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BAUERHAUS DESIGN

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34 Renollett Dr.
Fairview Heights
IL, 62208
United States
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(314) 398-5790
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Rebecca Ritz

About

KCWineworks.com website
 
Bauerhaus Design is a full service branding, packaging and web development agency. In 2010, owner Rebecca Ritz blended two of her loves - design and wine - and began focusing on helping wineries create unforgettable brands across all media - logo, wine labels and website design and development. Our motto is “Will design for wine.”
 
KC Wineworks packaging designAt Bauerhaus we provide wineries, spirits and food with appealing and effective branding, marketing, website design & development, and graphic design services. Wepartner directly with owners and management to develop:
  • brand strategy
  • wine brands
  • brand identity
  • wine labels & packaging
  • websites &eCommerce
  • print collateral &point-of-sale materials
  • advertisements &promotions
  • email & social media marketing
  • mobile marketing
  • event marketing
  • strategic marketing plans

Sell More Wine!

Tired of placing an ad and not seeing results? Take our seven week email course and learn how to take your wine business to the next level! Jump start your marketing with our FREE seven week email course,Sell More Wine!

How to Sell More Wine 7 week course

 

 

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Services


We build your brand across all media:

At Bauerhaus we provide wineries, spirits and food brands with appealing and effective branding, marketing, website design & development, and graphic design services. #WillDesignForWine is our motto. We partner directly with owners and management to develop:

  • brands & logos
  • wine labels & packaging
  • websites &e-commerce
  • print collateral &point-of-sale materials
  • advertisements &promotions
  • email & social media marketing
  • mobile marketing
  • event marketing
  • marketing plans
Our specialty lies in integrating your brand position and strategy with your design and marketing to help you stand out from the competition. Plus, wmanage every project from concept to execution - including print ready files - while providing all steps on time. (We love deadlines!) 

Contact us today for your free estimate!

Custom brand identity development and illustration
Custom brand identity development and illustration
Fierce, yet contemplative lion was hand drawn for new wine brand Leonard
Indian Summer Wine label design with custom illustration
Indian Summer Wine label design with custom illustration
Bob Eachus, the owner of Thousand Oaks Winery, requested a special wine label design for his wife, Teresa. He gave me Teresa's senior year photo and asked for me to incorporate the photo into the label and her Indian heritage.
Nelson Hill Winery logo design and wine label design
Nelson Hill Winery logo design and wine label design
Logo and wine label design for boutique winery located in Anderson Valley, California
Website design to match the Nelson Hill wine label design
Website design to match the Nelson Hill wine label design
This website was designed to showcase the beautiful vineyards of Nelson Hill Winery
Winery Logo design
Winery Logo design
Black Silo Winery came to us earlier this year to help create their wine brand. After growing grapes for four years, they are now taking the next step to opening a winery this summer. They are located in Trenton, Missouri and will be the first commercial winery to open in Grundy County. They are focused on targeting predominately women who are 27-60 with discretionary income and already have 4 weddings booked for this summer. When meeting with owners Jenn and Duane, they specified that just like their unique winery name, they did not want a traditional winery logo. They really disliked script fonts, gold foils and anything that looked traditional. Jenn and Duane are young and wanted their logo to reflect their younger taste.
Complete brand development:
Complete brand development:
Logo design, mobile friendly website design, wine label design and Facebook set up.
Custom designed website design & development in Wordpress for Missouri winery
Custom designed website design & development in Wordpress for Missouri winery
Worked one on one with the owner to create a design that showcased this woman owned winery.
Simple Life Wine company branding and packaging
Simple Life Wine company branding and packaging
Responsive website design with eCommerce for Grafton Winery in illinois
Responsive website design with eCommerce for Grafton Winery in illinois
Bingham Family Vineyards brand creation and packaging design for new Texas winery
Bingham Family Vineyards brand creation and packaging design for new Texas winery
Brand creation and packaging design for Leonard Wine Company's Muddy Arch
Brand creation and packaging design for Leonard Wine Company's Muddy Arch
Brand creation and packaging design for Leonard Wine Company's
Brand creation and packaging design for Leonard Wine Company's
Why Millennials love wine packaging that is not in a bottle

We know cans are all the buzz, but what are Millennials top reasons for alternative packaging? Plus, the social media channel that can best target Millennials.

If you follow me on Twitter, than you know I have been in a bit of Millennial tweeting frenzy this month. Why? Millennials are the next big wine consumer and more and more wine brands are taking steps to target this demographic. The better you understand your consumer, the easier it is to create & target a brand to appeal to Millennials.

One tweet, I referred to the Australian Vinomofo and how it got its mojo – a wine club targeted at Millennials and “not about bowties and bullshit.” While that quote is not about canned wine, it does succinctly sum up Millennial attitude toward wine in general. Millennials are not buying wine for the same reasons as Baby Boomers. This video by Union Wine Company shows the difference between Millennials vs. wine snobs:

See all 8 hilarious videos on Underwood canned wines here.

Why alternative packaging?

Nielsen reports that “Wines in boxes and cartons of all sizes represent more than 8% of table wine store sales dollars today, and just under 20% of table wine volume.” In 2016 boxed wine is up 16.2%, Tetra packs are up 21.7%, and canned wine grew by 125%.

Why are Millennials fueling this growth? Let's look at the Texas Wine Marketing Institute research study on Millennial Wine Consumers: Profiles and Responses towards Alternative Wine Packaging. They heard the below top reasons on why certain packages were chosen:

  • Attractive and Aesthetics: Packaging design is playing a huge role with Millennials
  • Functionality: Convenient. Practical. Useful. You can go to a park or sporting event and still drink wine.
  • Value: Like the single servings and the price.

Why Millennials like cans

While the buzz this year on wine in cans is powerful, it is still only less than1% of the wine retail market. But according to Nielsen it has had a huge growth this past year with total sales of $14.5 million, up from $6.4 million in the prior year.

I’ve talked to several Baby Boomer winery owners and they just don’t get why you would ever put a wine in a can. This is why it is critical to find out WHY Millennials like cans. Here are some of the comments Millennials made in the above Texas Wine Marketing research study:

  • I like cans because I can put a straw in it and not smudge my lipstick.
  • I like the can because I could walk down the street, drinking wine and nobody would question me.
  • I would buy it for regular single serving consumption at home. Wellness is a huge priority to Millennials.
  • I would take it to a gathering with friends, like the beach, camping, and outdoor events
  • Wine in a can looks fun, I’ll try it. Millennials are known for being open to trying new things.

What type of social media reaches Millennials?

We often tell our clients we should pick which social media channels they should be on by looking at who makes up each channel. Instagram skews younger:

  • 59% of 18–29 year olds use Instagram.
  • 33% of 30–49 year olds use Instagram.

