Where to Find Your Newest Wine Club Members…

"Where do we find our newest Wine Club members?"

It's a burning question for wineries right now who sell DTC, particularly with foot traffic through much of wine country on a downturn and Wine Club membership shrinking for the first time in a long time.

Where, indeed, will new members come from?

We'd like to make a suggestion.

Go fishing for them in your own pond.

Namely, within your very own database of Contacts.

It sounds strange, I know, but here's what we're seeing.

Let's say a winery has 8000 Contacts total.

Usually about 3% to 8% of the Contacts are CURRENTLY MEMBERS of one of that winery's Clubs.

About 5% to 10% of the Contacts are PAST MEMBERS of one of that winery's Clubs, depending on how long the winery has had a Wine Club program in place.

Which leaves 80% to 90% of the winery's own Contacts who have NEVER BEEN A MEMBER of that winery's Clubs.

That is literally how we visualize it in the software, as you can see from the image at the top of this post: as a list of Current Club Members (you'd click on the pink tab on the left to see and export that list), then a different list of Past Club Members (you'd click the middle pink tab), then a third list of Never a Club Member.

For even a modestly sized winery, the "Never a Club Member" list contains 6000 to 7000 people who are already in your very own database. Obviously not all of them are ideal candidates to join a Club, but segmenting the "Never a Club Member" list by certain variables will help: top customers, for example, who spent a certain amount of money in the past year, or who placed a certain number of orders.

That, my friends, is where you will find your newest Wine Club members.

They are already there, actually. The question is whether or not you already see them.

If not, we can help. Drop me a line. It usually takes just a few days to get you up and running.
 
Thank you, as always, for reading –
Cathy