Loyalty: The most valuable asset in your customer journey

Loyalty: The most valuable asset in your customer journey

20% of your existing customer base will equal 80% of your future income, statistically.

Not only are your current customers your most lucrative ones, but they’re also costing you the least. Yes, it costs much more to gain a new customer than it does to keep an existing one happy.

Loyalty is an incredible asset – and increasing customer loyalty should be a prime focus for every business.

After customers make their way through your customer journey, they arrive at the final stage: Loyalty. (Missed the other articles in the 4 part series? See Awareness, Consideration, and Decision)

The key to increasing customer loyalty is to seek out, take advantage of and create loyalty-building opportunities.

How do you keep wine club members? How do you get them to tell their friends? What perks will help keep members on board?

Loyalty.

Here are a few ways to increase customer loyalty:

Offer incentives to join

Everyone loves a good reward. If your customers are interested in joining your wine club or membership, why not offer them an added incentive? It could be product like a set of stainless steel wine tumblers or a discount to sign up.

This will help them decide to follow through and will make them feel more appreciated.

Loyalty: The most valuable asset in your customer journey

Clear descriptions of wine club, wines and price

Clarity makes decision-making easier. When your product descriptions and offerings are crystal clear, your customers will feel more at ease buying from you again and again.

Don’t confuse them with too many options. Research shows people feel more satisfied with their choice when they have a limited number of choices.

If you are charging for shipping, make sure you explain your rates before they get all the way to checkout.

Celebrate the customer

Who doesn’t want to feel special? Celebrate your customers for being your customers!

Your customers experience your brand and your product every time they interact with you. When you create positive, celebratory experiences, your customers remember the good feelings associated with those experiences. This encourages loyalty because they feel genuinely connected to your brand.

Feature your top customers in your social media with re-posts and your email marketing with customer’s of the month.

One of our clients has a very successful birthday program, where customers get a free lunch on their birthday. All it takes is asking your customers for their birthdays at email sign up and then sending out all September birthday emails at the same time. And the best part? People always bring a friend or more for lunch, buy bottles of wine, plus tell their friends on social media.

Loyalty: The most valuable asset in your customer journey

Request reviews

When you ask your customers for reviews, you’re signaling that you appreciate their feedback and their perspective.

The above graphic with Awareness, Consideration, Decision, and Loyalty? Think of that graphic wrapping around a globe. Asking your most loyal customers, usually wine club members, to give you reviews helps your brand receive the most 5-star reviews and raise Awareness to future customers.

Plus, being able to showcase your customers’ reviews means you’re building a community of people who love your products and your brand. This sense of community fosters loyalty.

Create a referral or reward program

Social proof has a huge impact on the way consumers make buying decisions. Even if you think a wine club is too complex for your brand, create a referral program. Referral programs allow your customers to be rewarded for telling their social circles about your brand.

One of our clients created a simple reward program where they could purchase a metal pin for $25 and then every future visit where they showed the pin they received a percent off wine. Plus, many members put the pin on their purse or hat, which led to friends asking about the winery. Free advertising for your wine brand.

This added encouragement to promote your products to their friends makes your customers feel like they’re in on something – connected. This, too, fosters loyalty by creating a strong sense of community and togetherness.

Take advantage of opportunities to build loyalty amongst your customers. Give value, build community, and grow your network by delighting loyal customers every chance you get.

Just like every other stage of the customer journey, loyalty can be worked into your marketing strategy. At Bauerhaus Design, we offer marketing strategy and monthly marketing packages to help you do just that.

Schedule a free discovery call.

Decision Time: How not to lose your potential customers at the last minute

Decision Stage

You’ve gotten your potential customer’s attention, gave them the tools to consider your brand, and now: It’s decision time.

Decision Stage

We’ve been talking a lot about the customer journey: the way your customers interact with your brand from start to finish. Everything your customer experiences from the moment they discover you to the day they become a loyal fan – that’s their customer journey.

In the Awareness Stage, a potential customer becomes aware of your brand. They discover your blog when they searched for something online, or they found you on social media.

