Study reveals winery’s success at popular events in the county
Recipe Marketing released a survey this week on Central Coast wineries’ marketing practices at major events around the county, including Sunset’s SAVOR the Central Coast. Recipe says the report revealed that wineries do not leverage event attendance to their full potential.
Recipe focused on polling wineries that attended the 2011 SAVOR event in September. Recipe says they chose to focus on this event to see if it was more successful than other winery-related events around the county. After the results were gathered, the survey concluded that wineries thought the Harvest Celebration was the most successful annual event. Thirty-eight percent of the wineries who attended SAVOR participated in the survey.
“Recipe conducted the survey because there is really a lack of research on what wineries are doing for their marketing efforts and where they are seeing the most success,” said Ellen Curtis, owner and managing partner of Recipe.
Less than half the wineries who participated in the survey gathered emails from event attendees. Recipe said this was a huge missed opportunity, especially since the majority of people who attended SAVOR were from out of town. Wineries could have gathered emails to make future contacts with SAVOR attendees and entice them to visit their tasting rooms or become wine club member.
The survey also revealed that all of the wineries that participated in the survey have a Facebook page, and over ninety-percent have Twitter pages, but only 33 percent used these social channels to promote their attendance at SAVOR.
“The survey validates the importance of event marketing for wineries and is a reminder of ways to increase exposure of your brand with value-added marketing. Simply letting your fans know your brand will be at an event through social media leverages the impact of the event marketing and helps create specific awareness of your brand,” said Stacie Jacob, executive director of the San Luis Obispo County Visitors and Conference Bureau.
To obtain a copy of the report and infographic of the findings, visit http://www.recipemarketing.com/blog/marketingdujour/2011-savor-the-central-coast-survey/
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