1. Impact of Events on Direct to Consumer Sales (27:11)
• The discussion emphasized the importance of leveraging events as a growing channel for direct to consumer sales, suggesting that wineries should consider offsite events to enhance their outreach and sales performance. (27:11)
• The conversation provided insights into the current sales trends, particularly the decline in visitor numbers and its effect on tasting room sales, while also highlighting the stability or increase in revenue per visitor, especially in Oregon. (28:01)
8. Membership Trends and Retention Strategies (30:12)
• The discussion highlighted the need for clubs to analyze their retention and attrition numbers, especially if they have seen a membership decline of 10% or more compared to last year. This analysis can help identify best practices to improve member retention. (30:34)
2. Community Benchmark Overview (34:04)
• John provided an overview of the Community Benchmark platform, explaining that users can access it via OrderPort and that there are already over 100 users on the platform. He mentioned that more details would be provided later in the meeting. (34:51)
• John indicated that interested users should visit communitybenchmark.com/orderport (35:06)
3. Conversion Rate Concerns (37:05)
• The importance of benchmarks to differentiate his winery’s performance from others in the region, suggesting that understanding these metrics can help identify unique issues affecting conversion rates. (37:15)
4. Regional Association Collaboration (42:29)
• The speaker mentioned that upon entering a new region, the strategy is to work with regional associations to co-market, aiming for a sign-up rate of around 50% of wineries in the initial 60 days, which sets a clear expectation for future actions. (42:58)
5. Customer Success Insights (45:34)
Janna Dotolo Director of Marketing @ Long Shadows on the Cohort Plan
“Our experience has been very insightful. The platform’s ability to translate our data and the Cohorts into clear, actionable opportunities is really impressive.”
We were able to identify several key areas for growth that we’ll be bringing over to our Q3 & Q4 planning, building strategy directly from the reports findings. As I said before, everything I wanted when I decided to upgrade to see our Cohort.”
John Bell – Owner – Cathedral Ridge
“If you’re a big winery this is an easy tool to use. If you’re small or medium, this is an easy tool to use. We don’t have a big staff so ability to talk with CB and get actionable data that we can use it, distill it, and act on it. We continue to be very exciting about what’s coming.
“The Cohort info is very helpful especially in times like this to help you to tell you you’re not going crazy or something you might be doing better or worse than your peer set. It’s been a great experience.”
6. New goal positioning system (GPS)
Designed to automate and visualize goal tracking, moving away from manual spreadsheets to a more efficient, shareable dashboard solution that can deliver updates directly to users’ inboxes. (54:47)
7. Sales Performance and Goal Setting (55:11)
• The discussion emphasized the importance of setting sales goals for wineries, suggesting that those who have not yet established goals should consider doing so to improve their performance. This is a proactive step for wineries to enhance their sales strategies. (56:59)
8. Focus Metrics for Wineries (58:11)
• Wineries should focus on identifying their unique metrics and goals to optimize their performance, particularly in analyzing traffic versus revenue per visitor. (58:55)
• An initial insights call can be scheduled to discuss focus metrics tailored to each winery’s needs, with ongoing support available for execution. (59:27)
9. Key Metrics for New Wineries (01:02:46)
• Participants discussed the importance of tracking average order value and club conversion rates as essential metrics for new wineries. These metrics help wineries understand their sales performance and customer engagement, which are crucial for growth. (01:03:45)
• It was suggested that new wineries should focus on improving their club conversion rates and retention strategies to build a solid customer base and ensure long-term success. (01:04:34)
10. Benchmarking for Growth in Wineries (01:05:37)
• Young wineries should focus on benchmarking against peers of similar size and growth stage to gain relevant insights for their development. (01:05:37)
• Wineries interested in integrating their OrderPort account with Community Benchmark should fill out a form linked in the chat to initiate the process. (01:06:23) |
