Surprise & Delight Part Two

I shared my Enterprise story with you in Part One of Surprise and Delight. When guests are asked what makes for a luxury experience they often say that they were surprised… in a delightful way! What does it take to surprise and delight you? Think about the last time you were pleasantly surprised. At the... View Article

Surprise & Delight

Have I told you my Enterprise story? Enterprise, as in the car rental company. No? Okay, here goes. I’ve traveled a lot over the span of my career and there’s one part of the business travel experience that I especially dreaded – renting a car at my final destination. It was always my goal (and... View Article

Counting Tasters isn't Sexy, but the Outcome May Be…

What is one thing you can do today to increase wine sales to consumers? It’s simple… start tracking the number of tasters you see in the tasting room! You may wonder how counting your tasters will lead to increased sales, so here goes… It’s a fact: - Winery DTC (direct to consumer) begins with a... View Article

Are Wine Clubs PassŽ?

I was first introduced to the concept of wine clubs in 2004. I had just landed in California, working for Foster’s Wine Estates (now Treasury) and a very smart marketer with Beringer explained wine clubs to me. She said “it’s really incredible that consumers sign up for wine clubs… they don’t really get any benefits... View Article

Vine Notes: Data dispel wine direct-sales myths, Part 1

What we expose in this the first of two articles is the truth behind what is really driving direct-to-consumer (DTC) sales, specifically sales made with direct customer interactions over the telephone. VinoPro has compiled data from more than $8 million worth of direct-to-consumer sales made for its strategic partners from Jan 1--Dec. 31, 2012. This... View Article

Visiting Wineries is All About the Experience

Written by Jeff Cope Everybody who comes out of a winery either has had a good or bad experience. The experience the customer has will determine if they come back to that winery and what they tell their friends about the winery. Customers can sometimes be responsible for their own experience, but often the winery... View Article

Set the Stage For a Successful Season!

It’s that time again…. the curtain is about to rise on another busy summer season. Wine lovers are planning their summer trips and winery destinations are top of the list! Will you be ready for your curtain call? Are all your roles filled, the right actors in place and the stage set for a successful... View Article

Are You Buying or Selling?

How do you view your direct to consumer business? Are you in the business of buying loyal customers or selling wine? The two aren’t mutually exclusive, but the truth is that most wineries are more focused on selling a bottle of wine and less focused on capturing customer data. If you aren’t capturing customer data... View Article

Are Wine Industry Events a Good Investment?

It’s that time of the year. Most wineries are considering their 2015 calendar and one of the biggest decisions will be whether to participate in industry events. We are often asked whether wine industry events are a good investment. We’re referring to the events sponsored by local wine associations, winegrowers associations, etc…. Most of our... View Article

Election Day, Every Day: Win Your Customers' Vote by Keeping Choices Simple

As you leave the local elementary school sporting the “I Voted!” sticker, consider how easy or complicated the process was for you. Were there complicated and poorly written initiatives? A uninspiring line-up of candidates? A confusing ballot card or, God forbid, hanging chads? Your customers vote every time they visit you online. They vote whether... View Article