Tactics to increase wine visitors engagement before, during and after a tasting room visit. Topics: online resources, reviews, websites, social media, reservations. Presented to the Woodinville Wine Country Association wineries.
The 10 Most Influential CMO's Leading the Way of Success, 2024 (Final file) (...
7 ways to boost DTC engagement
1. Michele Rennie
Wine Direct Solutions
michele@winedirectsolutions.com
7Must-do’s to Boost Your DTC Engagement
2. Michele Rennie
• 10+ years Direct-to-Consumer
Marketing with SMWE &
Constellation Brands.
• DTC & Wine Tourism Consultant ~
Wine Direct Solutions
• Innkeeper ~ Girasol Vineyard & Inn
• Adjunct Faculty Walla Walla
Community College ~ Wine
Marketing
• Past Board Chair and Marketing
Committee Chair ~ Tourism Walla
Walla (2008-2013)
3. How will your
winery connect
with more visitors?
• Increase Visitor traffic.
• Maximize tasting room
revenue.
• More Engagement.
• More Ambassadors.
4. Topics
1. Boost your Online Presence
2. Content is King
3. Be Social Media Smart
4. Extend your Reach
5. Talk Native
6. Be Visual
7. By Appointment Tastings
6. 1) Boost your Online Presence
• Be on all travel-related websites:
i.e TripAdvisor, Yelp, Wikipedia, WA Wine
Commission, Woodinville Wine Country.
• Make sure sites have updated information
(hours/days) and great photos.
• Encourage reviews (helps with local search
rankings).
• Use social listening to monitor what visitors
are saying about your winery.
• Google alerts.
• Engage…nicely, Thank you’s & Ask!
7. 2) Content is King
• Celebrate wine country life on your
website and in your tasting room.
• Highlight your story and people.
• Why you do what you do is more
important than what you do!
• Websites need to mobile.
Day-trippers are planning on
the go.
• Content needs to consumed in
small, tasty, visually appealing bites.
• Establish an editorial calendar for
content ideas and publishing dates:
• Holidays, sports, events, seasons.
8.
9. 3) Be Social Media Smart
• Facebook is #1 place where your
customers connect.
• Instagram photos can post directly
to Facebook. Facebook has become
a visual medium.
• From Facebook, auto-post to
Twitter. Max. 110 characters.
• Instagram 15 seconds of video
content. Vines 6 secs. Most
YouTube videos are too long!
• Pinterest, mostly female, with high
inclination to purchase what they
post or aspire to have what they
posted.
#Reserve90
10. 4) Extend your Reach
• Facebook extends your organic posts
to only 3-5% of your followers unless it
sees engagement.
• Monitor # of Likes, Comments and
Shares.
• If you are scoring with organic reach,
consider sponsoring post.
• Facebook Ads for more reach, new
likes. Inexpensive, targeted.
• Use hashtags -- searchable across
Facebook, Twitter and Instagram.
• #Woodinville, #WAwine
11.
12. 5) Talk Native
• Post fresh, vibrant, authentic content
that looks exactly like the status
updates that friends are posting.
• Less text, more photos.
• Not always about your wine or your
winery.
• Talk about and support:
• your community, your industry &
your people
• More witty, timely, funny
commentary on trending topics.
• Give, give, give … then ask
13. Come on down to Sleight of Hand today and get your SleeveFace on! We're pouring
our entire lineup of wines today! Tonight, Trey will be pouring at Portalis Wine Bar in
Ballard for a wine class from 630-730. Call to see if they still have space!
Trending Topics
#sleeveface
14.
15. 6) Be Visual
• Use great images, not stock.
• Use professional photography
when possible.
• Learn how to take great
smartphone images and video.
• Don’t post ugly stuff. Bad
photography reflects on your
brand.
• Get your visitors to post their
photos.
• Create a photo opportunity for
visitors to post on their SM
page.
16.
17.
18. 7) Create Experiences
• Create events and experiences
that beg to be shared.
