Category: Marketing

Trends Shaping Tourist Season 2024

By: Susan DeMatei, Founder of WineGlass Marketing

Can you believe it’s May? Soon rain will abate, vines will reach for the sky, and summer will be here before we know it along with, hopefully, tourists. To prepared for our always-diligent attempt at educated counsel to our clients, we’ve been reading up on all the travel trends for 2024. Will the political climate once again hijack all of America’s attention and make people wary of venturing out? Or will it be more likely to scare us to other countries for a respite abroad? If tasting room traffic is down this year as it was last year, it is even more important to know what consumers are looking for in the hopes of developing programs consumers want. The smart winery will be continually testing different experiences this year to try and attract the right customer to their brand.

Consumers Will Be Vacationing

  Forbes recently surveyed 1,000 Americans asking them about their travel plans this year and it seems wanderlust continues unabated into 2024, with Americans poised to jet set, road trip, and beach bum their way through the year. 52% of respondents bravely committed to maintaining the same travel tempo as the previous year, while an audacious 40% are revving their engines for even more escapades.

  Seems like the young’uns are leading the charge, as always. Gen Z and Millennials are showing off their travel prowess, with 56% and 49% respectively gunning for more stamps in their passports. Meanwhile, Gen X and Baby Boomers are chilling like fine wine, content to keep their travel habits on cruise control.

  What’s on the itinerary, you ask? Well, it’s a classic lineup: family visits, beach frolics, and the timeless allure of the open road. These perennial favorites are still top contenders for 2024, proving that some things never go out of style.

  It’s clear that the travel bug has an expensive taste and those that are planning to travel realize it will cost them. 39% of respondents are planning to beef up their travel budgets and another 35% will maintain their spending power. How much, you ask? Well, 72% of respondents say they are ready to drop upwards of $2,000 on their escapades and nearly half are primed to dish out a minimum of $4,000 throughout the year. So price doesn’t appear to be a barrier for a good time. ( Who needs to worry about inflation when there are adventures to be had?)

  When faced with the question of how they might be willing to cut back, most opted for a “quality over quantity” approach reporting they’d rather take fewer trips or shorten the duration over cutting back on luxury or experiences.

Destination Trends

  As we review research on 2024 travel, it’s clear that we’re not just chasing destinations—we’re chasing experiences. Whether it’s savoring the silence of a remote getaway or indulging in culinary delights, we’re in pursuit of moments that linger long after the suitcase is unpacked. What follow are seven trends we feel dovetail nicely into Wine Country.

Home Swapping: A New Twist on Hospitality

  In a world where the line between work and play blurs, travelers are seeking longer stays abroad without the hefty price tag. Enter home swapping, a trend gaining momentum as remote work becomes the norm. Platforms like Twin City and Kindred offer innovative solutions, connecting travelers with like-minded individuals for mutual home exchanges. Gen Z, ever the trendsetters, are spearheading this movement on social media platforms like TikTok, using hashtags like #houseswap and #homeswap to showcase their adventures.

  WGM Ideas: What are you doing to partner with AirB2B, VRBO, Twin City and Kindred in your area? Are there “honorary” local programs you can try to these transient “residents”? How can you bring your wine into their new “home”?

Peak Season Takes a Back Seat

  The traditional peak season for travel is experiencing a shift, with travelers increasingly opting for shoulder season adventures. Luxury travel specialists report a surge in bookings for off-peak periods, citing factors like economic concerns and a desire for authentic, less crowded experiences. With flexible working arrangements on the rise, travelers are seizing the opportunity to explore popular destinations during quieter times, avoiding the crowds and high prices associated with peak season.

  WGM Ideas: Can we take a page from hotels and offer special experiences mid-week or in shoulder or hot months? Research tells us when we have the time to spend with guests, their Average Order Value goes up, so what does time allow you to offer in these slower times to make their experience extra-special and create more memories and sales?

Private Group Travel: The Ultimate Bonding Experience

  The desire to share travel experiences with friends and family is driving the rise of private group travel. From multi-generational family trips to reunions with lifelong friends, travelers are seeking meaningful connections through shared adventures. Companies like Black Tomato are catering to this demand with tailored itineraries designed to create lasting memories. Whether it’s a backcountry feast in the Grand Canyon or a rafting expedition in Peru, these experiences offer a unique way to bond with loved ones while exploring the world.

  WGM Ideas: Some of you won’t like this, but the question of what to do with kids will move from an infrequent grumble to a persistent roar as Millennials move into their 40s and want to vacation as their whole selves – teenagers, dogs and all. Even if kids aren’t an issues, large groups can sometimes become boisterous and overwhelm the ambiance. What can you do to accommodate lively group visits while keeping a luxury solemn experience for others? Can you open up one patio to only one or the other? Can you offer different time slots? The time is here where simple saying “no” to groups will mark you as inhospitable and in the minority. Best to plan ahead now and be prepared as this trend grows.

Skip-Gen Travel: Bridging Generational Divides

  Skip-gen travel, where grandparents vacation with their grandchildren, is on the rise. As families seek to strengthen bonds across generations, travel agencies are creating specialized itineraries to cater to this demand. From safari adventures to cultural immersions, these trips offer opportunities for meaningful connections and shared experiences. With an increasing number of grandparents eager to explore the world with their grandchildren, skip-gen travel is poised to become a lasting trend in the travel industry.

