The Changing Demographics of Winery Guests
Now that many Baby-Boomers are retiring, wineries are starting to shift their marketing focus to attracting and nurturing a younger generation.
Engaging the under-40 crowd requires different strategies. This group does not read email, they don’t watch cable TV or read magazines, traditional advertising routes don’t work.
But this group of Gen-X’ers and Millennials communicate daily (sometimes hourly) by texting and messaging each other.
They have Facebook accounts, but can be sensitive to Facebook ads and don’t like to be sold. However, they do love to buy! They have cell phones, but a cold call will land you nowhere and probably not even be answered. They have email accounts out of necessity, but do not feel any obligation to open messages they think are not important.
What do they love? Innovation, User Reviews, Stimulating Visuals and Casual Conversations. Most of all they love making a personal connection with everything they purchase.
How can the wine industry connect with these potential customers? One of the best opportunites is through a new platform often referred to as Conversational Marketing. Currently, this takes place primarily in Facebook Messenger through one of a handful of building tools and is managed from a Facebook Business Page.
Data shows that people under the age of 45 prefer messaging apps over email. When Wineries connect with a younger demographic via messaging, they create more personal, trusted relationships. Event invitations and Wine Club release dates are welcomed in the chat setting. Wine pairings and driving directions can be easily accessed on the fly. Two-for-one tasting coupons can be shared and contests for swag can bring in new fans.
As Wineries court a younger generation of oenophiles, those that embrace the opportunity to engage in a more personal and intimate way via Messaging will benefit by gaining the trust and loyalty of a new active consumer base.
Booker Media has been creating and implementing Messenger sequences during the recent months that Facebook has made the platform available. Currently my business is focused on building these systems for the Wine Industry. To learn about how they work, read this post.
Typical Messenger Conversation Sequence Flow
Kathy Booker
Vinotect
Here I am having my Lucy moment at one of my favorite wineries. Something you just have to do once, although wearing white capris to a grape stomping wasn't a well thought out wardrobe choice.
Although I may not always be able to tell you the difference between a Malbec and a Mourvedre, there is no better weekend trip than one spent in wine country. So join the adventure as I explore California's wineries in search of interesting design and great visual experiences. Wine tasting will definitely happen, but will not be the main focus of my posts.
Do you have suggestions for winery visits? Please let me know via Facebook or Twitter - just look for Vinotecture.
