How to market wine to Generation Z (without hosting a miserable dinner party)

As new generations of wine drinkers come of age, our wine marketing strategies need to evolve with the times.

Remember the dinner party analogy?

You’re at a dinner party, and the person next to you is yackin’ your ear off – talking at you, not to you. As you know from our recent blog post, this is how Millennials feel when they encounter traditional advertising.

The generation that follows, Generation Z, is the same way.

Generation Z (born in the mid-1990’s to mid-2000’s) grew up in the digital age, period. Not only were they were born into a world of cell phones – they were born into a world of texting and social media. It’s not far-fetched to say Generation Z grew up knowing how to swipe a smartphone before they could walk.

It shouldn’t be a surprise that Gen Z’ers expect nearly everything to be instant, interactive and fast.

At this miserable dinner party, Gen Z’ers would be right beside Millennials, feeling bored and ignored.

Before you know it, it’ll be your time to create a dinner party that makes members of Generation Z (who are at and nearing the wine-drinking age!) feel understood at dinner.

Make your brand experience resonate with this youngest wine-drinking generation, online and beyond.

Who is Generation Z?

This generation, around 86 million in size, is known for liking privacy and finds more value creating things instead of watching or sharing. They prefer to communicate with images over text.

Since this generation is so young, their buying power is estimated at $176 billion per year, but research has shown they have influence over their family’s purchases.

This generation grew up during the recession and are known for their love to save and looking for deals.

marketing generation z

Marketing to Generation Z

While Millennials are all about texting, Generation Z prefers to communicate with each other through images, videos and emoji. Social media channels that appeal to this generation include Snapchat, Instagram and YouTube.

75% of Generation Z rely on their smartphone for their entire web experience, including purchases. So make sure your website is mobile-friendly and offers an enjoyable mobile experience.

If you’re targeting Generation Z with a digital ad, use an image and 5 words or less of text. Or, opt for a short video ad on YouTube.

They love the process of creating images and content, and they love to show others how to do something. This is why YouTube is their platform of choice. 95% of Generation Z uses YouTube and are particularly attracted to how-to content, like applying beauty products or gaming.

Real people, like YouTube stars (not just celebrities or brands) can create and distribute content, which lets Gen Z’ers feel like they’re getting a real, authentic experience. With Gen Z being all about authenticity, they prefer things that look less produced and more real.

marketing to generation z

If and when you want to start marketing to Generation Z wine-drinkers, here are a few key points to remember:

  • Generation Z’ers have only an 8-second attention span.
  • They don’t like major celebrities or promoted content, preferring real, relatable influencers any day.
  • Generation Z does not want to be tracked and prefers to remain anonymous.

Generation Z is known as the hardest generation to engage, because they tend to look past messages that say promoted or sponsored. They instead want personalized messages and experiences that are unique only to them.

Yes, this can be scary. But it can also be a huge opportunity for wineries willing to listen.
Along with being receptive to engaging marketing strategies, both Generation Z and Millennials are also open to different forms of packaging, like cans. Gone are the days when young wine consumers only want bottles. Gen Z’ers want to be able to have a glass of wine at a party or at an outdoor concert.

Trust your brand and your product – Let it be an experience for your customer. Let your brand experience seep into social media platforms. When you try to understand Gen Z’ers and how they’ll likely interpret your messaging based on their worldview, you open up the possibility to grab their attention, connect and resonate.

 

Does the thought of marketing to Gen Z’ers scare you?

Schedule a One-on-One

Marketing wine to Millennials

Relying on current sales and current customers is a recipe for fizzling out. Your business can’t just be profitable. It’s also got to be sustainable.

One of the biggest challenges for winery owners right now is knowing how to market to the next generations. So many wineries rely on Baby Boomers to buy their wine and join their wine clubs.

Right now, most wine is consumed by Baby Boomers. But it’s not going to stay that way.

An article in Wine Spectator quotes Rob McMillan, senior VP of Silicon Valley Bank’s wine division:

“We have 10,000 [Baby] Boomers a day that are hitting retirement. And they’re being replaced by financially disadvantaged people. The tradeoff isn’t good.”