  WGM Ideas:  So, a 10-year-old, a 34-year-old and a 66-year-old walk into a bar…  It’s not a joke. If you’ve been smart you’ve already started to think about bifurcating your experiences and marketing to appeal to younger and older audiences so this trend should fit right into your plans. If you haven’t been smart, now is the time to rectify that. Before tourist season gets into full swing, we highly recommend creating different experiences targeted to seniors and … can we say juniors? Anyway, you get the point. Think about the comfort/height of seats down to different interest levels and non-alcoholic options. The more prepared you are the happier the guests and the more the sales.

Silent Travel: Finding Serenity in Silence

  In a world filled with noise and distraction, silent travel offers a sanctuary for weary souls. From silent meditation retreats to secluded nature resorts, travelers are seeking opportunities to disconnect and recharge. As awareness of the benefits of silence grows, so too does the demand for silent travel experiences. Whether it’s trekking the Japanese Kumano Kodo trail or exploring Finland’s Arctic landscape, these journeys offer a chance to find peace amidst the chaos of modern life.

  WGM Ideas: We know you’re going to get frustrated and say we just told you to allow kids to crawl all over your tasting room but curb the eye roll for a moment. We bet there is somewhere on your property to offer some serenity. Is there a corner, or bench or tree or trail through the vineyards you can clear off and feature as a private quiet area? Could you offer a different kind of experience that is the opposite of a guided tasting? It would be interesting to test to see if people just want to be alone. What about recording a short but insightful self-guided tour? Or something about the rabbits and owl boxes and vines they can scan with a QR code on an expertly placed sign? Just brainstorming but it’s interesting to think about and wouldn’t be hard to try.

Back-of-House Tours: A Glimpse Behind the Curtain

  As travelers become more conscious of their environmental footprint, they’re seeking experiences that prioritize sustainability and community engagement. Back-of-house tours offer a unique opportunity to see firsthand the efforts hotels are making to reduce their impact on the environment. From community outreach programs to eco-friendly initiatives, these tours provide insights into the social and environmental responsibility of hospitality businesses.

  WGM Ideas: The idea of “winery tour + sustainability discussion” intrigued us. For those of you who have gardens or do crazy magical things with cow horns – people will want a tour on that! THAT is different and something to build on. If you’re not focused quite so much about the cycles of the moon, you can still talk about running an agro-tourism business and how you fit into your particular ecosystem; what accommodations you make for wild animals, how you use sheep, or what you do to manage cover crop. Anything in the realm of working in harmony with mother earth is a trend right now that any winery can lean into.

Wild Feasting: Dining in Nature’s Embrace

  There’s something inherently special about dining al fresco, surrounded by nature’s beauty. Wild feasting takes this concept to the next level, offering curated culinary experiences in natural settings. From foraged ingredients to open-fire cooking, these experiences celebrate the connection between food and the great outdoors. As urbanites seek opportunities to reconnect with nature, wild feasting offers a chance to slow down, savor the moment, and truly appreciate the bounty of the earth.

  WGM Idea: Try to get as close to origin as possible. For those of you who have food programs, ditch the pre-packaged store-bought cheese and partner with a cheese monger.  Take a stab at drying your own jerky, salting your own nuts, or featuring local honey. Make the connections with food purveyors and see where the partnerships take you. Your customers will, literally, eat it up.

Astronomy Tourism: Seeking Solace in the Stars

  As society yearns for genuine connections with the natural world, gazing at the stars offers a sense of wonder and perspective unlike any other experience. Astronomy tourism, the practice of traveling to remote locations to observe celestial phenomena, is on the rise. Wellness-focused hotels and resorts are embracing astronomy tourism, providing guests with opportunities to marvel at the cosmos.

  Which is good because 2024 is shaping up to be an astronomical extravaganza, with celestial events galore. From total solar eclipses to dazzling meteor showers, the year promises unforgettable sights for stargazers. Scientists are even predicting the best displays of the Northern Lights in two decades, as we approach the next solar maximum.

  WGM Ideas: It would have been great if you were in the eclipse path this April, but since we can’t count on those every day, what can you do at night? Consider a club event after dinner with smores and a fire pit and guest astrologer. The goal is to get out of the cities and gain some perspective – and wine country fits the bill.

  Google searches will yield you a multitude of other tourism trends, but these were the ones we felt leaned into the winery vibe. We hope there are couple that intrigue to you brainstorm some options to try at your winery.

  And, best of luck this year in providing those Instagram-able moment because one thing is for certain; whether it’s savoring the silence of a remote getaway or indulging in wild delights, it’s clear we’re in pursuit of memories of moments that linger long after the suitcase is unpacked.

  Susan DeMatei founded WineGlass Marketing; the largest full-service, award-winning marketing firm focused on the wine industry. She is a certified Sommelier and Specialist in Wine, with degrees in Viticulture and Communications, an instructor at Napa Valley Community College, and is currently collaborating on two textbooks. Now in its 12th year, her agency offers domestic and international wineries assistance with all areas of strategy and execution. 

