How to Increase Retail Sales With Wine Label Design

Transcription

1 How to Increase Retail Sales With Wine Label Design

2 Roadmap Part 1: Branding basics Part 2: How to translate your brand to your wine label design

3 Why care about branding?

4 1. People buy what they want Not what they need John Morgan, Brand Against the Machine

5 1. People buy what they want 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.

6 2. Economic Asset Coca-Cola s brand name = $67 Million 54% of stock market value

7 2. Economic Asset $160 million sale No vineyards No winery Name only

8 3. Perceived Value 1964 Beer study Asked favorite beer Blind taste test Shown labels

9 3. Perceived Value Coke vs. Pepsi Prefer Pepsi taste But when see Coca-Cola label the frontal area of brain went crazy Decision making & memory area of brain

10 3. Perceived Value

11 3. Perceived Value

12 3. Perceived Value

13 4. Makes buying quicker Like me. Know me. Trust me. Buy from me.

14 5. Makes your life easier Where to advertise Who to advertise to Type of content Type of design style

15 What is branding?

16 A Brand is A Logo Design elements & photos Tone of voice Colors A personality A story How you greet a customer

17 A Brand is Not what you say it is, it s what THEY say it is.

18 A Brand is The one way you want people to feel about your business

19 What makes your brand Remarkable is doing something unique that people care about. - Brand Against the Machine

20 A brand is = Adjective Jeep=

21 A brand is = Adjective Volvo=

22 Marketing vs. Branding Marketing = you are trying to make a sale through different media outlets. Branding = positioning your company as the expert and people come to you.

23 How to create your brand A. Define your target audience B. Define your business strategy C. Define your wine strategy D. Define your Core Position/USP E. Tell your brand story

24 A. Define your target audience. Why? Makes getting found online easier Makes it easy for you know where to advertise Helps define your message Example: The Squeeze Inn

25 But I don t want to pigeonhole our company and lose clients! I want everyone that drinks wine!

26 Examples of define brands North Face (just for hikers) Apple (just for creative types) Mark West (Pinot Noir)

27 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.

28 Worksheet: A. Define your target audience Age Male/Female Occupation Passions Hobbies

29 6 types of wine consumers 10,000 wine consumers Based on actual purchases from scanner 18 month period

30 1. Overwhelmed (23%) 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

31 2. Image seekers (20%) 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

32 3. Traditionalists (16%) Like wine from established wineries Prefer to entertain at home Wine makes occasion more formal Like to be offered a wide variety of well known national brands Won t try new wine brands

33 4. Savvy Shopper (16%) Enjoy shopping for wine Like to discover new varietal s on their own Have a few favorites to supplement new discoveries 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

34 5. Satisfied Sipper (14%) Don t know much about wine, just like to drink it Wine as an everyday beverage Buy the same brand every time Don t enjoy buying wine, so buy 1.5L bottles Buy 16% of wine in warehouse clubs Don t worry about wine and food pairing Don t dine out often, but when do order house wine

35 6. Wine Enthusiast (12%) 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 98% buy wine over $6 per bottle, which accounts for 56% of what they buy

36 How to create your brand A. Define your target audience B. Define your business strategy C. Define your wine strategy D. Define your Core Position/USP E. Tell your brand story

37 Purpose Why do you exist?

38 Vision/Goals What does a future magazine cover featuring your company say? 10 years from now, where do you want to be?

39 Your brand = adjective KISS: Keep it Super Simple Easy to remember See handout for ideas

40 Three strategic levels Price Innovation Differentiation

41 Price Caltech study showed that our brains physically register more pleasure when drinking wines that have a more expensive price tag even if the price has been artificially or arbitrarily boosted. High price is seen as Proof of value

42 Innovation New Technology

43 Differentiation Our brains are hardwired to notice what is different, not what is the same. - The Brand Gap

44 Why do our brains work this way? Survival tool when we were hunter/gather Something is different? There could be danger. Everything is the same? These berries are safe to eat.