Here’s what’s happening.

By 2021, Generation X will take the lead in wine consumption. However, this won’t last long because Gen Z is made up of only around 50 million people, compared to the 75 million Baby Boomers and 80 million Millennials.

So just five years later, in 2026, Millennials are reported to become the largest generation of wine drinkers.

Are you ready for this huge shift?

The average wine consumer will change drastically over the next eight years. And this isn’t bad! It just means your marketing strategy will have to evolve, too.

marketing wine to millennials

How to market to Millennials and Generation Z’ers

Millennials (born between 1981 and mid-1990’s) and Generation Z (born in the mid-1990’s to mid-2000’s) are different than previous generations because of their preference for all things digital.

While Baby Boomers and Generation X grew up with traditional media talking at them – Billboards, radio, TV – where there was zero interaction between brands and consumers, Millennials and Generation Z now expect interaction and a personalized experience.

Think of a dinner party where the person next to you talks about themselves the entire time and never asks you a question. This is how Millennials and Generation Z’ers view most brands.

Now think of the same dinner party where the person next to you asks you questions, and you also ask questions and it leads to a conversation. This is a much enjoyable dinner party for all involved. This is how Millennials and Gen Z want the online brand experience to be.

In terms of marketing, this means shifting from conventional advertising to content marketing strategies like email marketing and content creation.

marketing wine to millennials

Here’s another way to think about it: There’s a marketing saying, “Know me. Like me. Trust me. Buy from me.”

Each generation goes through these marketing stages in a different way.

Thirty years ago, it was about getting people to come into a physical store to make a purchase. Their customer journey went something like this: A consumer found out about companies through newspaper ads, television, billboard or radio, then went to the store, talked to the salesperson about the product, bought the product, and used it. The product worked, so they became repeat buyers.

Since Millennials and Generation Z are so digitally focused, they want this same customer journey to play out online.

Brands need to think of the entire online customer journey, so that customers can know their brand, like them, trust them and ultimately buy.

Who are Millennials?

For a host of cultural and historical reasons, Millennials prefer to spend their money on an experience or an event, not just a product. They’re socially conscious and prefer to collaborate with others and with brands (which is why social media is so important to this generation).

millennials marketing wine

They’re idealistic, inclusive and want everybody to win.

Their favorite way to communicate is by text or messaging. When making purchases, this generation is heavily influenced by social media ratings, friend’s thoughts, reviews, and recommendations.

 

Convenience is King for Millennials. If they see a photo of a product, they expect that they can immediately purchase it online.

This generation is also all about loyalty, and they want to be rewarded for it. They love loyalty programs and subscription boxes. Millennials are about twice as likely to use a subscription service as other generations.

Who is Generation Z?

Generation Z grew up knowing how to swipe a smartphone before they could walk. This generation, around 86 million in size, is known for liking privacy and finds more value creating things instead of watching or sharing. They prefer to communicate with images over text.

Since this generation is so young, their buying power is estimated at $176 billion per year, but research has shown they have influence over their family’s purchases. This generation grew up during the recession and are known for their love to save and looking for deals.

marketing generation z

While Millennials are all about texting, Generation Z prefers to communicate with each other through images, videos and emoji. Social media channels that appeal to this generation include Snapchat, Instagram and YouTube. If you’re targeting Generation Z with a digital ad, use an image and 5 words or less of text.

They love the process of creating images and content, and they love to show others how to do something. This is why YouTube is their platform of choice. 95% of Generation Z uses YouTube and are particularly attracted to how-to content, like applying beauty products or gaming.

Real people, like YouTube stars (not just celebrities or brands) can create and distribute content, which lets Gen Zers feel like they’re getting a real, authentic experience. With Gen Z being all about authenticity, they prefer things that look less produced and more real.

Why it’s tricky to reach these two generations

Both of these generations have a short attention span: Millennials have about 12 seconds and Generation Z have only 8 seconds.

Traditional forms of advertising just don’t work with either of these generations.

Millennials particularly hate aggressive sales pitches, traditional media, and long-form content, while Generation Z does not like major celebrities nor promoted content. Plus, Generation Z doesn’t want to be tracked and prefers to remain anonymous.