WineGlass Marketing is located in Napa, California, and can be reached at 707-927-3334 or wineglassmarketing.com

By: Susan DeMatei, Founder of WineGlass Marketing

When I start feeling optimistic, I imagine one or two people might read these blogs, (although I have a sneaking suspicion that they sit out on the internet equivalent of a doctors waiting room table between the large type Reader’s Digest and June 2004 People magazines). But I wouldn’t be able to legitimately pretend to be an industry expert if I didn’t do the obligatory “predictions” blog.

  I will stick to my lane: Marketing. Because it’s what I know and also there are many other excellent articles out there (https://napavalleyfocus.substack.com/p/the-wine-boom-is-over) with overall market predictions. (But, then again, what do I know? My senior thesis at Boston University was an analysis of radio and TV media consumption patterns with the supposition that cable television would never take off because people wouldn’t pay for it.)

  So, I’ve been wrong. Like, really wrong. But assuming I get lucky sometimes, here are five things I believe will come to pass.

1)  Generation X will demand attention. We’ve been doing more and more data appends lately (see prediction #3) and it is nice to see Gen X routinely show up as a prominent segment within wineries databases. Marketing doesn’t talk too much about Gen X because we’re the stereotypical middle child between Boomers and Millennials who are instantly repelled by anything targeted to us. Whatever you are hoping we will like, buy, or do, we’ll hate, boycott, or do the opposite.

  There are reasons for this. We grew up as the first generation where our mothers wanted to work, yet there were not sufficient after school activities or social services to support that type of family unit. As “latch key kids” we fended for ourselves and grew up largely on our own to became fiercely independent, highly cynical and defenders of counterculture.

   But now, our parents are passing on, and Boomers are the first generation to have accumulated significant wealth. And lucky us, we’re now the recipients – right about the time we’re empty nesters or thinking about retiring and spending some money on leisure activities. In the economic press this is referred to as the great wealth transfer, and it will make Generation X an enticing target. So, expect more press and focus on targeting this group. (And expect us to retire and age very differently than Boomers…but that’s a topic for another blog.) The smart winery will give this some thought and consider Generation X as a viable option for current targeting.

2)  Clubs are going to continue to fade…and they aren’t coming back. I’m sorry if this is a bummer, but I strongly believe the club model will not continue past Boomers. (And by club model, I mean a pre-selected shipment of wines sent out on a set schedule to customers who have their credit card on file.) Boomers are the last generation to be programmed before the internet to narrow down a search with things like magazines, catalogs, and Consumer Reports to find their brands, and then stick with them.

  The internet has not only introduced unprecedented variety, but also the concept of impermanence. It’s not a big deal to swap suppliers for a product on Amazon or brands at a store in Instacart. The club model just doesn’t fit with how most of us shop and make choices now. Wineries that are actively expanding to alternate sales channels such as online or partnerships will see less declines and be healthier in the next five to ten years.

3)  The answer is inside of us. For the longest time, the answer was external – cast a wide net for traffic. Go out and blanket tourists with ads to come to your winery. Once they’re at your location, selling wine and clubs was relatively easy to a captivated audience that was in awe of what you could do with some funny looking fruit. But now, wineries are not novel anymore, and subsequent generations are not enamored with Wine Country.

  Hopefully, if you’ve had a clue during the past decades, you’ve been collecting names and sales information from all those visitors. Now is the time to analyze them. Data modeling to find and target look alike audiences of your best buyers is not new to most industries. But, as usual, the wine industry is slow to adapt and we’re just now learning this. The wineries that invest in data appends and analysis to understand their specific customers and then go after a similar audience target will be the winners.

4)  Evolution will favor the adaptable…even the mutated.  If the definition of insanity is doing the same thing and expecting a different result, it should also include doing the same thing repeatedly when all signs point to change simply because it worked in the past. Wineries that are open to new ideas, programs, sales channels, and products will fare better than those who hold onto tradition. Today’s wine consumers aren’t concerned with the right appellation, or the famous winemaker, or the best score. They don’t want to book a 90-minute lecture about soil composition. (Did anybody, ever, want this?). They are looking for different experiences from brands that hold their interest. Focus on your brand story and listen to the young ones on your team. Experience is great, but fresh ideas will be the deciding factor.

5)  Napa and Sonoma will slowly begin to trail other wine regions. Napa, and to some extent Sonoma, are the old guard in the US wine business. With our hospitality industry turning 50-ish this decade, we are the most experienced and will be the most reticent to change. But remember that everything we’ve developed has been focused on Boomers and pre-internet ways of doing things.

  Established but younger wine country locations like Willamette, Walla Walla, Santa Barbara and Temecula are beginning to break with tradition and offer more inspired marketing. More recent markets like Texas, Virginia, the Finger Lakes or even the Mid-West are just now developing and won’t feel the pressure to conform with past operational procedures. Free from history they will develop not only new products to attract consumers but embrace novelty and imagination to move toward new experiences. Just sign up for some of their newsletters and check out their programs. You’ll be surprised what you find.

  So, there you have it. These are five marketing trends I see coming that you might want to consider in the back of your mind when you’re planning out activities for 2024. My wish for you is to be creative, open, and innovative this next year.  And ignore the headlines – all the doom and gloom articles are just trying to get clicks. The wine business isn’t going away, it is just evolving. 

