Wine tasting client events have gained traction. They’re enjoyable, profitable and a great way to tie in top client relationships while meeting new potential clients. Over the past year I’ve been hearing more-and-more about elite advisors employing these into a marketing plan. Because thinking about the wine drinkers…aren’t they probably part of your ideal target market?
One nice thing about wine events is you can host them any part of 2012 (any month, monthly, quarterly or annually). And for the 3 advisors I consult who’ve held these regularly (longer than 6 months), they’ve paid off tremendously. In fact, the advisor I work with who tracks his numbers efficiently has hosted 5 events and seen a 12:1 ROI from additional client business and a couple referrals.
Numbers like that don’t lie, so here are a few thoughts about wine tasting events you can immediately use…
Event Style #1: Local Winery Stations
Have a local winery setup wine stations, with an employee at each spot describing their particular wines and cheeses.
Event Style #2: Local Winery Stations(Different Monthly Region)
Should you decide to host these each month, mix things up by customizing your wines & foods to represent a different region of the world each time.
Event Style #3: Create Your Own Wine Event
First choice would be renting a local vineyard and second choice would be a high-end location. You and your clients can tour the grounds, sample the wine and if they allow it – make a barrel of wine together! At a follow-up second event, you’d hold a contest on whoever can create the best label for bottles. The winner has their design on all bottles you (your company) decides to purchase. I’ve typically seen the advisor buying enough bottles to give all event attendees, future events and maybe even as gifts for future new clients. This gives a great platform to tell clients about your events how the wine was made.
During any of these events, be sure to prepare and hold a toast. Prepare 2-3 minutes of genuine, heartfelt material, in appreciation of your clients and their company/business. This is your platform to shine…
Typical Budget: $35-50 per person (covers wine samples & hors d’oeuvres)
Time of Event: 7:00-9:00 PM (typically hosted in the evening following a meal time)
Invites: Depends on your budget & venue. Most advisors have invited 10-30 of their top clients + guests.
Where: Local vineyard, winery, wine bar, yacht club, art museum, country club, etc…
At an event like this you want to generate business for the local wine company you hired to help host. You’d be well advised to have an information sheet on the different wines each client is tasting accompanied by wine company information. Clients should be able to buy bottles of wines on-site. Make sure when you book the vendor/venue they know you’ll be generating business for them, which should enable you cutting you discounts on certain areas.
One other idea in conjunction with client events involves raffles. Everyone enjoys raffles and for a wine tasting event you could easily give away items like red & white wines, wine tools, cheese & crackers, coasters, cork topper, gift cards to the local vineyard, etc. all while capturing attendee information.
If you’d like a sample Wine Tasting Event Invitation and Liability Waiver for attendees to sign — COMMENT BELOW.
The Advisors Excel Creative Team has even designed these wine tasting invites for specific advisor offices (nominal $50 fee.) From there you could then print them locally or get pricing done using their sources.
In closing, if you’re looking for an addition to your 2012 marketing or to increase client event ROI success, I’d recommend considering these events. If you have questions, don’t hesitate to call or email me. Thanks for all you do and advise with passion.
P.S. If you or a subset of your clients don’t drink — no problem! Think about employing the same set up, but for dessert tastings. One advisor I consult alternates months between dessert tastings, wine tastings and has even thought about cooking classes with a top-chef!