There are a lot of people who are into wine for reasons beyond just what they taste in the glass. Your marketing should appeal to those “extra-curricular” interests.[level-members]
If you have serious wine geeks or serious science geeks amongst your shop’s regular clientele – or your shop is located next door to the entrance to a rocket science lab … – this may be of interest.
Actually, it may be of interest even without brain surgeons and other geniuses among your client roster, and not just because “metabolomics” is a real tongue-twister. There are a lot of people who are into wine for reasons beyond just what they taste in the glass. Appealing to those interests is a great way to stoke their enthusiasm and help them expand their interest and knowledge in wine.
And that has to be one of your prime drivers in your marketing. Let’s face it. The push for wine shop owners can’t just be about selling more wine. At some point, encouraging consumption for consumption’s sake becomes irresponsible. But feeding a passion is a different story – and one that is less likely to appeal to folks who may be buying for the wrong reasons.
So seek out angles likely to appeal just to a certain segment of your audience. You don’t want to corner the market on metabolomics or even more mainstream wine geekery like discussions of terroir. But you do want to dig deeply enough into the romance and passion of wine so that it’s not always about varietal or flavor price or, worst of all, price. Encourage your customers to see more in the glass and they will. And they’ll come back to you for more information – and more wine. [/level-members]