The global tourism market in 2017 is valued around 1330 B$, some doubling of 2016; in the USA the wine tourism branch worths 28 B$. Vineries are ever more interesting destinations for the wine lover traveler, many countries with very good wines and hospitality in vineries are having a good business.
Dominants players in the tourism are digital companies like Booking and Expedia, the mainly source a traveler visits before to start their journey. Together Kayak, Trivago and TripAdvisor, they are the first step for programming the travel.
So, we have three basic points where we can begin from to setting up a strategy to bring a greater number of visitors in the vinery: the great number of tourists, as they program their journey, the number of fine wine regions.
The strategy must primarily be through the digital tools, but not necessarily all together: every vinery, every country, every wine road, should use those more right to their goals and their own surroundings.
Every tools, every platform you want to use, keep in your mind these three points:
1 – Data, not opinions
If there are people going around the vineyards, it’s important to analyze data about their preferences, their spending power, the number of days spent in the journey, what kind of wine they like. Don’t stop you to these data, but move yourself along the ‘long tail’ of data, all those activities linked to tourism in your own country. Read what Paul Mabray says about. So, to know how much people visiting a big city would like to move in a one-day visit in a vinery nearby there, how monuments and points of interest there are in the surroundings and how these are ranked in the Web, are other data can give interesting crosses informations to catch real visits. In short, the Big Data should be used who works in wine tourism from.
2 – Digital Wine Tourism
The Web is a a deck of cards that is constantly shuffled, and you are the dealer. You can use Google My Business, for exampleIn this way you can have your own card on Google Search, with link to your website, address, map. And it’s free.
Social, of course, and even if you don’t like giving money to Zuck, a good ADV job can help to share your message, but it’s a long way and a very expensive one. For that, you must use very well data about your customers and a good professional to project the campaign.
On other social, Instagram and YouTube can give you more satisfactions. Images and video are more powerful than words, and you can click a photo or play a video from yourself. But ever ask to a professional, before to post your image or video.
More important, look about what apps are enotourism addicted, and let yourself be included in their databases. App are the new way to browse the Internet, and you might think you have your one.
3 – Retention o Acquisition?
I’ve get this title from a Ross Quintana’s post on Kahuna; Ross is in the top 100 marketers list of BuzzSumo and founder of Social Magnet.
What does Ross say us?
That to retain a customer is less expensive than find new ones, and a good strategy is to offer somethings news to your good, old fans.
Speaking about digital, of course newsletter is a good way to have a constant contact and give your subscribers preview contents as video or reviews.
More important, you can write informations about events in your country, like fairs, discounts, openings, and so on, and use these news to attract your customers or to transform your readers in customers.
Remember that word of mouth, online _and_ offline, it one of the best way to made known your brand.
Everyone of you can use these three points, with a little help from a marketing expert or a digital strategist, but first of all, let’s well define your goals and then use the right tools, not vice-versa. The risk is to lose your money, but more important your risk is don’t catch the powerful of new technologies.
And this, is ever more dangerous.