wine labels: how to sell from the shelf
TRANSCRIPT
Wine Labels:How to sell from the shelf.
There are 3,500+ brands of Australian wine on the market.
WHY SHOULD SOMEONE BUY YOURS?
THE PROBLEM:
EVERYONE IS SAYING THE SAME THING,BUT VERY LITTLE IS CUTTING THROUGH.
“Simply putting high-quality, affordable wine onto retail shelves does not guarantee sales.
Consumers must choose to take it off the shelves, and keep choosing it in the face of an increasing
number of enticing, well-marketed options.”
WINE AUSTRALIA: DIRECTIONS TO 2025
THE HARSH REALITY IS:
If you don't have something unique and compelling to say to the consumer
YOU’RE JUST ANOTHER COMMODITY.
CONSUMERS JUDGE A WINE BY ITS LABEL
Your wine label is your ‘silent salesman’
If you want to sell more wine, you need more than just a pretty label.
YOU NEED TO BUILD A BRAND WITH A RADICAL POINT OF DIFFERENCE
YOUR BRAND IS NOT YOUR LOGO OR YOUR WINE LABEL
BRAND = PERCEPTION
It’s what a person thinks about a product, service, or company.
PERCEPTION = REALITY
Your brand isn’t what you say it is. It’s what other people say it is.
WHAT IS RADICAL DIFFERENTIATION?
Owning a UNIQUE PERCEPTION in the mind of the consumer.
WHY IS THIS SO IMPORTANT?
Because our brains are hard-wired to notice things that are different.
WHAT ARE THE BENEFITS?
Why build a strong brand with a radical point of difference?
BENEFIT NO. 1
Strong brands have a natural ‘pull’
with consumers.
They require less ‘push’ in the form of
sales and marketing.
BENEFIT NO. 2
Strong brands are a store of trust.
They act as a shortcut to a purchase decision
and inspire loyalty.
BENEFIT NO. 3
Radically differentiated brands rescue
consumers from:
‘the tyranny of choice’.
YOUR WINE LABEL IS OFTEN THE FIRST TOUCH POINT THAT CONSUMERS
WILL INTERACT WITH.
It must send the right messages to the right target customers.
And this is how design can help.
DESIGN = PROBLEM SOLVING (NOT JUST PRETTY PICTURES)
A good design process involves four key stages:
1. Research 2. Strategy 3. Design 4. Production
STAGE 1: RESEARCH
A good doctor won’t prescribe treatment without first understanding the problem.
The same goes for a good designer.
THE PURPOSE OF THE RESEARCH STAGE IS TO:
Find out what consumers really think about your brand.
Identify any issues or challenges that your brand may be facing.
Uncover opportunities for radical differentiation.
Don't be afraid of MARKET RESEARCH
STAGE 2: STRATEGY
If you fail to plan, you’re planning to fail.
THE PURPOSE OF THE STRATEGY STAGE IS TO DEVELOP A PLAN
THAT WILL ENABLE YOU TO:
Solve any issues or challenges that were identified during the Research stage, and;
Communicate clear and compelling answers to four key questions:
Who are you? What do you do? How are you different? Why does it matter?
THERE ARE SOME COMMON PROBLEMS THAT WE SEE IN THE
WINE INDUSTRY...
COMMON PROBLEM
NO. 1
Target customer profiles that are way too broad.
e.g. “Anyone over 18”
COMMON PROBLEM
NO. 2
Brand portfolios that are cluttered
and confusing.
COMMON PROBLEM
NO. 3
Labels that fail to reflect the price point
or positioning strategy.
COMMON PROBLEM
NO. 4
Brands that lack a compelling
point of difference.
COMMON PROBLEM
NO.5
Brands that lack personality
or worse...
Brands that suffer from ‘split personality’
SKIP STAGES 1 AND 2 (RESEARCH AND STRATEGY)
AT YOUR OWN RISK
STAGE 3: CREATIVE
The creative execution is where the rubber meets the road.
THE PURPOSE OF THE CREATIVE STAGE IS TO EXECUTE
THE APPROVED STRATEGY BY:
Implementing solutions to identified problems.
‘Dressing’ your brand in appropriate clothing, and;
Communicating the right messages to the right target customers.
SEMIOTICS:
The study of signs and symbols, and how they are used to create meaning.
Every little detail has the potential to influence perception.
STAGE 4: PRODUCTION
Bringing the strategy and creative to life.
THE PURPOSE OF THE PRODUCTION STAGE IS TO:
Achieve the OPTIMUM balance between brand communication and cost.
PROJECT EXAMPLE 1
Chalice Bridge Estate
BEFORE
AFTER
PROJECT EXAMPLE 2
Torrent Wines
BEFORE
AFTER
PROJECT EXAMPLE 3
Miles From Nowhere
BEFORE
AFTER
PROJECT EXAMPLE 4
The Roller Derby Collection
FINAL PARTING WORDS:
Your wine labels are just as important as the quality of your wine. If not more so.
We recommend investing equally in both, or you risk being left behind.
LET US HELP YOU SELL MORE
WINE FROM THE SHELF
w studiolostandfound.com e [email protected]
t +61 (8) 9388 1827