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Author Archives: Karen Barnes

Happy New Year!

I know it happens every year but it always surprises me how fast the holiday season goes – and now we are beginning a new year with a fresh slate!  With consumers dealing with holiday bills, and thereby slow sales, January is a great month for planning the upcoming year.   Take the time to pull […]

Key Questions to Ask on Your Next Wine Club Survey

Making changes to your  wine club or allocation program should always be carefully considered.  If your program is stagnant and you are no longer growing your wine club, or if you are receiving more cancellations than signups, it may be time to find out the root of the problem. The best way to find out […]

What Your Customers REALLY Want

We all think we know our customers and why they are interested in our brand.  But there are a few things that remain constant about customer needs, regardless of production size, appellation or pricing: They want to feel connected. Your customer may have come to visit you, enjoyed a tasting (through the tasting room, VIP […]

Keeping Your Mailing List Clean

Managing data is one of the most important things to do when running a successful direct-to-consumer program.  Emails change, phone numbers change, addresses change – how do you keep up with it all? Whenever I work with a new client, I always ask them how clean (they think) their list is – the response rarely […]

Print is dead. Or is it?

The world is turning more and more to digital content – it is easy and inexpensive to produce, access, and promote.  But print materials should still be a integral part of your direct to consumer experience.  Here are some ways to maximize the use of print collateral to help engage your customers: The Wine Club […]

Integrate Your Promotions

Since we just celebrated one of the first “celebratory events” of the year – Valentine’s Day – it is time to take a look at your promotional calendar and make sure that any offers you choose to promote throughout the year are integrated across all channels (or are deliberately segmented based on historical data). Celebratory […]

Capturing Your Customer’s Attention

I just read an article from Wines & Vines about the growth of wineries in North America – with over 7, 000 wineries vying for attention from customers, how do you stand out?  Here are a few tips: Tell your story effectively.  What makes you unique?  Find something about your brand that customers can relate […]

Planning for 2015

With the New Year upon us, now is the perfect time to map out your release and marketing schedule for 2015.  We all know that January is the slowest wine sales month of the year, so take this time to review your 2014 numbers, set your goals for 2015 and begin implementing that direct marketing […]

Take Advantage of the Holiday Season

Now that the holidays are actually within reach, it is time to bring out all your marketing tactics in order to capitalize upon the season.  The fourth quarter of the year is the biggest, so don’t miss out on opportunities to serve your customers and fulfill their holiday shopping list. Here are some suggestions to […]

Creating Exclusivity: When is SOLD OUT a good thing?

As we head into the largest wine sales quarter of the year, I have been talking to a couple clients about the fact that they are out of their current vintage of wine and when to release the new vintage.  Rather than just releasing the new vintage immediately (whether it is ready or not) I […]

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