埃迪奥葡萄园会员账户俱乐部.pdf

1、Edio VineyardsMember Account ClubChristine Delfino NoonanCo-Owner&General ManagerEdio Vineyards at Delfino Farms El Dorado AVAMember Account Club Goals -Evolve Wine Club Model -Attract all demographics -Move metrics in positive directionHow its been going-2%monthly increase in conversion rate.-1-1.5

2、%monthly decrease in cancellation rate-Attracting all age groups including Gen Z/MillennialsTake Home Lessons-Evolve club especially if metrics are consistently moving in the wrong direction-Be aware of your club/clientele wants and needs and adjust accordingly-Stay true to your brand,but do not be

3、stagnant in the industryVina RoblesRookie ClubSuzy GarciaWine Club ManagerVina Robles WineryPaso Robles AVARookie Club:A Monthly SubscriptionHow its been going-10%Rejoins-40%of Members Order Beyond Monthly Bottle-30%Customize Their Order(Traditional Club Stands at 35%)-Most Engaged Club 90%Response

4、Rate to Monthly SMS or Promos-50%Pick Up vs 50%Ship To(Primarily ship to SoCal)-25%of Members Target DemographicTake Home LessonsBuild excitement around member-focused gatheringsLean into personalization whenever you canShare content that feels fun and relevantStay in touch so everyone feels informe

5、d and includedS.O.R.B.E.T.(Sonoma Organic Regenerative Biodynamic Educational Tasting)The formation of a tasting event to promote Organic,Regenerative and Biodynamically farmed wine from Sonoma ValleySam Coturri-Winery Sixteen 600CEO&WinemakerSonoma Valley AVAThe S.O.R.B.E.T.MethodCreated Organicall

6、y Conversation with friends/colleaguesNo formal organization Industry leadersBuilt collaborativelyEfforts from all three organizationsShared costs,responsibility,and creditHow it went/how its goingResults Event sold out(250 guests)47 wineries and/or vineyards Strong results post event surveys Great