3 Tips: Customer Acquisition for Small Wineries
Many conventional and logical methods of new customer acquisition have been stripped away the last year. It’s still hard to predict when market travel, tasting events and wine shows will return. Even your wine club members and loyal customers aren’t evangelizing on your behalf by sharing your wine and story at dinner parties.
So how do you gain new customers and exposure? Here are my Top 3 recommendations. While these specifically help smaller producers, they apply broadly as well.
Rethink distribution! Finding the right wine distribution partners and markets can be the best way to sell-through product and gain new customers, both retail and DtC. When you have a team “on the ground”, they are constantly introducing your wine, educating on your behalf and expanding your reach. Consider the reduced margin an investment in personnel. The key here though is great partners and smart strategy. Your best new market may be Indianapolis, not Miami. I can’t tell you how many producers I’ve worked with that sell 10x in Minneapolis over New York, for example. The best partners aren’t always the first to like your samples either. Have a set of questions to ask to indicate future success and synergy. If you need help planning, discovering your best-bet niche cities and getting curated introductions to quality wholesalers, Common Fuel is here to help. A customer that tries your wine in their favorite restaurant or samples in a store can be the next visitor to your tasting room or website.
Review your web presence! How often do you add content or check your website and Google analytics? Even if people happen to find you online, do they stay? Do they browse? How many buy? How many return? A regular check on your data, small improvements on SEO and customer-friendly shopping and checkouts can increase visibility and sales. You already pay for web-hosting, take advantage of all you can do. You may also consider third-party platforms that either direct customers to your own site or will process orders of your wine within their targeted user base. The caveat though is to watch for predatory commissions. Negotiate mutually beneficial contracts, ask for more favorable terms during a trial or starting period, and never give anyone exclusivity.
Social media savvy! Marketing via social media can feel complex or confusing to many. There seems to be a new platform every week (follow me on Clubhouse @vinoamy, for example) and the time investment required for engagement can be too much for a small team. Buying ads and promoting posts can certainly gain you some traction. However, I’ve found that it usually costs between $14-20 per customer, which basically eliminates your profit. Instead of ad buys, use your “voice” for exposure. Comment regularly on vineyards from your same region or price point. Customers who already enjoy their wine may discover you there. If you’re posting about your new Chardonnay, spend some time that day searching #chardonnay and commenting or liking posts. Seek out people who post wine content. Unlike many “influencers” who charge too much for promotions, the wine world is full of people who will post in exchange for a bottle. In fact, most just post what they love and it would benefit you to be part of their regular recommendations. Social media management is pretty easy to outsource too, just be sure to get several quotes, trust whomever you hire, and set clear and reasonable expectations for results. This is a service we don’t advertise, but provide both in training sessions and full contracts. While you’re thinking of social media follow me @vino or the company @commonfuel on Instagram.
