Paradocx Vineyard, nestled among the rolling hills of southern Chester County, Pennsylvania, combines current technology and handcrafted secrets to create unique wines, made from homegrown grapes, and from those of only selected custom growers.
Initial Challenges and Goals
Paradocx Vineyard is a winery based out of Landenberg, Pennsylvania. They're known for their high-quality Pennsylvania-grown wine, a fun tasting room experience including events, brunches, and live music on a regular basis. They had built up a reputation over the years as a fun go-to winery, but they were mainly relying on word-of-mouth and organic social media to spread awareness to new customers. They knew there was potential to improve their marketing strategy and they were looking for a better way to attract new customers into the tasting room.
Facebook & Instagram Advertising Strategy
We started by targeting audiences within a 20-mile radius of the winery who were interested in wine, live music, and other relevant interests. Once we defined our target audience, we designed three different types of ads:
Event Attendance Ads: we regularly created new ads for the different events that Paradocx would host at the winery on a weekly basis. These event ads ranged from Vineyard Yoga, to live music promotions, to wine club meetings.
Private Event Ads: these ads were designed to inform people about Paradocx's available event spaces and encourage them to book corporate events, weddings, reunions, and other private events.
Walk-In Ads: designed to position Paradocx as a fun weekend hang-out spot for local customers. These ads promoted the high quality food and wine offerings available in the tasting room, the scenic views of the vineyard, and the friendly staff.
We also set up Retargeting Campaigns to get ads in front of people who had already visited the website or engaged on social media. Our retargeting campaign ensured potential customers would see Paradocx's ads multiple times and become familiar enough with the brand to get them to the point where they were ready to visit.
Email Marketing & SMS Strategy
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To build a successful Email & SMS strategy for Paradocx, we focused on two main things: continually growing their contact lists and sending regular campaigns to stay top of mind with their customers.
Growing the lists: to grow their contact lists, we installed a pop-up on their website that captured potential customer's email and phone number data in exchange for enticing offers such as complimentary tastings or free appetizers. As more people were visiting the website from our Meta Advertising strategy, more people saw pop-up and Paradocx's email and SMS lists began to grow.
Regular Campaigns: we sent out weekly email and SMS campaigns to Paradocx's database. The messages in these campaigns ranged from events happening that week, to tasting room deals, to educational content. This proved effective as Paradocx became more top-of-mind due to regular communication with their customers. They saw new customers begin to visit and more frequent visitations from previous customers.
Results
Paradocx has seen significant increases in tasting room walk-ins and event attendance. On top of this, their brunch reservations started selling out on a regular basis. These have all led to increased revenue. They feel more stable and secure having an actual marketing strategy in place as opposed to relying entirely on word-of-mouth and organic social media.
There are so few marketing companies out there that understand our business. What impressed me with Harbor Marketing Agency is you have a plan. You have a plan for our industry and that is unique.... I would highly recommend Harbor Marketing Agency. It's very difficult to deliver ROI in marketing and you have been able to do that.
Trish, Paradocx General Manager
