Wine club members are your best customers, and if treated as such, they can also be your best ambassadors.
If your wine club members feel that they are getting excellent customer service and love being part of what you offer, they may also encourage their friends and families to become members as well. At the very least, they will share their positive experiences with their friends and families. It’s a win-win all the way around!
It isn’t a make or break deal whether or not you have a brick and mortar tasting room or retail location, but it is easier to convert your guests if you do, simply because of the potential number of interactions.
If you do have a tasting room or retail location, you have more opportunities to pour your wines and explain them and your brand to your visitors, but you need to make the most of every interaction – more on that later.
If you don’t have a tasting room or retail location, you need to get a little more creative with your wine club marketing efforts, like hosting dinners at restaurants or doing in-home presentations. Some brands are really successful with these methods, because the presentations tend to be intimate and focused and the wines are usually paired with foods that enhance the whole experience. If you use this method, even if you do have a brick and mortar retail location, you will have a captive audience and it creates a great opportunity to captivate them with your wines and your brand story.
5 Tips To Get More Members
Whether or not you have a retail location, you will be able to increase your wine club membership numbers if you do the following things:
- Engage your visitors – don’t talk at them, talk with them! Ask them questions about what wines they enjoy at home, what types of food they love, what they do for fun – just talk with them!
- Observe your visitors as they are drinking your wines – watch their faces and body language. If you see them enjoying all of your wines, that’s an easy segue into your saying, “Wow! You really seem to like our wines! You should join our wine club!”
- Have compelling reasons to join your wine club, like fun, members-only parties and events, special discounts and more.
- Have easy-to-read wine club materials on display. Make it easy for your visitors to read about your wine club.
- Ask for the sale (Ask for the membership). This is probably the most difficult thing for most tasting hosts to do, because they may feel like they are being pushy, but remember, your visitors are at your establishment because they like something about your brand. You must believe in what you are selling and that your wines are something that your visitors want. If you don’t ask for the sale, chances are you won’t get it. Most visitors don’t say, “So, tell me about your wine club.” It’s up to you to sell it.