By: Susan DeMatei, Founder of WineGlass Marketing

If you’re like most of us, the holiday marketing campaigns are well underway, and you’re now focusing on next year’s budgets and plans. Choosing your marketing priorities for 2024 is a bit like assembling IKEA furniture—you’re looking for simple, clean lines and straightforward instructions. But you soon realize you are missing some tools to assemble the Järvfjället and wonder if you should have gone with the Ödmjuk instead. So, grab your metaphorical Allen wrench, and let’s build a marketing strategy that’s as sturdy as it is stylish, with just the right amount of snarky commentary along the way.

1. Know Thy Customer:  Your customers aren’t generic – they are unique and won’t be won over by vague, generic messages. If you write copy like everyone else and post the same boring stock bottle shots like everyone else, it’s like you’re trying to impress your date with poetry you found on the internet—it might sound good, but it won’t resonate unless you know what makes their heart skip a beat.

CRAWL

  Learning about your customer is simple and doesn’t require a degree in statistics or even that much time – you start with following their behavior. What posts do they comment on, and which ones fall on deaf ears? What emails have the best click rates, and what pages on your website do they go to? You should be constantly looking at behavioral data for your marketing. Ignoring these analytics is like throwing a surprise party and not checking if anyone RSVPed— you might be celebrating alone with a cake shaped like disappointment.

WALK

  Once you see their likes and dislikes, refine your messaging. If customers respond well when discussing food, is it recipes or dining out? Is it ethnic elaborate food or simple comfort food? Understanding these preferences is called a persona and will help you brainstorm content that resonates with your customers to position your product within their lifestyle.

RUN

  It is improbable that you have a single, homogeneous customer persona. You will find several groups, which you can start to parce using behavioral data (like buyers vs. nonbuyers), customer segments (like club members versus nonclub members.), or even demographic data (like Millennials and Baby Boomers). When you’re ready to take your marketing to the next level, start segmenting email lists, targeting social media content, and presenting dynamic website content to your different audiences.

2. Pay Attention to the Care and Feeding of Your Website:  I know what you’re thinking: “Whatever, I can skip this section. I already have a website. I got that to a good place two years ago.” But, your website, much like a garden, requires continual attention. Regular updates with fresh content and imagery and adjustments based on evolving consumer trends and product offerings are essential. You can’t just plant it and forget it; neglecting certain areas may result in withering while others become overgrown. Keep your online landscape flourishing by tending to it regularly.

CRAWL

For many of you, the interweb is a confusing black hole full of acronyms and technology. But even if you don’t know your DNS from your IP Address or your WordPress from your WooCommerce, this is no excuse to bury your head in the silicon sand. I don’t know exactly what my mechanic does either, but I still take my car to get it tuned and the oil changed. Technology is constantly evolving, so websites are continually decaying. If you don’t know how to update plugins, check for broken links, or monitor your hosting server’s performance, hire someone who does. Or risk hackers, frustrated customers, and lost sales.

  Maintenance Doesn’t Have to Be Expensive. See our Packages>> https://wgits.wineglassmarketing.com/product/website-maintenance-packages/

WALK

  If the extent of your website deliberation up to this point has been limited to confirming you like the pictures, you’re not alone. But your website is a highly visible and effective tool for every step of the customer lifecycle, from acquisition to loyalty. Evaluate what you need your website to do (and there will be multiple objectives, so try to put it in a hierarchy of importance). If your number one marketing objective is to drive traffic to the tasting room, does everything on your website home page make visitors want to come to your winery? Too many times, we throw everything we’ve got to say to a visitor on the home page, and it overwhelms them, which causes them to leave. Your business priorities change frequently, certainly seasonally, so consider your website part of your overall marketing communication and update that home page regularly.

RUN

  Not only does your business change and technology advance, but our own behavior evolves. For instance, as of 2022, 59.16% of all website traffic comes from people using mobile devices, compared to 47.19% at the end of 2019 (Worldwide; StatCounter). So, in those short three years, mobile viewing became more critical. What do your own Google Analytics say about your site visitors? Knowing that we “read” on a full PC screen but “skim” headlines and subheads on the phone, what have you done to change your content to be bite-sized? Are silhouette bottle shots the best way to showcase your wines on the phone? Or should tight label shots be considered for a store refresh?

  Websites used to be like brochures; they were designed and used until you needed a new one, and then you threw out the old one and replaced it with a new one. Now, smart marketers believe websites should be alive and continually evolving. Unless you’re going through an entire rebrand, you should be able to keep the bones of the site for years and focus on updating new content weekly or monthly. While working on your website is not as glamorous as the latest social media craze or as flashy as a viral meme, it will be seen by more people than any other channel, digital or IRL, so focusing on this area should be a high priority for any marketer.

3. Appearance Matters:  The intersection of technology like smartphones, the popularity of apps and social media tools like filters and editing, and our ever-increasing pace of processing information have created the perfect storm for visual storytelling. From icons to emojis to Instagram, to say we are a society that relies on visuals is an understatement. And flawless photos are every teenage girl’s selfy norm, so you better have a game plan for decent marketing photography.