A good example of the right way to use Intagram. The below Underwood photo plays up the concept that Millennials care about: you can bring a can to a beautiful beach. Plus, by using their hashtag #pinkiesdown they link into the Union Wine Company hashtag.

Underwood_Instagram

 

Want more Millennial research?

Read the Top 9 tips for marketing to Millennialsand how the wine brand Uproot targets Millennials here. Plus, follow owner, Rebecca Ritz, on Twitter.

My gift to wineries —> Take our free 7 week wine marketing class to learn how to sell more wine with a powerful brand, email marketing, social media, online ads and more: www.bauerhaus.com/sell-more-wine/

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News Archive


Bauerhaus Design joins Women of the Vine & Spirits
08 March, 2017

Screenshot 2017-03-08 10.12.23

In honor of Women’s International Day and Women’s History month, we are excited to announce Bauerhaus Design is now a member of Women of the Vine & Spirits, an organization dedicated to the support and advancement of women in the alcohol beverage industry.

Women make 70-80% of all household purchasing decisions, yet only 11.5% of creative directors in the U.S. are female. Bauerhaus Design, a woman owned full service agency focusing on wine, spirits and foods, wants to help change that.

Bauerhaus creates unforgettable brands across all media – branding, packaging, wine marketing plus website design and development – and focuses on industries that target women.  In fact, many of our contacts at each company we work with are women.

Who is Women of the Vine & Spirits?

Women of the Vine & Spirits is the world’s leading membership organization dedicated to the support and advancement of women in the alcohol beverage industry, fostering gender diversity and talent development across the industry at large. Guided by an advisory board of top executives in the alcohol beverage industry, Women of the Vine & Spirits offers extensive education, advocacy, training, mentorship, networking and steadfast support for women at every position in the field, particularly through the annual Women of the Vine & Spirits Global Symposium, March 13-15, 2017 in Napa, California. For more information, please visit womenofthevine.com

“Women are an increasingly important force in driving trends and alcohol sales,” said Founder & President, Women of the Vine & Spirits, Deborah Brenner. Adding, “Therefore, it makes perfect sense that the industry has so much to gain from more diversity.  Having more women in leadership roles drives innovation and creativity which directly impacts the bottom line. Women of the Vine & Spirits is committed to the advancement of women and ensuring the next generation is being mentored to take leadership roles. We have started a movement – a revolution – and together, we can change the face of the alcohol beverage industry.”

How does Bauerhaus help the wine & spirits industry?

We believe education equals growth of our clients and an industry. This is why owner Rebecca Ritz speaks around the country on wine marketing, branding and content marketing.

Plus, we share our wine marketing knowledge with a free email series, Sell More Wine and have written articles on women in the wine industry like 7 tips to reach Generation X “Wine Mom’s”, and explored how to Market Wine to Moms on Social Media.

Want to join the conversation today?

I woke up to this great quote on Facebook today.

Let’s celebrate the amazing contributions women make to our world and our future. “Do not wait for someone else to come and speak for you. It’s you who can change the world.” – Malala Yousafzai
Facebook has insights, stories and data on International Women’s Day stories here. Use the #SheMeansBusiness and #InternationalWomensDay to join the Facebook story today.

Are you a member of Women of the Vine? Feel free to reach out to becca@bauerhaus.com and let’s connect.

 

RebeccaRitzOwnerBauerhausDesign_72About Bauerhaus Design, Inc.

Rebecca is passionate about the wine & spirits industry, and making it easier for businesses to achieve their goals. In 2010, she blended two of her loves – design and wine – and began to focus on helping wineries tell their brand story. Rebecca specializes in integrating this brand story and strategy into print, packaging, website design and wine marketing so they can stand out from the competition. Her motto is: “Will design for wine.”

Rebecca is pleased to teach wineries the marketing strategies and tools they can use to get more customers and increase their sales. Based in Fairview Heights, Illinois she travels coast-to-coast to share her 19 years of design and branding expertise via workshops on marketing, website strategy, wine label design, and social media. Rebecca prides herself on providing tangible takeaways that owners and marketing managers can apply to their specific winery. When not speaking, she partners with wineries and vineyards around the country to create unforgettable brands.

 

My gift to wineries —> Take our free 7 week wine marketing class to learn how to sell more wine with a powerful brand, email marketing, social media, online ads and more: www.bauerhaus.com/sell-more-wine/

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Study on Millennial Wine Consumers: Profiles and Responses towards Alternative Wine Packaging
22 February, 2017

TexasWineInstituteSlide1

Texas Wine Marketing Institute presented their research study at the #TWGGA17 conference. As a packaging designer, I love reading this type of research and love passing it along to winery owners.

This past weekend I was a speaker on Content Marketing at the Annual Texas Wine and Grape Growers Association conference and had the pleasure of sitting in on a talk by the Texas Wine Marketing institute: Millennial Wine Consumers: Profiles and Responses towards Alternative Wine Packagingby Nicholas E Johnston, PhD and Natalia Velikova, PhD.

Overview of Research

They presented Millennials ages 21-39 four different types of alternative packaging shown below and asked their impressions on each one:

PackagingMillennials_Slide1

What influences Millennial wine purchases?

Texas Wine Institute found the below factors influence Millennial wine purchasing. Price, brand and variety are the most important factors, similar to other wine consumer demographics. Right behind those three are label design, entire package design and information on the back of the label. Lastly, country of origin and location on the shelf.

PackagingMillennials_Slide2

Why buy alternative wine packaging?

Why would a Millennial buy wine in something other than a traditional wine bottle? There were many reasons, but the two situations that had the highest percent of Yes responses, were for regular consumption at home and gathering with friends (Millennials don’t want to crack open their expensive wine with guests :)

PackagingMillennials_Slide3

Perceived Perception

We at Bauerhaus Design also talk a lot about perceived value on this website and in our own presentations. Some winery owners don’t realize the importance until you show two wine labels side by side and then ask them which is more expensive.

In this research study they rated 4 different perceptions: Attractiveness and Aesthetics, Functionality, Value, and Quality of Product. Which packaging alternative ended up with the best perceived perception? Cans win overall:

PackagingMillennialsSlide4

Want more information about the study?

See the full report on the Texas Wine Marketing Institute website here. They dive into much more detail than I go into here. You can contact the presenters directly with this information:

2017-02-17 11.00.56

Does the research translate to sales?

