Welcome to McCue’s Friday Five! Each week, we’ll bring you the latest and greatest from the marketing, tourism and wine industries. This week we cover new strategies for winery traffic, exciting new features on Instagram for businesses, wine and weed tours in California, the truth about hashtags, and women in wine tasting.
1. Wineries are Testing Geofencing Strategies to Boost Traffic and Sales
Location, location, location. Marketers have begun testing out geofencing strategies on wineries looking to drive new traffic, as recent data supports the claim that location and experience could be significant factors of wine tourist decision-making. Forbes details a case study that demonstrates how a geofencing advertising strategy applied to one Napa winery created an impressive ROI, in this case driving new traffic and boosting short-term sales. The marketers quoted in the article suggest that, over the long run, these strategies would likely create much more significant returns, which is why they plan to spread the word about these tools to others in the industry moving forward.
DTC wine sales and winery experiences have been growing in importance and contributing to an increase in sales revenue. Can geofencing be a useful tool to help continue this trend? What other industries could benefit from this strategy?
2. Instagram and Eventbrite Team Up to Sell Tickets, and There Is More Good News
Instagram and Eventbrite partnered up, and a “Buy Tickets” button was born. This would be newsworthy in and of itself–––particularly for businesses that are focused on event planning–––but it’s only the tip of the iceberg. The partnership is part of a larger move by Instagram to integrate ticketing, reservations and other business-related services into their Instagram profiles through action buttons and other added features. Eventbrite is just one of the numerous third-party services that are getting in on the action. They’re saying that this will unlock promising new opportunities for these and many other brands that utilize the social platform, to further engage with customers and increase conversion rates.
Instagram may have helped consumers discover your brand already. Now the question is, how could direct action buttons be implemented into your profile in a way that boosts your success?
3. The California Wine Industry Takes On Wine and Weed Tours
In California, the emergence of “wine and weed tours” under recent legalization may come as no surprise. But now that these tours are underway, what do they look like, and where are is this pairing headed? Wine Industry Network Advisor offers a closer look at a couple of existing tours in Northern California, showing that this concept can take different forms. She points to the potential these tours have to increase new winery traffic and depicts the option as a simple and legal way for wineries to get a taste of the new cannabis tourism boom, even under current strict regulations regarding wine and cannabis events.
Legal cannabis in California is now in full swing. How might your industry and brands be affected? How can you get ahead of the curve?
4. Hashtags May Not Be the Answer to Your Engagement Rate Problems
A recent report on PR Daily examines findings of a study by Mention showing that engagement rates on Instagram posts are not increased by the use of hashtags. Before you write off hashtags as ineffective, PR Daily contends that these hashtags are still important tools to increase the visibility of your brand. According to their report, strategies to effectively complement that visibility could include creating quality content, tagging relevant accounts, and partnering with lesser-known influencers.
Have you noticed these or other strategies as effective ways of increasing your engagement rates?
5. New Study Claims Women Are Better Wine Tasters Than Men
The results are in ––– when it comes to wine, women are naturally better tasters than men. At least that’s what a recent study from the Technical University of Madrid confirmed after a 2014 study in the UK came to the same conclusion. This most recent study, published in the scientific journal Food and Quality Preference, goes a bit further to investigate how wines evoke emotion in participants and how age comes into play. Interestingly, they found men to have stronger emotional responses to wines, while women had more acute abilities to taste differences. In a similar way, older groups showed more emotional reaction while younger groups had a superior discriminating ability.
How can these findings and patterns influence the way we talk to our audiences about wine?
That’s all for this week! You can read our Friday Five every week on our blog. Scroll below to subscribe to our newsletter and read more.
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