Generation Z is known as the hardest generation to engage, because they tend to look past messages that say promoted or sponsored. They instead want personalized messages and experiences that are unique only to them.

How to target each generation

If you are targeting Millennials, host events that will increase interaction like live events, experiences, and online contests. Plus, build a loyalty program.

Make sure your brand is on review sites like Google Business and Trip Advisor, and respond to all reviews (both good and bad).

Generation Z likes to find deals online and Millennials prefer apps for discounts, like Groupon.

Both generations love video.

We often tell our clients that video produces more online conversions than any other content, across multiple generations. For Millennials, they consume video across several social media channels, like Instagram. Brands wanting to reach Generation Z can use YouTube with short, 6-second video ads.

Both generations are socially responsible and prefer to research online before making decisions. This is good news for marketers, because brands can make sure they participate in ratings and reviews. Plus, you can communicate your benefits on online.

Optimize your mobile experience. Make sure your website is responsive. 75% of Generation Z rely on their smartphone for their entire web experience, including purchases.

To better deliver a customized experience, segment your email list into different age groups and market different content to different users.

Another key tool for these younger generations is for brands to work with Influencers. They often require a flat fee or a percent of commissions for users using their code at checkout. They tell their fans about your product and off giveaways or contests with your product. Building a relationship with an influencer is important and should not be a one time thing.

You can find influencers for your brand through Ninja Outreach, Snap Influence and Keyhole.

Here’s the gist


Both Millennials and Generation Z want to have a conversation with your brand online, not just be talked at.

Brands need to consider the online customer journey across all web and social media platforms.

Rather than shying away from these next generations, think about how you can build community online and create a brand that younger generations can interact with, know, like, trust and buy from.

 

Not sure if you’re poised to attract Millennials and Generation Z?

Schedule a One-on-One

Video Marketing Tips and Examples for Wine brands

On our list for 2017 is creating short monthly videos covering topics like wine marketing, content marketing, branding, packaging design and website design and development. This way you don’t have to wait to hear me speak once a year at wine conferences 🙂

While we don’t do the actual creation of videos for our clients at Bauerhaus Design (because our clients live worldwide), we do strategically advise our customers on brand strategy, social media and the latest marketing trends.

Links to the videos in the video

Mirabeau Wine

Jordan Vineyard and Winery

Union Wine Co.

Chaumette Winery

Want more video tips?

Head over to Video Marketing 10 Dos and Don’ts for wineries and check out our case study on the types of videos Rung used to increase their in-store retail stores.

Case Study: How one retail store increased sales with weekly video

Is your brand leveraging video? Find out how one retail store increased their sales with video.

While we often suggest video to our clients, let’s be honest – many are intimidated by creating video. They don’t have a big budget for hiring a videographer or even know where to start. One of our long time clients, Rung, a high-end, non-profit resale boutique, recently started using weekly video and guess, what, it worked!

 

Rung Boutique is a high-end, non-profit resale boutique whose mission is to support and empower women and children in the St. Louis area by providing fashionable attire at affordable prices, as well as professional and personal growth opportunities, in a fun, uplifting boutique atmosphere. A significant portion of our net profits goes to the Women’s Foundation of Greater St. Louis and Nurses forCase Study: How one retail store increased sales with weekly vidCase Study: How one retail store increased sales with weekly videoeo Newborns.

 

Bauerhaus manages the Rung Facebook account each month, crafting content, posts, slideshows, and asking questions. At the end of each month we prepare a report that highlights the increases and decreases per month  on things like engagement rates, click thru’s, plus offer suggestions on improving content. This helps give Rung a quick snapshot of how they are doing each month, without having to take a course in Facebook analytics.

 

One suggestion we have included in our monthly reports since 2015 is asking Rung to create videos for us to post. As a retail store with product that changes daily, video is a great tool to spread the word fast.

 

In terms of results we’ve achieved on Rung’s behalf, last month was the best yet in terms of social media performance. Rung began consistent video creation in 2017 and the overall reach (how many people viewed Rung’s content) was up 19% compared to the year before and engagement (like, commenting, sharing, etc.) was up 52% compared to April 2016. Out of all the different posts we have tried, video has far exceeded all types of posting content.