Then they enter the Consideration Stage and think about whether or not they want to buy your product.

Now it’s time for your customer to make a decision.

You might be thinking at this point, your work is done. But that’s far from true! You still have a few opportunities to help them decide they know, love, want and need your product!

Tools to help guide your potential customers through the Decision Stage of the customer journey

Tool #1: Email

By now, you’ve likely captured your lead’s email address through a sign-up form on your site or an opt-in offer of some sort.

Email grants you continued dialogue with your potential customers.

With this tool, you can answer commonly asked questions (questions they might be wondering themselves at this point in their customer journey), remind them of the benefits and unique features of your product, and relate to them in a way that strengthens the relationship you’ve already continued to form.

Your email subscribers have chosen to receive your emails, and there are no algorithms getting in the way of your content reaching your email subscribers.

If you are still relying on only social media, like Facebook, your organic reach could be less than 2%. For these reasons, email has a higher conversion rate than social media.

Email converts

Here are a couple of ways you can use email in the Decision Stage:

  • Create an automatic email series targeted to your ideal customer that helps them answer the question, “Why should I choose this winery over every other?”
  • Send out a monthly email newsletter to keep in touch with those who linger in the Decision Stage.
  • Segment your list to create more targeted campaigns, so you can use language that resonates with customers and potential customers who are at different points in their customer journeys.

Need help setting up your email automation? Schedule a free discovery call!

Tool #2: In-person experience

Even as a digital marketing fanatic, I can agree: Nothing beats real life interaction.

Anytime you have the opportunity to meet your potential customers in person, do everything you can to create a memorable experience for them.

Stay on brand by using the same language and aesthetics you use in your online and printed branding materials.

Decision stage

Measuring Decision Stage success

By following your potential customers through the customer journey, you can more easily pinpoint which areas are effective, and where you’re losing potential customers.

You measure Decision success by measuring actual sales: online and in-store sales.

Since it’s at the point-of-sale that customers move through the Decision Stage, you can observe your sales and see what elements are in place, and which are lacking, to help your leads decide to choose your product.

Guiding your prospective customers through the decision stage takes time and effort. Tools like email automation can take some of the workload for you, leaving you with more time and energy to focus on leads physically walking through your door.

Next up the final stage: Loyalty: The most valuable asset in your customer journey.

If email seems time-consuming or confusing to you, you’re not the only one.

Hop on a call with us. We’d love to brainstorm with you and strategize ways we can help successfully move your leads through the Decision Stage so that they become Loyal Customers.

Schedule a free discovery call with Rebecca Ritz!

Is your website ready for an upgrade?

Technology is changing so fast that websites get outdated in 2-5 years. And the Bauerhaus website? It turned 5 years old!

Our old website was mobile responsive, which means it still looked fine on smart phones and iPads. But technology changes fast and as we often tell our clients, keeping current with the latest web trends is essential in getting new business.

We know in the consideration phase, prospects are often comparing your website to your 5 closest competitors. How does your site stack up?

Bauerhaus updates

Besides beautiful design, we also updated these features:

  • Transfer of 243 blog posts on branding and marketing
  • Newly custom designed WordPress theme
  • Latest best practices in coding a child theme
  • New Bauerhaus Design logo
  • Streamlined  navigation
  • Call to Action to sign up for the Free Sell More Wine email series.
  • Our portfolio better shows off the range of marketing, design and website development projects we currently do.
  • Case studies that show off  what it’s like to work with Bauerhaus. Check out the case study on Bingham Family Vineyards and KC Wineworks.
  • Better highlight owner Rebecca Ritz’s speaking experience.

Website, packaging, and collateral for food companyHow do you know if your site is ready for an upgrade?

