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Marketing Your Winery Experience
WORKBOOK
Marketing Your Winery Experience
3 Created for the Wine Marketing Association of Ontario by The Belding Group of Companies Inc.
Why Do People Go To A Winery?
Marketing Your Winery Experience
4 Created for the Wine Marketing Association of Ontario by The Belding Group of Companies Inc.
What Are Customer Touchpoints?
A Customer Touchpoint is any aspect of your winery that impacts or influences
a customer. Touchpoints can be direct, e.g. face-to-face customer service, a
wine club mailing or a wine tasting; or indirect in the form of advertising or
word-of-mouth.
Direct Touchpoints
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Marketing Your Winery Experience
5 Created for the Wine Marketing Association of Ontario by The Belding Group of Companies Inc.
What Are Customer Touchpoints?
Indirect Touchpoints
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Marketing Your Winery Experience
6 Created for the Wine Marketing Association of Ontario by The Belding Group of Companies Inc.
Marketing Your Winery Experience
7 Created for the Wine Marketing Association of Ontario by The Belding Group of Companies Inc.
What Is Your Winery Story?
The strongest memories that people have are those that are tied to emotions.
We remember moments that are joyous or sad. We remember things that have
impacted us in some significant way.
People purchase wine, and visit wineries for a variety of reasons – and the vast
majority of those reasons involve a strong emotional component. Wine is
something that involves friends. It is tied to events. It transforms eating into
dining.
The stronger the emotional tie you can create with your wines and your winery,
the more memorable and special they become. It begins with the unique story
of your winery, your wines and the Ontario wine regions.
The Principles of a Good Story
Unique
Relevant
Memorable
Brief
Marketing Your Winery Experience
8 Created for the Wine Marketing Association of Ontario by The Belding Group of Companies Inc.
What Is Your Winery Story?
Marketing Your Winery Experience
9 Created for the Wine Marketing Association of Ontario by The Belding Group of Companies Inc.
The Power of Focus
What Is Your Winery’s Value Proposition?
WINE EMOTIONAL CONNECTION
Don’t forget about the uniqueness of your Ontario Wine Region!
Marketing Your Winery Experience
10 Created for the Wine Marketing Association of Ontario by The Belding Group of Companies Inc.
Supporting the Story & Value Proposition
On the Sales Floor
At the Tasting Bar
Marketing Your Winery Experience
11 Created for the Wine Marketing Association of Ontario by The Belding Group of Companies Inc.
Supporting the Story & Value Proposition
With the Wine Club
In Social Media
Marketing Your Winery Experience
12 Created for the Wine Marketing Association of Ontario by The Belding Group of Companies Inc.
Creating “Viral Moments”
Positive word-of-mouth is critical to the success of a winery, whether it is
personal conversations or through social media. We define “Viral Moments” as
those experiences which are top-of-mind for guests. They are memorable
experiences that guests will share without prompting.
The Two Ingredients of
Organic Viral Moments
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Marketing Your Winery Experience
13 Created for the Wine Marketing Association of Ontario by The Belding Group of Companies Inc.
Case Study #1: A Giraffe At The Ritz
My wife and two children spent a few days at the Ritz-Carlton on
Amelia Island (Florida) while I was in California on business -- sadly
unable to make the trip with them. Upon returning, we discovered that
our son's beloved stuffed giraffe, named Joshie, had gone missing. As
most parents know, children can become very attached to special
blankets, teddy bears and the like. My son is extremely fond of his
Joshie, and was absolutely distraught when faced with the idea of
going to sleep without his favorite pal. While trying to put him to bed the
first night home, I decided to tell a little white lie.
"Joshie is fine," I said. "He's just taking an extra long vacation at the
resort." My son seemed to buy it, and was finally able to fall asleep,
Joshie-less for the first time in a long while.
That very night, the Ritz-Carlton called to tell us they had Joshie.
Thankfully, he had been found, no worse for wear, in the laundry and
was handed over to the hotel's Loss Prevention Team. I came clean to
the staff about the story I told my son and asked if they would mind
taking a picture of Joshie on a lounge chair by the pool to substantiate
my fabricated story. The Loss Prevention Team said they'd do it, and I
hung up the phone very relieved.
A couple days went by, and we received a package from the hotel. It
was my son's Joshie, along with some Ritz-Carlton-branded "goodies" (a
frisbee, football, etc.). Also included in the package was a binder that
meticulously documented his extended stay at the Ritz.
My son's Joshie was even issued a Ritz-Carlton ID badge, made an
honorary member of the Loss Prevention Team, and was allowed to
help by taking a shift in front of the security monitors.
Needless to say, my wife and I were completely wowed by the Ritz-Carlton Loss Prevention
Team.
Marketing Your Winery Experience
14 Created for the Wine Marketing Association of Ontario by The Belding Group of Companies Inc.
Case Study #2: The Olympic Doughnut
Jia Jiang walked into a Krispy Kreme in Austin, Texas with a ridiculous request, fully expecting
to get a “no.” He was surprised at what happened.
