A Simple Yet Effective Way to Convert Tasting Room Patrons
Posted by Stephen Mutch on August 3rd, 2007I was reading an interesting article about the increase in tasting room sales nationally. It was sharing statistical data regarding tasting room purchases and charges for tastings. The article stated that 50 percent of wineries charge for tastings, and only about half apply the fee to purchases made in the same visit. I started thinking how much opportunity is lost there. If you are charging someone to taste and they do not purchase at that time, offer them an incentive to come back and purchase later online. Pass them a promo code listed on a business card and offer them a discount amount equal to their tasting room charges if they purchase online within a two week period. This is a simple way of maximizing your chances at converting that tasting room patron to a full fledge customer.
August 3rd, 2007 at 4:54 pm
That business card and promo code you noted will only make to my pile of cards or to the bottom of someone’s purse 20 seconds after you gave it to me or another prospect. While I agree with the general idea and believe a lot of opportunity is lost in the tasting rooms, I think we need to be a little more creative and proactive with our direct response promotions out of our tasting rooms.
So come on guys , think out side of the box here!
And it would be nice if you showed us that link to the article you are referencing.
Cheers and thanks!
Chris
August 3rd, 2007 at 5:24 pm
Chris,
Promo codes are only one of the ways you can help. Stephen is offering tangible efforts to help. This is one of many tactics you can use and until you judge, measure the results. Yes, there are more creative ways but in all reality, just some basic block and tackling at low cost, low effort, yield high results.
Paul
August 3rd, 2007 at 5:51 pm
Paul ,
Just to let you know, promo codes are not easy, they are hard to implement. They always take an extra step or two that prospects are reticent to complete. And as you note they are only one of the ways to help a client winery.
But Stephen is right, and I think I am on the same page that he/you is/are on , lets call it what it is , Guerrilla Marketing is the key, the tactic to get wine consumers to recognize a wine value you have to offer. Information.
I still want to convey that this is not a simple craft, that of selling wine online or off. Stories need to be told, consumers need to be educated, not everyone can be drawn in from a simple promo discount code.
Inertia is doing a more than it’s part and I don’t want to downplay that, but please don’t boil down all of our marketing efforts to sound as easy as a simple addition to a business card.
My bad if I am over reacting.
Cheers!
Chris
August 6th, 2007 at 3:09 pm
Chris,
In no way was this meant to suggest that writing a promo code on a business card is the be all answer to marketing. This is a simple method that if executed properly can be very effective part of your marketing program. As Paul said, this is just one suggestion. Perhaps this example would not work for every winery, but it could and will work for some. The promo code offer goes way beyond the potential of an onetime online sale. Offering that incentive will increase the likelihood that the visitor to the tasting room would also be a visitor to their website and potentially provide information that would be invaluable in future marketing programs.
Again, in no way was this meant to suggest that planning and executing marketing programs are as simple as writing a promo codes on business cards. It is just another tool someone could use if it would work for them.
Thanks,
Stephen
August 6th, 2007 at 11:22 pm
Now, what would REALLY be cool is a gift card that worked at either your web site or tasting room(s). It could be used for this purpose, and for a host of other promotional activities - not to mention as a great gift idea for the holidays. It’s already August. How about it?
August 7th, 2007 at 11:59 am
Stephen,
Point taken, and wine marketers should be trying a lot of different things to clase more direct sale. Sorry if my elbows were a little sharp there!
el jefe,
Wouldn’t it be even cooler to have a wine card usable at multiple wineries and retail wine shops!
Cheers!
August 7th, 2007 at 2:45 pm
Yes to El Jefe - CITB will be there to present this solution.
Chris - we hope to help facilitate that someday in the future but it takes a herculean effort to organize so many interests.
August 7th, 2007 at 4:10 pm
Well just sign me up as the poster boy for the “Universal Wine Card” when you roll it out!
Cheers!
C
August 8th, 2007 at 1:07 pm
hi Chris - I believe you can get such a card now thru many providers, printed with your artwork, that works as a credit card at any business. I want the equivalent of a gift certificate limited to my own business, that works B&M or Ecomm.
hi Paul - I can hardly wait!