![]() ![]() If the idea of signing up for, implementing, and learning these systems makes you break out in a cold sweat, we understand, but there’s good news: we created VineSpring to simplify the DTC process for winery owners. To make the leap from on-site only sales to eCommerce sales you will need the following:Ī secure, online storefront to sell your wine onlineĪ Point of Sale (POS) system, such as Square, to collect payments in personĪ fulfillment system to ship wine to club membersĪ system for maintaining compliance and managing taxesĪn email system to communicate details of shipments and promotionsĪ Customer Relationship Management (CRM) system to track activities with customers and prospects The Right Infrastructure Simplifies Everything A full-service agency can flesh out your brand positioning and have their design and writing team bring it to life. Consider asking your eCommerce provider for some names, as they often work with many professionals in the industry and enjoy matching your needs with the right person.Īnother option is to hire a consulting agency to do the whole thing for you. You can find graphic designers (brand identity) and copywriters (messaging) through LinkedIn’s ProFinder, your local Chamber of Commerce, or your professional network. There are great consultants and professionals who are available to help you build your wine club brand. We’ll dive deeper into more ways to promote your wine club later on in this series, but begin to think about promotional opportunities on-premise. If you charge a tasting fee for the experience, consider waiving it by joining a club. One of the best places to promote your wine club is in person when you have a captive audience and are sharing your personal experience. ![]() Build incentive to join a higher bottle-count club by providing zero-cost shipping at the best level, 50 percent off of ground shipping at the mid-tier, and 25 percent off shipping at the low tier. You’ve poured your heart and soul into your product - set a price that you think it is worth and stick to it. Red Club, White Club, or Mix of Red and WhiteĪlso, if you are going to offer a discount, consider doing so on shipping, not on your product. The more pricing or configuration options you provide, the more difficult and time-consuming it will be to create and process orders. When structuring your wine club, keep it simple! Think what it will be like when you have hundreds, even thousands of wine club members. ![]() A professional writer can help you create a dialogue with your customers and further distinguish your brand from your competitors. Messaging is the language and tone of voice in your marketing materials and should match the look and feel of your brand. Your words should also reflect your brand positioning. (More on finding a graphic designer in a bit.) Typically, designers provide guidelines for using the brand identity elements along with digital files of your logos. ![]() A graphic designer can create a brand identity for you to reference as you promote your club. Your brand identity is the visual representation of your brand: the logo, color palette, typography/fonts, and image styles that illustrate who you are. Here are some wineries that have great brand positioning: Differentiating yourself with a strong brand position is absolutely critical to your long-term success. The average wine collector belongs to multiple wine clubs. Ask yourself: Who is your winery? What makes it special? How is your story different from other winery stories? Your brand communicates who you are and includes three main components:īrand positioning is the foundation of your brand and tells your unique winery story. That’s because customers aren’t just buying your vintages, they’re buying your story. Let’s start with your product - it goes way beyond just your wine, it’s your wine plus your brand, and your brand can make or break your wine club business. You’ve probably heard of the “4Ps” of marketing: Product, Price/Packaging, Placement, and Promotion. To build a long-term lucrative wine club, you need to focus on three areas: Now we’ll cover what it takes to get a club off the ground and running smoothly. In a previous post, we discussed some metrics supporting why you should start a wine club. This post is part of an educational series called the Secrets to Wine Club Success. ![]()
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