On a limited budget, how can we reach out to customers who have a vested interest in our product?
To super-size your results, get social on multiple platforms (Facebook, Twitter, Ping, blog, Squidoo and LinkedIn). Connect with or follow other wine afficianados. Opine or retweet as much as you're able and offer site-specific specials. Perhaps try tweeting that you'll give 20 percent off to first 10 people to place one-case orders for a new or well-rated label. Or you could tell your Facebook fans if they act fast (give a two-day deadline) they will get a free bottle of wine with any purchase over $20.
Blog as much as you're able--offer wine tips, event news, recipes/ food pairing advice only--no overt selling here. Have a contest and give away an iPod in return for folks sharing their favorite wine and food pairings, with recipes.
Look into and try mobile marketing technology, including FourSquare.
Also produce an event that benefits a local charity with several strategic partners, for example, a well-regarded caterer, a florist, an event planner, etc.
Best of luck - let me know how things go for you @PattieSimone on Twitter!
As president of Pomona, N.Y.-based marketing-advantage and founder of WomenCentric, Pattie Simone empowers ambitious women, companies and entrepreneurs worldwide, sharing smart new media, client engagement, entrepreneurial and communications expertise as a techpreneur, consultant, speaker and video blogger.