CRAWL

  We sell a product that is glass, curved, and sometimes has foil or screen-printed text. It is not as simple as snapping a selfie of you and your bacon bloody mary for Instagram #SwineAndShine. Luckily, we all have excellent cameras on our phones, hundreds of photo editing apps for pennies, and thousands of free YouTube videos with tips on how to use them. There is literally no excuse for bad images except laziness and complacency. So make 2024 the year you say no to bright reflections, lip marks or spots on wine glasses, and fuzzy label text.

WALK

  Just because you can do something yourself doesn’t mean you should. I can cook at home, but I’m not going to spend all day on a 20-ingredient Mole sauce when I can enjoy a professional chef’s version via DoorDash in 38 minutes. Your time has value, and if you’re doing other important things like making wine, selling wine, or managing the business, it’s time to call in a professional. You can save money/time on the frequency you post on social media or how complex your next club party is but don’t skimp on your marketing visuals. They are the one tool you have in your arsenal that helps you acquire, connect with, sell to, remind, and retain customers in every single channel.

RUN

  You develop a visual strategy by combining your visuals with your customer data and personas above. This is next-level thinking about composition, contrast, lighting, angles, or props that tell your story. The goal is to present a style that is all your own and continues your brand’s story.

4. Invest in Marketing:  I was teaching a class on social media content last spring, and we were talking about boosting strategies. A gentleman who had been quiet for most of the class finally spoke up with disdain in his voice and said, “It’ sounds like you have to pay these suckers to do anything. Nothing is free anymore.”

  I don’t know why he thought marketing was ever free, but it isn’t. (If that hasn’t occurred to you, let me be the one to burst that bubble.) It doesn’t matter if you make one hundred cases of wine or one million; it is unrealistic to assume that people will magically buy your wine because you made it. You must have a marketing budget and a plan to sell your product.

CRAWL

  Start with the items that will get you the most impact (assuming you already have a workable website and reasonably good imagery because those are priority #1.) You will need two things to survive as a business – customers coming in and orders going out. Social media and email are the typical utensils chosen for these deceivingly simple accomplishments.

  You’ll want to pay your social media channel of choice to help consumers see your content – a minimum of $100 to $200 monthly. If you do not do this, expect only about 7% of your followers to see you. For emails, you’ll want a professional email platform like Mailchimp with a template to create HTML emails. That will run you anywhere from $13 up to a month.

WALK

  The Small Business Association recommends spending 6-8% of your gross sales on marketing. Meta and Google are two of the most efficient places to do that. Both channels are mailable for multiple objectives, such as driving visitors to your tasting room, adding people to your mailing list, or selling wine.

  If Boosting is training wheels, crafting a killer News Feed Ad opens up a world of creative possibilities, lets you target your audience with surgical precision, and can deliver superior results. It’s like upgrading from a tricycle to a turbocharged motorcycle without breaking the bank.

There are numerous targeting, message, and graphic concerns, so if you can partner with a professional, you may find that money well spent. If you are set on DIY, plenty of training videos are online. It is best to start slow, learn, and iterate. Expect to spend $500-$2,000 a month.

RUN

When your business needs more customers, you have more wine to sell, or you just want a double shot of caffeine, marketing is an effective level to toggle. There are multiple print magazines and online outlets to partner with for visibility and sales. You can also lump in sales support channels like Instacart ads in this area. A professional media planner or trained marketing professional should be consulted if you’re entering this carnival because the rides are expensive, and the media planners work on commission. Like the ringmaster, their goal is to separate you from your money and sell you a shiny story that is primarily a sales spiel.

5. Relax Your Grip:  Our final bit of advice for 2024 is to be open to new ideas. Our customers are changing, carrying new consumption patterns, attitudes, and travel preferences. I couldn’t disagree more with the Wine-Searcher article last week saying that wineries exhibit ageism if they don’t double down on Baby Boomers as a target audience because they drink wine now. Boomers are, and have been, fabulous customers and should be provided with all the best marketing and customer service deserved by their years of support. But to assume that Millennials, who are forty and relatively wealthy, by the way, will be interested in the same products, price points, and experiences is a mistake. 2024 is an excellent year to start testing out additional bifurcated strategies.

  Let’s take it out of generational context. Name one other tourist or luxury industry that has serviced customers the same way for almost 50 years without evolution (assuming wine tourism took off in the 1970s.) Cinemas now have iMax and streaming, museums have concerts and children’s exhibits, hotels have changed, spas have changed, shopping habits have changed. To offer the same essential tasting experience and product marketing that you have for decades will only be successful for a few more years before it’s phased out.

  Listen and be observant of your customers and be open to new ideas. Be a willow, not an oak, and don’t be afraid to try new things. You’ll be rewarded with new customers for years to come.

By: Susan DeMatei, Founder of WineGlass Marketing

In today’s fast-changing landscape, web experts agree that we should redesign our websites every three years. Don’t get us wrong, that doesn’t mean touch your website every three years. You should constantly update and keep your website current, but we’re talking about a complete reboot every three years. This refresh is necessary because our content and feature-needs change, and our consumer eCommerce and browsing habits are constantly changing. Look at the wine business in the past four years and how much has changed since pre-COVID. In addition to the obvious design revitalization, we should also be re-evaluating our website goals and needs on this three-year frequency.

