What are you doing to improve club signups away from the tasting room?

The Target is Moving Again

Some of the questions we've answered over the years through the SVB annual direct-to-consumer survey have been critical to the industry's success, such as whether standing or seated tastings are more effective, or going back over a decade ago, what the lifetime value of a direct-to-consumer customer is. 

The latter question was asked at a time when we were moving from an over-dependence on three-tier sales and evolving with the freedoms extended with the Granholm decision. Today, we find ourselves at a new point of evolution, so answers are critical to success.

With two consecutive years of lower tasting room visitation impacting club memberships, wouldn't you be interested in knowing what your neighbors are doing to improve club signups that don't come through the tasting room? That's one of the questions we are posing this year.

Please do your part and contribute to this annual industry partnership with me. Without your participation, I can't produce the information that can help the industry. 

The 2024 DtC survey is now open and will close on March 22nd.

In May, all respondents 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, and it can't be purchased. At the end of May, we will release a videocast to the industry and, along with other industry experts, discuss the findings. 

This year, the survey should take you 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.

Are you ready to participate in the survey this year?

Will there be a Silicon Valley Bank DTC Report this year? It's looking doubtful.

Without greater participation this last week, there will be no SVB Direct to Consumer Report produced this year.

It's always difficult to get survey participants. This year the effort had a higher degree of difficulty because the bank failed. I'm sure you heard that news. 

Three weeks later though, we were purchased by First Citizens Bank, and we are today operating as Silicon Valley Bank, a division of First Citizens Bank. 

During that dark period when we were being run by the FDIC, we literally had hundreds of people encouraging us to find a way to continue producing the gratis information we've done for more than 20 years. Because of that encouragement, with the ownership question behind, we decided to produce the Direct to Consumer survey and report, a month later than usual. It was the industry encouragement that was the deciding factor. 

Where Is the DTC business headed?

 

The answer to the blog title is the point of the Annual SVB Direct to Consumer Videocast, which is taking place this coming Wednesday, June 15th. 

You can sign up to receive the SVB DtC Report, receive a link to the live presentation, and a post-conference link to the videocast replay ----> [HERE.]