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2 0 V I N E YA R D & W I N E RY M A N A G E M E N T | M a r - A p r 2 016 w w w. v w m m e d i a . c o m The demographic of your customer base is also a factor. For example, "A younger audience will gravitate to a more digital experience and humor. Identify the kind of media they're used to seeing and deliver that," he says. Consider the location of your audience as well. "Don't send the same e-mail to wine club members in California, Mississippi and Massachusetts," he advises. When customers sign up for the newsletter on your website, don't forget to capture their zip code. This lets you send personalized messages and customized offers regarding regional events, shipping specials, deals on varietals that are appropriate for the climate, and more. "Personalized marketing demonstrates that you care about them," says Scharman. MAKE THEM AN OFFER THEY CAN'T REFUSE Regular communication with customers and evalua- tions of what's working and what's not is key when it comes to building a sustainable wine club membership. "A wine club is not a static product," asserts Schar- man. "It needs to evolve with the times and demo- graphics. There's so much competition." To keep the relationship fresh and exciting, consid- er proposing an offer your wine club members can't refuse. Scharman points to one California winery that received scores of calls when it offered wine club members a bonus magnum with their shipment. Avoid the common pitfall, says Scharman: "Wineries are often more interested in new club members than in treating existing members as special." Bottom line: Remember to love the one you're with. Jennifer Strailey has covered the food and wine indus- tries as a writer and editor for 20 years. Her experience also includes public relations work for wineries and vineyards in California, Argentina and Italy. She is a con- tributing editor for Progressive Grocer magazine and is V&WM's Spotlight/NewsFlash editor. Comments? Please e-mail us at feedback@vwmmedia.com. Brian Teaff, wine clubs man- ager for Foley Family Wines, a group of 15 wineries in Califor- nia, Oregon and Washington, manages a range of wine clubs from 4,500 members on one end of the spectrum to 400 members on the other. He moderated the recent panel on wine club member retention at the DTC Wine Sym- posium. When it comes to developing Foley's wine clubs and retaining members, Teaff says, "We love it when a customer is standing in front of us, but a lot of times, that isn't the case." To encourage a lasting relation- ship with wine club members near and far, Teaff suggests keeping the following in mind. + Offer wine club members exclusives whenever possible rather than wines they can purchase elsewhere. + Invite wine club members to events and special occasions regularly, and follow up with an offer to those who couldn't attend. + Tell your unique and authen- tic story in everything you do. "Foley Family Wines is a portfolio of real properties, not virtual brands created for lifestyle. Each of our wineries has a unique story," he noted. + One of the most common reasons for ending a wine club membership is fatigue, says Teaff. "Their cellar is full or they just want to try some- thing new." Help with that by mixing it up, he urges. Find out what the member likes and make recommendations based on that. + Always remember, "People have a lot of choice with wine, but they don't always have a personal connection. When they're at the supermarket, BevMo or wherever they buy wine, you want them to remember the connection they have with your winery." TOP TIPS FOR WINE CLUB MANAGEMENT Younger club members respond best to a more digital experience and humor. WINE WISE MARKETING JENNIFER STRAILEY