marketing your winery experience...case study #2: the olympic doughnut jia jiang walked into a...

Marketing Your Winery Experience

WORKBOOK


3 Created for the Wine Marketing Association of Ontario by The Belding Group of Companies Inc.

Why Do People Go To A Winery?



What Are Customer Touchpoints?

A Customer Touchpoint is any aspect of your winery that impacts or influences

a customer. Touchpoints can be direct, e.g. face-to-face customer service, a

wine club mailing or a wine tasting; or indirect in the form of advertising or

word-of-mouth.

Direct Touchpoints

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What Are Customer Touchpoints?

Indirect Touchpoints

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What Is Your Winery Story?

The strongest memories that people have are those that are tied to emotions.

We remember moments that are joyous or sad. We remember things that have

impacted us in some significant way.

People purchase wine, and visit wineries for a variety of reasons – and the vast

majority of those reasons involve a strong emotional component. Wine is

something that involves friends. It is tied to events. It transforms eating into

dining.

The stronger the emotional tie you can create with your wines and your winery,

the more memorable and special they become. It begins with the unique story

of your winery, your wines and the Ontario wine regions.

The Principles of a Good Story

Unique

Relevant

Memorable

Brief



What Is Your Winery Story?



The Power of Focus

What Is Your Winery’s Value Proposition?

WINE EMOTIONAL CONNECTION

Don’t forget about the uniqueness of your Ontario Wine Region!



Supporting the Story & Value Proposition

On the Sales Floor

At the Tasting Bar



Supporting the Story & Value Proposition

With the Wine Club

In Social Media



Creating “Viral Moments”

Positive word-of-mouth is critical to the success of a winery, whether it is

personal conversations or through social media. We define “Viral Moments” as

those experiences which are top-of-mind for guests. They are memorable

experiences that guests will share without prompting.

The Two Ingredients of

Organic Viral Moments

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Case Study #1: A Giraffe At The Ritz

My wife and two children spent a few days at the Ritz-Carlton on

Amelia Island (Florida) while I was in California on business -- sadly

unable to make the trip with them. Upon returning, we discovered that

our son's beloved stuffed giraffe, named Joshie, had gone missing. As

most parents know, children can become very attached to special

blankets, teddy bears and the like. My son is extremely fond of his

Joshie, and was absolutely distraught when faced with the idea of

going to sleep without his favorite pal. While trying to put him to bed the

first night home, I decided to tell a little white lie.

"Joshie is fine," I said. "He's just taking an extra long vacation at the

resort." My son seemed to buy it, and was finally able to fall asleep,

Joshie-less for the first time in a long while.

That very night, the Ritz-Carlton called to tell us they had Joshie.

Thankfully, he had been found, no worse for wear, in the laundry and

was handed over to the hotel's Loss Prevention Team. I came clean to

the staff about the story I told my son and asked if they would mind

taking a picture of Joshie on a lounge chair by the pool to substantiate

my fabricated story. The Loss Prevention Team said they'd do it, and I

hung up the phone very relieved.

A couple days went by, and we received a package from the hotel. It

was my son's Joshie, along with some Ritz-Carlton-branded "goodies" (a

frisbee, football, etc.). Also included in the package was a binder that

meticulously documented his extended stay at the Ritz.

My son's Joshie was even issued a Ritz-Carlton ID badge, made an

honorary member of the Loss Prevention Team, and was allowed to

help by taking a shift in front of the security monitors.

Needless to say, my wife and I were completely wowed by the Ritz-Carlton Loss Prevention

Team.



Case Study #2: The Olympic Doughnut

Jia Jiang walked into a Krispy Kreme in Austin, Texas with a ridiculous request, fully expecting

to get a “no.” He was surprised at what happened.

Case Study #3: Verizon Bills Dead People

After Cynthia Lacy's father died on December of 2009, she contacted Verizon to cancel his

account. The cell phone company refused to cancel the account without his PIN number.

The company continued to charge her until March of 2010, even after she sent Verizon her

father's death certificate.