 

And the great thing about Rung’s videos? They are not glossy high-end studio produced videos with custom music. They show Christina, Rung’s Visual Display Merchandise Manager at Rung, talking through their in-store products.

 

Below are the Top 3 Rung video posts with the highest engagement rate (video views + reactions, comments, shares, and post clicks) are listed below. Please note, you will have to click the photo for it to play the video in Facebook.

Reached 1,791 people, 60% engagement rate

Click here to watch the video.

RungFacebookVideo1

Reached 2,113 people, 62% engagement rate

Click here to watch the video.

RungFacebookVideo2

Reached 2,477 people, 52% engagement rate

Click here to watch the video.

RungFacebookVideo3

In-store results

Rung has seen a pattern that as the engagement and reach results increased for videos, so have sales.

How can you achieve similar results?

  • Get started! Don’t wait until you have something perfect. Try videotaping one person answering one frequently asked question of your business.
  • Post video frequently. Since February Rung has posted new video weekly. See the below screenshot of the variety of dates.

    Rung Videos on Facebook

  • Experiment with length of video. Some of Rung’s videos are short and some are longer. Try both and see which length and topic gets the most reach and engagement.

Want more tips?

Thinking about video for your winery or business? Check out Video Marketing: 10 Dos and Don’ts and our new series on Video Marketing for Wineries here.

Learn the #1 secret to social media at the #TWGGA17 conference

Posting events and specials and not getting many likes or engagements on social media? Wine & spirit brands often ask me how they can make social media useful for their business. This is what I share . . .

The biggest eye opener for my clients is the 80/20 rule in social media marketing. Out of every 10 posts or tweets, 8 of them should provide value, and only 2 of them should be sales or advertising related.

 

BauerhausSocialMedia

 

How do you provide value?

Provide your customers content that does the following:

  • Inform
  • Inspire
  • Entertain
  • Engage

Want more details?

I was interviewed for The Grapevine Magazine to talk about social media and marketing in the winery. In this article, I detail the anatomy of a successful social media post, recommended a few clients as examples and also provide 5 other tips to help your brand rock on social media!

Want examples? Join me at the #TWGGA17 conference

I’m presenting Content Marketing for Wineries: Create, Share and Engage with Your Customers at the Texas Wine & Grape Growers Association’s 2017 Annual Conference & Trade Show. My session is scheduled for Thursday, February 16 at 2:15 pm. You also can stop by our Bauerhaus Design booth #205. I’d love to meet you in person!

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Why your response rate on social media is important

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Imagine this scene: You are a dinner party and the person next to you asks you a question. You don’t respond, but just keeping eating. They ask the question again thinking you maybe just didn’t hear it. They are again met with silence. How do you think that person feels? Incredibly frustrated and I bet every time they think of you in the future they are going to think of you negatively.

Now, think of this: U.S. Millennials prefer to use social media to ask questions, while older demographics prefer email. If someone asks your business a question on Facebook, Twitter or Instagram and are met with silence, how do you think they will view your brand? Not so good.

Why is a fast response so important?

Every potential customer that comments is looking for affirmation from your brand. Plus, you can build those positive responses into growing your brand online. Reviews and positive comments can potentially be seen by their friends, which is a great way to get your customers to do your advertising for you.

How fast should you respond?

We tell our customers to reply within one business day or sooner. For example, one of our new clients, Shirataki Saké, that we do Facebook and Twitter monthly posting, recently launched in the U.S. market by throwing a New Years Eve party with Houseparty.com. We responded to every comment within hours and often within an hour.

ResponseRate_black

What if they respond negatively?

What should you do if a customer responds negatively or is upset they were not chosen? Respond with empathy, like we did here:

Response_Negative_black

How can responses help you sell more?

Here is how we converted a happy customer to a 5 star review. First, ask a customer that comments often if they can be your first review:

Sake review request_Review_black

Second, once they leave a review, again respond with a positive comment.

 

Positive reviews show others your brand is high quality and that your company cares about their customers.

