Jim Agger
July 14, 2015 | Direct to consumer, Marketing | Jim Agger

Summertime is the perfect season to host a party at your winery

Events are a great way for you to bring in new customers and strengthen ties to loyal ones.  Promoting your event, whether you're a big winery or small, will help to ensure that all of the hard work you put into organizing, setting up and executing the event will not go in vain. You've spent a lot of time and money on the event, and the point is to bring people to you, so make sure you do what needs to be done before the event begins. 

First and foremost, with email marketing, only send messages to people who have opted in. These are the people who will be most interested in going to the event. Email blasts work great when they are directed at the right target, so make sure to build an email list of people who'd actually like to visit the winery for the event. Once you have identified the right people and have a strong email list, don't bombard them with numerous emails.  One announcement and one follow-up is sufficient. 

When sending an email, be concise and give recipients only the essential information. Provide them a link to your website for more information. If you send them an email with too much content, most people will simply not read it. 

Direct mail
Sending a stylish postcard or event invitation to valuable customers can be a very effective way to make sure that all your winery's loyal fans come out to the event. When you send the invitation, remember that a personalized letter or card is best. Come up with a few ways of identifying people, such as their names and how long they've been a customer. If you can convince loyal fans to come out, there's a good chance they'll bring a friend or two or at least spread the word. 

Social media
Social media is a place where you can really reach a lot of people. Facebook, Twitter, Instagram and other sites are all good places to reach a large audience. These sites also enable you to promote some of your posts so that you can reach even more people. A nice feature of social media marketing is that it is pretty easy to track your posts and see results from them. This information will help you when it comes to planning future events. 

Community involvement 
While bringing in people from outside of your community can be good for business, your efforts are probably going to be better spent attracting people from the local community. These people are, in most cases, more likely to make it back to the winery on regular occasions. You can focus on the local community by getting involved. You should try to support other community causes, raise some money for a local school or support a local non-profit. If people see that the winery is supporting needy causes in the community, they'll be more likely to become customers and attend events. 

Use wine club members 
Wine club members are some of your most valuable customers. They consistently enjoy your product and are fans of it and of the winery. Include an additional discount in their next wine club shipment to entice them to come out for the event and enjoy the product they love on site at the event. 

Industry websites and publications
The wine industry has many different websites and publications that are for other people in the industry. Purchasing some advertisement space with some of these outlets can serve you well. These resources are used by people who are interested in wine and wine making. By advertising with these outlets, you'll be reaching an important group of your audience. 


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