Who is your target wine consumer?
This is usually the first question I ask clients and many of them struggle to answer it.
Why is this important? Knowing your target wine consumer gives you a huge advantage in creating both a branding strategy and a marketing strategy. How is it an advantage? Let’s look at five reasons.
Easier to develop your brand
A brand is made up of many different pieces, including your logo, packaging, messaging, photography, design style guide, and content. When you’ve narrowed down your definition of your target wine consumer, you can create branded content that works with all of them.
Let’s take a look at how a demographic influences the packaging we design. In general, brands that target Baby Boomer’s that are Wine Enthusiast’s prefer and look for traditional wine label designs. Millennials are open to all types of non-traditional design and containers, including cans. You’ll want to make sure your design appeals to your target demographic.
Mark West Winery is one example of a brand that targets a specific wine consumer. They target Millennial males. Their photography, video, design, content, messaging and promotions all focus on grilling and tailgating. They also include recipes on their website for grilling different meats that pair well with Mark West wines.
Makes it easy to know where to advertise
If you know your geographic, demographic and/or psychographic target market, you won’t waste money on advertising they won’t see.
Instead, you will know exactly where to advertise. How? Media kits for traditional media (magazine, radio, and TV) list who buys, listens and watches their publications. Online ads, like Facebook, allow you to narrow down your audience reach to exactly who you’re aiming for.
Easier to be on the first page of Google Results
As an agency that also builds websites, we often have clients come to us wanting to be on the first page of Google results. There are two things you can do to get to that coveted spot. One, pay someone to do monthly SEO. Two, develop content on your website that appeals to your particular audience. For example, a Texas winery that focuses on Tempranillo wine and Baby Boomers could create content like “What food pairs well with a Texas Tempranillo” or “Top chocolate pairings with Texas Tempranillo.”
Shows you which social media channel to focus on
Wine startups often ask us what social media channel they should focus on. The answer: it depends on your target market. Instagram has a bigger Millennial following, while Facebook can be better at reaching Baby Boomers.
Saves you time
The most important reason? It saves you time. Every person I’ve ever met in the wine industry is pressed for time. If you know exactly who your target market is, you won’t waste time trying to deciding where and when to advertise.
Not sure who your target market is? Check out the six different wine consumers research. Or schedule a 30-minute discovery call with owner, Rebecca Ritz. At Bauerhaus, our recommended services are built around your sales goals and can include branding, packaging, custom website development, and digital marketing.