Interestingly, this week the Wine Industry Advisor just published: Sales of Wine in Cans Jump Over 125% As Wine Consumers ‘Open Up to Cans.’ Bota Box, a leader in boxed wine, sold over 4 million cases in sales in 2016 and their Nighthawk Black Red Blend scored the #1 Red Wine in Wine Enthusiast’s Top 100 Best Buys of 2016. What does this tell us? It tells us that the market for alternative packaging is growing. Have an idea for a boxed wine, pouch, can or mini-bottles? We would love to hear more about your project. Contact us  and let’s set up a time to talk.

Rebecca Ritz is the owner of Bauerhaus Design and has worked with wineries across the country for over 10 years to create unforgettable brands. My gift to wineries —> Take our free 7 week wine marketing class to learn how to sell more wine with a powerful brand, email marketing, social media, online ads and more: www.bauerhaus.com/sell-more-wine/

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Learn the #1 secret to social media at the #TWGGA17 conference
08 February, 2017

Posting events and specials and not getting many likes or engagements on social media? Wine & spirit brands often ask me how they can make social media useful for their business. This is what I share . . .

The biggest eye opener for my clients is the 80/20 rule in social media marketing. Out of every 10 posts or tweets, 8 of them should provide value, and only 2 of them should be sales or advertising related.

BauerhausSocialMedia

How do you provide value?

Provide your customers content that does the following:

  • Inform
  • Inspire
  • Entertain
  • Engage

Want more details?

I was interviewed for The Grapevine Magazine to talk about social media and marketing in the winery. In this article, I detail the anatomy of a successful social media post, recommended a few clients as examples and also provide 5 other tips to help your brand rock on social media!

Want examples? Join me at the #TWGGA17 conference

I’m presenting Content Marketing for Wineries: Create, Share and Engage with Your Customersat the Texas Wine & Grape Growers Association’s 2017 Annual Conference & Trade Show. My session is scheduled for Thursday, February 16 at 2:15 pm. You also can stop by our Bauerhaus Design booth #205. I’d love to meet you in person!

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Why your response rate on social media is important
25 January, 2017

Social Media response rate

Imagine this scene: You are a dinner party and the person next to you asks you a question. You don't respond, but just keeping eating. They ask the question again thinking you maybe just didn't hear it. They are again met with silence. They ask again and are met with silence. How do you think that person feels? Incredibly frustrated and I bet every time they think of you in the future they are going to think of you negatively.

Now, think of this: U.S. Millennials prefer to use social media to ask questions, while older demographics prefer email. If someone asks your business a question on Facebook, Twitter or Instagram and are met with silence, how do you think they will view your brand? Not so good.

Why is a fast response so important?

Every potential customer that comments is looking for affirmation from your brand. Plus, you can build those positive responses into growing your brand online. Reviews and positive comments can potentially be seen by their friends, which is a great way to get your customers to do your advertising for you.

Let's take a look at how we handle our client Shirataki saké's response rate --->


Did you know we create custom winery websites?
11 January, 2017

LeonardMockupAll_72

As a full service agency we not only do branding and design, but also create custom designed and developed websites.

Sometimes clients hire me for my branding and packaging design skills and forget that Bauerhaus also creates websites. For example, a recent phone conversation went like this:

Me: Do you have a website created or domain registered for the new barbecue sauce that I just created packaging for?

Client: No, not yet.

Me: Ok, just remember if you want an estimate I do websites, too.

Client: You do? Totally forgot you do websites, too. Can you send me an estimate?

Why did this happen?

Often designers get categorized as “packaging designer” or “logo designer” or “print designer” but not usually also having the title of “web designer”. Or if a designer does design for the web, they don’t know the first thing about the coding, sitemaps or getting people to a website.

Why is that?

It is true designers are typically classified as right brain dominant while website development is done by left brain dominant individuals who prefer analytical thought, logic and reasoning. Back when I did everything myself I did coding on certain days and design on other days. Since going on my own 2008, my business has grown so that I now have a team of web developers that execute all of my designs and visions of how it should work into beautiful responsive code.

How can I do both?

The truth is I think of myself as a designer and problem solver. Websites are just one more problem that I love to solve. And problems solved with organization, logic and creativity are my specialty.

This is probably also why I strongly react negatively when I hear other designers say they can’t hit deadlines because they have to wait for the solution to magically come to them. As a designer that is also analytical, I know that deadlines are hugely important and have an entire process I walk each client through.

The analytical part of me loves all of the research into similar brands and the thinking through the paths you want website users to walk through. The designer part of me takes over after I have all the information and I translate the vision in my head to paper or computer. This can involve illustration, layout, color, type selection, graphics, and photo selection.

How long have I created brands and websites?

The interesting thing about my career, is that I have always done both. My first job out of college in 1998 I worked for a company that created brands and websites. I designed website pages in Photoshop and worked with a website developer to translate it online. After that job I made sure every new company I worked with knew that I also did website design and email design, plus I took coding classes on my own. I saw websites as the future of design and I wanted to be on the leading edge of it.

Why are websites so important?

Wine and spirit brands often place a huge importance on packaging, but not as much on creating a responsive website with a clear call to action. When I give presentations I often talk about how you should think of your website as the center of a spiderweb. Your website should be the center of your brand and everything should point to it – social media, emails, packaging, content marketing, advertising, etc. And if your website is the most important piece of your brand, then yes, I definitely want to be a part of designing and developing it.

What types of websites do we create?

Many of our clients ask us to build their websites with WordPress. This allows us to easily create custom code and after they watch a training video that we provide, the client can easily make their website blog posts, text and photo changes. Three recent examples that have gone live include LeonardWineco.com, PomonaWinery.com and LeekandCompany.com.

We also build custom designed and developed websites in other platforms, like Prestashop, for clients like MotherRunnerStore.com. We build each website around your goals, whether it is sell more online with a custom eCommerce store, promote your daily events, or the ability to run hundreds of different reports to analyze the success of each product.

Our clients say things like “I really loved the video tutorial you provided” and “Becca is the consummate professional and a delight to work with! My business partner and I are not “fluent” in the tech world, by any means, and Becca always spoke to us in easy-to-understand, respectful terms and tones. She brought savvy consideration to design options as well as functionality, keeping our brand’s tone and client base top of mind.”

Every design and every website is a puzzle that is waiting to be solved. Ready for me to solve your puzzle? Contact us today to set up a phone call to discuss your needs.

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What kind of marketing can your small wine brand do for cheap?
28 December, 2016

Read our best seven low-cost marketing tips for growth in 2017.

I was talking to a client of mine that just launched a new wine brand. He talked about how he felt like marketing he has tried just doesn’t work. However he doesn’t have a monthly marketing budget to outsource marketing to an agency like Bauerhaus. He already took our free Sell More Wine email series, so what can he do himself that will make a difference? He doesn’t have a tasting room, but instead is relying on restaurant sales, online wine sales and wine club memberships to sell 400 cases of wine in 2017.

