Karin Ballestrazze
July 20, 2015 | Marketing, Wine Club Management | Karin Ballestrazze

“Psst! This wine is fantastic!” Happy customers are the best form of marketing.

Word of mouth marketing (WOMM) is considered by many the most important form of marketing. According to Nielsen, "92 percent of consumers around the world say they trust earned media, such as recommendations from friends and family, above all other forms of advertising." The reason that word of mouth is so important and successful is that it has to be honest. False information doesn't last long because people aren't going to pass along things that aren't true to their friends and family. Wine clubs should focus on using these marketing strategies to help expand and sell memberships. 

Actual word of mouth 
While a lot of word of mouth happens online now, there is still no substitute for people actually physically telling other people about your wine club. The best way to get people to tell their friends about your wine club is to push the club at wine tasting and events, and provide really good products and service with wine club members. If people love what they're getting, they will tell their friends. You can always put a reminder to spread the word about your wine club on the thank you card you include with their wine shipment.

Social media and word of mouth
Social media can play a big role in word of mouth marketing. Be sure to interact with members and encourage them to share their wine club experiences. Interacting with members on social media will help them build a trusting relationship with your wine club and encourage them to discuss it with their friends. Another thing you can do is have promotions and discounts for people who share and post statuses about the things they receive through their wine club membership. This way your members are gaining something and you're getting more exposure.

According to Forbes, you need to do three things to encourage wine club members to spread the word: engage, equip and empower. Engaging with your wine club members can easily be done through social media by simply talking with your members and responding to anything they post that has to do with wine club. Equipping them really comes down to giving them a reason to discuss you with their friends, i.e. providing them with really good wine on time every time. Empowering wine club members is all about giving them multiple ways to share. This means connecting with your members on multiple channels. 


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