How To Build a Successful Wine Brand With These 3 Simple Content Tactics
Wine culture is diverse and full of rich traditions. If you’re a wine company, there are dozens of story touch points you explore to stand out from the competition. But the key is a central brand narrative that you can share across multiple media platforms for a multiplied effect. A marketing strategy that employs video, images, and audio storytelling will lead to a complete sensory experience. See three ways your wine brand can create multimedia marketing content and reach your advertising goals.
Create a cinematic commercial spot
Your company can create a 30-second video ad to increase brand awareness and increase sales: Ninety-four percent of marketers agree that videos have helped them increase user understanding of their product or service and 55 percent of consumers say they watch videos before making purchases.
Cinematographer and director Hasan Noureddine filmed a stunning 40-second video for IXSIR winery in Batroun, Lebanon. Hasan told us the client’s goal was to play with natural light in a way that brought attention to the “engineering behind the placement of the wine containers, which were designed according to the way the sunlight hits the location of the winery to complement the storing process of the wine.”
He says video is a powerful brand storytelling medium. “Video is capable of not only portraying an identity, but also the story behind this identity. I received a call from the winery owner thanking me for the quality work…they appreciated the way the light movement was portrayed throughout.”
Take striking, custom product photos
Including images on your website and blog can increase conversions by over 300 percent according to BlogTyrant, but the type of images you’re using also makes a big difference.
Stock images are no longer cutting it: readers are 35 percent more likely to convert when presented with non-stock photos, according to a study by Marketing Experiments. While it may be tempting to use stock images, if you want to stop readers in their tracks, it’s essential to use custom images that can capture the essence of your brand. Unique blog images offer authenticity, increased customer trust, and brand recognition.
Oscar Oliveres of Wineographic, a Spanish winemaker and photographer based in Burgundy, France takes images of wine culture around the world. He’s helped improve the look and feel of websites for wineries such as Chateau Seraphine in Pomerol and Clos Cantenac in Saint Emilion.
His images are cinematic in style. “For landscape vineyard shots I always try to shoot during sunrise, sunset or stormy weather,” he told us. “My understanding of wine helps me to capture the uniqueness of a winery, its people and style of winemaking.”
Dive into wine discussions using audio storytelling
Podcasting is a highly effective marketing tool for SMBs and entrepreneurs to grow their reach and podcast engagement is increasing in most countries every year. So, why not tap into your knowledge of the wine industry and start a podcast to engage old customers and attract new ones?
Ben Gould is the owner of Blind Corner Wines in Margaret River, Australia. His job as a winemaker often involves travel, so he decided to capture some of the fascinating conversations he has on the road, bringing extra value to his customers. Ben launched Real Wine People, where he chats with “awesome humans transforming the wine industry.” If you are looking for a way to get started, you can discover podcast producers on our platform to shape your brand narrative from the get-go to create a seamless listening experience.
By Shivan Sarna, Head of Stories