Since November 22, Wicked has reigned supreme as the top-grossing show in the industry, raking in nearly $300 million. Everywhere you turn, from online to in-store, Wicked is impossible to miss.
What can we, as wine marketers, learn from their Branding & Marketing?
Unforgettable Branding:
A Strong Visual Identity: Wicked’s iconic logo and bold color palette are instantly recognizable. A strong visual identity can make your brand memorable and easily identifiable.
Consistent Branding: Ensure your brand elements, such as your logo, color scheme, and typography, are consistent across all marketing materials. This creates a cohesive brand image and reinforces brand recognition.
Dress the part: Both actresses stayed on theme and dressed in green and red for all press interviews. See all the outfits here.
The Art of the Teaser:
Build Anticipation: Just like the Wicked Super Bowl ad 10 months ago, a well-crafted teaser can generate excitement and anticipation for your upcoming event or product launch.
Use Social Media Teasers: Utilize platforms like Instagram and Facebook to share short, intriguing clips or images that hint at what’s to come. While you don’t have a million dollar advertising budget, you can still have your team create short promo’s around your event or product. Show the making of the wine or the prep of the event.
Use a Waitlist: Offer a way for fans to sign up to be the first to know. This garners excitement and creates a highly motivated to buy list.
Create a Sense of Urgency: Use limited-time offers to encourage immediate action.
Strategic Partnerships:
Identify Complementary Brands: Wicked has partnered with brands like Starbucks, Lego, Cocktail brands, and Make-up. Look for brands that share your target audience and values. Partnering with these brands can expose your wine to new customers and create unique opportunities for cross-promotion.
Host Joint Events: Collaborate with other businesses to host joint events, such as wine and food pairings or wine and music festivals. This can help you reach a wider audience and create a memorable experience for your customers. Plus, this can grow your email list!
All-In Marketing:
Utilize Multiple Channels: Wicked is everywhere and your brand can be, too! When you have a promotion go all in: Create a plan for multiple emails, online ads, social posts, and print marketing in your tasting room. You don’t have to have a Wicked $150 Million budget, but you do need a content promotion plan that includes multiple channels.
Create an Experience:
Sensory Marketing: Wicked has a Popular soundtrack. Engage your customers’ senses by pairing your wine with specific music, food, or ambiance. This can be as easy as creating your own Spotify playlist to listen to as they sip.
Get your Customers Involved: On Wicked’s Instagram feed they featured fan art and the Wicked Choreographer even shows you how to do their dances. There are so many things a winery can show!
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Sell with Emotion:
Storytelling: How the Wicked Witch became Wicked is this story. You too can share your back story both online and in-person. Be consistent!
Evoke Emotions: Use visuals and language that evoke emotions, such as nostalgia, joy, or romance. Wine is an emotional purchase.
Highlight the Lifestyle: Showcase how your wine can enhance people’s lifestyles, whether it’s a romantic dinner, a family gathering, or a celebration with friends.
As Michael Moses, Universal’s chief marketing officer, said, “Our mission with Wicked was being ‘just short of obnoxious.”
Who’s your Wizard Behind the Scenes?
At Bauerhaus Design, we specialize in helping wineries elevate their brands and marketing strategies. Our services include:
Branding: Our owner, Rebecca Ritz, is a branding specialist! She can help you design a captivating wine label, poster, and define what makes your winery unique.
Marketing Plans: Feeling lost? Our signature Bauerhaus Brand & Marketing Map guides you through the customer journey, helping you understand your target audience and develop effective marketing strategies. Our clients LOVE how this gives them a clear focus for email marketing, social media, and building loyalty.
Let’s make your Winery or Wine Association popular!
We work with winery brands and wine associations. Contact us today for a Free Discovery Call and let’s create a winning strategy together!