Here are the top five questions to ask:

  • Is your website responsive? Does the website easy move between desktop, ipad and mobile?
  • Does it have clear call to actions? Each website we create we focus on your customer’s journey and what information we can provide them to help. Make sure you are directing visitors to a lead magnet, fill out a form, or to buy.
  • Does your current site appeal to your ideal customer? Or are you trying to appeal to everyone? Be as specific as possible with your design, photos, and messaging.
  • Does it use current technology? Research shows humans often make assumptions. For instance, poor web design = cheap company.
  • Does it tell your brand story? Remember a website is often your first impression with customers, so you want it to immediately tell the story of your brand and how you are different.

If you’re not sure about the state of your website, let’s talk about it! Your site is the face of your business, and it makes a big impression on your customers and potential customers.

Consideration: The make-or-break-it stage of a customer journey

Consideration Stage Customer Journey
Last month, we introduced the customer journey: the way your customers interact with your brand from start to finish.

The customer journey is everything your customer experiences from the moment they discover you to the day they become your biggest fan.

After the essential first stage, Awareness, potential customers enter Phase 2: Consideration.

(If you missed the previous post, click here to learn how to bring potential customers into the Awareness stage.)

Consideration is the experience your potential customers have as they think about whether they want to buy your product. Walking your potential customers through this stage is key to making sales and building lasting relationships with your customers.

Consideration Stage Customer Journey

Your primary tool for being successful in this stage is your website.

The goal is to have a website that converts visitors into paying customers.

Consider your customer’s perspective. As they visit your site, they’re consciously or subconsciously comparing it to your competitors’ sites. They’re considering the pros and cons of each winery, interpreting what you have to offer as it relates to their life and their preferences.

Here’s how to create a website that converts:

1. Look at the 5 closest wineries to your location and compare.

If you were a consumer trying to decide which winery to visit, what would draw you in? Chances are, you’d be considering factors like these:

  • Location
  • Experience: What’s it like to visit your winery?
  • Wine varietals
  • Price

Consider what your potential customers are looking for, and make sure that comes across on your website.

2. Have a clear brand differentiation on your homepage.

Does the uniqueness of your brand – your winery and your wine – come across right away? Is it obvious what makes you special?

3. Capture emails.

Every website we create has a single focus = conversions. Think about this: what good does it do to drive Google or Facebook ads to your website if you don’t have a way to capture a potential’s information?

We know consumers are overwhelmed with how many images they see online and offline each day. On average it takes 7 or more touchpoints for a consumer to buy. By getting someone’s email address you are able to continue the conversation with your potential consumer.

How can you capture emails?

Present a special offer as a way to entice visitors to join your email list. When visitors subscribe to your list, you open up the opportunity for a lasting relationship. The offer can be a coupon for a free tasting, a discount on food or product in your gift shop, or a downloadable wine pairing freebie.

Once you have a clear, engaging message on your website, apply it to your social media pages. All your digital marketing elements should feel consistent, because they all work together to convey your message about your brand.

As potential customers enter the Consideration stage, they’re looking for clues about whether or not your brand will solve their problem, delight them, make them feel a certain way or accomplish a goal.

When you know what your potential customers are looking for, and you’re clear about what you have to offer and why it’s unique, your value becomes clear to your customers.

When you make it easy for potential customers to enjoy the Consideration stage, you set a foundation for lasting customer relationships.

Next up: How not to lose your potential customer at the last minute in the Decision stage.

Which social media platform do luxury consumers prefer?

Marketing for Luxury brands

Marketing for Luxury brands

Digimind, the global leader in social listening and market intelligence, released a report at the end of 2018, stating “Branded content on Instagram consistently earned the most engagement across social media. 40% of luxury purchases are influenced by what consumers see online, and their interactions with a brand.”

93% of consumer engagement with luxury brands happens on Instagram.

Why Instagram?

Today’s luxury consumers are getting younger and younger and guess which platform Millennials prefer? Instagram.

In the “Future of Luxury: A Look into Tomorrow to Understand Today,” they stated “Generations Y and Z accounted for 47% of luxury consumers and 33% of luxury purchases in 2018. However, they contributed virtually all of the market’s growth, compared with 85% in 2017.”

How can your luxury brand compete?

