Overdependence on Tasting Room traffic as the sole driver to grow our DTC business has become problematic for all wine regions. Between fires, the pandemic, changing travel patterns many wineries have focused new efforts on building DTC customer bases from programs that they can actually control – DTC road show events.
WHAT
What do we mean by road show events?
- Traditional Winemaker Dinners – This is not new. Wineries have been partnering with a local on-premise account for decades. Now, however, restaurants are looking to fill empty tables and may offer better options than ever before.
- Wine Club Events – Also not new, but picking up a lot of momentum, especially since COVID. A great way to engage Current and Alumni Members, especially those who mention they don’t get to take advantage of their benefits.
- Private Tastings – In a customer’s home or country club. They invite the Guests, often their very well qualified friends and associates. Afterall, birds of a feather flock together! There are obviously licensing and insurance concerns, so do be diligent in asking the right questions to protect the business.
- Other Events – Sometimes with partners, could be winery or partner hosted, could focus on reaching new customers or serving current customers. Again, do your due diligence to protect the core business.
WHY
An Important, Often Overlooked Channel.
For wineries, the recent rise of Roadshow Events has opened the door to meet guests where they are, out in the market. This important new sales and brand building channel is here to stay.
From a consumer direct perspective, Roadshow Events have become an extension of the Events, Tasting Room, and Wine Club Channels, which is both exciting and necessary. Members are proud to welcome wineries into their homes, or meet them at a neutral location and bring their friends to experience the wine and brand, without having to leave their hometown.
The many challenges over the past couple of years (COVID, fires, etc.) have demonstrated the need to decrease dependence on our Tasting Room traffic for future DTC sales growth. The Roadshow Events channel is a great way to do so.
HOW
Before you pack your bags and head out on the road, here are a few things to consider.
- Define your objective. Are you seeking to engage and retain existing Wine Club Members? Are you hoping to grow the Wine Club? Are you hoping to sell more wine from your existing mailing list? Are you trying to grow your mailing list?
- Then, measure what matters. The WISE Triple Score (Orders, Club, Data) applies here just as it does in any other DTC channel. By keeping a balanced scorecard, you can make more data driven decisions in the future.
- Consider WHY we should be doing Roadshow Events, and how it fits in to the overall strategy. Then, we can intentionally build a program set up for future success.
Clarifying our intent will then influence our Roadshow Event goals, which in turn will drive our Roadshow Event type decisions, go to market strategies, planning and execution, and how we will measure our Roadshow Event success.
