The emergence of online engagement and eCommerce
Many wineries, business partners and consumers are at home in some form of quarantine or under stay at home restrictions. This is a communications opportunity – to interact with other tasting room and wine industry professionals on social media – as well as with your customers, and not just to sell wine. Consumers will want to know what’s going on with the winery, and may be interested in engaging with you online. DTC marketing outreach by old school mail, email and social media will keep people informed and updated, as well as offer them online opportunities to enjoy your wines shipped direct to their homes.
Be authentic and genuine. What is Your Brand really all about? I’m reading that people don’t want more pitches for wine, but want to know what the winery is doing to accommodate followers and community during the crisis. I would hedge a little on promos, and err on the side of subtlety and indirect offers, by focusing on wine education and entertainment experiences which are brand appropriate.
Is this the long-awaited inflection point to meaningful winery eCommerce? Now is the time for wineries to find creative ways to shift their business models and shift their sales channel strategies. The last 10 years saw an adjustment from reliance on distribution sales to selling Consumer Direct. Small producers with fully established DTC programs are the most affected by this disruption and many are reacting very quickly and creatively with online solutions. I think this will be the point of transition for those wineries that have not fully embraced eCommerce, to establish online sales as a significant and ongoing part of their DTC programs.
In addition to curbside pickup and drop-off services, there has been lots of interest and many calls for Virtual Tastings from the winery associations and the media. They are looking for events that are part of your programming, so scheduling and publishing well in advance – to allow for system testing (Facebook Live, Instagram Live, Zoom, Skype, etc.) and presentation practice is important, as well as providing ample time for shipping if customers are interested in acquiring specific wines for the event. From my perspective, this could and should become part of your ongoing DTC program – post pandemic – to reach out-of-state and other targeted groups, i.e. consumers, out of state club members, trade or media – so why not get a program in place now and take a leadership position?
I also suggest you do the math and focus on “Shipping Included” promotions versus discounts. Develop a progressive schedule of different packages and gift packs for instance. Consider which wines to offer for virtual tasting events featuring winemaker and staff. You might be surprised at people’s willingness to meet and taste with you online – with either your wines or for wine education. Finally, remember the phone? I know its old school, but the human voice is reassuring. Keep your staff engaged by having them contact your best customers, not just club members. Check to see how they are doing, let them know what’s happening at the winery – and just this one time – don’t ask or mention selling them wine. You might be surprised at the results.
Here are some best practice marketing articles I’ve read that you may find helpful:
- Wine Direct – scheduling, engaging and selling wine direct to consumer: https://www.winedirect.com/resources/knowledge-center/covid-19-and-your-winery
- Amber LeBeau, SpitBucket Blog – discusses the importance of authenticity. Offers recommendations and creative ideas for winery pandemic responses: https://spitbucket.net/2020/03/19/the-coronavirus-email-id-like-to-get/
- Rob McMillan, Silicon Valley Bank – eCommerce is your pivot from tasting room sales, and Rob offers fun ideas to engage, sell and ship wines to consumers: https://svbwine.blogspot.com/2020/03/selling-wine-in-pandemic.html
For my part as a publicist, I’m focused on shipping wines to reviewers across the U.S., not only the large national publications but also critics and writers whose opinion matters. Their reports and reviews will help my clients stay top of mind and provide important content to support their marketing efforts. I’ll also reschedule canceled March and April visits, and hopefully start booking media tours again late spring, early summer. That’s my best guess timing at this point. Of course, pitching client stories to national and regional outlets including magazines, broadcast and radio seemingly never ends.
Things that wineries can do on the digital and marketing side are:
- Website – update all pages with current information, virtual offers and photos. Position the site as if you are an online only business, with tasting room and in person experiences coming soon. Special focus now should be on the shopping cart and mobile shopping experience. Is the site fully responsive? If not fix that. What shipping or “quarantine” promos can you run to capture online sales?
- Photo Gallery – setup or update your gallery by category (Seasons, Views, People, Vineyard, Harvest, Events, etc.) and populate with best available high-resolution photos. Someone will need to curate your library of photos. I use this resource often for media image requests. Why is professional photography so important?
- Content Schedule – setup and maintain a schedule for email and social media marketing. Identify content in advance – news, promos, photos, etc. This also helps me coordinate media outreach and with your marketing department.
- Wine Club Retention – you are likely to get some cancels or credit card rejections. Offer membership suspends for 3 months, downsize club levels or at least keep them on the general email list for future “we want you back” campaigns.
I believe the 2020 pandemic will trigger an industry-wide transition to more meaningful digital and social communications, and most importantly eCommerce as a profitable channel. Not all wineries will get it done. Those that do will be in a better position going forward.
CARL GIAVANTI is a Winery Publicist with a DTC Marketing background. He’s going on his 10th year of winery consulting. Carl has been involved in business marketing and public relations for over 25 years; originally in technology, digital marketing and project management, and now as a winery media relations consultant. Clients are or have been in Napa Valley, Willamette Valley, and the Columbia Gorge. (www.CarlGiavantiConsulting.com/Media).