Retention

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Understanding Your Sales Funnel to Sell More Wine

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Direct-to-consumer wine sales increased 66% from 2010 to 2015, with 4.3 million cases valued at nearly $2 billion. -ShipCompliant’s Annual Report

Why wouldn’t you want to sell more wine direct to the consumer? You put in the hard work to make the wine, why should the middle man get a cut? The customers care about YOU and your story.

In 2015 there were 8,638 wineries in the United States. Of those, 3,626 wineries produced 1,000 to 5,000 cases per year.

So...how do you do you get your share of the next $2 billion? 

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The Metrics You Need to Watch to Master Your Sales Funnel

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Before the days of modern marketing, measuring your advertising efforts was very challenging. How many winery visits and sales did that magazine ad create? What was the ROI? You couldn't really tell. 

Now, with online marketing, there are almost an overwhelming amount of platforms and tools that will give you numbers to look at. If you've ever logged into Google Analytics, you'll know what I mean. But what do all those numbers really have to do with your winery?

When it comes to understanding your sales funnel and what winery marketing analytics you actually need to be paying attention to, it doesn't have to be complicated.

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Create Emails that Convert Wine Buyers

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Email marketing is undoubtedly one of, if not the most powerful tactics in your marketing tool chest when applied correctly. Email marketing is a great way to convert and retain wine buyers. 

For every $1 spent on email marketing, the average ROI is $38. -Campaign Monitor

However, if you are just sending out a newsletter every month or so, don't expect to see that kind of ROI. If you're going to do email marketing, and you should, you need to do it right. 

Read more for a list of 17 tips that will help you create emails that convert wine buyers. 

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Implement Your Winery Social Strategy in 2 Hours a Week

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Most of you are beyond the days of trying to determine whether you need social media and are instead working on what, when and HOW to implement a solid winery social strategy that's effective.

While you know you need a social strategy and you know you can't just "wing it," I bet you're still struggling with finding the time to do it, right?

Today I'm going to share with you how to implement a winery social strategy in 2 hours a week. That's right, Just. 2. Hours.

Generate More Wine Sales in the Off Season

"During June, July, and August of 2015, consumers saw an 8.2% decrease in the average price-per-bottle shipped over the same period in 2014. Additionally, the months of January and February experienced a 7.5% decrease in average price-per-bottle shipped compared to 2014"

-The 2016 Direct to Consumer Wine Shipping Report

Given the data above, a pretty solid takeaway would be because of the type of wine that's sold. Typically in the summer months more whites and roses wines are sold which tend to have a lower price point than reds. It's safe to assume that in addition to naturally selling more "summer wines" wineries may decide to push and discount their red wine selection in order to get more off the shelves. 

GIVEN THE DATA AND THE TAKEAWAYS ABOVE, WHAT CAN YOU DO TO COMBAT THIS STEREOTYPE? WHAT CAN YOU DO TO GENERATE MORE WINE SALES IN THE OFF SEASON?