Finding creative ways to encourage your staff to help increase a Cider Club sign up for a guest in the tasting room was a topic of discussion at the recent CiderCon meetings.
In her talk “The Magic of Subscription Sales: A Tale of Two Wine Clubs,” Early Mountain Winery’s Aileen Sevier, the VP of Strategy & Marketing, shared how the winery looks to incentivize the winery’s club sign-up to staff members by offering various goals in what she called “focus periods.”
”I just come back to my restaurant days when I used to run large incentive programs, and what gets measured gets done,” she said of creating a fun competition to have employees earn not just personal incentives, like bonuses to their checks, but also a team-effort incentive.
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An example she shared during the conference is that Early Mountain will look to have a big push for more traffic this spring.
”They’ll have a team goal, where if they hit the goal, my club manager, Maggie, and I are going to make them all dinner with a fun barbecue at the winery,” she said. “So there are both these team objectives, but that means you have to get their own personal objective, and then they’ll get a double payout.
Creating something like a poster in the back office where tick marks can track goals helps stir competitive fun along with boosting whatever goal your team is looking to achieve.
“[We’re] just trying to really make it fun,” Sevier said, “and combine that team effort with the individual effort because then they’re also going to help each other out.”
Photo courtesy Saro Cider
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