#WMTC18: The Key to Events

What is the key to a successful event? Learn how to create and manage unique events that appeal to different guest types at your winery. Take away best practices and tips for creating, executing, and measuring events and learn which goals you should be setting for each event.

Session presented by Tammy Boatright, VingDirect

Transcript

1. The Key to Events Presented by Tammy Boatright, VingDirect Founder October 24, 2018
2. VingDirect
3. Objectives • Learn how to set goals for events • Discuss event management best practices • Discover ways to create unique events • Learn how to incorporate your brand into your events
4. Start With Brand
5. In the end, the Brand Experience is not what YOU say… It is what THEY say
6. Your Brand, Your Customer “Flamenco Dancers & Paella Dinner” Spanish Family History – deep roots in the Spanish wine industry “Square Dancing in the Barn with Pork sliders” Ranching Family - Generations of Ranchers, new to the wine industry “Big Band, Black Tie Dinner” “Black tie” Label, wealthy owners who have a helipad at the winery
7. What to Measure??? If Your Goal is… Club Member Retention Wine Sales Club Member Sign-Ups Brand Awareness Then Your Metric is… Attrition Reduction Sales per Taster Club Conversion # of New Attendees
8. Successful Measuring Looks Like…
9. Why Wine Club Events? • Added benefit to the wine club membership • Wine club members feel more connected to the winery • Opportunity to sell wine outside of the wine club shipment
10. Things to Consider: • Add value to the event by charging for tickets • If your wine club is tiered offer special pricing for the upper tier(s) • What is the maximum number of guests (this could be different per event) • How to keep each event original & unique to your guest types • The winemaker and/or proprietor can be a hit • How will the sale of wine be encouraged (staff training)
11. You’ve Decided on the Event, Now What? • Create a budget & cost of tickets • Publicize the event in your tasting room • Post on website & social media platforms • Send an invitation by email and snail mail • Follow up with reminders via email & social media
12. Time to Execute! • Review report from previous events • Decide on the menu, caterer and rentals far ahead of time • Have staff available the day prior to help with set up • Create a checklist for set up, packing supplies and wine movement • Develop a program for the event day that assigns job responsibilities & timing • Day of…have a team meeting to go over program & expectations
13. During the Event… • Take notes to remember what worked and what needs improving • Have someone (hopefully a manager) floating so that they can supply extra help when needed • Focus on your GOAL • Have FUN!
14. After the Event… • Debrief with the team to get their feedback • Keep a Cost of Events report to measure success • Start planning for the next event…OR discontinue
15. Best Practices • Start with YOUR Brand – Different is Better! • Minimum 3 Events per Year for Wine Club Members • moving away from “pick-up parties” • Smaller is Better • Charge for Events • Measure Results, Tweak and Try Again • Create a Calendar and Stick to It!
16. Thank You!