The FlorVino plan
The few open answers, the one direction to pick, and a way to send me a note.
What I need from you
One decision left
- Where does the review QR code actually point?If it lands on the profile rather than straight on the write a review box, a share of people stop there. One line to change, free, and the QR is already in guests hands.
Tasting price, show pricing and cadence, the six pack discount, and the non-alcoholic pour are all answered now, see Where things stand.
Two hours of your time
- One hour on the six wines.For each one: which flower, where it comes from, one surprising thing about how you handle it, and what you would say about it at the bar. That single conversation feeds nearly everything in this plan.
- One filming session.Three short clips of guests tasting for the first time, and one good photograph of each flower. That covers the whole opening month.
Everything else runs without you. Positioning, content and spend decisions stay yours.
Pick a direction
for the door
The A frame and the window poster are front one in this plan, and they are the only thing in here that reaches somebody who has never heard of flower wine. Both are already designed at print size. The only thing missing is which way you want them to read.
Three directions below. They are genuinely different, not the same idea in three colours, so picking one is a real choice. Say a letter and I will build both pieces to it.
What I would run, and why
C on the A frame, A in the window.
The A frame sits closest to the moment somebody decides whether to come in, and for most people price and value is the biggest factor in that decision. Your own best review is somebody walking past on their way to the Alamo, being offered a free tasting, staying for six wines and buying bottles. That already happens by accident. The A frame is how it happens on purpose.
The window is a different job. Somebody reading a window has already stopped, so they have time for a scoreboard. That is where four years of medals earns its place.
B is the stronger direction for the feed and for a press pitch, and I would rather not spend it on the sidewalk.
Two small things before anything prints
- Gloria, not Glory.The medal line names the wine, so the boards have to match the label. Your awards sheet and the online shop both still say Glory while the tasting form says Gloria. Worth fixing on your side so the sign, the shelf and the shop all agree.
- A dated screenshot of the Google rating.The count keeps climbing, which is a good problem to have. A screenshot means the figure on a board hanging for months is one you can defend if anybody asks. The boards will read nearly four hundred rather than a fixed number, for the same reason.
The one thing I still cannot measure
Nobody knows how many people walk in on an average day, or how many of those buy something. Without those two numbers there is no honest way to tell you afterwards whether the sign worked.
A rough count over one normal week is enough. Until then I will use bottles sold per day at the till, compared week to week from the day the A frame goes out, and I will call it a rough guide rather than proof, because it cannot separate the sign from the weather or the parade.
Nothing else on this page has changed.
Send Gwen a note
See something that needs fixing, have a question, or want to flag a change? Use this instead of a text. It goes straight to Gwen and nothing gets lost in a group chat.