The holidays can be a big deal for your small business, and a little bit of planning ahead can go a long way when it comes to building a following that will last through the holiday season, and beyond. Here are some simple rules to live by as we get ready for the bustle of the season.
1. Reach out to your biggest fans
As the saying goes, 80% of your wine is purchased by 20% of your customers. This is true throughout the year, but during the holidays, the volume will most likely skyrocket for frequent buyers. A discount or offer wrapped up in a personalized email can keep your winery top of mind when customers are looking to stock up for all of the celebrations and gift-giving of the season.
2. Get noticed
Competition is always fierce in this cottage industry, but it’s toward the end of the year when you’ll see competitors ramping up their A-game. Making sure your location and contact information are clear could mean the difference between your winery being the hidden gem or the must-go spot of your region. Your location and business hours should be as easy to find online as in person, so make sure to keep your website up to date and mobile-friendly. You can also make sure your schedule of events gets as much visibility as possible by sending specifics to the local Visitors Bureau and Chamber of Commerce, as well as posting to local travel and tourism media.
3. It’s all in the details
Never underestimate the power of the actual wine tasting experience. Training your staff to sell wine is less about making them experts on winemaking, and more about encouraging them to connect with visitors. Creating the kind of chemistry that makes people want to buy into your brand comes from representatives who make the environment seem like a great place to be. It’s not about being fake friendly, just welcoming and engaging enough to make customers want to come back throughout the holiday season… and bring their friends!