#WMTC18: Local Guerrilla Marketing for Your Wine Event

Marketing can be the hardest part of the event planning process if you are on a budget – and that’s where guerrilla marketing comes in. Learn how to engage in high impact, low-cost local marketing to fill your events.

Session presented by Susan DeMatei, WineGlass Marketing

1. Local Guerrilla Marketing for Your Wine Event
2. WineGlass Marketing • Full-service direct marketing specializing in digital channels • Founded in 2012 • Located in Napa, California • Clients in California, Oregon, Washington, Texas, Canada, and Europe • Engage in both short-term projects and long-term retainers • Can offer both strategy and guidance, or tactical, “hands-on” support • High satisfaction: most of our retainer clients have been with us over 3 years and think of us as part of the team • Currently 15 team members across five departments 2
3. “When the pubic can’t tell what’s marketing, and what’s not.” – Gavin Lucas
4. • 3,674 wineries in California • 7,655 winery events in CA in 2017 • 6,500 events so far in 2018…
5. Event Basics • Know the purpose of your event
6. Why are you having an event? Objectives • Awareness – e.g. invite hospitality or trade • Sales –e.g. launching a new vintage • Engagement – e.g. make your wine club feel special Results • Goal is as many people as possible – implication is a simple but broad event • Goal is to feature a product and get sales – implication is to have specials onsite • Time for more focused efforts and higher end offerings – light sales touch
7. Event Basics • Know the purpose of your event • Know the target of your event
8. On average 45% of Club Members live Near their Membership Winery
9. Event Basics • Know the purpose of your event • Know the target of your event • Know the budget of your event oDon’t forget a marketing budget!
10. The Big Question of Cost • Most wineries do not make strong sales off of events
11. Consider • It is 6 – 7 times more expensive to acquire a new customer than it is to keep one • Increasing customer retention rates by 5% can increase profits up to 95% • 83% of customer agree that loyalty efforts make them more likely to continue doing business with certain companies • You have a 60-70% chance of converting an existing customer to a sale – and 5-20% for a new prospect • When they make a sale, existing customers spend 67% more than new customers Source: ecommerceceo
12. • Low Cost • High Impact • Non-Traditional What is Guerrilla Marketing?
13. Ten Low Cost – High Impact Ideas
14. 1) Live Stream events on Facebook • Huge Audience • Technology Barrier Low • Viewers watch up to 3x longer when on Facebook • Tasting • Meet the team • What are we pouring today?
15. 1) Epcot Food & Wine Festival Live Stream
16. 1) Culver City Centennial Food & Wine Festival Live Stream
17. 1. Use Business Page 2. Have microphone and tripod 3. Give it a strong title 4. Hook that will grab attention in first 10 seconds 5. Introduce yourself/establish your authority 6. Encourage engagement (like, heart, wow face) • If you agree with me 7. Call to comment • Let me know where you’re watching from 8. Keep “re-broadcast” audience in mind 9. Content – concise, valuable, actionable • Ideal length is 18 minutes 10. Call to action – what do you want them to do?
18. Afterwards • Choose thumbnail and title thoughtfully, and add copy to optimize video • Boost with Facebook ads • Add captions • 85% of Facebook video is watched without sound
19. 2) Create A Graphic…And Use It EVERYWHERE WINES VISIT CLUBS MAKE TIME™ FOR THIS INCREDIBLE DAY OF MUSIC, FUN, FOOD, AND WINE MAKE TIME™ FOR THIS INCREDIBLE DAY OF MUSIC, FUN, FOOD, AND WINE FEATURING MAT KEARNEY TICKETS
20. 3) Really Promote Facebook Events
21. Use a Video Ad to Promote Any Event
22. 4 & 5) Add To Your Email And Receipts
23. 6) Snapchat Geofilters
24. 7) Bag Stuffers at Retail Can also use for partner hotels or B&Bs 2 PM Gates open • 4:30 Show starts Includes access to the event, all the fun interactive experiences, and concert. Wine and food will be available for purchase. FOOD Small bites at The Restaurant, Pia’s Wood Fired Pizza, Izzy A’s, Q Craft, Lola’s Spanish Cuisine FUN Silent Disco, Glorious Beads, Healing Henna, Sound Healing This is a 21 and older event. No outside food or beverages. Wine and food will be available for purchase. General Admission is located on the lawn. Low back lawn chairs and blankets are permitted. GENERAL ADMISSION |$89 Includes assigned seat in the upper terrace overlooking vineyard lawn, access to VIP lounge, paired bites with wine flight of four Wente Vineyards wines, all the fun interactive experiences, and concert. VIP|$150
25. 9) Free & Local calendars • Localwineevents.com • Local papers • AVA or city organization • Local blogs • Local Canvas chapters • Winecountry.com • CellarPass & Vino Visit
26. 10) Hire A Starving Artist
27. Questions? • susan@wineglassmarketing.com • 707-927-3334 • www.wineglassmarketing.com