 

FirstReviewSake_black

This leads us to our last response rule: Follow your fans and comment, like and re-post their photos. Want to know about what you should post on social media? Read 5 secrets to improve your winery’s social media results.

Want examples? Join me at the #TWGGA17 conference

I’m presenting Content Marketing for Wineries: Create, Share and Engage with Your Customers at the Texas Wine & Grape Growers Association’s 2017 Annual Conference & Trade Show. My session is scheduled for Thursday, February 16 at 2:15 pm. You also can stop by our Bauerhaus Design booth #205. I’d love to meet you in person!

 

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What kind of marketing can your small wine brand do for cheap?

Read our top seven low-cost marketing tips for growth in 2017.

I was talking to a client of mine that just launched a new wine brand. He talked about how he felt like marketing he has tried just doesn’t work. However he doesn’t have a monthly marketing budget to outsource marketing to an agency like Bauerhaus. He already took our free Sell More Wine email series, so what can he do himself that will make a difference? He doesn’t have a tasting room, but instead is relying on restaurant sales, online wine sales and wine club memberships to sell 400 cases of wine in 2017.

1. Create a strong brand

Having an unforgettable brand – logo, packaging, story, messaging, photos, type, etc – is always the first step before you start any marketing campaign. Each piece of your marketing should be communicating the same brand elements over and over. Marketing still takes at least 7 touch points before most sales, so having a consistent message is essential.

2. Create a blog and update it monthly

Think about this – if someone wants something, where do they go? Usually they Google it. The more content you can produce around your wine brand, the higher you will rank when a user types in a question or topic in Google search. For example, if you are a New York winery specializing in Rieslings and weddings, all of your content should be focused on these two topics. It could be Riesling food pairings, Top wine wedding trends in 2017, or the best wedding toasts of 2016 (featuring your wine of course!).

3. Email list sign up

Every website we design and develop has to include one key thing: Email newsletter sign up. Why? Did you know email marketing is 40 times more effective at acquiring new customers than Facebook or Twitter? Email marketing should be the cornerstone of your small wine brand. Every person that comes to your website should see a clear path to sign up for your email newsletter.

4. Email newsletter

Now that you have their email address, what is next? Use the monthly blog content and send it out in a monthly newsletter. To make any sale, a customer goes through the steps of “know me, like me, trust me” before they make a purchase. Consistent email is a great way to build trust with your potential customers. Check out this great list of 7 tips to improve your email marketing.

5. Social Media

Use the same blog content on social media and make sure to include photos and video. Posts with photos and video rank higher in social media than plain text posts. One common mistake we see wineries make is that they only try to sell wine or an event on social media. Many experts now say 90% of posts should be value-add and only 10% promotional. Instead inform, inspire, entertain, discuss and engage. Learn 5 secrets to improve your social media here.

6. Facebook ads

If you are going to pick one form of advertising, we recommend Facebook ads. They are very cheap and allow you to target your exact customer demographic. A few of the ways you can target future customers – pick age, location and interests that they like in your ad settings. Plus, with Facebook ads you can test several different ads and see which messaging gets the highest interaction.

7. Collaborate

If you know your target consumers demographics, you can collaborate with another company that has your same audience. This way you will both benefit from combining your two email lists, social media contacts, etc.

Need help with marketing?

As a full service branding and marketing agency, we provide a variety of services to help you build relationships with customers and sell more online. Contact us to discuss your needs and we’ll provide a free estimate customized specifically for your brand.

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7 Tips to Reach Generation X “Wine Moms”

Is your winery overlooking an influential and profitable audience?

Previously we explored Marketing Wine to Generation X and Marketing Wine to Moms on Social Media. In case you missed it, Gen X is “the second largest consumer of fine wine in the U.S. today and is the largest growth opportunity for most wineries.” (Source: 2016 SVB Wine Report)

Given their higher incomes and stage of life, it’s not surprising that popular purchases for Gen Xers include fine wines. It’s also worth noting that Xers boast the highest rate of consumer brand loyalty at 70%. (Source: eMarketer)

And “wine moms” are a real thing. *raises hand* There’s a large and influential online community that has bonded over sharing the highs and lows of parenting. Some moms joke that wine is a requirement to survive those demanding early parenting years. (They’re not really joking.)

