May 23, 2016
On the first Tuesday of every month, the marketing gurus from member wineries gather to brainstorm creative ideas for attracting customers to the Cayuga Lake Wine Trail. Some ideas are completely insane and we often leave the meeting not having agreed on anything in particular. Other days, we skip out the door with our head held high with great anticipation of the new and exciting promotional efforts we’ve developed.
As for any promotion, the first few steps are to determine who you are targeting and how best to get your information in front of your target audience. Our latest wish was to get more of the casual summer travelers into the tasting rooms. In our culture, it is often more common for women to be the travel planners.
In attempt to put the Cayuga Lake Wine Trail in front of the female travel planner, we then discuss things that women like. Most recently, we discussed jewelry. Many women love jewelry and if you add wine into the mix, you likely have some very happy ladies! As a group, we toss ideas out until we get something that resonates with the majority. Things like collector’s pins, dangly charm bracelets, earrings, necklaces and more were contemplated. After some time, we narrow our ideas down to the favorites and it’s time to go shopping!
The research phase is a guilty pleasure of mine. I then search the cost associated with each of our project ideas and report back to the committee with my findings. After a thorough investigation, I identified a company that produces custom-order charm bracelets and another that produces custom-order pins, much like those sold and traded at theme parks. I returned to the next month’s meetings with my findings and after reviewing all the information, the group decided custom charm bracelets were the way to go.
The remainder of the meeting was then dedicated to plotting out logistics and branding. It was at that point that our new summer promotion, Bangles & Bottles was born! Just last week, the Trail launched ticket sales. For $60, ticket holders have the months of July and August to visit all the member wineries to collect 16 charm bangles, a different one from each location. While visiting, they will also be offered one Winemakers Pick sample at each winery and an additional 5% wine discount on top of already-established discounts. For example, if a winery offers 10% off a case purchase, ticket holders will get 15% off that case during the months of July and August.
We have spent weeks designing sixteen adorable bracelets that we absolutely cannot wait to start handing out. For inventory purposes, limited tickets are available and bracelets will not be for individual sale at the wineries. Any and all regular tasting fees apply and group reservations are still needed at each winery according to their regular requirements. We’re hoping that Bangles & Bottles, sponsored by iHeart Media Binghamton, will capture the attention of many jewelry-wearing, wine-loving women just like myself! Tickets can be purchased at CayugaWineTrail.com or by calling the office at 800-684-5217.
Cassandra Harrington is the executive director of the Cayuga Lake Wine Trail. To learn more, visit cayugawinetrail.com.