45 How to create your brand A. Define your target audience B. Define your business strategy C. Define your wine strategy D. Define your Core Position/USP E. Tell your brand story

46 C. Define your wine strategy 1. Wine Type

47 C. Define your wine strategy 2. Personality (Owner or winemaker)

48 C. Define your wine strategy 3. The Place (Scene, Building or AVA)

49 How to create your brand A. Define your target audience B. Define your business strategy C. Define your wine strategy D. Define your Core Position/USP E. Tell your brand story

50 D. Define your core position/usp Why should a customer pick your company over your competitors?

51 D. Define your core position/usp Only (your winery) delivers (unique differentiating benefit) to (target audience).

52 Example: Domino s Domino s: You get fresh, hot pizza delivered to your door in 30 minutes or less or it s free.

53 Example: Uproot Millennials Change Makers Uproot traditional wine industry

54 Example: Southwest Free Bags

55 Example: Arrogant Bastard Ale Started in 1996 Now worth $100 million This is an aggressive beer. You probably won't like it. Fizzy yellow beer is for wussies.

56 How to create your brand A. Define your target audience B. Define your business strategy C. Define your wine strategy D. Define your Core Position/USP E. Tell your brand story

57 E. Tell your brand story For thousands of years, we were storytellers. This is why we like Star Wars, Harry Potter, Outlander, etc

58 Why create a brand story? People buy from people It s easier to remember a story The story can be told without you present

59 Every brand has a story Whether it's the founder's story or the brand's reason for being. Tell this story on your wine label (and all your marketing material) Example: Spitfire Sauvignon Blanc

60 Part 2: Branding wine labels Our senses take in about 11 million bits of information every second, but we are only consciously aware of about 40 bits of that information. Unconscious Branding Our brain takes shortcuts and assumptions, like: Poor label design = poor wine quality Professional label design = high wine quality

61 Three price points Low High In between: label design matters the most

62 Branding wine labels Your wine label This is your biggest and best advertising tool! Consumers shop with their eyes first Given as gifts, served at dinners

63 Branding wine labels A carefully crafted label can make us think the wine is more expensive Plus, boost our enjoyment of the wine itself

64 Branding wine labels Who is your target audience? What is your strategy?

65 Branding wine labels

66 Logo Design What does your logo say about you? Custom typography = custom wine Custom illustration = custom wine

67 Colors Who is your target audience? What is your strategy?

68 Typography Pick a font you can easily read Pick a font that represents your brand

69 Typography Hand drawn Script Serif Sans Serif

70 High-end Labels Cream or white backgrounds with a simple logo Pop of gold or metal ink embossing or foil

71 Details The more details in paper choice, foil, embossing, etc translate to more perceived value Help tell story

72 Lower Priced Labels Brighter colors More whimsical or humorous

73 Images Images can increase or decrease your perceived value Make it memorable

74 Texture Texture can add value Think of adjectives that describe your wine Translates the feeling of the wine & your brand

75 Texture Priced at $1, per bottle, Bin 170 is the most expensive bottled wine ever released by Penfolds.

76 Branding wine labels Stay consistent Stay consistent Stay consistent

77 Branding wine labels Use the same logo, photos, font, colors, design, story and tone of voice Match your print collateral, website & social media

78 Hierarchy: How we shop From a distance At arm s length At home

79 Consumers look for Variety Price Region Occasion

80 Call to Action Back of wine labels Web address Phone number

81 Market research At retail stores: Take photos of the wines that are around your wines. Observe how people shop in stores or at nearby wineries Talk to wine shop & other winery owners

82 TTB Leave plenty of lead time for TTB to approve Follow the most recent instructions at

83 First impression Remember your wine label can be the first contact consumers have with your winery What does your label say about your winery?

84 Summary A. Define your target audience B. Define your business strategy C. Define your wine strategy D. Define your Core Position/USP E. Tell your brand story on your label

85 Will design for wine Brand Strategy Graphic Design Logo Design Marketing Website Design Social Media

86 Connect: Follow me on

87 Sell More Wine FREE 7 week wine marketing course on branding, marketing, social media, online ads, and much more! Sign up at