In today’s world, people are inundated with information, advertising and promotion about products. Without regular reminders of the benefits of your products or services, you may not have the top of mind awareness you need.
There are many ways to promote your wines, events, etc. Some of these methods are costly, while others can have little or no cost to you. However, regardless of the price of the promotional piece it boils down to effectiveness. Are the promotions you are presenting effectively working for you and are they cost effective?
One of the most cost effective and powerful ways to encourage customers to purchase more, and potential customers to become buyers, is through testimonials, reviews or comments from others about your wines. The people who have purchased and liked your wines and are willing to put in writing their opinions or experiences with your wines or events can and will bring you new customers.
How often are you asking your regular customers for their thoughts on a product they purchased from you? How many times when a customer makes a comment, either in person or over the phone, do you ask them if you can use their comment in an advertising or promotional piece? My guess is not as often as you should.
Any positive testimonial or comment can, with the agreement of the person who made the comment or wrote the testimonial, be used in your newsletters, advertising, promotion, social media, etc. to encourage new customers.
The people you ask for and use to endorse your wines don’t have to be celebrities. Your regular customers opinions are compelling in encouraging others to take a chance on your wines.
Start collecting these powerful and inexpensive testimonials today. Send emails to your best customers asking them for a quote about what part your wines play in their lives or how they like them. Ask contributors if you can use their names or initials with the contributions. Then start using these reviews or comments in all your marketing and promotional pieces. Keep track of what works and use them again.
A tip of the glass from me to you.
E Column
by Elizabeth “E” Slater, In Short Direct Marketing
A recognized expert in the fields of direct marketing and sales in the wine marketplace. Slater has taught more wineries and winery associations how to create and improve the effectiveness of their direct marketing programs and to make the most of each customer’s potential than anyone in the wine industry today.
Follow E on twitter @esavant and facebook.
