Developing and Managing Winery Loyalty Programs [Virtual Workshop], Online, Wednesday, 11. November 2020
About this Event
Free for NY Drinks NY Participants; Limited space available for for $50.
This session will begin by defining what “Loyalty Management” means to your unique wine brand by asking:
- How does your winery reward customers for their loyalty?
- What are your members asking for more of when it comes to recognizing loyalty?
When it comes to the question of why Loyalty Management is so important, Sandra will share case studies and member retention statistics for a variety of wine brands. Examples from complimentary industries will also be shared, as well as cost conscious tools and ideas that smaller producers can implement affordably. Sandra will present a deep dive on things that winery teams at small wineries can begin doing to better retain and build long-term relationships such as:
- Methods for better engaging based on interests and preferences
- Getting outside of the box to deliver the unexpected
- Use of customer contact records and CRM notes to stay better connected
- Outbound member management services
- Building communities within membership programs.
Sandra will provide insight on why staff training is critical and also touch on conversion metrics and measures of success based on winery size and business model and more.
Time will be built in for Q&A and a whiteboard session on how to measure success.
NY Drinks NY participants now have access to two new virtual workshops, as well as individual coaching sessions with a member of the DTC Consultant Network. Participants will be provided with a 1.5 hour online coaching session to address a challenge or opportunity of their choice. These new resources are designed to support NY Drinks NY participants in their marketing efforts and to empower us to achieve our collective, strategic objectives of building a robust online, educational, customer service driven, and sales focused community for New York wines and wine enthusiasts.
NY Drinks NY participants can contact Jennifer Cooper to learn more and receive their Coaching Session Questionnaire to get the process started.
Presenter: Sandra Hess, Wine Consumer Engagement & Direct Sales Strategist
Sandra Hess is a wine consumer engagement & direct sales strategist supporting winery teams throughout the US, Canada and Australia. Sandra founded DTC Wine Workshops Consulting Agency, based out of the San Francisco Bay Area, in July 2013 and also launched an online training division in August 2014. Sandra publishes the DTC Wine Case Study Series and is a frequent speaker at wine industry events nationally and globally.