Thursday, August 28, 2008

Loyalty Program for the Wine Industry


Those readers who know me know that I'm a bit of a wino. I love good wine, especially when it's paired with a yummy meal. Or, what about a nice crisp glass of chardonnay on a hot summer day? Nothing beats it.

You may not know that the name of my business, RRW, actually stands for Red Red Wine. The UB40 song was popular when I was in college and when my best friend and I decided that if we ever owned our own business, we'd stay true to our reggae roots and name it RRW. So, RRW Consulting (first called RRW Marketing) was born.

So, what does all this wine talk have to do with this blog's topic of Direct Marketing?

Since RRW's inception, we've been searching for ways to work with wineries--you know validate the name and allow me to really enjoy a fun client--with side benefits. We've developed programs and campaigns targeting wineries, with no bites from the actual potential clients. Well, I'm thinking that this is all going to change! I may finally be able to bring my direct marketing expertise to my favorite industry: winemaking.

Check out today's DM News Article: Jordan Vineyard offers rewards for loyal connoisseurs.

The article discusses the recently introduced loyalty program from one of Sonoma County's leading wine-makers.
"Jordan Vineyard and Winery, a California-based estate that produces Cabernet Sauvignon and Chardonnay, has launched a new loyalty program called “Jordan Estate Rewards.”

The program awards three points per dollar spent on Jordan wines, food, wine tastings and other services and products. As of September, customers can start redeeming points for guest privileges at the winery, including tours, tastings, private dining, fishing excursions and overnight getaways — all rewards targeted to Jordan's core consumer audience of people that enjoy fine wine and culinary experiences."
We can only hope that other wine-makers follow suit and start to reward us wine drinkers for doing what we love to do!

From a direct marketing perspective, I like to see these wineries start to maximize the customer information that they've been collecting when people go wine tasting. Wine lovers love everything about wine and they certainly don't mind receiving email or other communication from their favorite wine maker.

Believe it or not, we've spent quite a bit of time thinking of direct marketing strategies that wineries could use to grow their business--both direct to consumer and retail. I'd be happy to share--just request the white paper called "Loyalty Marketing for Wineries".

And, if any of you in the wine industry would like to help me realize my dream of bringing my expertise (direct marketing) to an industry I love (wine-making!), please give me a call. We may even be able to work out some sort of bartering exchange for my work...

3 comments:

Ted Grigg said...

Suzanne, you sound like someone I would love to have a business dinner with! I'll bet you could help me select an excellent Cabernet Sauvignon.

I was raised in France until I was 15. But as a missionary's son, my Dad would not allow any of us to drink. What a missed opportunity to try out some of the best wines in the world when France was THE place for anything wine.

But on a more serious note, are you sure you could work with the people in this industry?

Some of my advertising partners worked on wine accounts and said it was those were most difficult accounts they ever had to manage.

Suzanne Obermire said...

You know, Ted, I would definitely give a wine client a try! I'm good with difficult types... And, we can always discuss differences over a glass of vino :)

Nancy said...

I think all of those wineries should work with RRW. Not only because of the name but because you're a brilliant direct marketer and could help them sell more of that fabulous wine!