If you’re in the wine business, you know one thing: wine is meant to be discovered. It’s meant to be unearthed and uncovered, a mystery that has to be unraveled. In other words, it’s a story that needs to be revealed to the audience. As with any other product, the story is what draws people towards the brand, and makes them want to engage with the wine.
For ages, marketing and sales people have used storytelling as a tool to boost their results. Stories are able to appeal both to the logical and emotional cores, meaning they tend to be more memorable than other marketing tools. That said, good storytelling takes time and skill. And if you’re the owner of a winery, it’s entirely possible that you’re too close to the product to really understand what about it would appeal to others. Your story needs to be clear, memorable, and less reliant on clichés in order to clear the clutter of other wineries telling their own stories.
So how exactly do you tell an effective wine story that manages to capture the hearts of the audience?
Well, for the audience to relate to your brand, it’s crucial that the story contains nuggets they can identify with. Your story needs to be familiar and personal in order to be interesting enough for the audience to engage with it.
It takes work and thought to discover your story. It can be helpful to have a skilled external person to listen to you and help identify key traits. An outside view can often be instrumental in uncovering nuance and refining your story. Make sure to spend time and resources to identify and understand what makes your wine stand out from its competition, and why an audience should want to listen to your story over others.
One good place to start could be providing context on the history of your wine. If your business has been around for a few generations, it’s quite probable that you have a well of rich tales to draw from. It’s also great to add some drama – talk about conflicts and struggles you’ve had in your quest to get your wine out there. Above all, make sure to OWN your story. Don’t look to other brands’ stories as much as you look inwards, trying to figure out just what makes your wine so memorably unique.
Once you’ve identified the key elements of your story, you need to understand how to weave them into a compelling story. It’s a good idea to keep your story both simple and consistent. Not only does it make it easier to tell the story, but also to remember it. A simple story is also easier for employees, distribution partners, retail stores and brand advocates to repeat accurately. Strong thematic elements and easy recall should make for a well loved story that’s told over and over again not just by your employees, but also by your customers, wine critics and the media.
Remember, however, that no matter how well known your story, there will always be an audience member who’s hearing it for the first time. That’s why it’s important that your story be consistent and correct every time you tell it. Your language, tone and key points should remain consistent and regular across all platforms.
And with that, we come to platforms.
After you have a good story, you need to be able to spread it around. From in-person conversations to website content to social media and online channels, your story should be easy to adapt to different platforms that your audience tends to use. Keep in mind that not every storyline can fit on every platform. Identify the media your audience is most familiar with, and make sure to tailor your story to fit the needs of that platform. Additionally, make sure to use powerful images – they leave an impact and drive your audience to share the story of their own accord.
When it comes to wine, there are two platforms that are critical for storytellers to employ – hospitality facilities and tasting rooms. These properties provide you with ample opportunity to reinforce the story, and it’s paramount that your employees are able to help do this. These physical platforms allow wineries to get intimate with their customers, allowing people to experience your story in a much more memorable fashion.
As we said in the beginning, great wines, like great stories need to be discovered. In an era where companies must fight over diminishing attention spans, it’s important that you have the courage to find your own unique story and tell it true to yourself. With a memorable story, you can make your audience feel a connection to your wine, and respond to it.
So what’s the story of your wine?
Thanks for reading, Cheers!
Michael Tripari – Owner @TetradMarketing