The summer and fall are when wineries do most of their events and when consumers are looking for things to do. The good weather gives people the urge to get out and do something fun and perhaps something they haven’t done before. So make sure they know about you.
Which brings me to the gist of this week’s blog: what are you doing to bring new people into your winery? And more importantly: how are you doing it? These days many wineries communicate almost entirely through email, their website or social media. You might reach a small percentage of your current customers or people who have visited your winery before, through these avenues, but when you take a look at your email open rates you will find that a large percentage of people on your mailing list are not opening the emails and definitely not clicking through to find out more about what you are promoting.
Email is a double-edged sword. It’s an easy and inexpensive way to send information to your customers, but most wineries have low open and click through rates and the conversion rates (the number of people who click through and actually take advantage of the offer) are lower, still.
Incorporate other ways to reach people into your advertising and promotion mix.
• Send out press releases to local magazines, radio and TV stations as well as wine bloggers and wine-related Facebook sites.
• Let local and regional bloggers know what is happening at your winery.
• Consider postcards and follow them up with emails as a one-two punch. This has proven to be more effective than sending either one alone.
While email, the web and Facebook are all good ways to get the word out, they are not the only ways and you shouldn’t rely on them alone to promote your winery, wines and events.
A tip of the glass from me to you!