With the New Year upon us, now is the perfect time to map out your release and marketing schedule for 2015. We all know that January is the slowest wine sales month of the year, so take this time to review your 2014 numbers, set your goals for 2015 and begin implementing that direct marketing strategy that will take you to the next level.
Set your release schedule. We all know that releases are subject to change but you have to start somewhere. Sit down with your management and winemaking teams and set a release schedule for the year. Do not release all your wines at once – focus on one wine at a time. Build in time for marketing and communications, including fact sheets, web updates and email campaigns.
Make a calendar of communications. By laying out a 12-month calendar of email campaigns, newsletters and social media posts, you will be able to stay on track and keep the team on point. Leave room for additions and adjustments – but if everyone knows what the basic plan is, it is much more likely to succeed.
Set your goals. Want to grow your Wine Club by 20%? Maybe you want to increase your tasting room visitor count? Whatever your goals are, write them down and track them every month to stay on track.
Align your marketing. Take this time to make sure that all your marketing channels are consistent and up-to-date. If you want to introduce a new Wine Club newsletter format, the beginning of a new year is the perfect time to make those changes. Make sure you website is fresh and updated and evaluate your social media channels to make sure they are working for you.
Share your vision for 2015 with your customers. Let your customers know what to expect in 2015 – your new releases, your events, improvements at the winery, etc. Make them a part of everything you do – and they will reward you with loyalty buying and support.
Happy New Year!