Tactical DTC – Spring is Coming

In the vineyards, bud-break is peaking through and while we hope for more rain and no frosts, Spring is coming.

Tasting rooms shake off the sleepy months of January and February and are gearing up for the travel season to begin. For most wineries, this is the time for the first Club shipment of the year.

It’s a great time to lay down plans to address some of the typical topics that come with Spring:

  1. Spike in Club attrition: the holidays credit card spending puts many members in “let’s cut down on some of these expenses” mode. Be the Club they cannot bear to cut. Stand out. Be compelling. Do it before your shipment is charged and the cancellation calls start coming.
  2. Spring travel brings big buyers to pick up their shipments. Plan something special to be the place they leave with at least two cases in their car. It’s common this time of the year. Attack on two fronts and offer something to the customers, and also incentivize your staff. Make it fun.
  3. Most wineries showcase their new releases in Spring. Taste your new wines every 30 minutes after you open them to learn how they show at this early stage, and see if they need decanting, so your new releases show their best.
  4. Pick-up events. Every winery seems to feel forced into having these. Additional sales are tough to get, and you don’t want to underwhelm your main buyers. So – add more value. You have them there: loyalize them. Wow them. Tease them with an upgrade. Show them you care for them individually. You know it’s more effective to keep Club members than signing up new ones.
  5. With a new travel season picking up… this is a big one. Let’s break it in two:
    1. Driving more traffic to your door: How are you attracting customers from the flow of visitors to your area? What searches are leading people to your website? Referrals: how do the staff of other establishments that refer business to you think of your tasting room?
    2. Who do you want visiting your tasting room? How have you adjusted your marketing and PR efforts to gain on these demographics? Does your image attract them? Have you adjusted your experience to be relevant to them? Does your staff know how to be relatable to them?
  6. Rosé all day.” How do you manage one success to not take away from others? Have you prepared your staff with phrasing so they can sell those two bottles of rosé AND some of your other wines too?

These are some of the topics that a properly prepared head of DTC can get ahead of and make the most of situations that are a natural part of this time of the year.
Play your cards right, and you’ll have a solid Q2, gaining momentum into the summer months.

Want to review other areas where you can make easy gains, with proven tactics that will cement your growth and add to your team’s winning attitude? Head to our Contact page and let’s set a time to talk.

Leave a Reply

Your email address will not be published. Required fields are marked *