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Secure Your Winery's Future - Grow Club Memberships with Strategic Partnerships

02/29/2024

As a winery, who you partner with and collaborate with impacts every step of your customer's journey - from initial awareness all the way to loyal brand advocacy. By getting creative with strategic partnerships across the entire customer lifecycle, you can guide patrons on an incredible wine experience that deepens their relationship with your brand.

ATTRACT

Harnessing Influencers to Captivate New Audiences

Research social media influencers and reach out to those with engaged follower bases matching key target demographics for customer acquisition. Offer partners compelling estate experiences to share widely with their audiences.
Look for influencers in a position to educate their followers new to wine. A chef influencer may share an educational wine pairing video demoing recipes matched with several of your varietals.
Equipping influencers with ways to introduce wine to their generally uninitiated followers primes those followers for further wine discovery. It lets your brand play a role in welcoming newcomers to wine culture.

CONVERT

Crafting Cross-Promotions to Turn Explorers into Buyers

Partner with businesses frequented by your ideal buyers for co-marketing campaigns: think restaurants, boutique retailers, and complementary wineries. Explore creative packages and events that make it enticing for partners’ customers to give your wines a try.

For example, co-host a winemaker dinner with a popular local chef, featuring multiple courses paired with your best wine flight.
Or collaborate on a mixed six-pack of your respective wines as a cross-promotion. You could even offer specialty bundles combining your wine with a gift card to a retailer your customers love.

Symbiotic partnerships enable you to tap into partners’ existing customer bases with unique offerings that add value for both sides. It’s about strategically putting your wines in front of audiences predisposed to love them.

ENGAGE

Planning Signature Events for Lasting Impressions

While local wine club members can easily visit your tasting room regularly, those further away miss that critical touchpoint. Partner with an events company in regions with concentrations of your club members to recreate the tasting room experience through pop-up member lounges.

Give distant fans a chance to mingle over your wines in their hometowns by hosting free informal gatherings at reserved spaces in restaurants or event venues. Set up satellite tasting rooms at local wine festivals for members to relax, pick up their latest club shipments, and chat with your traveling winemakers.

Encourage members to bring friends to these events, attracting new potential wine buyers in a relaxed, festive atmosphere perfect for discovery.

These localized micro-events help distant members feel the camaraderie and perks of being a wine club member, staying engaged despite the distance from your winery.

RETAIN

Curating Elite Travel Adventures for VIP Members

To wow top collectors and wine club members, collaborate with a luxury travel outfit to curate bucket-list getaways to elite wine regions. Treat VIPs to wine-pairing meals prepared by Michelin-starred chefs. Book them suites looking out over endless rows of vines.

Once-in-a-lifetime journeys tailored to oenophiles provide privileged access while creating priceless memories with your brand for loyal supporters. They return as brand champions eager to promote you to their networks.

Watch our wine club symposium to hear what other wineries are doing to attract & retain club members.

In Summary

Strategic partnerships spanning your customers' journey enable you to guide every patron on an elevated adventure tailored to nurture their relationship with your wines. It's an end-to-end approach for fostering genuine brand love and loyalty.

Post By: vinSUITE