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Park Street Insider Podcast
The Park Street Insider Podcast is a spirit industry-focused podcast dedicated to bringing you closer to the key brands, topics, and trends driving the drinks business. We host the spirits category's most influential leaders and entrepreneurs to uncover the business strategies, stories, and brand-building tips behind some of the biggest brands in the industry. Whether you're interested in Agave spirits, whiskey, read-to-drink, low & no, or any other category, our hosts will bring you closer to the heart of what's happening in each.
In each episode, hosts Emily Pennington, Emmett Strack, and Andres Correa speak to spirits industry thought leaders to discuss the moves that shaped their careers, how they built some of the brands we all know and love, and some of the tools they can’t live without. They'll also zero in on the hottest subjects taking hold of beverage alcohol, keeping listeners up to date on the trends shaping spirits.
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Park Street Insider Podcast
What's Trending—Theresa Dorr's Do's and Don'ts of Membership Clubs
Club membership programs were once a boutique service for luxury products, but the rise of direct-to-consumer models now has many brands opting to implement club membership programs as a new way of engaging consumers.
Enter, Theresa Dorr, a strategic relationship & business development leader known as "the Queen of Clubs" for her extensive experience setting up club membership programs across multiple industries. Through her work with Vinoshipper and Activ8, Dorr successfully leveraged membership programs to drive brand growth in both tech and beverage alcohol. Now, Dorr joins the Park Street Insider Podcast to make the case for spirits brands to get started in this arena.
In this episode, Dorr will offer a roadmap for implementing a direct-to-consumer shipping program. She explains how the pandemic served as a foil to underscore the value of club membership programs, giving smaller brands a viable revenue stream. But beyond providing just monetary utility, listeners will also learn about how club membership programs can create additional value for brands by helping indoctrinate consumers into their culture.
Dorr will also cover the legal landscape of complying with cross-state shipping regulations. She'll also share her best practices for keeping consumers engaged and the best pricing models to use.
Episode Breakdown:
Dorr's background - 4:16
How the pandemic changed the DTC landscape - 7:44
What are club programs? - 9:13
Strategies for setting up club memberships - 13:48
Considerations for cross-state shipping - 16:03
The value of membership programs - 20:30
Best options for pricing models - 30:53
How to market club memberships to consumers - 35:52
Key Quote:
"I want the consumer to ask questions and engage with us. You get invested in us because you learn about the spirits makers and we get invested in you because we love the data and feedback. The club is really in part to engage on an ongoing basis: letting people learn about you and come to care about you."
In this episode you'll hear from:
Theresa Dorr
Strategic Relationships & Business Development. Customer Experience (CX), Process Mgmt & Speaker
Mentioned in this episode:
This episode was recorded live at the ACSA Convention in July of 2022 as part of the Park Street Insider Podcast's "What's Trending" series.
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