  When facing a redesign, the first question that crosses the minds of most is, “Should I use a template or have this custom-built?” If you have done a big website from scratch. before, you hired a designer and then a developer, and they walked you through Photoshop comps and wireframes. It worked back then, but that long and expensive process is no longer the only way to build websites. In the final months of 2023, the vast majority of the websites on the internet are built with a template or theme. For most of our clients, a template is the best place to start unless you are a complex corporate entity with multiple brand or feature needs (and even in that case, you might want to start on a template.) But we’re getting ahead of ourselves. Let’s define a template and then break down some pros and cons of using a template.

What is a template?

I am currently car shopping, so I have automobiles on the brain. I let my lease go during COVID and for a time my husband and I have survived on one car, but it’s getting to be logistically difficult. For the past few weeks, I have been comparing features and reading reviews and am no closer to making a decision than I was when I started. Is it wrong to want heated seats in Northern California? Will I really use the Navigation system if I can plug in my iPhone? What the heck is torque, anyway? If anyone has an SUV suggestion. I’m all ears. So, forgive all the car analogies and puns when discussing websites, but that’s what’s racing out of me at this moment. (See what I did there?)

There are Three Parts to a Website

1.  The base structure is like a chassis of a car. Your base will include basic feature choices like a type of Navigation menu, the ability to incorporate eCommerce, mobile optimization, a photo carousel, or slider. It will also suggest plugins options like a recipe section, a mailing list signup, or a blog page. A good base with have pre-built areas for what you need and easily be able to incorporate additional special touches you want.

  This base is a template (or theme or stencil) and is a blank slate that can host very different websites. If the template is the chassis in our car analogy, it is mostly unseen as what you put on top of it defines the car. This is why a Toyota 4Runner, an SUV, can have the same chassis as the Toyota Tacoma, a pickup truck. (Ok, I’ve read entirely too much Car & Driver lately.)

2.  Your website content is the shell, or car, that is put on the chassis. This is the second part of the website and contains your copy and images. These areas flesh out details of your website like a wine club membership section, an events schedule, or that wedding venue picture gallery. On top of the template, your content provides the site’s function as well as content specific to your winery.

3.  But the third part is where most people think about – the design. The design of your website are fonts and colors added on top of everything with a style sheet. This is the trim of your car. It dictates what color it is, if it has the sports or the luxury package, or if the interior is cloth or leather. (Um, with four dogs, leather. Definitely leather). The designer crafts these tweaks to make your site look like your winery and nobody else and puts thought into how your content is best displayed.

  So don’t feel like a template will be cookie-cutter. A template should be the basis for the content and styling that will make your site your own. A template is not an excuse not to customize everything. Sure, you bought it with some fonts and colors but you should absolutely customize it.

10 Reason’s To Choose a Template over a Custom Build

  Have you ever tried to configure a car at a dealer? It’s nearly impossible. They don’t like it and quickly try to sell you a configuration already on the lot. If you resist and genuinely want your custom car, you have to wait, sometimes for months. Having your dream car is pretty sweet but time-consuming, costly, and requires a hefty dose of patience. 

  On the other hand, using a template is like buying a car on the lot. It might not match your dream features perfectly, but it’s close, quick and convenient, you still get that new car smell, and it’s much easier on your wallet.

  But sometimes, the heart wants what it wants. Both options have their merits, and the choice largely depends on your unique needs and circumstances. But, for those who appreciate a straightforward, no-nonsense approach, there’s something inherently attractive about going the template route.

Here’s are ten reasons why you might lean towards a template for your website:

1. Time-Efficiency:  Templates are like website-building cheat codes. They come pre-designed with layouts, color schemes, and content placeholders. You can go from a blank screen to a functioning website in days, not months. Templates get you online faster, which can be a game-changer in the digital world and allow your team to focus on sales versus infrastructure.

2. Cost-Effectiveness:  Custom builds can be expensive. You’ll need to hire web designers and developers, and the bill can quickly spiral out of control. Templates are often affordable, making them a budget-friendly option. You can save your development dollars when you start with a template.

3. Beginner-Friendly:  Not everyone is a web development guru. With templates, you don’t need to be. They are designed with the average Joe in mind, so you can create a professional-looking website even if you’ve never coded a line. While I recommend getting a designer to design your template initially, you should be able to maintain it independently. Templates always come with a CMS, and if you’re using something like WordPress, once you learn the basics, all those skills are transferable throughout your career. You don’t need to be a coding wizard to use templates. On the other hand, custom builds require extensive technical knowledge or the hiring of a developer, which can be a headache if you’re not tech-savvy.

4. Built-In Features:  Many templates come with handy features like responsive design (your site looks good on any device), SEO optimization (helps your site rank higher on Google), and e-commerce functionality (perfect for online stores). Why reinvent the wheel when it’s already rolling your way?

