Smart marketing…

Winery Uses Postcards
To Promote Loyalty Program
And Special Events


Bellview, a boutique winery, near the tiny town of Landisville, NJ, mailed a 3-3/4” x 8-3/4” colored postcard recently that announced their new “Case Club Members” discount program, and listed ten special events scheduled for this year.

I know that sound like a lot for a little old postcard, but it all fits nicely; is readable; tasteful; .and makes you want to join the club and come out for the parties.

Loyalty Program: Those who sign up get 10% off when they buy a case of wine. At the end of the year, club members get another 5% in the form of a Gift Certificate. As a bonus that makes them feel exclusive, members receive invitations to special “invitation-only” events.


Special Events: Several of the events on the schedule have already been held. But that’s okay, It shows what you’ve already missed, and since these are annual events, what you might not want to miss next year. It also saves Bellview from revising the copy and layout.

Prior to each of the ten events, they’ll mail the schedule again. Good continuity and follow up. And it’s done with a modest budget. What’s more, the events are newsworthy and always get them some nice coverage.

Tip for The Little Guy: It’s great to innovate, but the wheel and fire have already been invented. If you have a great idea, test it and use it. But don’t strain. Use marcom that works: loyalty programs, specials, continuity, follow-up and media that fit your budget.

You can visit Bellview at: www.BellviewWinery.com.