Napa Valley Winery Lead Generation Social Media
Case Study: Social Media Lead Generation
Client: Whitehall Lane Winery
Whitehall Lane Winery & Vineyards is a winery located in St. Helena, CA. It is owned and operated by the Leonardini Family, who celebrated their 20th year of Family Winemaking in the Napa Valley in 2013. Three of their wines have been recognized in Wine Spectator’s Top 100.
Key Results
Challenge
Whitehall Lane Winery is located on California Route 29, the major road that runs through the Napa Valley. The winery is a popular destination during tourist season and on weekends, yet the Napa Valley can be quiet during the week off-season. Whitehall Lane was seeking new ways to drive traffic to their tasting room during the week
Our Approach
Inner Architect took a direct marketing approach on Twitter. Realtime conversational keyword searches about people going to or being in Napa were used to identify tasting room prospects. We reached out to prospects directly (@username) with a friendly welcome or acknowledgement and a special tasting room offer. A CRM was utilized for follow-up efforts.
Key Results
Inner Architect was able to drive 32% of people contacted on Twitter to the tasting room. We discovered the average span from the first tweet to a prospect to the date of their visit was 8 days. The mean was 2 days.
