Red House Winery opened it's Historic 1920's tasting room on May 2, 2018, with the passion to bring the burgeoning Texas wine industry to the heart of small town East Texas.
Red House Winery offers unique, authentic, Texas wine and showcases said wine in their beautiful tasting room.
Through personal accounts, owners of Red House winery find social marketing beneficial to Their business but running a business makes it difficult to remain consistent in your marketing efforts.
Likewise, having consistent messaging helps businesses reap long-term benefits through brand awareness. it was imperative we work to keep the Winery as a place that comes to mind when people need a night out. This top-of-mind awareness comes from consistent messaging.
IN 30 DAYS....
Steps to Success: Brand Voice & Imagery > Consistent Social Posts > Wine Club Promotions
202% Increase in Impressions
128% Increase in Page Reach
213% Increase in Post Likes
59& increase in engagement
53% increase in post reach (22,521 total)
48% increase of new fans to page (100 total)
437.9% increase in webpage users (511 total)
27.3% increase in time spent on webpage
Wine Club Memberships
11 total (~$6,000 in annual sales)
Brand Voice & Imagery
Photos were taken and edited to look consistent across the webpage, marketing materials, and social media post photos.
In order to maintain CONSISTENCY across channels, these photos were UTILIZED to create editable templates for staff to utlize when contributing to social media platforms or creating graphics for other elements of the business.
These templates included menus, flyers, instagram stories, and posts.
Webpage copy was also edited to reflect consistent brand voice and messaging to match language and imagry on social platforms.
Finally, the instagram feed was added to the website to encourage ENGAGEMENT across platforms.
Consistent Social Posts
As noted, the owners of Red House winery KNEW how important social media was to their business. Although, the day-to-day operations of the business often left social media as an afterthought or spread across multiple staff members which led to inconsistency.
A large part of the impressive analysis from the first 30 days was the ability to have a social media manager posting consistently.
POSTING FREQUENCY INCLUDED:
Creating a consumer profile and persona to develop a brand voice with owners
Custom posts on Instagram 4 times each week
Custom posts on Facebook at least 4 - 8 times each week
Custom Instagram/Facebook stories at least 5 times each week
Respond and be prepared to post any additional photographs sent by clients, guests, and owners
Stories are most effective when they feel natural so being responsive to post “on the fly” was a necessary part of achieving this goal and is highly dependent on up-to-date content from owners and customers (via social media).
Post frequency on Instagram was increased by 134% and on Facebook by 76%.
WINE CLUB PROMOTIONS
One tangible way the owners of Red House Winery wished to measure success on social media was via Wine Club memberships.
Part of the strategy we formulated was to promote the benefits and the accessibility to all. wine clubs are usually associated with a great expense to the customer. however, red house winery offers tremendous value to their customers by offering different wine club membership packages to fit all budgets.
By positioning the wine club as a fun and accessible purchase, we were able to sell 11 memberships within the first 30 days which equates to at least $6,000 in annual sales.