• Host “you-need-to-be-here”
member events.
• Reward check-ins.
• Target your guests before they get
to your winery by offering them
options.
• Private tastings
• Reserve tastings
• Wine & Food Pairings
• New research shows that by
appointment, seated tastings
outperform standard tastings.
22. By Appointment Tastings
• Won’t work for every winery as it impacts
space and staffing.
• Third Party software (Vino Visit & Cellar Pass)
adds seamlessly to your website to take
reservations, collect customer data and
provides robust reporting.
• Reduce cancellations by 50% and
no-shows by 67%.
• Turn a website visit into a commitment
to visit your winery.
• Allows you to allocate your tasting room
resources and schedule for these tastings.
• Visitors can schedule their tastings at their
convenience, reducing phone & email tag.
23. This is your time to:
• Engage
• Dazzle
• Connect &
• Stay Connected
Have a great season!
Thank you!
Michele@winedirectsolutions.com
Editor's Notes
I know a lot about your wine visitor:Best case: They either know you already and have a relationship with you.They have heard about you as someone who they feel is credible has told them they must go there. Word of mouth and the big daddy influencer FB makes this a big deal. Or they find you by accident. How many times do I hear? We ran out of time.
Create Buzz around your winery so that people are talking about you!Be on all travel-related websites:i.eTripAdvisor, Yelp, Wikipedia, WA Wine Commission, Woodinville Wine Country.Make sure sites have updated information (hours/days) and great photos. Encourage reviews (helps with local search rankings).Use social listening to monitor what visitors are saying about your winery. Google alerts. Engage, thank, ask!
Celebrate wine country life on your website and in your tasting room. Highlight your story and people.Why you do what you do is more important than what you do!Websites need to mobile. Day-trippers are planning on the go. Content needs to consumed in small, tasty, visually appealing bites. Establish an editorial calendar for content ideas and publishing dates: Holidays, sports, events, seasons.
Facebook is #1 place where your customers connect. Instagram photos can post directly to Facebook. Facebook has become a visual medium. From Facebook, auto-post to Twitter. Max. 110 characters. Instagram 15 seconds of video content. Vines 6 secs. Most YouTube videos are too long! Pinterest, mostly female, with high inclination to purchase what they post or aspire to have what they posted.
Facebook extends your organic posts to only 3-5% of your followers unless it sees engagement. Monitor # of Likes, Comments and Shares.If you are scoring with organic reach, consider sponsoring post.Facebook Ads for more reach, new likes. Inexpensive, targeted. Use hashtags -- searchable across Facebook, Twitter and Instagram.#Woodinville, #WAwine
Use great images, not stock. Use professional photography when possible.Learn how to take great smartphone images and video.Don’t post ugly stuff. Bad photography reflects on your brand. Get your visitors to post their photos.Create a photo opportunity for visitors to post on their SM page.
Create events and experiences that beg to be shared.Host “you-need-to-be-here” member events. Reward check-ins. Target your guests before they get to your winery by offering them options. Private tastingsReserve tastingsWine & Food PairingsNew research shows that by appointment, seated tastings outperform standard tastings.
The standing experience came in with the lowest success rate at 64% or flipping that on its head, 36% of visitors to a standing bar were melon squeezers and bought nothing http://svbwine.blogspot.com/2014/03/are-standing-tasting-bars-better-than.html#more
Many plan their visits in advance, computer, do special offerings etc
Won’t work for every winery as it impactsspace and staffing.Third Party software (Vino Visit & Cellar Pass) adds seamlessly to your website to take reservations, collect customer data and provides robust reporting. Reduce cancellations by 50% and no-shows by 67%.Turn a website visit into a commitment to visit your winery. Allows you to allocate your tasting room resources and schedule for these tastings. Visitors can schedule their tastings at their convenience, reducing phone & email tag.
This is your time to: EngageDazzleConnect & Stay ConnectedHave a great season! Thank you! Michele@winedirectsolutions.com