Screenshot 2016-10-05 11.45.21

Here are 7 tips to help you connect with Gen X moms and motivate them to buy your wine:

  1. Moms tend to stick with brands they like so make sure you have an unforgettable wine brand. These women are more likely to be loyal consumers, become brand ambassadors, and tell all their friends!
  1. Moms listen to other moms. They are vocal about their opinions and seek out the opinions of others. Check out your online reviews, see what customers are saying about your winery, and respond to them. Share positive reviews on your social media sites, in your newsletters, and on your website. Make sure your winery’s correct address, phone number, and website are listed in popular online business directories so they can find you.
  1. Moms are social. 81% of moms use Facebook, 40% use Pinterest, 30% use Instagram, and 19% use Twitter. 60% of moms check Facebook multiple times each day. (Source: Pew Research Center) Invest in your winery’s social media presence, which means posting consistently, responding promptly to messages and comments, and interacting with your fans/followers. Also, ensure that your content adds value and isn’t overly promotional. It’s better to do one channel well than three poorly!
    Screenshot 2016-10-05 11.52.02
  1. Moms are mobile. They’re always on the go and spend an average of 2.3 hours per day on mobile devices. (Source: MediaPost) Make sure your website is responsive and easy to use from a smart phone or tablet. Information about your winery should be readily available on your site; make it easy for moms researching their winery options to make a decision.
  1. Moms shop online. In fact, they make 90% of their purchases online so your website has to be functional and easy to use. (Source: MediaPost) A very visual audience, you can capture their attention with videos. Think about your customers and how you can answer a question, solve a problem, or entertain them. Plus, make sure they can order your wine online.
  2. Moms read their email. They’re busy trying to balance their lives. They like to save time and money, and they appreciate coupons. Personalize your email newsletter with a special promotion just for mom. Invite her and some friends to the winery to relax!
  1. Moms like to be appreciated. Develop a rewards or referral program with benefits they care about and they’ll buy your wine again and again!

Want to create a wine brand that targets Moms?

We provide full branding services including identity design, packaging and support collateral. We also offer a host of marketing services to help your winery fill the gaps from strategic marketing plans to social media management! For a free estimate customized for your needs, please contact us.

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5 Secrets to Improve Your Winery’s Social Media Results

SocialMedia

Does your social media content fall short? This one pitfall is guaranteed to lose you online followers! Find out what you should be posting instead…

Social media channels such as Facebook and Twitter are excellent ways to build relationships with wine consumers, and drive traffic to your website. It’s safe to assume your winery has at least one active social media account. (Right? If not, learn which social media sites your winery should be on to reach your ideal wine drinker.)

Whether it’s Facebook, Twitter, or Instagram let’s assume you’re already consistently posting or tweeting, responding promptly to messages and comments, and interacting with your fans or followers. Now, let’s talk about WHAT you’re sharing online!

The posts you share on your winery’s social media accounts are called content, and having quality content is essential to maximize your social media results. Good content will keep your followers around, but GREAT content will get them to interact with your brand, and attract new customers.

Yet what makes a piece of content great? Before you share something on social media, ask yourself two questions:

  • Is this content relevant to my target audience?
  • Does it provide value for my followers?

If you answered YES to both questions, you’re almost there! Great content is helpful and interesting. Social media is a conversation after all, and no one wants to talk to someone who only ever talks about themselves.

One of the biggest social media pitfalls that cause people to tune you out and even unfollow your page is too much self-promotion. There’s something called the 80/20 rule in social media marketing, which means that out of every 10 posts or tweets, 8 of them should provide value, and only 2 of them should be sales or advertising related.