1. Create a strong brand

Having an unforgettable brand – logo, packaging, story, messaging, photos, type, etc – is always the first step before you start any marketing campaign. Each piece of your marketing should be communicating the same brand elements over and over. Marketing still takes at least 7 touch points before most sales, so having a consistent message is essential.

2. Create a blog and update it monthly

Think about this – if someone wants something, where do they go? Usually they Google it. The more content you can produce around your wine brand, the higher you will rank when a user types in a question or topic in Google search. For example, if you are a New York winery specializing in Rieslings and weddings, all of your content should be focused on these two topics. It could be Riesling food pairings, Top wine wedding trends in 2017, or the best wedding toasts of 2016 (featuring your wine of course!).

3. Email list sign up

Every website we design and develop has to include one key thing: Email newsletter sign up. Why? Did you know email marketing is 40 times more effective at acquiring new customers than Facebook or Twitter? Email marketing should be the cornerstone of your small wine brand. Every person that comes to your website should see a clear path to sign up for your email newsletter.

4. Email newsletter

Now that you have their email address, what is next? Use the monthly blog content and send it out in a monthly newsletter. To make any sale, a customer goes through the steps of "know me, like me, trust me" before they make a purchase. Consistent email is a great way to build trust with your potential customers. Check out this great list of 7 tips to improve your email marketing.

5. Social Media

Use the same blog content on social media and make sure to include photos and video. Posts with photos and video rank higher in social media than plain text posts. One common mistake we see wineries make is that they only try to sell wine or an event on social media. Many experts now say 90% of posts should be value-add and only 10% promotional. Instead inform, inspire, entertain, discuss and engage. Learn 5 secrets to improve your social media here.

6. Facebook ads

If you are going to pick one form of advertising, we recommend Facebook ads. They are very cheap and allow you to target your exact customer demographic. A few of the ways you can target future customers – you can pick age, location and interests that they like in your ad settings. Plus, with Facebook ads you can test several different ads and see which messaging gets the highest interaction.

7. Collaborate

If you know your target consumers demographics, you can collaborate with another company that has your same audience. You can run a contest with a free luxury getaway that includes a tour at your winery, or plan a joint event together. This way you will both benefit from combining your two email lists, social media contacts, etc.

Need help with marketing?

As a full service branding and marketing agency, we provide a variety of services to help you build relationships with customers and sell more online. We provide monthly social media packages, plus flat fee strategic consultations. Contact usto discuss your needs and we’ll provide a free estimate customized specifically for your brand.


How can I be #1 on Google? Here’s what you need to know…
13 December, 2016

NewEmailHeader_December

People often ask me how their business can be number one on Google. But the truth is, you need people who love you first in order to show up on the first page of search results.

When I answer this question for my clients I usually start with – does your website show and tell how your brand is unique?

The first step towards this goal should always be to drill down to your brand position and then build your website content – messaging, images and SEO (search engine optimization) – around it.

Website technology is moving so fast that many experts (this one included) suggest updating your site every 3-5 years. It is a big ticket item, but if you don’t do it, you risk getting penalized by Google’s search engine for not being mobile friendly (among other things!).

Two clients that recently decided to take action are Grafton Winery and Another Mother Runner. Check out how we upgraded both of these sites to improve mobile responsiveness, and allow more room for eye-catching photos.

When is the last time you updated YOUR website?

If you don’t want to worry about keeping your site up to date or protecting it from hackers, we provide several different levels of monthly website maintenance support. This service includes essential WordPress updates and daily offsite backups, plus flex hours to add new content to your website.

Need help creating an unforgettable website?

As a full service branding and marketing agency, we provide a variety of services to help you build relationships with customers and sell more online. Contact us to discuss your needs and we’ll provide a free estimate customized specifically for your winery.

Rebecca Ritz is the owner of Bauerhaus Design and has worked with wineries across the country for over 10 years to create unforgettable brands. My gift to small wineries —> Take our free 7 week wine marketing class to learn how to sell more wine with a powerful brand, email marketing, social media, online ads and more: www.bauerhaus.com/sell-more-wine/


Part 3: Branding Case study: How Xo,G targets Mom wine drinkers
30 November, 2016

 Xo,G isn’t shy about targeting a specific target market: Moms. How do they do it? What type of social media promotions do they do? What type of content on their website? Let’s dive in –>  Guiliana Ranic created a wine brand called Xo,G that makes it easy for moms and other women to have just one glass of wine.

6 part series

This post is part of a series on how six different wine brands target six different wine consumers. Read the previous two posts here:

 

Intro: How 6 different brands target 6 different wine consumers

 

Part 1: How Mark West targets everyday loyal wine consumers

 

Part 2: How Uproot Targets Millennials

 

Who is Xo,G wines?

Xo,G wines was created by celebrity and avid wine lover, Giuliana Rancic. Xo,G focuses on mom’s that having that glass of wine after the kids go to bed to help them relax. To reclaim their sense of self, separate from their mom identify. To relish a moment of invaluable “me time” that doesn’t involve arranging for child care and paying for an evening out.

 

XO,G note from Guliana

 

XoG Wine Strategy

  • Wine consumer: Price Driven
  • Target Market: Mom’s
  • Differentiation: packaging & target market
  • Cost: $9.97
  • Sold at Walmart nationwide and online

Wine Consumer

If we are looking at the 6 types of wine consumers, I would pick this one for Xo,G wines because of the price point and that they are mainly sold in large stores like Walmart:

  • Price Driven
    • I believe you can buy good wine without spending a lot
    • Price is top consideration
    • Shop in a variety of stores to find the best deals
    • Use coupons & know what’s on sale ahead of time
    • Typically buy a glass of the house wine when dining out, due to the value

Logo Design

The Xo,G logo is made up of a font that looks like Giuliana’s signature and Xo,G literally looks like every glass of wine is signed with hugs and kisses by her. A casual script font also shows to the Mom target market that this is not a “stuffy” wine brand that you need help decoding.

 

Screenshot 2016-02-14 10.05.01

 

Packaging Design

According to the 2014 Gallo Consumer Wine Trends Survey, nearly 2/3 of wine drinkers selected a wine for its label – with emphasis on “younger consumers.”

Xo,G wines takes advantage of this fact by first having a very innovative type of wine packaging with 4 individually wrapped stacked wine glasses. As an added bonus, the package was cleverly designed to appear gift-wrapped, which makes this wine brand the perfect gift for her girlfriends!

