In August, we launched the wine.co.za DTC Academy with a virtual workshop that took participants through the customer acquisition process, focussing on the direct-to-consumer (DTC) market within the South African wine industry. Hosted by DTC marketing specialist Xania van der Merwe, the workshop sold out in less than a week. Hosted over four sessions and taking up only 90 minutes each week, it provided participants with useful insights. Participants also had the opportunity to book a one-on-one session to discuss their needs in more detail.
This is what some of the participants had to say:
- "The DtC Academy is an invaluable resource for producers looking to increase their direct to consumer sales, thereby maximising profit margins."
- "The workshops are highly professional yet comfortable and engaging."
- "The latest consumer behaviour and marketing research is presented in a practical way that can then be easily implemented into the strategy planning of your business."
Please note that wineries that missed August's Customer Acquisition workshop can attend the repeat workshop. This workshop will be an in-person workshop, hosted at wine.co.za's offices in Somerset West and capped at 10 participants. The in-person Customer Acquisition workshop will take place on Tuesday 19 September from 10h00 until 15h00. A fee of R1 000 per participant applies.
Workshop: Wine tourism and customer targeting
In celebration of Tourism Month, the wine.co.za DtC Academy is hosting a virtual workshop on Wine Tourism and Customer Targeting starting on 6 September 2023. The workshop consists of three sessions which will take place online. Each session will be no longer than 90 minutes to ensure you can fit them in with the responsibilities of your day.
In our first session (6 September), we will discuss the link between wine tourism and growing your DTC marketing with tips on getting the most from your tasting room and onsite facilities. We will share consumer feedback on wine tourism that is relevant to wine farms. In addition, we will cover customer service, handling of difficult customers, customer feedback forms, and net promoter scores. We will also touch on product and brand reviews.
In the second session (20 September), we will move on to a more focused discussion on DTC targeting and customer segmentation.
The third session is an one-on-one virtual meeting in which Xania meets with a specific winery to discuss their needs in more detail. This session must be booked in advance.
To give participants as much value as possible, the third session will be an one-on-one session with each winery, focused on database segmentation. Here, we will assist you with the best practice in customer segmentation and targeting.
Important details and pricing
Workshop dates: 6 and 20 September
Cost: R1 500 per screen (ex. VAT)
(All CellarDirect and wine.co.za directory clients get 10% off)
To ensure each participant receives personal attention, the audience is limited to only 15 wineries, so hurry and book your spot today.
To book, email Xania van der Merwe at xania@wine.co.za.
Upcoming virtual workshops
Upcoming virtual workshops include:
- October 2023: Preparing for Black Friday
- November 2023: Preparing the 2024 Marketing Plan
- December 2023: Last Minute Planning for Peak-Trade
- January 2024: Customer Acquisition
- February 2024: Pricelists, Price Increases and Customer Loyalty
All virtual workshops will be hosted over 2-3 sessions, followed by a one-on-one session. Each virtual workshop will be repeated the following month at an in-person workshop in Somerset West at the price of R1 000 per person, and doesn't include the one-on-one session.
Wineries that wish to have the workshop presented to their full team on-site can contact Xania van der Merwe at xania@wine.co.za for a quote.