"Well, there's nothing else I can do for you," a representative told her before laughing and

hanging up the phone. It wasn't until Lacy contacted the Consumer's Edge column of the St.

Petersburg Times, that Verizon took action and decided to refund her for the months she was

charged.



Case Study #4: McDonalds Mystery Shake

In August 2013, Jon Hansen, Jennifer Cameron

and their three children visited a McDonalds

drive-through in Buckingham Quebec

(Canada). The man ordered in English, which

apparently annoyed a rabidly Francophone

employee so much that he put something in

one of the milkshakes - something that their 5-

year-old son began to drink.

To make a long story short, the couple brought

a complaint to McDonald's Toronto Head Office, who subsequently had a sample of the

milkshake tested. The test came back showing it had been tainted with what they would

only call " a store-related compound." Jon and Jennifer want to know exactly what this

"store-related compound" was, and McDonalds is refusing to tell them.

The Buy-Off Didn't Work

Instead, McDonalds has been trying to buy them off. First with $1,000, then with $3,000, then

with $50,000.

The problem is that the Hansens haven't been asking for money. They've been asking for the

truth. But McDonalds - assumedly on the advice of their lawyers - have decided telling the

truth isn't on the menu. And now that the Hansens haven't been swayed by the cash,

McDonalds is trying desperately to spin the story. In their statement to the press they've said

things like, '63 other shakes were sold that day without complaints,’ and "These results were

shared with the family last August and we have tried unsuccessfully since then to work with

the family to reach an equitable resolution."

The strategy is an oldie, and one that used to be a goodie - making it sound as though the

customer is being unreasonable.



Case Study Questions

1. What Do The Negative Experiences Have In Common?

2. What Do The Positive Experiences Have In Common?

3. What Was The Impact in Each Experience?



Your Silent Salesperson

The Goals of Visual Display & Merchandising

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Merchandising Rules

Okay, so these aren’t really “Rules.” That’s because rules, particularly in any

creative endeavour, are often meant to be broken. But these are some good

guidelines:

Less Can Be More

Keep your displays simple, focused and

uncluttered. Backgrounds and props should

have simple, plain colours and textures that

don’t detract from the focus of the display.

The Pyramid Principle

Pyramids are terrific display techniques, as they

emphasize the focal point at the top.

Odd Numbers

An asymmetrical arrangement is slightly off

balance and keeps the eye moving around. That provides a built-in visual

dynamic.

Groupings

Group similar products together to encourage add-on sales and enhance

primary sales. For example, have wine stoppers, corkscrews, decanters or wine

glasses near the bottles.



Merchandising Rules

Change is Good

Rotate your displays regularly. Once a month

is optimum. Remember to change seasonal

displays as soon as the season is finished!

Create Clear Focal Points

Identify what you are trying to accomplish with

each display, and use that to create the focal

point. Everything in the display needs to

support that focal point.

Tell A Story

Try and capture the emotional component of

wine through words or pictures. Reinforce the

things that make your winery special.

Create A Silent Salesperson

When your winery is busy, you need something that will keep your guests

engaged and encourage them to make purchases. At each display, have

things to read. Recipes, stories, or descriptions of the wine can capture the

imagination of your guests. What kinds of foods does it go with? On what

occasions would you serve it? What is the story of the grape? How is this wine

different than one that can be purchased at the LCBO?



Track Your Results

When you track your sales, you can begin to see

buying trends and patterns. You will learn what

type of displays have the greatest impact,

where the hot and cold spots of your winery are,

and what messages are resonating with your

guests

What You Can Track

1. Sales By Zone

2. Sales By Display

3. Units Per Transaction

4. Attach Rate

5. Sales Per Tasting


This workshop is eligible for credits toward

Wine Country Ontario’s Best-In-Class Guest Experience Certification

For more information, visit http://winecountry.beldinggroup.com/certification.htm

http://winecountry.beldinggroup.com/certification.htm

marketing your winery experience...case study #2: the olympic doughnut jia jiang walked into a...

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