Some experts say given the sheer volume of content being shared every day, that ratio should be closer to 90% value-add and only 10% promotional! So what’s a busy winery owner or marketing manager to do? Mix it up with a combination of text, images, links, videos, questions, and stories:

  1. INFORM – share local news stories, job postings for open positions at the winery, event invitations, profiles of your key employees with pictures so customers can recognize them on site, links to interesting articles, and useful infographics about wine. Create a video tour of your winery. Interview your winemaker about the new wine or his/her favorite wine. And don’t forget to tell your brand story about how your winery got started!
  1. INSPIRE – share wine-related quotes that resonate with your audience. Create branded memes of personal empowerment. Talk about who inspires you. If your winery is connected to a specific charity, tell your followers about it and link to their web page, Facebook page, or Twitter account. Host a fundraising event for the cause at your winery. Modify your favorite recipes for entrees, desserts, and more to include your specific brand of wine.
  1. ENTERTAIN – share funny wine memes or jokes; don’t be afraid to embrace humor if it suits your brand. Connect with fans over books you’ve read and events you’ve attended. Upload pictures of yourself, your team, your pets or your family. Create a video of you and your employees having fun, or explaining a process such as bottling the wine. Feature a favorite customer and their experience with your winery.
  1. DISCUSS – share your opinions on topics relevant to your customers. Start a conversation about a current trend. Write about the best customer service experience you’ve ever had and how you strive to recreate it for all your customers. Talk about your favorite wine and invite customers to share their favorite varietals or food pairings.
  1. ENGAGE – question your audience and do some low-cost market research at the same time! Ask about their favorite product, service, or menu item at your winery. Get them to vote on a new product, service, event, or wine name. Host a fun drawing where people guess how many wine corks fit in a wine barrel or other container to win a prize.

Some final content considerations: Is it a positive reflection of your winery owner or brand? Negativity is rarely well-received. Does it offer insight into the owners’ personality? Sharing a personal interest or something others can relate to (pets, hobbies, home improvement project, etc.) creates common ground to develop relationships. Does it position you as an expert, or your winery as a resource? Determine what you have to offer that’s different than your competition and share content that reinforces it.

Creating and sharing high quality content definitely can be a full time job, but you don’t have to start from scratch. Repurpose internal sources such as your blog, email newsletters, event calendar, wine list, FAQs, etc. Explore external sources for content inspiration including online reviews and testimonials about your winery, and wine industry news or blogs. Make sure you optimize posts and tweets by using relevant hashtags, and tag related people or businesses to increase your exposure.

Bonus Tip: Another big social media pitfall some wineries fall into is creating a social media account and then neglecting it. You can’t have a conversation with someone if they’re never around! Use an editorial calendar to plan out your content for all social media channels, and try to avoid sharing the exact same thing across the board. Each social channel should provide value to its followers, so give your target audience a good reason to follow you on Facebook AND Twitter AND Instagram if you can manage all three well. A calendar will help your winery have a consistent brand presence, which is another key to success online.

Don’t want to DIY?

Read what happened when we took over one winery’s Facebook page. We can help you with content creation and social media management, too! Contact us to set up a time to discuss your specific situation; we’ll provide you with a free estimate customized for your specific goals.

 

 

Wine Marketing Q & A: Which Social Media Channels Should You Use?

Social Media for Wineries

 

With so many options in social media, how do you choose the best social media platform for your winery? The short answer is: it depends on who you’re trying to reach.

First, let’s assume you have a cohesive brand that communicates how your winery is different from the competition, and that you’ve already identified your winery’s target audience. (And no, it can’t be “all wine drinkers.” Here’s why!)

At a minimum, you should have a solid understanding of your ideal consumer’s gender and age range. Other information you may find helpful include their education level, household income, ethnicity, and/or where they live. Then – just like with any other type of advertising – you want to promote your winery on the social media channels where your target audience spends their time.

We studied the demographics provided by Pew Research Center for each social media channel, reviewed the updated Wine Drinker categories provided by Constellation Brands, and drew on our own professional experience with managing social media for our winery clients in order to create this handy chart to break it down for you:

 

Social Media Channels by Wine Drinker

 

Whether you’re too busy to manage your winery’s social media efforts, overwhelmed by all the different channels, or you just want someone to show you the ropes – we can help. As a full service design and marketing agency, we offer social media management services that range from training you how to be successful online to doing it all for you! Contact us today for a free estimate customized for your needs.