What Wine Business Story will Appeal to your Target Consumers?
Time to look internally for your wine business story, an interesting story you can tell your customers.
You know what occasions and customer groups are out there using a market model. You’ve analysed where your brand and your competitors’ position is in the market, and know whether any brands appeal to one group of customers/occasions more than another.
What stories can you tell that will appeal to one of these segments?
Who are you most comfortable with marketing too?
Is your team happy with those who want to look and feel knowledgeable about wine, those who want to appear as creative alternative individuals, or those who want to appear successful and confident. When you create stories which group will you feel most at ease with? If you don’t have an intuitive grasp and a sense of empathy for them your marketing activity may lack insight and effectiveness.
But why not appeal to a more than one? Let’s take a quick ground check. Your wine has to appeal in one of these situations or people will skip to one of their other dozen options that appeal to them more strongly. If you try to appeal to all of these situations you’ll end up bland and not appeal terribly well to any. Don’t worry, other customer groups will still buy your wine but you will boost your margins and volume by focusing on just one because your brand appeals to them more strongly on different levels – product and emotive.
Also consider your business plan. It may suggest one segment over another especially if a high price is needed to cover a high cost base.
So what are your stories and company objectives
- About establishing vineyards/winery
- Owner’s background and personality
- Wine maker’s background and personality
- Sales and marketing team’s background and personality
- Other company personalities? E.g. cellar door, viticulture team
- Who’s extroverted and happy to travel
- Medals, ratings, reviews
- Do you believe you can be a 5 star or 90+ point wine in the next year or two
- Wine writers, bloggers and other journalists’ comments
- Distributor/trade comments
- Financial objectives in terms of volume and price/margin
- High cost structure including Cost Volume Profit analysis
- Your belief in producing, say, top 5 wine for your varietal and region
- High cost structure
- Empathy with customer group and occasion
Corporate alcohol beverage marketing teams cover lots of segments with a brand and a professional brand manager – known as a the brand portfolio. The brand manager can use various agencies (market research, ad, design, web and direct marketing agencies) and hopefully some natural empathy. It’s unlikely you will be able to afford to buy the expertise, so you need to feel comfortable and empathetic with your chosen segment.
Will cover the brand personality.
Imagine that your company (or brand) was a person. He or she walks into a party full of other people who represent your competitors and customers. Would your company be the person who was loud, shy, quiet, extroverted, introverted, sophisticated, sexy, homely etc etc.
Indeed most companies have a person who is the company “celeb” – the one wine writers interview and the one who travels overseas to assist with distributor training, wine tastings and festivals. Chances are he or she is the wine maker or major shareholder – and decision maker. He or she may be the face of the company and will be at the forefront of implementing the marketing plan.
What stories can we tell about this person? In the party above who would they be?