Everyone loves a good story. That’s why the art of storytelling has the potential to supercharge your wine marketing strategies if used correctly. Telling your brand’s story in an open, honest or entertaining way allows you to connect with consumers on an emotional level and makes them want to learn more about you. Here are four tips that you can use to successfully apply storytelling to your marketing strategies.
1. Create a Brand Narrative
In order to convince consumers of the value of your products, you need to have a solid brand narrative. This should be a compelling story which describes who you are, how you started out, and what makes your brand unique. Your story doesn’t have to be very long, but it should offer a consistent message and tone that aligns with your brand values.
Once you’ve created this brand narrative you can then use it to influence and inspire everything from your business website and social media pages to offline ad campaigns. This will create a cohesive image for your business, helping consumers to understand exactly who you are and what you represent.
2. Add Visuals
As well as mastering telling your story using words, savvy wine marketers know that visual storytelling is crucial as well. Research has shown that if we hear something we will remember just 10% of what we heard three days later. However, if you heard the information and also saw a related image, you would recall an impressive 65% of the information.
One area where visuals are critical is social media. Instagram and Chinese apps like Weibo offer brands and wine producers the opportunity to tell their story to a potentially huge audience by simply uploading photos or videos.
3. Experiment with Video
Using video goes even further than using visuals since video allows you to say a lot in a very short amount of time. Recent research by Forrester Research has shown that just 1 minute of video is the equivalent of 1.8 million words. By using video to tell your brand story, you can find fun ways to reach consumers and you also have the possibility of going viral and having your content viewed by millions of people.
4. Every Wine has a Story
Wine and spirits lend themselves particularly well to storytelling since behind each bottle there is a narrative just waiting to be told. Consumers are keen to know the stories behind the products they buy, and wine offers a perfect opportunity for brands to enchant and intrigue with tales about the people who make the wine.
One famous example is the Casillero del Diablo brand which takes its name from the legend that the 19th century founder of the company, Don Melchor, noticed one day that some of his top wines were missing from his cellar. To scare away the thieves, he spread the rumour that his cellar was haunted by the Devil and so the intriguing name of the brand was born.
Stories like this are memorable and help consumers form an deeper and more meaningful attachment to your brand. Like the other tips mentioned above, telling the stories behind your wines allows you to communicate with consumers in very human terms which everyone can relate to. Implementing these strategies will help you to supercharge your wine marketing by forging a deeper connection with your consumers and giving them even more reasons to fall in love with your brand.