Profit margins for wine clubs are the highest of direct sales, reaching as high as 50%, but your wine club faces fierce competition from all sides — wine subscriptions, online retailers and apps, and also other wineries.
Considering the value of your wine club members to your winery’s bottom line, it is surprising to see wine clubs without any real marketing, with many winery owners believing that the winery's marketing naturally speaks for the wine club too. But this just isn't the reality.
There's a lot at stake for your wine club marketing
With so much at stake, your marketing will need to be targeted and effective, appealing directly to those people who are most likely to be a good fit for your wine club.
But ...who are those people? You know your winery's closest competitors, but do you know who your wine club is competing with? Likewise, your wine club's audience is probably not the same group of people as your winery's audience.
It's entirely possible that your wine club competes with different wineries than your winery does.
Identify who your wine club appeals to, and why
Lucky for you, it's easy to look at the demographics of your wine club's current members, your longest-standing members, your wine club's biggest spenders, your most-recent enrollees, and your most recent departures.
Each of these groups can tell you something different about your wine club. For example, if a majority of your wine club’s newest members fit a certain category (such as age range, buying habits, wine knowledge, geography, or event type) then this might tell you something about who your wine club is appealing to right now. If you were then to scrutinize this category throughout your entire membership, would you discover that these members tend to have long or short tenures? Do they buy a lot of wine? Do they take up a lot of your time? In other words, is this where you should be putting your wine club marketing’s dollars?
Similarly, take a look at your most longstanding members. As the members who have spent the most money with you, it would be concerning if cancellations amongst this valuable group began to increase.
Exercises like these can provide remarkably worthwhile insights that can then be used for guiding your wine club’s marketing efforts, particularly, prioritizing your target audiences. If you need some help from a Wine Club Marketing expert to conduct these exercises, get in touch!
This leads us to how you’re using email communications with your wine club members.