 

Screenshot 2016-09-06 17.08.37

 

Website

Since this wine brand does not have a physical winery location, their website is hugely important in communicating their brand story. Their website does a really good job of breaking down how they are different and who they are targeting with a page called “A New way to wine.” This is a great example of how any winery can list their differentiation on their website. What do you want to be known for? Create a page like this:

 

AnewWaytoWine

On this page they show the “One glass at a time” graphic:

 

Screenshot 2016-02-14 10.05.01

Plus a note about their premium wines, how you can take it with you since it is not glass, and the below “Waste not, want not” graphic – where they focus on not wasting a full bottle if you just want one glass:

 

WasteNotwine

 

 

 

 

Since Xo,G wines is a national brand, they also have on their website an easy store locator to find their wines:

XoGwinemap

 

Social Media

So how does Xo,G wines leverage social media to build strong relationships with “wine moms?” Xo, G wines does a great job with Instagram. Their content is relevant to their target audience and holidays, like this one:

 

HappyTurkeyDayWine

 

They stay on brand by showing images of one glass at a time, while relaxing with a book:XoGbook

 

And they show images of upcycling like this one. Recycling is a key issue for younger Millennial wine consumers.

 

XOGupcycle

 

We always recommend that our clients create posts that inform, inspire, or entertain. For example, this post pairs their wine with flowers, wine napkins and the quote “I save my carbs for wine. It’s called priorities.”Screenshot 2016-02-14 10.22.43

How can your wine brand be unforgettable?

My first piece of advice to any wine brand is to be clear who you are targeting and have a strategy in place. Xo,G wines is not afraid to focus on their target wine consumer and you shouldn’t be either. By focusing on one wine consumer, it will become clear which type of design to use on your packaging, how to design your website and what type of social media you should be using. The key is having a focused target market and goals.

Need help creating an unforgettable wine brand?

First of all, we are wine moms so we completely understand this target market. As a full service branding and marketing agency, we provide a variety of services to help you build relationships with customers and sell more wine. Contact usto discuss your needs and we’ll provide a free estimate customized specifically for your winery.

Rebecca Ritz is the owner of Bauerhaus Design and has worked with wineries across the country for over 10 years to create unforgettable brands. My gift to small wineries —> Take our free 7 week wine marketing class to learn how to sell more wine with a powerful brand, email marketing, social media, online ads and more: www.bauerhaus.com/sell-more-wine/

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Does your winery website show off your brand personality?
16 November, 2016

You have 3-5 seconds to grab your customer and tell your brand story online. What does your wine brand say about your company?

Working with winery clients on their websites I often have clients start by asking to “put a photo of my vineyard on the home page.” This leads to a discussion of yes, vineyard photos are beautiful – but does that photo show how you are different from other wineries you are competing against?

In order to be an unforgettable brand, I guide wineries through this thought process: Only (your winery) delivers (unique differentiating benefit) to (target audience). How are you unique? Is it your stunning location? Is it your award winning Pinot Noir? Is it your charismatic winemaker?

For example, Pomona Winery, a non-grape winery in Southern Illinois, came to us to re-do their outdated website. We worked with Pomona on their website design, photo selection, website development and website eCommerce. Their winery is unique because they are first and foremost producing non-grape wine. Secondly, their tasting room does not advertise, serve food, have live events or host weddings. They are a part of the Shawnee Hills Wine trail and are located on a beautiful tree lined road in the Shawnee Hills National Forest. When visiting you can see their love of nature at every turn.

How did we communicate this brand’s personality? To show immediately that they are not a typical winery, we lead with an image of strawberries.

PomonaWinerywebsiteSlider1

Right below the image slider, we included text on how Pomona Winery is different from other wineries:

AwardWinningNonGrapewines

To show how their winery is immersed in nature on the Shawnee Hills wine trail and to let potential customers know what tasting room building to look for, we used the below images:

WineryLoveofNature

Part of branding a luxury company, like a winery, you do need to lead with photographs to create the ambiance of your brand. But equally important is to provide information that the customer is looking for. This is why we included in the header and footer their hours and location. This way, no matter the page of your website a customer lands on, they will have access to it.

Footer with Important info PomonaWinerywebsiteHeader

One other important step for this winery, was adding eCommerce to their website. We created a custom shopping cart and promoted it on their website home page. I see many wineries that sell online, but don’t mention it on the home page. If you want online sales, don’t be afraid to promote “Shop our wines.”

Promote we sell wine

Does your website show off it’s brand online?

Bauerhaus Design provides full branding services including identity design, packaging and support collateral for small to mid-sized wineries. We also offer a host of marketing services to help your winery fill the gaps from strategic marketing plans to social media management! For a free estimate customized for your needs, please contact us.

Rebecca Ritz is the owner of Bauerhaus Design and has worked with wineries across the country for over 10 years to create unforgettable brands. My gift to small wineries —> Take our free 7 week wine marketing class to learn how to sell more wine with a powerful brand, email marketing, social media, online ads and more: www.bauerhaus.com/sell-more-wine/


How a small winery used a contest to pick their new wine label
02 November, 2016

We know every customer has an opinion, here is how one winery involved their customers.

Earlier this year we worked with Susina Plantation Winery on their brand strategy, logo design and wine label design. Susina Plantation Winery is a micro winery in Thomasville, Georgia, near Tallahassee, Florida. In 2002 the owner Randy Rhea planted a 3 acre vineyard with multiple varieties of Muscadine grapes and currently sells around 150 cases per year. His goal with this re-design was to bump up his $10 bottles to at least 300 cases per year. He does not have a tasting room, but instead relies on local liquor and wine store sales and also sells it by the glass at a few local restaurants.

When I presented owner Randy Rhea with three label options, he couldn’t decide. So, he printed them out, applied them to a bottle and asked the customers in 3 local liquor stores to vote.

They showed the original label design:

OriginalSusinaLabels

Plus, the client showed the three new label designs for people to vote on:

MockUpSusina_3Options_Large2

Notice how the designs all have a similar design? Originally I presented 3 different designs, but since the client was going to have people vote on the final designs we needed to make sure:

  • The client loved all three designs. Design tip for contests: Never show designs you don’t love for people when asking customers to vote.
  • All three designs included the brand strategy that we developed:
    • There are three basic wine business strategies that have been most successful with wine brands. For Susina Plantation Winery we suggest focusing on the place and showing off the Susina Plantation Big House.
    • Highlight it is a sweet wine, with a stamp that looks historical or a color call out.
    • Include text on the front or back that emphasizes their love of Georgia history, which is why the current owners purchased and renovated the Susina Plantation Winery to its former 1841 glory.
    • Proud to grow and produce sweet Southern Georgia Muscadine wine.

We followed this strategy by creating a one color illustration of their plantation home, using copy that says “grown and produced in Georgia” and using bright colors to show the sweet Muscadine flavor profile. Each of the 5 wines will be a different color palette.

