Here’s a familiar scenario: a winery hires a marketing agency, months of work go by, and then the project falls flat. That’s where we often come in—called in to untangle what went wrong and set things back on track. And let me say, we’re sympathetic to both sides. Agencies generally want to do great work, and wineries are often eager to see results. So, what’s the problem?
Usually, it comes down to mismatched goals, misunderstood expectations, or a lack of clarity on both sides. This isn’t about placing blame; it’s about making sure that, from the beginning, you’re partnering with an agency that’s aligned with what you actually need. If you’re a winery looking to find the best marketing agency for your needs/budget/timeline, here are 10 tips to ensure your next partnership is set up for success.
Know Your Real Goals
I’ve talked about this at length over the past 10 years: what are your REAL goals (which are not always the same as the public goals, just sayin’). What are you trying to achieve with your marketing? Do you want more sales? More followers? More awards? More press? The best agency for you depends on your objectives. If you’re looking to sell more online, you need an agency that can execute on direct-to-consumer (DTC) strategies and SEO optimization. If you’re after luxury positioning, the agency should be able to craft campaigns that can speak to the motivations of your audience.
Without clearly articulated, accurate goals, agencies can misinterpret your needs, and you’ll end up with results that miss the mark. Creating a detailed brief is one of the best ways to set a project up for success. If you’re not sure where to start, check out our video on Mastering the Art of the Brief. It walks you through the essential elements to include, helping you communicate your needs clearly from day one.
Be Honest About Time and Budget
Great marketing takes time—and it costs money. If you want quality results, you must communicate your timeline and budget upfront. Don’t believe me? Just google “client budget vs expectation meme” and you’ll see that every agency experiences this.
Good agencies have their processes, and cutting corners on budget or rushing timelines will only lead to frustration and fizzled relationships. A transparent discussion about timeline and budget will set the stage for realistic results—and a more successful, long-term relationship.
Assess Your Internal Capacity and Capabilities
Marketing doesn’t happen in a vacuum. A successful partnership requires collaboration, particularly with content creation, approvals, and staying on-brand. So, take an honest look at your team’s capacity. Do you have the time and resources to handle the workload that comes with an ambitious marketing campaign? Are you prepared to manage ongoing communication with your agency? If not, it might be time to consider hiring additional support or scaling back the project.
The best agencies will be a true extension of your team, but they can’t do everything themselves and you can’t ask them to care more about your business than you do. Be sure to assess whether your team has the capacity to support and complement the work the agency is doing. If not, be upfront and ensure the agency can offer more hands-on support to help fill in the gaps.
Understand Your Communication Style and Preferences
One of the biggest reasons agency-client relationships fail is communication. Do you prefer weekly check-ins or a quarterly update? Do you want a lot of back-and-forth or prefer a more hands-off approach? Be clear about your communication preferences from the start. This is especially important because, from an agency perspective, more communications = higher fees.
An agency that can’t meet your expectations for meetings, reporting, or collaboration can cause frustration and delays. If you’re a client who prefers a lot of touchpoints, make sure the agency has the proposed to provide that level of engagement.
Confirm the Agency’s Expertise in Both Wine and Marketing
A marketing agency needs to understand the specific challenges of the wine industry—regulations, DTC strategies, customer behavior, and more. Wine marketing isn’t the same as marketing for other industries, so look for an agency that’s experienced in the wine world and has a proven track record of marketing success.
An agency that already understands wine’s unique dynamics is more likely to deliver campaigns that hit the mark. If the agency hasn’t worked in the wine industry, do they show an eagerness to learn and adapt their strategies to fit the needs of your winery? If they’ve done it for other wineries, they’re probably the right fit for you, too.
Look for Flexibility and Adaptability
If there’s one thing the past four years have taught us, it’s that business doesn’t always go as planned. A good agency knows that things can change quickly, whether it’s a shift in consumer behavior, a product release, or an unexpected global event. Ask how they’ve adapted to challenges in past campaigns. If your agency can’t adapt quickly, you can end up with campaigns that become outdated or irrelevant, or sometimes catastrophic! The best agencies will be responsive, proactive, and ready to adjust course based on new data or changing needs.
Ensure They Prioritize Measurement and Accountability
A great marketing agency should always measure the impact of their work, using data and KPIs that align with your goals. Ask about how they report results—do they focus on metrics that matter to your winery, like customer acquisition costs, return on investment (ROI), or engagement rates? Beware of agencies that offer vague reports with no actionable insights.
Ask for examples of how they measure success, and ensure that there’s transparency in the way they report back to you. An agency that holds itself accountable will always give you a clearer picture of where the campaign stands and how to improve it.
Assess Long-Term Commitment and Scalability
Successful winery marketing should align with your long-term goals, not just a quick win. Does the agency offer scalable solutions that will grow with your business? If you’re starting with social media management but want to expand to email marketing or a website overhaul later, will the agency be able to evolve with you?
Onboarding new agencies costs money, so look for a partner who can grow with you, not just check off one-time deliverables. This means that the agency understands where you’ve come from, where you’re headed and is committed to working with you for the long haul.
Ask About Their Client Retention Rate
An agency’s client retention rate can tell you a lot about their ability to build long-term relationships. If an agency has a high retention rate, it usually means they are consistently delivering value and maintaining strong relationships. Ask for testimonials or success stories from clients they’ve worked with for a long time. This can give you insight into how they handle ongoing relationships and adapt as your needs evolve.
Do They Have Your Best Interests at Heart, or Their Own?
At the end of the day, no amount of expertise or impressive credentials can make up for a lack of trust. Do you feel confident that the agency has your best interests at heart—not just their own agenda? Can you see yourself having honest conversations with them, especially when challenges arise? Marketing partnerships work best when there’s mutual respect and a sense that they’re truly on your side. You want an agency that you can trust to handle tough situations and make recommendations that serve your goals, not their pocketbooks. If you don’t feel that, it’s worth reconsidering.
The Bottom Line
It takes a lot of trust to hand over your marketing budget (and goals, and dreams, and future income!) to an agency. Finding the right fit requires clarity about your goals, expectations, budget, and capacity. If you’re upfront about all of these from the start, you’ll have a much better chance of finding an agency that aligns with your needs—and who can deliver results that matter.
At 5forests, we’re selective about who we work with because we know that successful marketing is about building a strong, communicative partnership that lasts. So, ask the tough questions, set clear expectations, and ensure your agency can deliver on what you need.
