Winery marketing for a tasting, an event, a new release or the wine club

What the sources document. Postcards are used for tasting tours, events and wine-club engagement, and winery newsletters and invitations are also evidenced.

On an event postcard. An event postcard can include a QR code for ticketing/RSVP.

USPS Domestic Mail Manual 602.5 provides that each address, except for mail bearing an alternative address format, in a mailing at commercial First-Class Mail presorted or automation prices or USPS Marketing Mail prices is subject to the Move Update standard, and that each address and associated addressee used on the mailpieces in a mailing must be updated within 95 days before the mailing date with one of the USPS-approved methods, which include Address Change Service and the National Change of Address Linkage System (NCOALink).

USPS Domestic Mail Manual 602.5

direct mail marketing services →postcard mailing services →

What the sources document. Paid Facebook, Instagram and Meta promotion of strong local tasting-room Reels and carousels is used to drive tasting-room bookings, wine-club signups and event attendance.

Meta's alcohol advertising policy states that ads that promote or reference alcohol must comply with all applicable local laws, required or established industry codes, guidelines, licenses and approvals, and include age and country targeting criteria consistent with Meta's targeting requirements and applicable local laws; that advertisers must follow all applicable laws, including targeting their ads in accordance with legal requirements; and that at a minimum, ads may not be targeted to people under 18 years of age. The policy lists countries and regions in which advertisers cannot run alcohol ads, and lists countries with their own minimum age, the United States entry reading '21 years or older'.

Meta, Advertising Standards: Alcohol

Meta's advertising standards state that advertisers are responsible for understanding and complying with all applicable laws and regulations, and that ads must not promote products, services, schemes or offers using identified deceptive or misleading practices, including those meant to scam people out of money or personal information.

Meta, Advertising Standards

digital advertising services →direct mail and digital marketing →

The three campaigns. Three campaign concepts are researched for this vertical: a tasting-room tour, event or new-release campaign; a wine-club signup and repeat-visit campaign; and a paid Meta Reels or carousel campaign for tasting-room bookings and wine-club growth.

One team. MBI is one company that plans, produces, and delivers direct mail, print, digital campaigns, and seminar marketing from a single team in DeLand, Florida, and data, print, and delivery have been in-house since 1989.

direct mail marketing services →direct mail and digital marketing →printing services →

What the sources document. Guided tastings, vineyard tours, food-pairing experiences and seminar-style wine education can attract and educate prospective visitors.

seminar marketing services →seminar direct mail →

What the sources document. Consented rich mobile messaging is used for upcoming winery events, new wine releases, VIP invitations and tasting experiences; cited programs include SMS/MMS-capable winery tools.

CTIA's Messaging Principles and Best Practices state that message senders should support opt-in mechanisms and that messages should be sent only after the consumer has opted in to receive them, and list entering a telephone number through a website, clicking a button on a mobile webpage, sending a message containing an advertising keyword, initiating the text message exchange in which the message sender replies to the consumer only with responsive information, signing up at a point-of-sale or other message sender on-site location, and opting in over the phone using interactive voice response among the mechanisms by which a consumer might demonstrate opt-in consent; senders should also document opt-in consent by retaining, where applicable, seven kinds of data, among them the timestamp of consent acquisition and the medium by which it was acquired.

CTIA Messaging Principles and Best Practices, May 2023, §5.1.2

CTIA's Messaging Principles and Best Practices state that message senders should ensure that consumers have the ability to opt out of receiving messages at any time, should support multiple mechanisms of opt-out including phone call, email or text, and should acknowledge and honor all consumer opt-out requests by sending one final opt-out confirmation message per campaign; and that message senders should not use opt-in lists that have been rented, sold or shared to send messages, and should create and vet their own opt-in lists.

CTIA Messaging Principles and Best Practices, May 2023, §§5.1.3–5.1.4

seminar email and sms reminders →digital advertising services →

The formats. Eleven print formats are listed for this vertical: direct-mail postcards, newsletters, tasting invitations, wine-club brochures, tasting cards, rack cards, posters/signage, menus/table tents, wine coasters, shelf talkers/wobblers, and bottle neckers.

In house. Printing at MBI is commercial and variable-data printing produced in house.

USPS Domestic Mail Manual 201.1.2.1 sets commercial card-price physical standards at not less than 3-1/2 inches high, 5 inches long and 0.007 inch thick, with cards more than 4-1/4 inches high or 6 inches long, or both, required to be a minimum of 0.009 inch thick; at no more than 4-1/4 inches high, no more than 6 inches long and no thicker than 0.016 inch for each stamped card or each half of a double-stamped card or double postcard; at no more than 6 inches high, no more than 9 inches long and no thicker than 0.016 inch for each postcard; and within an aspect ratio (length divided by height) of 1.3 to 2.5, inclusive, with the exception that mailers may use an 11-inch by 8.5-inch sheet to create four identical-size postcards.

USPS Domestic Mail Manual 201.1.2.1

printing services →direct mail cost →local business marketing →