case study: how 6 brands target 6 different wine … 1 case study: how 6 brands target 6 different...
TRANSCRIPT
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Case Study: How 6 brands
target 6 different wine
consumers
Roadmap
• Part 1: What is branding?
• Part 2: How 6 brands target 6 different
wine consumers
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Why care about branding?
1. People buy what they want,
not what they need.
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1. Scientifically proven
• Neuroscientists have proven that the more
rational a message, the less likely it is to
trigger buying behavior.
• Right brain perceives something it wants
emotionally first, then the left brain uses
logic to justify getting it.
2. Economic Asset
• Coca-Cola’s brand
name = $67 Billion
• 54% of stock market
value
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2. Economic Asset
• $160 million sale
• No vineyards
• No winery
3. Perceived Value
• According to the 2014 Gallo Consumer Wine
Trends Survey, nearly 2/3 of wine drinkers
selected a wine for its label – with emphasis on
“younger consumers” (AKA Millennials).
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3. Perceived Value
• Scientific research tells us that 90 percent of the information transmitted to the brain is visual and that human beings process images 60,000 times faster than text.
3. Perceived Value
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3. Perceived Value
3. Perceived Value
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4. Makes buying quicker
• “Like me. Know me. Trust me.
Buy from me.”
5. Makes your life easier
• Where to advertise
• Who to advertise to
• Type of content
• Type of design style
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What is branding?
A Brand is
• A Logo
• Design elements & photos
• Tone of voice
• Colors
• A personality
• A story
• How you greet a customer
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A Brand is
• The one way you want people to feel
about your business
Branding
• Branding = positioning your company as
the expert and people come to you.
• Marketing = you are trying to make a
sale through different media outlets.
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How to create a wine brand
A. Define your target audience
B. Define your strategy
C. Differentiate your brand
Define your target audience.
Why? • Makes getting found online easier
• Makes it easy to know where to advertise
• Helps define your message
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Why defined brands work
• Our brains are wired to put things into
categories and the further you describe your
niche, the easier people will recall what you do
in seconds.
Texas Tech Study
• 1991-2006: 15 year study
• “Unmistakable trend: the better the recognition
rating a wine brand received, the more likely it
was to survive. No such link existed between
quality evaluations and a brand’s success.”
*Texas Wine Marketing Research Institute and Rawls College of
Business at Texas Tech University
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6 types of wine consumers
• Project Genome
• 10,000 wine consumers
• Based on actual purchases from scanner
• 18 month period
• Updated in 2014
6 types of wine consumers
• Overwhelmed
• Image Seeker
• Enthusiast
• Price Driven
• Everyday Loyal
• Engaged Newcomer
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1. Overwhelmed (19%)
• By number of choices
• Like to drink wine, but don’t know what to buy
• May select by wine label design
• Want easy to understand info in retail
• Open to advice, but frustrated if no one is in the wine section to help
• If confused, won’t buy anything
2. Image seekers (18%)
• Status symbol
• Are just discovering wine
• Have basic wine knowledge
• Like to be the first to try new wine
• Open to innovative packaging
• Prefer Merlot
• Check restaurant wine lists online and research scores
• Millennials and Males
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3. Enthusiast (10%)
• Entertain at home with friends
• Consider themselves knowledgeable about wine
• Like to browse wine sections at stores
• Live in cosmopolitan centers, affluent suburban spreads or country setting
• Influenced by wine ratings and scores
• 47% buy wine in 1.5L as “everyday wine” to supplement their “weekend wine”
4. Everyday Loyal (20%)
• Like wine from established wineries
• Prefer to entertain at home
• Wine makes occasion more formal
• When I find a brand I like, I stick with it
• Wine is part of my regular routine
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5. Price Driven (21%) • I believe you can buy good wine without spending a lot
• Price is top consideration
• Shop in a variety of stores to find the best deals
• Use coupons & know what’s on sale ahead of time
• Typically buy a glass of the house wine when dining out, due to the value
6. Engaged Newcomers (14%)
• Don’t know much about wine, just like to drink it
• Young = Millennials
• Wine is part of socializing
• Interested in learning more about wine
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Part 2: Case study of 6 brands
1. Mark West
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Mark West
• Wine consumer: Everyday Loyal
• Targeting: Young males
• Cost: $9.95
• No winery location
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Mark West: label
Mark West: label
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• Visit the Mark West Movember video here:
https://vimeo.com/129551574
Movember promotion
• Partnership for a good health cause
• Facebook ads
• Men’s Health Magazine: print & online ads
• In store demo’s
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Mark West: brand launch
• Mark West Black Pinot Noir
• Price: $14.99
• Visit the Mark West Black video here:
https://youtu.be/S6vYegR6K-g
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Mark West: brand launch
• Consistent brand
– Label
– Fonts
– Differentiation
– Messaging
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2. Uproot
• Millennials
• “Change Makers”
• Uproot traditional
wine industry
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Uproot
• Wine consumer: Engaged Newcomers &
Overwhelmed
• Differentiation:
Wine makers. Change makers. Trouble Makers.
