I recently went to an outdoor concert at a winery and laughed to myself at all of the people staring at their cell phones. I know this concert wasn’t alone, everywhere we turn people are on Facebook, playing games, taking selfies and sharing their every move.
Smartphones are the fastest consumer growth product ever. In August 2014, Nielson reported that 70% of all Americans own a smartphone and the average person spends more than 38 hours per month on their smartphone. Holy Cow!
So what are all those consumers looking at on their smartphones? The answer is they are using mobile apps. For instance, we check email through mobile apps, play games and many of us, check Facebook, Instagram, Twitter and Pinterest.
Facebook announced that 48% of all Facebook users are using Facebook solely through a mobile device. If you saw the video I created 3 Tips to Reach More Winery fans with Facebook, you also know that owners of Facebook business pages have seen a downturn in how only 4-6% of fans that have liked your page are seeing your posts.
So how can you reach happy customers who already love your brand? One successful tool I often mention to clients is the importance of regular email newsletters. Email newsletters still have one of the highest conversion rates of all marketing tools. But let’s face it, we all get a ton of emails and don’t have time to open every single one.
The other tool I see as being the future for wine marketing is mobile apps for wineries. Remember how the average person spends 38 hours per month on their phone? Mobile apps give you the ability to reach a customer where they are already spending most of their free time.
Here are a few of the features Mobile apps are capable of:
You know how on most smartphones you get an alert with a preview of a text message or email message? These are called push notifications and you can schedule a Mobile winery app to alert your fans of different messages at a specific day and time. For example, you can schedule a message to everyone who has downloaded your winery mobile app to go out on a Saturday at 10 am that says “Stop by today before 5 pm to taste our special wine pairing with Godiva chocolate.” Push notifications also can alert your fans of upcoming events, sales and incorporate brand messages. Below is an example of a push notification:
Solves spotty internet connection issues
While I often preach the importance of a responsive website, the type of website you have will not matter if the consumer is in rural area with no cell service. Native mobile apps work without cell service and WiFi. Pretty cool!
Mobile apps can seamlessly work with Google maps. With most apps, a “get directions” button appears and when clicked it opens your Google maps app. This saves the customer the trouble of trying to copy and paste your address from your website. Plus, if they are out of cell service, they will still be able to access directions.
I dream of data
Ok, I don’t really, but many of my marketing consultants do. They LOVE looking at Google Analytics – who clicked on what link and how each person got to your website. Why? It helps them advise clients on when to send out messages, and what type of products each client is most likely to purchase.
Mobile apps can tell you more about your customer more accurately than any other marketing tool. Apps can tell you where your customers are when they visit your app, how often they open it, and what their favorite products are. Plus, mobile apps give you the ability to ask for a registration, where the customer can put in their email address, age, etc.
Search Engine Optimization (SEO)
I love SEO. There I said it. Following SEO guidelines has helped me get clients all over the world. Mobile apps are another great place to put your keyword phrases in the title and description to attract your ideal audience. Need a quick run down of what SEO is? Check out Part 1: How to be number one on Google.
Integrate with Social Media
Mobile apps now have the ability to integrate with social platforms like Facebook and Twitter, which can be huge for spreading the word about your wine brand. For example, a customer could post to Facebook from your winery app “I’m going to Chaumette winery this weekend at 2 pm, who is going to join me?” This would share not only awareness about your winery, but also promote your winery app.
Another way social media integrates with mobile apps is it allows you, the winery owner or winery marketing director, to schedule one message to be broadcast as a Push Notification and also automatically post on Twitter and Facebook. Huge time saver!
Part of building a powerful brand is delivering the same consistent message across all platforms. This includes your tone of voice, how you interact with your customers and the repetition of brand elements, like your logo, wine label and color palette. Mobile apps are especially important because your brand advocates have the ability to rate your products and your app overall. They can also increase your brand awareness by spreading the word on social media.
But aren’t apps really expensive?
Mobile apps sound amazing don’t they? The wineries I have worked with over the past year have said “I would love a mobile app, but I just can’t afford to pay $15,000 to create one.” This is where it gets exciting. I met the owners of WineryMobileApps.com earlier this year and partnered with them to create a winery app for my client, Indian Hills Winery.
Now that we have created one and it is live, we are ready to offer this mobile app to other wineries. The most exciting part? It only costs $499 to sign-up for the mobile app and then $49.99 per month. The monthly fee helps offset the updates that will be needed as Android and iPhones come out with new updates. Plus, they are working on adding e-commerce to the Mobile app.
Easy Control Panel
Want a preview of how the control panel works for the winery mobile app? Check out in the below video how easy it is to schedule push notifications and events:
Want to see the Winery Mobile App in action?
Check out this video on the live Indian Hills Winery mobile app on an Android and an iPhone:
Ready to get your Winery Mobile App?
Go here to find out more and to sign up: winerymobileapp.com/Becca
The turn around time for setting up a new winery is only 2 weeks!
Looking for a speaker on Winery Mobile apps?
Rebecca Ritz, owner of Bauerhaus Design, offers presentations and workshops on mobile marketing, branding, online website strategy and wine label design for the wine industry. She strongly believes that any piece of your marketing – print collateral, website or your wine label – should immediately communicate your brand. Rebecca has worked with wineries and vineyards across the country, and is passionate about helping small businesses succeed. Read more about presentation topics here: http://www.bauerhaus.com/