What Plan You Ask?

I wonder at what stage the bulk of the wineries in the U. S. are concerning a change in the way they approach sales. There are hundreds (maybe thousands) of blogs being written about how wineries should shift their sales and marketing efforts.

But are we reaching any of them?

Are we preaching to an empty house?

Most of the comments that are being left seem to be other wine bloggers or people in the trade, but very few of the people who leave comments belong to wineries.

I would guess that if the messages were getting through the comments would be telling us that they had gotten it. Two very good articles written in the past few days include one from Jeff Klingberg and another one from John Corcoran.

Jeff was inspired by an article in Crain’s Detroit Business by Joyce M. Rosenberg. He wrote a generic blog entitled “Without Knowledge Your Marketing Investment is Worthless”. He lays out a general plan for any business owner planning to invest in their own company’s marketing efforts.

This blog of Jeff’s was very well written and inspired me. As I frequently write about utilizing social networks and strategies for success, I stood back and wondered (based upon Jeff’s 5 suggestions) how many wineries are doing the basic, cost effect marketing efforts that could expand sales NOW!

Where Jeff was trying to reach any business, my suggestions are oriented to just wineries. I have not read about these suggestions in any blogs, maybe everyone is already following this advice. For all of you who are, I apologize, but in case there are a few who might benefit here goes.

#1 – Dig up old sales data from your credit cards and shipping invoices. Any individual who has bought wine in the past (but not recently) create a special offer and mail it to them…unless you have an email address (email them the offer –its much faster). Encourage them to reach out to you. Tell them that you miss them (and their business).

#2 – Go through your wine club database. If your IT person periodically purges it get them to get you and old copy (at least two years old). Find people who have dropped out. Reach out to them. Let them know that you understand the hard economic times. Change the rules of the club. Many clubs offer only monthly or bi-monthly shipments. Come up with alternatives that are less frequent. If you can find 500 names that are willing to buy two bottles of your wine one a year or even twice a year that’s a 1000 to 2000 extra bottles of wine that you just sold. For the smaller wineries that could be a big boost.

#3 – If your winery is part of an association come up with a plan to reach new people. If tourists taste wine at a certain percentage of the group’s membership tasting rooms offer free shipping of the wine they buy at your tasting rooms. Split the cost among the group for the free shipping.

#4 – Make some special deal for new wine club members who join during a limited time offer and let everyone you can know about the deal. Invite those drop outs to come back with this special offer. Right now you should be trying to build your direct sales channel with as many people as you can who will continue to buy from you!

The other article by John Corcoran is entitled “Swimming the Grocery Channel” is also a very well written advice blog for wineries. His point was that you don’t need to be a large winery to get involved (and make money).

My advice is also to speak with CPG (Consumer Packaged Goods) consulting companies who might help guide you. The sale of wine is different in each state and if you do not need distributors, developing relationships on your own will be hard. There is a lot of talk of new Federal laws allowing mass merchandisers to sell wine. If you can utilize this sales channel you will probably need help too. Don’t wait for the laws to be passed, start developing the correct contacts and relationships now.

Whether you read Jeff or John (or me), we are advising you to start with a plan, follow the plan, set goals, revise as needed to keep you on track with your goals, dusk off the sales person hat and start reaching as many new customers as you can! But don’t try flying by the seat of your pants.

Plan! Plan! Plan!