Wine Marketing Rule #4–BUILD YOUR MAILING LIST
That talk was summarized in an earlier blog post here at FERMENTATION. This is the third post in a series that expands on that earlier post.
RULE # 4: Build Your Mailing List
Your Mailing List! It
is the most important tool and resource a small and medium sized winery
possesses. Build it. Constantly. Build it on Facebook. Use your website to
build it. Use events to build it. If you have a tasting
room do whatever you have to do to get the name and email address of every
single person who walks in your doors.
Keep this list clean. But more importantly, turn this mailing list a
database—your most important database—that allows you to segment it by any
and every criteria you can think of.
The most important aspect of your mailing list is that it is created from individuals who know you and who you know. That is to say, you have been in contact with them in one fashion or another. A mailing list build from people who have come to your website, your facebook page, your tasting room or to you table at an event are people who have begun or have completed creating a bond with you. Those individuals who possess some sort of bond are those most likely to listen to you in the future, read messages you send to them and, ultimately, buy your wine.
It will be critical that as you build this mailing list you do so in such a way that you can categorize and segment its members in as many ways as the technology and information flow allows you. Among the various pieces of information you must strive to capture and include in the database built from your mailing list include:
Name, address, state, zip email, gender, age, Date of Birth, purchasing record, how their name was captured (website, Facebook, tasting room, etc).
While these are the key data points you must capture, the savvy direct marketer is also going to keep detailed notes about each person on the list created primarily from your interaction with them. When they came into your tasting room did you discover they were on one of many trips to yours and other wine making regions? Did you discover what industry they work in? Did you discover what kind of restaurants they frequent? Did you discover how they first came to know your brand? All this and other pieces of information will be crucial to know if you plan to truly mine your mailing list and data base for future sales.
You should be able to look to your database
of customers to determine which are Syrah buyers who have birthdays coming up
in the next two months and who live within 100 miles of you. Why? Because you
just might want to have a Syrah-themed birthday dinner for the best of these
customers at a local restaurant where you will give them a taste of the current
and past vintages of Syrah and then offer them special pricing on these and futures of your Syrah. Without a detailed mailing list and database, this kind of marketing—the kind that makes small direct marketers profitable—would be impossible.