Page 45 - Grapevine JanFeb 2022

Marketing
Around The Vineyard

In other words, focusing on delivering a great ber walking away.
experience that puts the consumer in charge of
what they order and keeps them coming back for Rather than thinking about the subscription levels
more by including gifts, exclusive content, and from your product line-up perspective, structure
other surprises. the levels from the consumer’s perspective – I want
you to curate this for me, I want the option to add
Attracting New Subscribers and Keeping Them from a defined list, I want to make all the choices
for myself. This will help reduce the number of lev-
els and increase conversion.

Looking Ahead
“The measure of intelligence is the
ability to change”
-Albert Einstein

There’s never been a greater time than now to
be open to evolving our business models. Changes
in demographics and consumer trends have been
coming for years and wineries who aren’t willing
to look at adapting their Wine Club programs leave
Wineries traditionally relied on converting their themselves open to becoming less relevant with
tasting room visitors to club members. However, consumers as the attitudes and behaviors continue
attracting members who will never visit your tast- to evolve.
ing room is an increasingly important consideration
in any conversation around future revenue growth. Gaynor Strachan Chun is the Director of Strategy
We all know a subscription model is good for busi- at WineGlass Marketing, a full-service direct
ness – it delivers increased and predictable reve- marketing firm working within the wine industry
nue, contributes to savings in customer acquisition in Napa, California. www.wineglassmarketing.com
spending, increases loyalty and lifetime value, and
can reduce operational costs due to predictable
demand. Therefore, understanding the triggers that
cause a potential subscriber to sign-up and those
that cause them to cancel is a critical component
when evolving your current club model to a sub-
scribe for curation model.

The initiation triggers point to consumers’ desire
to discover new things and especially, new things
someone else recommends. A strong social media
presence and refer a friend incentives are key to
this discovery process. Cancellation triggers hinge
on the experience – either the overall experience
or the perceived value for money vis-à-vis the
experience. Given the need to elongate subscrip-
tion lifetime values, every step of the experience
offered needs to be executed at the highest level.
Consumers not only expect it, but they also know
what a great experience feels like. After all, the
average consumer now has somewhere between 3
and 10 subscriptions (excluding media and enter-
tainment.

Less is More
There is a reason most companies only offer 3 lev-
els of subscription. Our brains think in threes. More
choices are not better. They can cause confusion,
delay the decision, or result in the potential mem-
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