Talley Vineyards
Estate Grown Wines
Talley Vineyards is a renowned winery crafting estate-grown wines on the picturesque San Luis Obispo Coast since 1986. Founded by the Talley family, who has been involved in farming in Coastal San Luis Obispo County for three generations, the winery carries forward a rich tradition that originated in 1948 when Oliver Talley established Talley Farms and began cultivating vegetables in the Arroyo Grande Valley. With a commitment to producing exceptional wines rooted in their coastal vineyards, Talley Vineyards has gained a reputation for quality and authenticity. Their portfolio showcases a range of varietals, including Chardonnay, Pinot Noir, and Syrah, which reflect the unique terroir of the region.
The Marketing Challenge
Post COVID was very different for Talley as walk-in traffic didn’t recover as expected. It was also discovered that changes in Google’s algorithms resulted in fewer website visits that correlated with the reduction in walk-ins. Talley Vineyards faced the challenge of increasing walk-ins and memberships amidst the growing competition for wineries within the Central Coast of California. This region, particularly with the expanding number of wineries on California’s Central Coast, had become increasingly competitive. Consumers had a multitude of options to choose from, making it crucial for Talley Vineyards to differentiate itself and attract visitors to their tasting room and wine club.
The Advertising Solution
To address the marketing challenge, we determined search advertising to be our primary strategy. By leveraging the power of search engine marketing on both Google maps and Google search, we aimed to increase Talley’s online visibility, drive targeted traffic to their website, and ultimately convert those website visitors into walk-ins and wine club members.
The results of the search advertising campaign were outstanding. Within the first three months of the campaign (Feb-April 2023), Talley Vineyards witnessed a 294% increase in walk-ins to their tasting room and an 82% increase in wine club memberships. The targeted approach of search advertising allowed them to reach locals and tourists actively searching for wineries in the region, enabling them to capture the attention of their ideal customer.
