Sunday, March 14, 2021

Annual 2021 DtC Survey: Extended to Friday 3-26

There is so much anticipation in the air for an end to the horror show we've all lived the past year. Today wineries are getting ready to reopen to normal service levels, hopefully before Memorial Day! That's a legitimate hope with the increased pace of vaccine availability and improved COVID metrics.

Speaking of metrics, Silicon Valley Bank annually runs the industry's Direct to Consumer Survey this time of year. We typically get about 1,000 responses before cleaning the final results to between seven to eight hundred useful responses. 

The current survey has been open for 2 weeks and is scheduled to close this coming Friday, March 19th. As of this writing on Sunday the 14th, we have 136 responses with 5 days remaining (Top slide.) 

One hundred thirty-six responses are a long way from one thousand and could threaten our ability to produce meaningful information. As you can see, there are many AVA's who've yet to have a single participant this year. This is really unprecedented but considering how 2020 went, probably to be expected.

    Balancing Your Day Isn't Easy

With all the activity needed to gear up wineries, execute on strategies to handle the reopening, hire back employees, and still deal with all the regulatory and real inconveniences from COVID, there is little time to do much else. 

But while we need to handle obvious tasks today, we still need the information to plan. This is an opportunity to learn from a once-in-a-lifetime sales environment in 2020. The information we could get from the unprecedented conditions last year will be lost forever unless we can get the industry's participation rate up in this survey.

    The Survey Is Open But ...

The 2021 DtC survey is now open and is scheduled to close March 19th. We may extend the survey for another week if we can make progress this week toward the 1,000 respondent goal.

The survey has between 24 to 34 questions, depending on your business model. It should take you between fifteen to twenty minutes to complete and even less if you are a little prepared. If you would like to see the questions in advance, you can download and print them here.

In May, all participants who complete the survey will receive high-level analysis, benchmarks and the complete sanitized respondent data, anonymized of all personal and business identifying information. Nobody else gets this data. It can't be purchased. At the end of May, we will broadcast a two-part videocast to the industry and go over the new findings with other industry experts. 

All this effort is done on a gratis basis by Silicon Valley Bank to help the industry make decisions, but it's a partnership with you: If we don't get survey responses, we can't produce this industry resource. So please make this a personal goal. The choice you make to participate or not will have an impact both on your understanding and the industry as a whole.

Please promote this post in your favorite social media platform, or even better - please forward [this link] to your winery colleagues and ask them to participate. It takes everyone's effort to make this outreach a success.

If you would like your AVA to participate, we will also send the AVAs free Regional Benchmarks for their own use, presuming we have a statistically significant sample size of at least 20 respondents.

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