1st INQUIRY: June 17 LAUNCH: July 15 # OF WINES:
VINETTE DELIVERABLES: Defined challenges and objectives. Analyzed and revised content to meet objectives by adding personality, providing value, and focusing on key concepts. Provided QR Codes and mobile pages to make each wine bottle a dynamic communication tool: delivering valuable information to recipients, enabling sharing (on-line and off), and cross-selling other wines.
TRACKING SUCCESS: scans, traffic, shares, referrals, and sales from recipients of custom-labeled wines.
WHAT BOB DELF (NORTHWEST CELLARS CEO AND WINE GEEK) HAD TO SAY:
When he got our suggested edits to his content: “Wow, you’re good at this Really good work here.”
When he got our suggested posts for Facebook and Twitter: “Seriously you are really good at this These are GREAT!”
Northwest Cellars believes that a custom-labeled bottle of wine makes a memorable gift and leaves a special mark on a milestone occasion–but the wine in the bottle should be good! In 2002, proprietor Bob Delf, then CEO at a northwest software company, received a custom-labeled bottle of wine as a gift. It was disgusting!! He decided he could do better and since 2004, he has been working with consulting winemakers Robert Smasne and Dave Moore to produce award-winning Washington wines that are available with their own Northwest artist label or with a personalized label.
WHAT THEY NEEDED:
Bob, who has a website (even mobile!) came to Vinette because he thought a QR Code on his bottles could help overcome some of the challenges he was facing. After sitting down to discuss, these were the objectives we defined for our marketing efforts:
Get recipients to drink the wine and change their perception that wine in a custom-labeled bottle might not be very good.
Become known for producing high-quality wine available with or without a custom-label.
Turn recipients of custom-labeled wines into customers and referrals.
Introduce recipients to other wines available from Northwest Cellars.
Communicate with recipients of each custom labeled bottle of wine without “selling”. Bob really wants to respect that each bottle is a gift.
HOW WE HELPED:
While our platform is built to make deploying QR Codes and mobile easy for wineries, simply having them doesn’t build referrals. Vinette is really a marketing company focused on using these tools, coupled with powerful content and guidance on marketing, to engage users and get them talking and sharing.
Bob entered his content into the Vinette marketing platform creating online marketing pages for his winery, himself, and ten of his current release wines. Then we sat down at his winery and talked about his goals, the wines, and dug a little deeper into the challenges he was facing. We outlined the five marketing objectives above. We then took all of that insight and analyzed the content through the lens of a recipient (see the difference in content). We crafted fresh, articulate content and developed a label for each bottle that invites recipients to learn something about the wine that will help them increase their enjoyment.
Once recipients scan to learn about the wine, they can also learn about the winery, Bob, and other wines available from Northwest Cellars. If they want to buy, or are interested in their own custom-label project, getting in touch is just one click! If they love the wine and want to share with their networks, that’s just one click too.
Since Vinette’s mission is to help food and beverage brands harness the power of referrals to tell their story and grow, our wine marketing platform makes it really easy to insert the best message that we want to travel the web when a fan shares our clients’ content. Thus, we made sure that the content that would be shared by a Facebook “Like” or Tweet on Twitter was set up to communicate the right things–especially the fact that the wines were award-winning and high-quality, and available for custom-labeling. Fans can still add their own message, but our platform makes sure there’s good info from the winery too. Give his Petite Verdot a “Like” or “Tweet” to see what we’re talking about!
How Bob found us: Offer flyer included in the Seattle Wine Awards award delivery mailing.
Mailing Sent: June 10, 2013