Case Study #3: Verizon Bills Dead People
After Cynthia Lacy's father died on December of 2009, she contacted Verizon to cancel his
account. The cell phone company refused to cancel the account without his PIN number.
The company continued to charge her until March of 2010, even after she sent Verizon her
father's death certificate.
"Well, there's nothing else I can do for you," a representative told her before laughing and
hanging up the phone. It wasn't until Lacy contacted the Consumer's Edge column of the St.
Petersburg Times, that Verizon took action and decided to refund her for the months she was
charged.
Marketing Your Winery Experience
15 Created for the Wine Marketing Association of Ontario by The Belding Group of Companies Inc.
Case Study #4: McDonalds Mystery Shake
In August 2013, Jon Hansen, Jennifer Cameron
and their three children visited a McDonalds
drive-through in Buckingham Quebec
(Canada). The man ordered in English, which
apparently annoyed a rabidly Francophone
employee so much that he put something in
one of the milkshakes - something that their 5-
year-old son began to drink.
To make a long story short, the couple brought
a complaint to McDonald's Toronto Head Office, who subsequently had a sample of the
milkshake tested. The test came back showing it had been tainted with what they would
only call " a store-related compound." Jon and Jennifer want to know exactly what this
"store-related compound" was, and McDonalds is refusing to tell them.
The Buy-Off Didn't Work
Instead, McDonalds has been trying to buy them off. First with $1,000, then with $3,000, then
with $50,000.
The problem is that the Hansens haven't been asking for money. They've been asking for the
truth. But McDonalds - assumedly on the advice of their lawyers - have decided telling the
truth isn't on the menu. And now that the Hansens haven't been swayed by the cash,
McDonalds is trying desperately to spin the story. In their statement to the press they've said
things like, '63 other shakes were sold that day without complaints,’ and "These results were
shared with the family last August and we have tried unsuccessfully since then to work with
the family to reach an equitable resolution."
The strategy is an oldie, and one that used to be a goodie - making it sound as though the
customer is being unreasonable.
Marketing Your Winery Experience
16 Created for the Wine Marketing Association of Ontario by The Belding Group of Companies Inc.
Case Study Questions
1. What Do The Negative Experiences Have In Common?
2. What Do The Positive Experiences Have In Common?
3. What Was The Impact in Each Experience?
Marketing Your Winery Experience
17 Created for the Wine Marketing Association of Ontario by The Belding Group of Companies Inc.
Marketing Your Winery Experience
18 Created for the Wine Marketing Association of Ontario by The Belding Group of Companies Inc.
Your Silent Salesperson
The Goals of Visual Display & Merchandising
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Marketing Your Winery Experience
19 Created for the Wine Marketing Association of Ontario by The Belding Group of Companies Inc.
Merchandising Rules
Okay, so these aren’t really “Rules.” That’s because rules, particularly in any
creative endeavour, are often meant to be broken. But these are some good
guidelines:
Less Can Be More
Keep your displays simple, focused and
uncluttered. Backgrounds and props should
have simple, plain colours and textures that
don’t detract from the focus of the display.
The Pyramid Principle
Pyramids are terrific display techniques, as they
emphasize the focal point at the top.
Odd Numbers
An asymmetrical arrangement is slightly off
balance and keeps the eye moving around. That provides a built-in visual
dynamic.
Groupings
Group similar products together to encourage add-on sales and enhance
primary sales. For example, have wine stoppers, corkscrews, decanters or wine
glasses near the bottles.
Marketing Your Winery Experience
20 Created for the Wine Marketing Association of Ontario by The Belding Group of Companies Inc.
Merchandising Rules
Change is Good
Rotate your displays regularly. Once a month
is optimum. Remember to change seasonal
displays as soon as the season is finished!
Create Clear Focal Points
Identify what you are trying to accomplish with
each display, and use that to create the focal
point. Everything in the display needs to
support that focal point.
Tell A Story
Try and capture the emotional component of
wine through words or pictures. Reinforce the
things that make your winery special.
Create A Silent Salesperson
When your winery is busy, you need something that will keep your guests
engaged and encourage them to make purchases. At each display, have
things to read. Recipes, stories, or descriptions of the wine can capture the
imagination of your guests. What kinds of foods does it go with? On what
occasions would you serve it? What is the story of the grape? How is this wine
different than one that can be purchased at the LCBO?
Marketing Your Winery Experience
21 Created for the Wine Marketing Association of Ontario by The Belding Group of Companies Inc.
Marketing Your Winery Experience
22 Created for the Wine Marketing Association of Ontario by The Belding Group of Companies Inc.
Track Your Results
When you track your sales, you can begin to see
buying trends and patterns. You will learn what
type of displays have the greatest impact,
where the hot and cold spots of your winery are,
and what messages are resonating with your
guests
What You Can Track
1. Sales By Zone
2. Sales By Display
3. Units Per Transaction
4. Attach Rate
5. Sales Per Tasting
Marketing Your Winery Experience
This workshop is eligible for credits toward
Wine Country Ontario’s Best-In-Class Guest Experience Certification
For more information, visit http://winecountry.beldinggroup.com/certification.htm
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