One of the things I say most often in my seminars for wineries and wine associations is, “It’s not all about the wine.” So today’s blog is a little different, in that I have noticed when I go to winery events that the wine seems to get lost in the mix of the food, entertainment and everything else that goes along with the event.
There are a few things we should do to keep the product as the main focus in guests’ minds.
- Have printed information and an order form available for attendees
- Provide your staff members with talking points they can use
- As an owner and/or winemaker be available and visible to guests
Printed Information
During any event but especially when you are participating in a multi-winery event have an information sheet or brochure available for the event attendees. An information piece they take home with them will make your winery and your products more memorable.
Talking Points
At an event we don’t want to overwhelm the guests with in depth talk about the wine or the vineyards. However, at each tasting station or in the pouring areas we should say a couple of things about the wine, even if the staff members just tell the guests how good the wine is. A snippet of non-technical information about quality or food pairings, for example “Have you ever tried this wine with a burger? It’s delicious.” Or, “A glass of this wine on a lazy afternoon, is perfect.”
Visibility
Everyone should be wearing a name badge, but especially the owner(s) and winemakers.
You are the people that your guests want to meet if they don’t know you or to say hello to if they do. Your job is to shake hands with and talk to as many people as you can. I know that’s not easy for some of you but it goes along with the job of owner or winemaker.
The guests rate the experience higher if they have the opportunity to speak to the owner or winemaker and they are more likely to buy wine when they have met you. Remember that meeting and speaking to the owner and/or winemaker gives them bragging rights with they friends.
So make your events more successful and more profitable.
A tip of the glass from me to you
E Column
by Elizabeth “E” Slater, In Short Direct Marketing
A recognized expert in the fields of direct marketing and sales in the wine marketplace. Slater has taught more wineries and winery associations how to create and improve the effectiveness of their direct marketing programs and to make the most of each customer’s potential than anyone in the wine industry today.