Next they set up contest details in 3 local stores, plus posted information on Facebook and their email newsletter:

NewSusinaLabels_VoteNow

VoteForyourFavoriteWineLabel

They then announced their final label design and winner with a live Facebook video. Great idea since we know that video can produce 70% more conversions than other media.

LiveFacebookvideo_AnnounceWinner

Final piece social media post was showing the winner of their contest and the winning wine label:

WinnerWithBottle

Do you want to grow your wine sales?

Packaging design is a very important part of a wine brand’s sales. Why?

According to the 2014 Gallo Consumer Wine Trends Survey, nearly 2/3 of wine drinkers selected a wine for its label – with emphasis on “younger consumers.”

An even stronger reason?

Scientific research tells us that 90 percent of the information transmitted to the brain is visual and that human beings process images 60,000 times faster than text.

This means that our brain is making unconscious decisions about wine labels all the time. How strong is your wine label design? Is it unforgettable? Bauerhaus Design provides full branding services including identity design, packaging and support collateral for small to mid-sized wineries. We also offer a host of marketing services to help your winery fill the gaps from strategic marketing plans to social media management! For a free estimate customized for your needs, please contact us.

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Marketing your Wine Brand to Generation X
19 October, 2016

Is your winery missing out on “the largest growth opportunity for most wineries?” According to American Express, Gen Xers have more spending power than any other generation!

It seems like every industry wants to reach Millennials, and with good reason. Pew Research reports there are 83 million Millennials in the U.S. and this audience has recently surpassed Baby Boomers in size.

Yet a potential market of 65 million Gen Xers who are more established in their careers, have higher household incomes, and money to spend is definitely worth your notice.

Plus, as a Gen Xer, and with many friends that are Gen Xers who all drink wine, this got me thinking why is no one talking about Generation X? For example, here is a recent photo of a summer BBQ with a group of friends:

Screenshot 2016-10-19 08.44.19


Consider this informative excerpt from a recent Wine Opinions report – American Wine Generations:

“According to the Bureau of Labor Statistics, the average household spending by generation in 2014 was $43,942 for Millennial households, and $58,202 for Baby Boomer households. But for Generation X, average household spending was $63,137. And the same report showed that average household spending on entertainment was highest among Generation X households.

Moreover, Gen X consumers are willing to spend on higher priced wines. A recent report from an online wine seller shows that the average bottle price of wines sold to Generation X customers was higher than that paid by either Millennials or Baby Boomers.

Recent Wine Opinions consumer surveys also point to the importance of Generation X wine drinkers. Among all high frequency wine drinkers surveyed, Generation X wine drinkers have, on average, made more winery visits than Millennials in the past year. And though conversion in tasting rooms to winery club membership is still highest among Baby Boomers, some 35% of Generation X winery visitors in the past year joined a wine club, compared to 24% of Millennials who did so.

Wine marketers – especially those selling wines over $20 – would be well advised to pay attention to consumers between the ages of 40 – 51. They are spending more than any other generation, they spend nearly as much on wine as Baby Boomers, and they are outspending Millennials.”

Still not convinced? The 2016 SVB Wine Report concluded that Gen X is “the second largest consumer of fine wine in the U.S. today and are the largest growth opportunity for most wineries.” Just take a look at the forecast from SVB for wine purchases by generation below:

 

 

ForecastWineDrinkers

 

Born between 1965 and 1980, Gen Xers are expected to replace Baby Boomers as the dominant fine wine consumer around 2021. As a target audience, this generation is often overlooked so your winery could really stand out if you start connecting with them now.

Members of Generation X are known for being savvy, skeptical, and influential. So where do these wine drinkers fall into the updated 6 Different Wine Consumer categories (Overwhelmed, Image Seekers, Enthusiasts, Everyday Loyals, Price Driven, or Engaged Newcomers) provided by Constellation Brands?

Gen Xers are currently 36 – 51 years old. We already know they don’t mind spending more on the wine they drink so Price Driven is out. Image Seekers and Engaged Newcomers are two categories comprised primarily of Millennials. Therefore, the majority of Gen Xers will fall into the Everyday Loyals and Enthusiast groups with perhaps a small percentage in the Overwhelmed category.

For example, my marketing expert, Michelle, is a fellow Gen Xer who most identifies with Everyday Loyals. She has a favorite brand of wine and sticks with it, though occasionally she likes to try something new. She views wine as a treat and occasionally has a glass to relax after she puts her son to bed. Michelle said she was definitely Overwhelmed when she first started drinking wine. She didn’t know much about it, and there were always so many choices. She’s since evolved.

Now that we know more about what kind of wine drinkers Gen Xers are, how can you reach them?

  • According to Forrester Research, traditional media is still important to Gen X (48% listen to the radio, 62% still read newspapers and 85% have favorite TV shows).
  • Yet Gen X also is very savvy when it comes to digital media; 60% of Xers use a smartphone each day, and 75% are regularly on social networks per a survey by Millward Brown Digital. Additionally, Xers check their email often, and love watching videos.

Knowing who you are going to target also greatly helps companies like us, Bauerhaus Design, create packaging that appeals to Gen Xers.

Each demographic influences the type of font, images and overall design we use to create for your wine brand.

In conclusion, your winery should take an omni-channel approach in order to connect with Gen X wine drinkers. This means that consumers should be able to engage with you in your tasting room, on your website or mobile app, in their inbox, and on social media sites that matter to them. The experience should be seamless regardless of channel or device used, and your branding must be cohesive across the board.

Want to create a wine brand that targets Gen X wine drinkers?

We provide full branding services including identity design, packaging and support collateral. We also offer a host of marketing services to help your winery fill the gaps from strategic marketing plans to social media management!For a free estimate customized for your needs, please contact us.

Rebecca Ritz is the owner of Bauerhaus Design and has worked with wineries across the country for over 10 years to create unforgettable brands. My gift to small wineries —> Take our free 7 week wine marketing class to learn how to sell more wine with a powerful brand, email marketing, social media, online ads and more: www.bauerhaus.com/sell-more-wine/

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7 Tips to Reach Generation X “Wine Moms”
05 October, 2016

Is your winery overlooking an influential and profitable audience?

Previously we explored Marketing Wine to Generation X and Marketing Wine to Moms on Social Media. In case you missed it, Gen X is “the second largest consumer of fine wine in the U.S. today and is the largest growth opportunity for most wineries.” (Source: 2016 SVB Wine Report)

Given their higher incomes and stage of life, it’s not surprising that popular purchases for Gen Xers include fine wines. It’s also worth noting that Xers boast the highest rate of consumer brand loyalty at 70%. (Source: eMarketer)

And “wine moms” are a real thing. *raises hand* There’s a large and influential online community that has bonded over sharing the highs and lows of parenting. Some moms joke that wine is a requirement to survive those demanding early parenting years. (They’re not really joking.)