5. Stability and Maintenance:  Technology is like a never-ending racetrack with new updates and emerging trends constantly rounding the corner. With templates, you can breathe easily. Templates typically receive updates from their creators. This means you don’t need to worry about your site becoming outdated or vulnerable to security breaches. It’s like having a virtual mechanic on standby. Also, this template has been used repeatedly, so all the issues have been worked out. With a custom site or something only your winery uses, you and you alone are the guinea pig. With templates, you’re minimizing the risk of major technical issues.

6. They Are Highly Customizable To Your Brand:

  As discussed, the template is just the base. (The most popular WordPress theme, DIVI, has been downloaded over 800,000 times. And all these websites look very different from each other.) The point is to make it your own with customization. It is recommended that you initially get a designer to customize your template for you, but with some reading and trial you can likely do it yourself.

7. They Are Developed To Change:  We started this blog by saying the web is dynamic and constantly changing. One of the cool things about templates is that they are built to be changed. Don’t design your website and then walk away from it. Design it, then watch customer activity. Track your sales conversions, track your visitors, and then try different landing pages, sliders, or content. Templates are made to be modular and editable, so take full advantage of that. This allows you to experiment with different layouts, content, and features to optimize your site’s performance and user experience. Custom builds require additional development to implement such testing capabilities.

8. SEO Friendliness:  Templates often come with built-in or the ability to add SEO features or plugins that make optimizing your website for search engines easier. Custom builds may require additional development to implement these features, adding to your time and costs.

9. Mobile Matters:  In today’s mobile-first world, having a responsive website that looks great on smartphones and tablets is crucial. Most templates are designed with mobile responsiveness in mind, saving you the headache of ensuring your custom site is mobile-friendly.

10. Future-Proofing:  Website templates are built to adapt to changing technologies and trends. As design and functionality evolve, templates evolve with them. Custom-built sites can become outdated quickly, requiring more significant investments in development to keep up with the times.

  Ultimately, the content of your website matters most. Whether you choose a template or a custom build, what you say and how you say it will be the driving force behind your online success. A beautiful custom design won’t save poor content, just as a template won’t hinder great content from shining.

  So, why choose a template over a custom build for your website? Because sometimes, speed, affordability, and ease of use trump the pursuit of perfection. Templates offer a fast track to getting your online presence up and running without draining your bank account or sanity. For most small to medium-sized businesses and personal projects, templates offer a hassle-free and efficient way to get your online presence up and running.

  In the end, the choice between a template and a custom build is a profoundly personal one. It’s like choosing between that dream car and one off the lot. Both have their merits; it just depends on what drives you (Sorry, I can’t help it).

  So, get out there, explore the world of website templates, and remember that the web is an open road. Whether you go with a template or a custom build, the most important thing is to get your voice, brand, and ideas out there for the world to see.

  Susan DeMatei founded WineGlass Marketing; the largest full-service, award-winning marketing firm focused on the wine industry. She is a certified Sommelier and Specialist in Wine, with degrees in Viticulture and Communications, an instructor at Napa Valley Community College, and is currently collaborating on two textbooks. Now in its 11th year, her agency offers domestic and international wineries assistance with all areas of strategy and execution. WineGlass Marketing is located in Napa, California, and can be reached at 707-927-3334 or wineglassmarketing.com.

By:  David Wachs, CEO of Handwrytten

Changing U.S. consumer drinking habits have been troublesome for the domestic wine industry. Younger generations including Millennials and Gen Z are more likely to purchase ready-to-drink cocktails, seltzers, or mocktails than wine, a shift from previous generations. It was noted in Rob McMillan’s annual State of the Industry report earlier this year that wineries need to do a better job of marketing to younger generations because currently the only growth being seen is among the Baby Boomer demographic. Otherwise, wine sales are falling, and less wine was sold in 2022 than in 2021. One reported suggestion was to launch a multi-winery campaign like what the dairy industry has done for milk or the cattle industry for beef. But those efforts failed. Perhaps now is the time to call on the robots for their assistance?

  It might seem like social media is the best way to reach younger generations, since a 2022 survey by Morning Consult found that 54% of Gen Zers said they spend at least four hours daily on social media, and 38% spend even more time than that. But an avatar on TikTok or Instagram enjoying a glass of merlot on a beach or in the back of a camper van overlooking a breathtaking vista is not the right robot to help the wine industry breakthrough to younger generations. Especially when the industry is competing against a movement of influencers promoting sober living as the latest wellness trend that followers should aspire too.

  So, if not social media, then what? Does the wine industry need to go head-to-head with politicians and launch an invasive television advertising campaign that floods screens across the country with bottles of chardonnay and cabernet playing the starring roles in every type of social gathering possible? Do wine tastings at grocery stores and other brick-and-mortar retail locations need to occur on a daily basis to infuse wine purchasing as a more regular habit when picking up items for meals for the week? None of these are bad ideas, but the reality is AI isn’t all that great at creating television ads, yet, and a robot pouring wine at the local grocery store would require investing in technology that is cost prohibitive and impractical.

  The most effective and unique way that wineries can connect with younger consumers is through a traditional advertising method with a high-tech, modern twist. A survey, conducted by Full Spectrum Insights on behalf of Handwritten, found that emails and text messages are, unsurprisingly, the most common way for businesses to communicate with customers but that 45% of customers would feel more valued and be more likely to make repeat purchases if they received a handwritten note. 30% of customers said handwritten notes are the most meaningful way a company could communicate with them and the least annoying, compared with the annoyance of receiving a phone call, email, or text.

