Challenge
Like many wineries, DRV experienced a predictable lull in traffic during the off-season. Their core audience was reliable and engaged, but the team needed to go beyond their regulars to attract new customers and maintain momentum during slower months.
There were key questions to answer. Who were they missing? What did those potential visitors look for in a winery experience during the off-season? And how could they reach them with the right message at the right time?
DRV knew they needed more than intuition. They needed actionable data to understand where opportunity existed and how to go after it without wasting resources on ineffective outreach.
Solution
Technology Partners activated Marketing Insight Services, its proprietary AI-driven analytics platform, to analyze DRV’s existing customer profile and identify adjacent segments ripe for outreach. The platform synthesized demographic data, location trends, and behavioral patterns to help DRV better understand not just who their customers were—but where and how to find more like them.
Insights revealed that DRV’s core audience consisted of middle-aged, higher-income suburban homeowners with a strong interest in quality experiences and boutique destinations. These individuals weren’t just casual wine drinkers—they were experience-seekers looking for a reason to leave the house.
Using these insights, DRV tailored their marketing content to match audience priorities, adjusting messaging to focus on indoor events, cozy seasonal experiences, and premium small-group offerings. Campaigns were also geographically focused on ZIP codes with high potential customer density and limited prior engagement.
Results
With a data-driven understanding of who to target and how to reach them, DRV was able to increase foot traffic during historically slower months.
Marketing efforts shifted from general promotions to targeted content that spoke directly to the interests and values of a new audience segment. Emails, social media, and event promotions focused on comfort, connection, and curated experiences rather than traditional outdoor winery messaging.
We’ve always known who our regulars were. What Marketing Insight Services showed us was who we were missing—and how to speak to them. That made all the difference in growing our business during the months we used to struggle through.
Chuck Gillentine
Owner & Co-Founder, Defiance Ridge Vineyards
The result was stronger engagement, more RSVPs for off-season events, and increased visibility among a new segment of potential repeat visitors.
Marketing Insight Services now plays an ongoing role in helping DRV evaluate performance and refine its outreach throughout the year, ensuring each campaign is built on solid audience intelligence.
Key Outcomes
- Improved off-season engagement by identifying new target segments
- Shifted marketing strategy to emphasize experience-focused messaging
- Increased off-season visits from higher-income, suburban audiences
- Used customer data to shape event planning and campaign content year-round
