eKourier July 2016

FEATURES Ripe For The Picking

Here’s what we have been doing:

gain high exposure to women who love wine. Come on girls!!! Training Our Teams Initial market and competitor analysis revealed that our competitors had highly trained and passionate wine enthusiasts working at their centres. We undertook the project of training our Team Members over a three year period. The training aimed to make non wine lovers into wine cellaring specialists. In some cases we were able to create new wine lovers!!! With a new found knowledge of wine our Teams increased their wine enquiry conversions from 65% to 85%. Managed Cellars vs. Private Cellars vs. Wine Fridges In recent years the off site wine cellaring industry has gone from strength to strength, and customers are now opting

We only advertise in two magazines that attract high end wine enthusiasts; Gourmet Wine Traveller and James Halliday Wine Companion.

Google target marketing – SEO.

Writing Blog articles to help our

organic ranking on Google.

Award sponsorship to align

ourselves further with James Halliday, who is incredibly influential in the wine cellaring arena. A small snippet in the TV show, People of the Vines, featuring Tyson Stelzer. An email offer to all of Halliday’s members saw us gain almost 100 new wine customers.

O ur latest wine results have shown the wine cellaring market continues its strong growth again in 2016. The total rented cellars grew by a whopping 255, the occupancy moving from 80% to 87% and into the high performing range, all this is in addition to the income growth of over 20% on previous year. It’s fair to say this has been the biggest year we have seen and tops off a five year positive growth period. The growth has been driven by our commitment to increasing brand awareness of our product and training our teams to be “Wine Cellaring Special- ists” and the best in the biz! Our Brand Awareness And Marketing Program A survey completed by our customers exposed where they buy their wine, what magazines they read, what social media they follow and much more. This survey helped us to refine where we were spending our marketing budget each year and what else we can do to attract customers. The main aim of the programme is to attract customers, by increasing brand awareness of our wine cellaring product in the right locations.

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The survey highlighted that a mere 10% of our customers are female. So this year we are working closely with the Women in Wine awards, to help ‘ They enjoy spending time rummaging through their cellars on a lazy Sunday afternoon and having access to their collection when it suits them. for private cellars over having small wine fridges at home. Wine fridges were the hot new item to own around a decade ago. However they are not recommended

10 Kennards Kourier July 2016