The Grapevine

Listening Skills in Wine Shop Marketing, Redux

July 26th, 2017

Here’s a classic from the archives, a post that was well received and proved helpful to a number of people. I hope you enjoy revisiting the ideas.

Last week, we talked about the idea that a “set it and forget it” mindset in marketing your wine shop is a recipe for failure and how coming up with fresh marketing ideas doesn’t meaning going back to school for an MBA in marketing. Here are some wine shop marketing tips. [level-members]

First, as we mentioned last week, sometimes it pays to wear two hats at the same time. So, while you’re wearing your “I’m just your average consumer” hat, keep your “wine shop owner” hat on underneath and pay attention to how you are marketed to as a consumer. What works, what doesn’t.

Be sure to keep in mind that you are not your customer. This exercise works a lot better if you do it for things where you are not an expert. Not a “car guy” but need a new car? What marketing resonates with you as a non-expert? How can you adapt that for that segment of your customers who are not wine experts, but need (or just want) to buy some wine.

Watch industries that are viewed similarly to wine retailers. That is, you’re not a bank or gas station or pharmacy, where the purchases being made are, typically, a necessity of every day live. Your wine shop is more like the florists, candy shops, and even restaurants, where the purchase is less need than want. How are these establishments marketing to their audiences? Pay special attention to those catering to your economic niche – if you are a high-volume discounter, the fast-casual chains are a better model than chi-chi, fine dining establishments and vice versa.

As an exercise, find three marketing ideas from your life as a consumer this week and map out how you’d adapt each to your shop. Not all three will really work, but go through the exercise regardless, and I’ll be surprised if you don’t find a fresh, new marketing idea to implement.