  Nothing says “pay attention” like a personalized handwritten note. No one flips past or does not see a handwritten envelope in their mailbox. These stand out from everything else that was delivered. Recipients wonder what could be inside and while envelopes that look like bills or advertisements are set to the side, handwritten envelopes are usually opened immediately. The attention-grabbing nature of a handwritten envelope provides an instant advantage that even the biggest and most prevalent direct mail marketers cannot compete with. Handwritten envelopes have been found to have a 300% greater open rate than standard envelopes. And handwritten marketing has response rates 7-21x greater than printed mail, with a return on investment 3-7x greater than print. Some companies have even found that retention rates are 50% higher for customers who receive a handwritten thank you note.

  Rather than tasking an employee to sit at a desk with a stack of cards and envelopes and bucket of ice to alleviate hand cramps, the task of penning handwritten notes to customers can be outsourced to robots that are capable of using real pens to craft notes that are nearly indistinguishable from ones written by an actual human hand. There are also a variety of AI services available own that can help everyone from a marketing novice to a pro discover the right words to include in the message. From there, it’s about ensuring wineries are using the right direct mailing strategy to maximize ROI.

Spend Time On Your Call to Action

  Your call to action (CTA) may be the most important part of your direct mail campaign. This statement tells your recipients how you want them to respond and encourages them to do it. A strong CTA can boost your response rate substantially while a weak one can jeopardize your entire campaign. Every communication piece you send your customers should have a purpose. Identify it and your CTA will come naturally.

  Compelling CTAs are clear and concise. They contain actionable verbs which are impossible to misinterpret. When people read your direct mail letter, they should know what you want them to do. You can ask people outside your marketing department to read your letter and determine whether they understand what’s expected of them.

  Procrastination prevents action. Limit procrastination by adding a sense of urgency to your CTA. Asking your recipients to call today or claim a free sample by a specific deadline is more powerful than making similar statements without referencing time. The way you present your CTA can make it more compelling. White space draws the eye. Separating your CTA from the body of your letter prevents someone from overlooking it. Using a different color or font size can also help your call to action stand out.

Use Personal Text and Images

  Savvy consumers will see through a handwritten form letter. Make sure you include personal details to strengthen your bond with your recipients. Using names rather than “To whom it may concern” is an important start. But you should look for other opportunities for personalization, too. Mentioning customers’ locations, past purchases, and pop culture references that people of their ages will probably appreciate are other ways you can show your recipients you’re speaking to them.

  While the text matters, using appropriate imagery can also reinforce your words. For example, targeting a millennial or Gen Z household with a note that features a retired couple enjoying a glass of wine with dinner, probably a messaging failure.

Tempt Your Recipients With Great Deals

  The most compelling direct mail campaigns contain offers people can’t refuse. Brainstorm strategies to tempt your recipients with your direct mail campaigns.

People love feeling they’re receiving something others don’t get. They’ll struggle to resist signing up for your mailing list if you say they’ll receive exclusive members-only coupons. Ordering a product becomes much more enticing if you’ve waiving shipping costs or reducing the price for a limited time.

Get the Timing Right

  As with all marketing campaigns, the timing of your direct mail campaigns plays a key part in their success or failure. Your direct mail will ideally reach your recipients when they’re receptive to the messages inside them.

  Getting the timing right isn’t a precise science, but you’ll do best if you put yourself in your customers’ shoes. The members of your mailing list will probably be receptive to a card promoting a great sale sent in the lead-up to Christmas when they’re searching for gift ideas and planning to spend money. Sales announcements can also be received favorably in April when your customers may have extra money from refunds on their tax returns. Your sales efforts are likely to be less effective in January when customers may suffer from a Christmas credit card hangove

  Sending direct mail cards through your customers’ journey with your organization is also a great way to engage them and make them feel special. However, timing matters here, too. Send a card saying you have missed a customer’s business too soon and you’ll seem too insincere. However, with the right timing, this type of card can re-engage a lapsed customer and encourage a purchase. On the flip side, a letter thanking a customer for the individual’s business or referring a customer should be sent promptly. If you let too much time elapse, the thank you will seem unnatural.

Think Outside the Box

  Since households don’t receive many letters, your direct mail is already likely to be more memorable than a marketing email. However, you can increase the chances your recipients will recall your direct mail with a novelty. Think outside the box to create a direct mail campaign that makes a real impression.

  Knorr used leuco dye on a direct mail campaign for a new line of frozen food. The cheeky mailing read “Unlike any F****N dinner you’ve ever tried.” Recipients were encouraged to put the mail in the freezer. The extreme cold triggered a new message reading “FROZEN meals can be this delicious.” The quirky campaign, which had a 10.2 percent response rate, prompted 17,000 purchases. This campaign was so successful that half of the mail was delayed to help supermarkets manage the increased demand for the company’s products.

The great part about all of these direct mail ideas is that they stay in the minds of recipients long after they open the mail. Even if your recipients don’t take action now, they’re more likely to think about your business when they need your products or services in the future. Brainstorm relevant ways you can also enhance your direct mail materials and make them distinctive.