GUNG HAY FAT CHOY!

Happy New Year!

This past weekend was the Chinese Lunar New Year. It’s the Year of the Wooden Horse.

According to Chinese beliefs, the ‘Year of the Horse’ burns with fire, wood and energy elements—all promising a year of success for those that use their energies productively.

A good thing to be focused on, for sure, and the beginning of the year is a good time to reflect on if your DTC plan is using its energies productively.

• Are you maximizing your “top of the funnel” channels to collect names?  This would include tasting rooms, events and website tools to capture customers, or potential customers to be re-marketed to later.
• Are you thoughtfully messaging your existing database to provide value to them, but also sales to you?  Plan out an email calendar with some editorial thoughts and stick to it.
• What sort of “amplification” tools can you use to extend the effect of a marketing program.  For instance, if you have a photoshoot for a Valentine’s Day offer online, can you also make flyers for the tasting room or post this on Facebook?
• Are you using dashboards and tracking tools to see if your efforts are paying off, and if your expending energies on efforts that are moving the needle in the right direction?

The Chinese also believe the Wood Horse year is a time of rapid victories, unexpected adventure, and surprising romance—and is an excellent year for travel, and the more far away and off the beaten path the better. But beware – events move so quickly in a ‘Horse Year’  that you don’t want to gallop off in the wrong direction.

How are you taking risks and pushing boundaries this year?  It can be as simple as an A/B split in an email, trying a pouring event you’ve never tried, or finally getting around to updating your website.

Make an effort to tackle one new test or program each quarter so as not to put too much effort into programs that may not pay off, but keep new ideas and possible new sales avenues continually evaluated.

So, Happy New Year.  In this year, supposedly energy is high and creative production is rewarded. But remember, decisive action, not procrastination, brings victory in all phases of life.

In this Horse Year Chinese folklore says you have a chance at wild good fortune and sudden gain—all or nothing as life events move fast—and then are gone in a gallop!

Best wishes that an auspicious and prosperous year lies ahead for us all.