None of us can predict what the coming Fall and holiday seasons will look like this year but one thing we do know is that it is more important than ever to be prepared. Below are some tips make sure you are doing all you can to be successful in these unique times.
Get your online house in order. Make sure your website, online store, social media, email collection strategies and SEO tools are in place. Need a new store? Want to update your website? Now is the time to act so you will be ready when the demand starts.
Create and/or update your marketing calendar. Plot out your plan of action now so that you have ongoing, consistent communications going out when it is most crucial. Include social media posts, email campaigns, release dates, club shipments, etc. and work the calendar every day.
Create new gifting programs. Do you have a corporate gift program in place? If not, now is the time to create one and implement. Target local and regional companies that may want to give the gift of wine and be sure to let all your good customers know about it. Build attractive packages (do you need special packaging? Order it now!) and make a plan to execute.
Think outside the box. What else can you do to engage customers online during this crucial season? A couple of ideas:
Identify and reach out to key influencers in your market and get them engaged. You need to do this now so that you are ready in the fall for increased visibility.
Add value to your club – this is the best time of year to make your customers feel appreciated, so what can you do to create goodwill? Add a corkscrew to their holiday shipment or give them a special coupon for reorders to encourage sales.
Create holiday packages that are attractive, a good value and easy to gift and promote online. Look at your most popular products and try to envision what the customer wants by looking at past data. And be sure the option to include a gift card is available.
Using your online real estate and wine club support system will be a lifeline this fall, so make sure you make the most of it!