand and consumer reviews are dependent on putting together great hospitality packages,” Ruddick says.