3 Ways to Promote Your Winery Event
By Courtney Holmes
While using social media or any kind of mail, e or snail, it can be difficult to stay on the correct side of the line between "how very interesting" and "report spam." When done right, postcards, email and Facebook can be great ways to get the word out and keep your audience clued in about your winery's upcoming events.
In the case of all 3, make sure that the names in your database were volunteered and not harvested from another online source by you or a broker. Trust in mailing lists has been declining for a while now thanks to their abuse. However, if your recipients asked to receive updates then your response rates will directly reflect that vote of confidence.
In this digital age of lol cats, instant message immediacy, sparkly web banners and pop up ads, there is not a better target for a postcard than that of the cultured wine drinker. The luxury of wine denotes a subscription to a slower, higher quality lifestyle. A good postcard does the same.
A good postcard makes use of the headline. Grab the viewer’s attention and get them curious with a statement like "5 Courses - 65 Wines." Have fun with it, but know your audience too. "The Redefine Wine and Dine Event" speaks to a very different audience than "Drink Up Bitches" as a headline.
It Should Look and Feel as Good as the Wine
You have a special opportunity with any print media to deliver actual quality rather than trying to convey it. Like an unfiltered Chardonnay, the substrate can be rich and full-bodied with a real tactile experience. Or, capture an oily texture with a coated stock that will really showcase the colors with refinement and polish. The feel of the winery can really be promoted here as the entire, full bleed side of the postcard is available to be designed.
Of course, don't forget to give them the information. Provide the date of the event, the time, location and description of why they really shouldn't be missing out. Give them a link to find more information online but make sure the URL is short and sweet. They can't click on it so it’s never been more important to avoid that convoluted jumble of nonsensical letters, numbers and special characters. (Really, though, it’s always a good idea.)
Be sure to include:
- where they can find more information
Avoid the dreaded spam box, wear not the scarlet spam. Make sure to retain your audience's respect and ensure a higher email open rate by only sending to those that have opted in. By opting in, "they give you permission to send information to them, and they tell you what kind of information they want to receive." - Shannon Kinnard
Unless you have new information, just send the email once. Repetition only works when you're watching Memento. If you do have new information to send, use a different subject line to avoid the appearance of duplication. Subject lines are as important as your postcard's headline.
Make sure that your links direct to the relevant page. Assume that your reader has the initiative of a lemming and will walk off a cliff at the first sign of misdirection. With that being said, make that relevant page a good place to land. Even better, make it a landing page, with a form, call to action and pretty pictures that even that goldfish attention span will know what to do with.
Social media is a great tool and an even better support tool. It helps us maintain a personal
connection with the consumer. Integrate your social media into the email, the postcard, advertisements, website and more to tie it all together.
A great way to promote an event without pissing anybody off is to create a group event. This goes back to that opting in thing we talked about earlier. When you create an event, do so via that group. Include some text that explains that if they do not want to receive the event invites, the party pooper can remove themselves from the group.
Link activities with each other and from time to time, post about your group on your wall. Let people know they can join it if they are interested. Don't forget the day to day facebook page posts either. Download our winery facebook scheduler to make sure that you're facebook page is where the party is at, and that interest is high.