It is no secret that times are tough and wallets are tight. Consumers are price conscious and fighting for sales is a constant struggle. Taking creative steps to marketing is the name of the game and we need to ensure we are thinking out of the box to pack as much wine (and sales) into the box… So let’s have a giant SALE.
During the October DTC Workshops we are taking a look at the effects of price promotions on your DTC strategy and what consumers think about sales. We take a page from the FMCG book and review our strategies, in comparison to theirs. In a tough economy, there is definitely a place for sales and price promotions but then what? How can you build a promotional offer, like black Friday to the benefit of your direct-to-consumer strategy.
Join us for this 3-week webinar series, titled "Black Friday, sales and promotions. Are you buying customers?", to find out more.
Workshop: Black Friday, sales and promotions. Are you buying customers?
Online sessions will be held on Wednesday mornings from 10h00 - 11h30.
4 October: GBWS feedback on promotion buying
Over the last 3 years, the Great Big Wine Survey collected responses from 35000 South African wine consumers, with the assistance of Hollard Insure, sponsor of the Great Big Wine Survey. In this session, we will be taking a closer look at how consumers shop promotions and specials.
11 October: Pricing, margins, costing. The cost of promotion
While it is easy to mark something down, it is also important to determine the value of a discount along with the long term effect.
18 October: Prepping for a sale
When we do decide to go ahead with a big sale, what are the pitfalls we need to look out for? We also look at ways to bring new customers back into our business after a sale and
increase the overall customer lifetime value.
25 October: One-on-one sessions
Please book a one-on-one session with us to discuss your needs in more detail.
Important details and pricing
Cost: R1 500 per screen (ex. VAT)
(All CellarDirect and wine.co.za directory clients get 10% off)
Last day for bookings: 22 September; payment before 25 September (or while we have space available).
To ensure we can attend to all guests, attendance of these sessions are limited. Don’t delay your booking. Email Xania van der Merwe at xania@wine.co.za.
Upcoming virtual workshops
Upcoming virtual workshops include:
- November 2023: Preparing the 2024 Marketing Plan
- November 2023: Front-of-House
- December 2023: Last-minute planning for peak-trade
- January 2024: Customer acquisition
- February 2024: Price lists, 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.