A wine club is where the consumer gives you their credit details and agrees to receive wine periodically. The wine club is made up of packages that are built around product, shipment frequency, bottle #, prices, commitment period and discounts. A wine club is central to your DTC marketing strategy. Instead of single bottles sales you get case loads of sales over an extended period of time. You grow wine clubs by selling clubs in preference to bottles especially at the cellar door.
The most important decision a Cellar Door has to make is what you sell when someone steps through your doors. This post argues your sales effort should be primarily aimed at getting people to join your wine club. A wine club is essentially a recurring purchase over a few years. Instead of a one or two bottles being purchased at the time of tasting, scores of bottles are sold at regular intervals over a number of years.
Many wineries assume that “open to the public” cellar door operations are preferable to “appointment-only” yet there are many advantages to keeping tastings and tours private. For example you have time to not only give your brand story to visitors but also show the vineyard and/or winery and to explain why your wine is special. You’re making a personal connection with visitors which means your conversion rate and average order value is much higher because people understand the value of your brand and hopefully like your story. Against this is the lower volume of visitors.
Here’s the normal brand proposition, “Such and Such Family Vineyards is a family-owned and operated boutique winery making estate grown wines, located in this Appellation, [following organic / biodynamic / sustainable farming practices].” I absolutely understand why winegrowers use this phrase. It’s heart-felt, it’s authentic, it’s got the basis of terroir that is so important to premium wines, and family is the core of their life(style). I’ve been a cellar hand so I also understand how much people loath having to use chemicals and choose organics, they’re just nasty and cause all sorts of concern about your own and family health and safety. The issue with the normal wine brand proposition is that everyone else is using it. If there are 60,000 wine brands in the market, or 1000 wine brands on a retail store shelf, how is that proposition going to stand out?
You’ve built up your Fan base, you’ve been posting great photo rich content, posts that encourage interaction and you are posting at least twice a day? Time to think conversion. This post shows you how to create a Facebook Conversion Ad Campaign including conversion pixels and the ad type.
I had this great idea. I’d create a website that appealed to all those wine connoisseurs who loved niche wines. I’d work with wine retailers around the world, to offer niches, to wine lovers around the world. Here’s the key part of the wine marketing plan that was aimed at a particular group of wine drinkers called Experimenters and their particular needs.
Wine and Facebook, 17 embed posts from our Facebook page from 1-17 December 2013 on: case studies, ad insights, wine social media analysis, wine marketing math, Xmas promos and more.
Time to amplify all those great posts to friends of Fans. We’re going promote our posts to friends of fans who have interests we identified when doing our Graph Search: a carefully targeted ad audience.
How to use Facebook interests like wine tasting, food and wine, or restaurants and bars, to find new fans for a wine business using the Page Like ad.