Screenshot 2016-10-05 11.45.21

Here are 7 tips to help you connect with Gen X moms and motivate them to buy your wine:

  1. Moms tend to stick with brands they like so make sure you have an unforgettable wine brand. These women are more likely to be loyal consumers, become brand ambassadors, and tell all their friends!
  1. Moms listen to other moms. They are vocal about their opinions and seek out the opinions of others. Check out your online reviews, see what customers are saying about your winery, and respond to them. Share positive reviews on your social media sites, in your newsletters, and on your website. Make sure your winery’s correct address, phone number, and website are listed in popular online business directories so they can find you.
  1. Moms are social. 81% of moms use Facebook, 40% use Pinterest, 30% use Instagram, and 19% use Twitter. 60% of moms check Facebook multiple times each day. (Source: Pew Research Center)Invest in your winery’s social media presence, which means posting consistently, responding promptly to messages and comments, and interacting with your fans/followers. Also, ensure that your content adds value and isn’t overly promotional. It’s better to do one channel well than three poorly!
    Screenshot 2016-10-05 11.52.02
  1. Moms are mobile. They’re always on the go and spend an average of 2.3 hours per day on mobile devices. (Source: MediaPost)Make sure your website is responsive and easy to use from a smart phone or tablet. Information about your winery should be readily available on your site; make it easy for moms researching their winery options to make a decision.
  1. Moms shop online. In fact, they make 90% of their purchases online so your website has to be functional and easy to use. (Source: MediaPost)A very visual audience, you can capture their attention with videos. Think about your customers and how you can answer a question, solve a problem, or entertain them. Plus, make sure they can order your wine online.
  2. Moms read their email. They’re busy trying to balance their lives. They like to save time and money, and they appreciate coupons. Personalize your email newsletter with a special promotion just for mom. Invite her and some friends to the winery to relax!
  1. Moms like to be appreciated. Develop a rewards or referral program with benefits they care about and they’ll buy your wine again and again!

Want to create a wine brand that targets Moms?

We provide full branding services including identity design, packaging and support collateral. We also offer a host of marketing services to help your winery fill the gaps from strategic marketing plans to social media management!For a free estimate customized for your needs, please contact us.

Rebecca Ritz is the owner of Bauerhaus Design and has worked with wineries across the country for over 10 years to create unforgettable brands. My gift to small wineries —> Take our free 7 week wine marketing class to learn how to sell more wine with a powerful brand, email marketing, social media, online ads and more: www.bauerhaus.com/sell-more-wine/

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Part 2: How Uproot wines targets Millennials
21 September, 2016

Uproot Wines isn’t shy about targeting a specific target market: Millennials. How do they do it? What type of packaging? What type of website? Let’s dive in –>

Ever since I saw this interview in 2013 about the launch of Uproot wines, I have kept an eye on how they are doing their marketing. They were one of the first wine brands to talk to the media about targeting Millennials.

6 part series

This post is part of a series on how six different wine consumers target six different brands. Read the previous two posts here:

Intro: How 6 different brands target 6 different wine consumers

Part 1: How Mark West targets everyday loyal wine consumers

Who is Uproot Wines?

From their website:

We're more than wine makers. Uproot is a winery that reimagines winemaking to create something fresh, modern, and full of energy. We're change makers, experience makers. And, yes, some might even say trouble makers.

Let’s hear it straight from the Millennial owners:



From this video, we know they are tech savvy, which appeals to Millennials. Plus, they are very consistent with their brand label, brand story and messaging. Favorite quote from the video: "Wine drinking is all about people you are with, the food you have, and the experience.”

Wine Consumer

If we are looking at the 6 types of wine consumers, I would pick 2 for Uproot wines:

  • Engaged Newcomers
    • Don’t know much about wine, just like to drink it
    • Young = Millennials
    • Wine is part of socializing
    • Interested in learning more about wine
  • Overwhelmed
    • By number of choices
    • Like to drink wine, but don’t know what to buy
    • May select by wine label design
    • Want easy to understand info in retail
    • Open to advice, but frustrated if no one is in the wine section to help
    • If confused, won’t buy anything

Uproot Strategy

  • Differentiation: Wine makers. Change makers. Trouble Makers.
  • Messaging they use: “Uprooting the wine industry”
  • Sold online + stores + events
  • Cost: $28-$78, with three of their 6 wines in the $40 range

Logo Design

When I did a presentation on this same 6 part series at the Texas Wine and Grape Growers Association, one of the things I focused on was the font choice of each brand’s main logo. The Uproot logo is composed of a very casual and non-traditional font (especially for the serif loving wine industry) and goes along with their core message of “Uprooting the Wine Industry.”
UprootLogo

Packaging Design

Texas Wine Marketing Research Institute and Rawls College of Business at Texas Tech University published a 15 year study that found:

“Unmistakable trend: the better the recognition rating a wine brand received, the more likely it was to survive. No such link existed between quality evaluations and a brand’s success.”

We also know that according to the 2014 Gallo Consumer Wine Trends Survey, nearly 2/3 of wine drinkers selected a wine for its label – with emphasis on “younger consumers.”

Knowing those two pieces of information, let’s review the very un-traditional Uproot packaging design. Their label is based on a series of color blocks that represent tasting notes, with the size of the block telling you how dominant that note is. Very different from a traditional wine label, like we just saw with Mark West, in Part 1. Gone is the clear hierarchy of information, serif fonts, chateau’s and in comes a bold statement: we are NOT trying to appeal to Baby Boomers. Many wine brands say they want to appeal to Millennials, but most are not as brave as Uproot in their label design.

MillennialLabel

Website Strategy

Since this wine brand does not have a physical winery location, their website becomes hugely important. Many Baby Boomer brands focus on the vineyard view when you open their website and talk about the experience. Uproot instead leads with wine and they aren’t shy about repeating the “shop now” message.

Below is their home page, where they lead with their logo, photo of their wine and a “shop now” button. Overall this website design shows the latest trends, with large photos, a clean layout and the navigation bar starting at the bottom and as you scroll it moves to the top of the page. Having a website that shows the latest design trends show that you are cutting edge and will appeal to the Millennials market.

UprootHomepage

Scrolling down the home page past the “shop now,” they again give you a chance to purchase wine:

UprootWines

Keep scrolling and then we come two boxes, that are specifically for the wine consumer that is not yet ready to purchase. The box on the right is for the wine consumer that needs a little extra push to make a sale. $15 off? Great, I’m signing up. Even if the wine consumer does not buy today, this is a great way to get the email address for further email marketing.