• Sold online + stores + events
• Visit the Uproot video here:
https://www.drinkuproot.com/pages/about-us#top
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Video recap
• Consistent brand
– Label
– Brand story
– Messaging
Uproot: label
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3. XoG
Xo,G
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Xo,G
Xo,G
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Xo,G
Xo,G demographic
• Wine consumer: Price Driven
• Target Market: Mom’s
• Differentiation: packaging & target market
• Cost: $9.97
• Sold at Walmart nationwide and online
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Xo,G
• 4 wine varietals:
– South of France Rosé
– Italian Pinot Grigio
– French Pinot Noir
– California Moscato
Xo,G packaging
• Very trendy design that looks
like a personal gift from Rancic
to her fans
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Xo,G: display
Xo,G: social media
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Xo,G: social media
Xo,G: social media
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4. KC Wineworks
• Startup winery: Opening in 2016
• Wine consumer: Enthusiast and Image Seekers
• Owners = Baby Boomers + Millennials
• Target market: Primary target 35-55 year-olds, with focus
on women with household income of $70k+
KC Wineworks
• Located in the Crossroads arts district in downtown Kansas
City
• Huffington Post: Top 10 city for Creatives
• Price range of wine: $15-$35
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5. Chateau de Leelanau
• Wine consumer: Overwhelmed and Engaged Newcomer
• Price: $11-27
• The Gregory family has been in the business of fruit in
Leelanau County for 4 generations.
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Chateau de Leelanau
• Family has many vintage barns. In this logo, the ‘chateau’
becomes the barn, the grain silo, a wine bottle.
• Each vintage in the label series features a different ‘chateau’
from their many farm plots.
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6. Jordan Winery
Jordan Winery
• Founded in 1972, Jordan Vineyard & Winery was
inspired by the great wine estates of France and the
timeless connection between food, wine and
hospitality.
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Jordan Winery
• Second-generation vintner John Jordan and his
extended family of artisans are passionate about
crafting elegant wines, creating delicious food
pairings and sharing culinary experiences with their
fans.
Jordan Winery demographic
• Wine consumer: Enthusiast
• Wine Enthusiast American Winery of the Year
(2014)
• Wine & Spirits U.S. Restaurant Poll #1 Wine
Brand (2015, 2007)
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Jordan Winery
• Luxury price points:
– 2013 Jordan Russian River Valley Chardonnay:
$30, 750mL
– 2011 Jordan Alexander Valley Cabernet Sauvignon:
$53, 750mL
– 2014 Jordan Estate Extra Virgin Olive Oil:
$29, 375mL
Jordan Winery: label
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Jordan Winery: label
Jordan Winery: label
• Originally inspired
by French estate
wines
• Message from
John Jordan
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Leader in digital storytelling
• www.facebook.com/jordanwinery
• www.twitter.com/jordanwinery
• www.youtube.com/jordanvineyard
• www.instagram.com/jordanwinery
• www.flickr.com/jordanwinery
• https://plus.google.com/+JordanVineyardWinery/
• http://blog.jordanwinery.com
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• Visit the Jordan Winery video Cab Wars: The
Force of Harvest Awakens (Jordan Winery Star
Wars spoof)
https://youtu.be/-FJxhFqnv_s
• Visit the Jordan Winery video Cab Wars: The
Fruit Strikes Back (Star Wars Parody Video by
Jordan Winery) at:
https://youtu.be/2w4fFn5EPms
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Video recap
• Consistent brand
– See winery property
– Sense of humor
– Consistent messaging
Jordan Winery: website
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Jordan Winery
• TripAdvisor Top 10 Winery Tours in America
• Tours by appointment only
– Library Tasting $30, 60 minutes
– Winery Tour & Library Tasting $40, 90 minutes
– Estate Tour & Tasting $120, 3 hours
• iPad in tasting room
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How do you stand out?
• Only (your winery) delivers (unique
differentiating benefit) to (target audience).
What appeals to your target
audience?
– Colors
– Fonts
– Wine label design
– Marketing
– Promotions
– Social Media
– Advertising
– Website Design
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#WillDesignForWine • Brand Strategy
• Logo Design
• Wine Label
Design
#WillDesignForWine • Website Design
• Custom Website
Development
• Ecommerce
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#WineMarketing
• Strategic Marketing plans
• Social Media
• Email newsletters
• Copywriting
Connect:
www.bauerhaus.com
314-398-5790
Twitter: @bauerhaus
Instagram: @Willdesign4wine
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Sell More Wine
• FREE 7 week wine
marketing course on
branding, marketing,
social media, online ads,
and much more!
Sign up at www.bauerhaus.com/sell-more-wine/