  • Focus on younger consumers
  • Design a customer journey to better discover opportunities on how they want to be engaged with.
  • Be a leader in digital media
  • Tell your unique brand story

Everything’s Coming Up Rosé

In 2018 Bauerhaus worked with the Illinois and Grape Growers Vintners Alliance (IGGVA) Board on several projects.

Bauerhaus created a comprehensive marketing plan for the IGGVA, plus provided a promotional plan for a new program, called the Illinois Rosé project.

Through a state-wide qualification process, wineries can submit their Rosé to become an official Illinois Rosé. They hired Bauerhaus for naming, logo design, brand standards guide, and bottle necker design.

The final name “Everything’s coming up Rosé in Illinois” was chosen by the board. We then created and presented 3 logo designs. The final logo is modern, fun, and chosen for its appeal to the Millennial Rosé wine drinkers.

Custom Google Map Creation

How can you best show all wineries in your state?

Create a custom Google map that is mobile friendly and can be used from any desktop or phone.

Illinois wine (Illinois Grape Growers & Vintners Alliance) hired Bauerhaus to build a custom Google map to make it easier for people to find Illinois Wineries. Check out the live Illinois Winery Locator map here.

Custom features included:

  • Auto-location
  • Location by zip code or city
  • State outlined in purple
  • Designed VIP locator pins for member wineries
  • Ability to show member wineries first over non-member wineries
  • Various radius options: 10 – 400 miles
  • Sidebar call out for member wineries

Once you enter your location the map zooms in to the area in the mile radius you specify:

 

Next, if you click on a map marker or a winery in the sidebar, a box shows up with winery information and a “get directions” link.

 

KC Wineworks Can Packaging Design

In 2018, KC Wineworks approached Bauerhaus about designing a canned wine to appeal to their Female Millennial and Generation X target market.

The marketing director, Lindsay, and I started the conversation by talking about the importance of the can color. It needed to photograph well on Instagram, no matter the background.

We also wanted the name to be a hashtag that was new, so consumers could easily tag photos on Instagram and KC Wineworks could re-post the photos on their social media accounts. Hashtags are free advertising for any brand and incorporating the hashtag on the can increased their social reach.

Results? They launched with 3,000 cans on August 3rd and by September 20 they had sold 2,700 cans. Plus, fans tagged their photos with #showmesangria on Instagram.

James, the winemaker, also says that this is their “gateway wine.” Meaning people say they don’t like wine, drink this, and then want to try the rest of their other wines.

Want to see their wine in bottles?

To see their full product line, plus read about the Midwest owners, check out the case study KC Wineworks: Collaborating to create a family wine brand. 

Fukutaro: Launching a food brand in the U.S.

Food brand website design and development

Fukutaro entered the U.S. market in 2019 at the Saratoga Wine and Food Festival. To launch the brand, Bauerhaus created a website, Facebook page and provided content marketing. Plus, we currently provide monthly social media posting.

Established in 1909, Yamaguchi Aburaya Fukutaro began as a cooking oil merchant and grew into a general food manufacturer and wholesaler that specializes in spicy cod roe and other mentaiko-related foods.

Located in Fukuoka, a Japanese prefecture known for its culinary delights, they proudly produce over 1,000 food items including oil, sesame oil, rice, frozen food, and condiments. Their extensive range of delicious products is perfect for both home and professional use.

Fukutaro is planning on launching in New York City in the Fall of 2019.

Smoked Iguana BBQ packaging design

food label design for barbeque sauce

Smoked Iguana is a small batch Barbeque sauce company located in Trenton, Missouri. We worked with this food brand on logo, illustration, and packaging design.

They have two sauces out right now, Original BBQ Sauce, and Mango Habanero.

To achieve the metallic shine, we worked together with their printer, Curtis 1000. The labels were printed on Metallized Film using 4 color process (Cyan, Magenta, Yellow, & Black),  plus white ink.

Follow their brand on the Smoked Iguana Facebook page. They also sell it at Hy Vee stores in Liberty, Trenton, Chillicothe, Unionville, and Chariton, IA.  You can also order online from Hawgeyes Bbq.