When was the last time you went to the supermarket and decided to buy a bottle of wine? How did you arrive to a decision? Did you go with a specific purchase in mind? Did you choose based on the food you bought to prepare? Did you buy red wine or white, California, South American, European, or Australian? How much did it cost, and did you stick to your budget? Were you swayed to pick the one with a $1 off coupon tag, or did you pick your wine because of how the label looked?
Picking out a bottle of wine at a supermarket or large liquor store can be daunting. There are hundreds of different varietals, vintages, appellations, and price points to complicate the decision. It is amazing how much can go into a simple decision; good thing those pretty labels are there!
So then, how does a wine producer persuade potential buyers to sort through the clutter and choose its wine over another similar style? Wouldn’t it be wise to plant a seed in the customer’s head before he or she got to the store and was bewildered by bottles and bottles of choice? Social media marketing and search engine optimization are powerful, cost-effective tools for any winery to use to stay in the forefront of a customer’s mind.
Social media marketing is hot, and first-rate SEO can place a brand in front of the competition when someone is researching wine. For any winery, the time to act is now because wine sales are on the rise and most wine drinkers are using the internet to learn more.
At the Unified Wine & Grape Symposium on January 26, 2011, California wine industry executives discussed the state of the wine business for the coming year. They determined that wine would have its best year since the start of the recession. They also expressed that wine sellers must use a new approach in their marketing initiatives, saying that buyers would like to be spoken to from the wine industry like this
Give me a unique experience.
Speak to me, not yourself.
Discovery rules, rediscovery is equally important.
Life is sweet.
Talk to me where I’m listening, not where you’re listening.
A custom Facebook Fanpage and ad campaign can do much for a wine’s image. Facebook also allows a brand to engage users and give them that unique experience. Most wine drinkers associate wine with memories of a great dinner with friends or a chic party. A winery’s Fanpage helps them recall that wonderful experience with photos, videos, and comments from other people present.
A clever brand manager could hire a social media manager that understands wine and the people that enjoy it to speak on behalf of the brand, and speak directly to the customers on the Fanpage and the company’s blog. Social media is the ideal channel for a winery to interact with its fans and keep them engaged. A mobile marketing campaign that ties into social media marketing and advertises itself with conspicuous bottle tags, in conjunction with a coupon at the store, is another effective initiative.
The internet, of course, is all about discovery. Make it easy for people to find your wine by keeping your website on the first page of Google searches for your best keywords with diligent search engine optimization. If a customer finds your wine by searching online for “Argentinian Malbec,” and then sees it at the supermarket, chances are they will re-discover it at the supermarket with faced with 1000 choices. If someone tried your wine at a friend’s hose and then searched for it at home when trying to recall the name, the joy of re-discovery is there too.
Life is certainly sweeter with good wine! A brand must convey this and can actually show people the intangible by keeping videos, photos, and blog posts up to date on social media channels, and its website, as well as encouraging them to connect with other lovers of the sweet life and showing the brand how they define the sweetness of their life in regard to their favorite wine. Wine is a lifestyle; social media gives your brand a chance to reinforce this and share in it with your customers.
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