What distilleries and other craft businesses can learn from wine clubs. Part 1.
Having a club means having members, a community, supporters, ambassadors who tell your story. It brings joy to the business side of the craft. It creates revenue streams and promotes growth, and the costs are low. A no-brainer.
8 ways clubs grow your brand and customer base.
- Clubs provide regular opportunities for engaging and meaningful marketing communications. Members newsletter, announcements, a website page, events promotion and especially club related social media posts keep your brand in your members and other customers mind, without cheapening sales tactics, but instead giving the audience a sense of belonging.
- Through signage, special options on the tasting menu or displays, clubs are are attention grabbers in the tasting room. They remind bare visitors of a special way they can connect with your brand.
- Club Members become instant brand ambassadors. Inevitably, they will share the fact that they are members of a club, why and what they love about the products and the place. They’ll invite friends to tastings and winery events; they’ll post about it on social medias. A genuine and proud brand endorsement.
- Club members feel very connected to the business/brand and become very loyal. In addition to club purchases, they will purchase products in in the tasting room, often by the case, or order them online, give them as gifts and create steady repeat business. Even after members quit a club, they will keep coming back to the brand. The connection endures beyond the membership.
- Club events are expected in the winery world. The larger the club, the more work and investment the events represent. However, they do not need to be frequent. “Free” club events are usually money makers. The promotion of a club event is great exposure for the business, the opportunity for bringing in guests of members creates new memberships. Picture opportunities are priceless for social media and other marketing channels. In some communities, it is also great PR. Finally, once they’ve wined and dined, members do not want to leave empty handed, and usually indulge in some fun shopping before going home.
- There are several ways having a club keeps the tasting room staff engaged. They, too, will connect with members who visit regularly. While there is plenty to talk about while pouring a tasting, being able to talk about the club and what it means to become a member takes the conversation further. The staff will make their mission to bring in new members very personal. Mostly because the winery will have a smart incentive program in place, but also for the sheer joy of being able to bring people into something special.
- Having a club creates new opportunities to be be creative with offerings. Examples are creative flights, maybe with special treat pairings, different product bundles, fun club members gift items, special tours, a special space for “members only”, member discounts, special limited offers, and of course, special events.
- A club means selling exclusivity. This alone is a powerful marketing tool in the wine and spirits industry. The club can be and should be used to represent the brand, membership should be special, it should generate feelings and memories. This is invaluable in a world, where people are now looking more for an experience and less for material possession.
If you’re serious about launching or growing a club, you must consider a serious system that will save you time, handle exceptions and remove headaches from the process. Activ8 Commerce club features are second to none in the market. Get your information from the source. Book your no-obligation demo today.
- Posted by activ8commerce
- On February 24, 2023
- 0 Comment