While having a wine club was once a nice-to-have, it has now become essential for any winery. In 2020 and 2021, there was an unprecedented number of individuals signing up for wine clubs worldwide. In fact, Winc reported a 578% increase in new wine club member sign-ups and is one of several companies that have noticed these increases.
With that in mind, here are six ways you can increase your wine club member signups and reap the benefits that come with the increased sales.
While having a wine club was once a nice-to-have, it has now become essential for any winery. In 2020 and 2021, there was an unprecedented number of individuals signing up for wine clubs worldwide. In fact, Winc reported a 578% increase in new wine club member sign-ups and is one of several companies that have noticed these increases.
Advertise in Your Tasting Room
The number one place that customers sign up for a wine club is in the tasting room. The biggest reason for this is the experience customers have in your tasting room. Additionally, well-trained staff can upsell the club and explain all the incredible perks.
If you want to utilise your tasting room to get wine club members, the key is to offer an unforgettable experience in the tasting room. Ensure your staff are well trained, educated and friendly in the tasting room. Moreover, ensure they know everything about the club and know how to sell the benefits well.
Promote Your Wine Club on Your Website
The first place that clients will do their own research regarding your club is on your website. You want your webpage to be exciting, visual and offer all the information you want them to know.
For instance, It’s imperative to keep the webpage updated with events and promotions that members can access. This will ensure that potential customers can see that you provide everything that your club promotes and shows them what they are ‘missing out on.’
Reward Customers for Referrals
There’s no doubt that word-of-mouth is still one of the best marketing methods. With social media and other communication channels, word-of-mouth has never been more powerful. You should absolutely utilise this by using incentives. We have spoken about the impact of referrals time and time again.
Not only is it a powerful tool that benefits you but also your current members and your potential members. It is an easy process to set up that takes little manual work if done through Troly, so check it out here.
Allow Your Wine Club Members Some Freedom
One of the biggest reasons individuals avoid signing up for clubs is the limitations involved. Customers are particularly resistant to wine clubs that have limited wine options and limited tier options.
Essentially, give the members more variety in terms of the wines that they will receive. If there are certain wines, varieties, vintages or styles that members don’t like, let them select their own wines or exchange any wines they don’t enjoy. It is obviously necessary to do this viably, but do what you can to increase the variety for members.
When it comes to tiers, the same rule applies. Offer a two or three-tier system which caters for a variety of clients with varying budgets. If there is only one tier at a fixed price, you are losing many potential members.
Offer Special Events
When promoting your club, it is important to be aware of the fact that most individuals are not simply joining your club for discounts on wine. Customers are looking for the experience and additional perks as opposed to simple discounts.
Therefore, when planning your club, think about what type of events you can run to attract potential members. How about wine tasting events once a month or food-and-wine pairing evenings? You can also incorporate other estates and do comparative tastings or take the members on a vineyard/cellar tour.
With the help of this award-winning software, you can easily start, run and manage your wine club with unique content, products and benefits for all your members. If you want to get ahead in the industry, having an excellent wine club is a great start.
With all the new interest in wine clubs worldwide, it is crucial that your winery gets on board or drastically improves your current club. One of the top Troly features is its club membership integration. With the help of this award-winning software, you can easily start, run and manage your wine club with unique content, products and benefits for all your members. If you want to get ahead in the industry, having an excellent wine club is a great start. So why not try Troly’s FREE 30-day trial and see how our features can help manage a one-of-a-kind wine club.
