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Bridging Marketing Channels - Converting Tasting Room Visitors into Profitable Mailing List Members

Feb 21, 2010   |   Peter Andres Recommended for:   Marketing, Ecommerce, Tasting Room & Hospitality
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One of the powerful things a winery can do with tasting room traffic is convert them from casual visitors to members of your winery's mailing list.post-cards.jpg

Tasting room traffic tends to reflect passing customers who are on the "tour" and once they leave your tasting room they are gone. If you are lucky enough to stand out in their mind there is still a good chance that they will forget your website address, and they won’t take the effort to track down your wine.

Converting tasting room traffic to members of your winery's mailing list offers great marketing opportunities that you can tap into for sales year around and for years to come.

I especially like the Ceja Vineyards tasting room sign up form because it doubles as a postcard as well. If the visitor doesn't get around to filling it out in the tasting room they can always put it in the mail later. I might also suggest prepaying the postage to make the sign up process even easier, and maybe have check boxes as to what they are interested in so you can market to segmented lists, another strategy to customize your mailing list communications. You could also enhance the sign up form a little by putting a photo of the tasting room staff or have a photo of the wine bottle on one side to strengthen emotional attachment.

These types of tools and strategies are so easy to execute on the office color printer. You would expect that every winery would have some mechanism to transform their most fleeting customers into more engaged, profitable customers, yet so often we find tasting rooms just don't execute on these tools at all.

Make it your goal this year to do simple things like this. It will make a difference to the bottom line in the long run.

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