- Silent Selling
Benefits Club Memberships Bring To Your Craft Beverage Business
Your biggest source of profit comes from your top fans who are your ambassadors; they buy more and more often. Why not give them what they want while not only giving your fans better customer service but your bottom line a lucrative, regular source of income?
Imagine yourself as the proprietor of the local cinema. Beyond selling tickets to watch the movies, where can you make the most profit? …On the popcorn and other concessions. Now, imagine if you could keep selling the popcorn to movie-goers, long after the movie is over. It’s not that big of a stretch, actually. Of all the businesses in the craft beverage industry, the wine industry has figured out how to capitalize on this – wine clubs.
Craft beverage businesses can offer clubs to:
- build your customer base
- build customer loyalty
- increase your profits
- develop brand ambassadors
Build Your Customer Base – There are benefits to both the business as well as the customer: A club is an annuity program, a means of securing a steady cash flow for the company. For consumers, it’s a unique way to explore a variety of products with a convenience of having a selection prepared on a regular basis – whether shipped right to the customer’s door, or held at the business for the customer to pick up. The club includes products that customers would otherwise have to find and purchase on their own – if available in the market – on a monthly or quarterly basis.
Club membership typically offers benefits not available for those who are not a club member; for example, access to your brand, special events for members, discounts, product exclusivity or other benefits. The more compelling the benefits to membership, the more customers will be willing to invest in being a club member and being loyal brand members. But, K.I.S.S. – Keep It Simple, Silly! If members are offered too many options or a convoluted discount structure, they will get confused and be less likely to join. Keep it as simple and straightforward as possible.
Build Customer Loyalty – Clubs are a benefit to your customers: By giving your customers the products they want, when they want it, it’s just good customer service. Club members want to feel your love (by getting perks and being recognized as a club member) and continue the positive feelings from being connected to the brand. Being a club member allows them to continue the connection with the brand every time their club shipment is ready. It’s a gift that keeps on giving.
Increase Your Profits – Clubs not only are a benefit to your customers, they are great for your business and bottom line. Clubs offer a steady, high margin, and profitable income for craft beverage businesses. The economics are such that selling at retail prices is more profitable than selling to a distributor or wholesaler. If you could sell more of your product at retail prices, you’d make more profit. A club is just the way to do that.
Develop Brand Ambassadors – Clubs also offer the opportunity to develop brand ambassadors, which leads to positive word of mouth. Being part of a club is a special thing – it’s exclusive and offers benefits the average Joe ddoesn’tget. Being a club member with special perks is great advertising – people want to share their good fortune. Club members will share their craft beverage – and stories about their club experiences – with friends and relatives, which again is unbeatable word of mouth.
Developing and offering a craft beverage club program is a win-win for the company and the customer. Why not secure a steady stream of revenue and get loyal customers for life?
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