Wine marketing: "stories rule"
I'm currently turning my thoughts to marketing wine. Specifically, can wine's 'naturalness' be used to help sell it? Do people care whether wine is produced sustainably, with a natural approach in the cellar?
I came across this wonderful quote from Seth Godin:
“Stories rule. Stories make us vote, or buy an iPod or give money to a charity. Stories trump science very time.”
With wine, what sort of stories can we tell? I think they are crucial if you want your wine to resonate with consumers. The stories must be true, they must be engaging, and they must be easily remembered. And how can we tell those stories? I think modern forms of communication make this achievable. You want to engage with your customers, and get them talking about you. But to do this your wine must be remarkable, and have a good story. While we face difficult economic times, there are great opportunities available for anyone who is prepared to step up to the plate with a product worth talking about.