To know a thing, you have to measure it, and if you want to know how good are the tasting sessions in your vineyard, you have to know how they perform. The behavior of your customers and wine lovers is the main feedback about your wine business. When they taste and drink and buy your bottles there’re important clue if they will buy your wine again.
The channel your fans use to know your winery is also important to design your wine communication strategy and don’t waste your money in loser advertising campaign. Avoiding to measure, you risk to don’t know if your wine business is in a growing trend; not all socials are good for a business, so you have to choose the better social for your wine business, as I wrote in my post.
There’re some performance indicators can give you a good feedback about ROI (Return Of Investment) of tasting.
Remember to ask for your visitors email, and send them a survey about their day of taste; get them a gift, a discount coupon for their next visit or an online purchase. Just keep them in touch.
Let’s look about 3 simple performance indicators every winegrower can adopt driving their visitors through the vineyard and the cellar.
1 – Where vinery visitors come from
It’s important to know what digital channel your visitors come from to understand the ROI of wine tasting. I mean what social network they watched at to have news about your tasting day. They might have known it from wine club they are members, from a group in the social network or from a dedicated app. So, find out how they discovered your vinery and work to engage your presence in it.
2 – Conversion rate
Find out how many visitors subscribed your mailing list or to your wine club, and how many of them bought online your wines. In this way you can know their budget, if they’re curious or winelovers, if they buy regularly or don’t. Check how many of your customers didn’t subscribe your mailing list to monitor Return of Investment of your newsletter campaign. Tune your offer and address your mailing list to right target, building more newsletters for every custom segment.
3 – Winelover retention
Knowledge ROI of wine tasting means to measure if your customers buy more than one time and if they buy more after a visit in the vinery. In other words you can check the goodness of your marketing strategy in social channels, newsletter and advertising. For instance, look at the differences from who buy more than one time and who buy only one; where they live, their budget, the channel where they visit you.
It’s a good idea to search your wines not only in a search engine, but in specialized sites like Wine-Searcher. This will give you the awareness if your wine is in a good trend or not.
In conclusion, tuning your wine marketing strategy is important than your product, and knowledge of your customer is your best richness.