Issue link: http://winesandvines.uberflip.com/i/63937
MARKETING for club members, and if you sign up today, all your purchases— wine or non-wine—will be 20% off." None of these examples were a hard sell, they were all made to enhance the visitor's experience at the winery and at home. It's important to achieve three goals with visitors (when pos- sible): First, you would like to sell them some wine. Second, you would like to sign them up in the wine club. Third, you would like to capture their email information. 7. Wine clubs Since I have broached the topic of wine clubs, you cannot stress the importance of the club enough. Wine clubs are the backbone of a really successful tasting room, mainly because they operate at one of the highest profit margins in the wine business. A 1,000-member wine club that ships six times per year at an average cost of $50 per shipment grosses $300,000 per year. In addition, wine clubs have tremendous PR value. Many of the club members become very vocal ambassadors for your winery and tasting room. What's more, they share the wine with friends, neigh- bors, colleagues and relatives in a convivial environment. Lastly, they are paying you to be reminded about your brand and new releases or varietals. If you receive a free sample of coffee or cereal with your Sunday paper, someone ConeTech Expands to the Central Coast in 2012 ConeTech and Courtside Cellars are partnering to provide Central Coast Wineries: Alcohol Management, Stuck Fermentation, and Juice Concentration options For questions, call (707) 577-7500 We are an independent solutions provider for pressure sensitive labels. We research your requirements and find the perfect solution. We match your design, printing process, stock, delivery schedule and manufacture to your needs. We provide our customers with what they need not what we have to sell East Coast Web Page MichaelDusiWarehouse_Dir07 10/25/06 11:49 AM Page 1 www.labelsolutions.net Ph: 201-599-0909 Fax: 201-599-9888 151 W Passaic St, 2nd Fl Rochelle Park, NJ 07662 854 18th Street #3 Santa Monica, CA 90403 Stay ahead all season long with Weed Badger® Rotor Shroud Kill weeds regardless of wind or weather. Incorporate soil amendments with the Rotor Shroud. Shape rows and edge middle cover with Reverse Tines. Model 4200 Tiller Reverse Tines Call factory-direct for pricing and availabit y! 800-437-3392 • www.weedbadger.com • Climate Controlled Bonded Wine Storage Facility • Cased Goods, Full Barrels, and Dry Goods • Centrally located in Paso Robles • Unix Inventory System Trucking, Harvesting and Warehousing Available! 3230 Riverside Ave, Ste # 150 Paso Robles, CA 93446 Phone (805) 237-9499 Fax (805) 237-9599 Wines & Vines MAY 2012 79 Contact info West Coast spent a lot of money to get that product into your house. Here, the consumer is paying for this exposure. I want to emphasize that these clubs are not a hustle. If the club members come home from a hard day at work and find a two-pack from their favorite winery, it makes them happy. So it is a win-win proposition. Offer a slightly sweet wine to appeal to the masses as well as high-end varietals for the more 8. A full-service staff People frequently ask, "Where's a good place to eat tonight?" Make a recommendation (particularly of restaurants that carry your product) and then, if the customers express interest in a place, offer to make reservations for them. This gesture impresses the visitor, and if you identify yourself when making the reservation, it impresses the restaurant, which keeps your wine on their list—or helps get your wine put onto their list. Be a full-service person for them, and they will buy more and recommend your winery to their friends. Frequently, whole families come to win- knowledgeable crowd. eries. Be sensitive to the needs of children and seniors. If they are bored, they will likely try to get the rest of the group to leave. Have coloring books and white (non-staining) grape juice for the kids. Direct seniors who do not wish to taste to your historical display or antique wine equipment collection. Make sure you have a place for these two groups to sit when their legs get tired. SERVING THE WINE INDUSTRY FOR OVER 20 YEARS!