Understanding the Importance of Targeting

Picking a target market is essential for any business, but it’s especially crucial for wine brands. With so many wine options available, consumers are looking for brands that speak directly to them and their preferences. By identifying and targeting a specific market, you can create a brand identity that resonates with your audience and sets you apart from the competition. This can lead to increased brand loyalty, higher sales, and a stronger overall presence in the industry.

What if you knew your customer?

Imagine knowing what social media to post and what type of email your customer wants. Do they want to see daily Instagram stories or do they just want a monthly email newsletter? Take out the marketing confusion and define your target market and create a plan for where your customers already are.

All wine drinkers are not your target market

Many wine startups that we work with start the journey by thinking “We have wines for ALL types of wine drinkers.” That is one of the most common misconceptions of people new to wine marketing make. If you go down the path of marketing to everyone, you will fail at advertising and become frustrated that you don’t have higher sales. The reality is that no wine will be loved by everyone and at any age.

Just like not everyone loves Tesla’s or Toyota’s, not everyone is going to love your brand.

The good news is that there is a group of people that will love your wine, tell their friends and be a loyal customer for life.

To ensure that you are selling to the right people, you need to define your target market clearly. This doesn’t mean that you are excluding others from buying your wine, but rather, you are focusing your efforts on a group that represents your ideal customer.

You can have a primary and secondary target market, but it’s crucial to define them well. By doing so, you can tailor your marketing efforts and product offerings to better meet the needs and preferences of your target audience.

Your target market is the center of your wine brand

When we build the Bauerhaus Brand Map for our clients and define different wine brand target markets we look at multiple data points and define demographics, psychographics, brand position, and how customer go through a sales cycle. From finding out about the brand, to considering, to making a visit or purchase, and finally becoming a loyal customer.

Still not convinced? Knowing who your target market helps you know:

  • Where to advertise
  • What social media to use
  • What type of design your labels should have
  • What type of voice your brand will use
  • What type of communication your customer prefers
  • What type of website experience they want and will use
  • And most importantly, what motivates them to BUY

With so many wine brands on the market, it can be challenging to stand out and attract customers. By identifying and targeting a specific target market, you can tailor your marketing efforts and product offerings to meet the unique needs and preferences of your target audience, ultimately increasing your chances of success in the competitive wine industry.

Need help finding your target market?

Don’t let your wine brand get lost in the sea of competition. We help brands like yours by diving into their existing data and creating a persona around existing customers. We also help wine startups define their target market based on their business model, location, and price point.

Contact Owner Rebecca Ritz for a free discovery call today.