The box on the left, “Find your Uproot & take our flavor quiz” is perfect for capturing the Overwhelmed wine drinkers that aren’t sure what type of wine a “Grenache” or a “Grenache Blanc” taste like.

FlavorQuiz

Once you click on the flavor quiz, it takes you through a very short 3 question quiz that looks like this:

Uproot quiz

Once completed, it shows your wine result and again a chance to purchase their wine. Notice a trend here? This wine brand puts selling their wine first, which many traditional wineries do not do. One other item I notice below, is that shipping is included when you buy 3 bottles or more. In this age of Amazon prime free shipping, this is another great way to appeal to Millennials.

UprootResults

How can your wine brand be unforgettable?

Uproot wines is not afraid to focus on their target wine consumer and you shouldn’t be either. By focusing on one wine consumer, it will become clear which type of design to use on your packaging, and even how to design your website for optimal results, whether they be online sales or more in-person tastings. The key is having a focused target market and goals.

Need help creating an unforgettable wine brand?

As a full service branding and marketing agency, we provide a variety of services to help you build relationships with customers and sell more wine. Contact us to discuss your needs and we’ll provide a free estimate customized specifically for your winery.

Rebecca is the owner of Bauerhaus Design, which specializes in building brands for wineries. Take our free 7 week wine marketing class to learn how to sell more wine with a powerful brand, email marketing, social media, online ads and more: www.bauerhaus.com/sell-more-wine/

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Marketing Wine to Moms on Social Media
07 September, 2016

Many wineries want to reach female wine drinkers, but you may be missing out on connecting with a specific target market: moms!

Moms drink wine. A lot of wine. Especially moms with young kids. Have you seen this hilarious “Chardonnay Go” video that pokes fun at Pokemon Go?

Mom Stats

Now let’s think about who are these Mom’s? Many Moms sharing these videos and meme’s are not just Millennials. Many women are waiting until later in life to start families, which means plenty of Gen Xers are “wine moms,” too. (Want to read more about Gen Xer’s? Go here to read Marketing your Wine Brand to Generation X)

Unlike the Millennials who grew up with technology, Gen Xers remember a time before it existed. They were the earliest adopters of email, online research, and social media. (I can still recall the distinct sound of the modem connecting so I could access my AOL email. And it took forever!)

According to a recent America Wine Generations Report, 63% of Gen X wine drinkers have posted about wine on social media.

There is an entire online culture built around wine-drinking moms. They are active across platforms and highly engaged. They have their own Facebook groups,  Instagram profiles, Twitter accounts. And don’t forget all the pins on Pinterest!

Screenshot 2016-09-07 09.39.15

 

These communities have plenty of followers, and they’re entertaining, informative, and supportive. Moms ask each other for advice, and share their own experiences in the trenches.

The primary joke (reality?) being that wine is necessary to get through those demanding early parenting years.

After the kids go to bed

A common theme among wine moms is having that glass of wine after the kids go to bed to help them relax. To reclaim their sense of self, separate from their mom identify. To relish a moment of invaluable “me time” that doesn’t involve arranging for child care and paying for an evening out. (Side note: I just put my kid to bed and sat down to write this post, glass of wine in hand.)

Example of Mom focused wine marketing

To capitalize on this trend, Guiliana Ranic created a wine brand called Xo,G that makes it easy for moms and other women to have just one glass of wine. Xo,G is consistent with this message in their social media and on their website:

Screenshot 2016-02-14 10.05.01

 

As an added bonus, the package was cleverly designed to appear gift-wrapped, which makes this wine brand the perfect gift for her girlfriends!

Screenshot 2016-09-06 17.08.37

How your winery can target Mom’s

So how can your winery leverage social media to build strong relationships with “wine moms?”

  • Make sure you’re doing social media well. This means your winery is consistently posting or tweeting, responding promptly to messages and comments, and interacting with your fans or followers on a regular basis.
  • Make sure the content you’re sharing is relevant to your target audience. Create a funny video, your own meme or test out packaging targeted towards Mom’s.
  • Everything you share should provide value in some way for your followers. Your posts should inform, inspire, or entertain. For example, this post pairs their wine with flowers, wine napkins and the quote “I save my carbs for wine. It’s called priorities.”
    Screenshot 2016-02-14 10.22.43
  • Follow the 80/20 rule. Only 2 out of every 10 posts should be promotional in nature, and even then, position the message as how the product or service will benefit them.
  • Host a Moms Night Out event at the winery! Establish a fun hashtag and use it both before and during the event. Set up a Facebook event from your winery’s page, and then include the link in your email newsletter to increase awareness and RSVPs. Have a prize drawing to create buzz and get them talking about your event. Incorporate an Instagram contest where moms can post a picture or video using your hashtag about why they need a moms night out for a chance to win. Reward them for their engagement and they will spread the word!

Need help reaching Moms?
Whether you’re looking for packaging design, advertising or social media support, we will partner with you to provide the branding and marketing services you need! Contact us for a free estimate customized for your winery.

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How Mark West Pinot Noir targets Everyday Loyal wine consumers
24 August, 2016

Mark West, “America’s #1 selling Pinot Noir," is a great example of a wine brand targeting a specific target market. How do they do it? What type of promotions do they do? And how do they launch a new higher end wine brand? Let's dive in -->

Americasnumber1

Let's start with: Who is the Mark West wine brand?

“Mark Westwas founded in 1978 with one desire:
 To craft remarkable California Pinot Noir that delivers exceptional quality at an affordable price. With equal parts patience, hard work, and passion, we’ve followed our dream from vineyard to barrel to bottle, rewarded by knowing that Pinot lovers savor every glass just as much as we do. Totally devoted to Pinot.”

Wine consumer: Everyday Loyal

The below information is based on the Constellation Brands Genome Segments. (This post is part of a series on how six different wine consumers target six different brands. Read the Intro here.)

  • 20% of wine consumers
  • Wine makes occasion more formal
  • When I find a brand I like, I stick with it
  • Wine is part of my regular routine
  • $10 average price per bottle

Mark West Pinot Noir Strategy

  • Cost: $9.95
  • Competitors: Smoking Loon, Mirassou, Castle Rock, Cupcake
  • No winery location
  • Differentiates their Pinot from others by saying their Pinot Noir is the “#1 Selling Pinot Noir in the U.S.”
  • $40 million in sales (according to below 2015 Movember video)

Packaging Design

Packaging design is a very important part of a wine brand’s sales. Why?

According to the 2014 Gallo Consumer Wine Trends Survey, nearly 2/3 of wine drinkers selected a wine for its label – with emphasis on “younger consumers.”

An even stronger reason?

Scientific research tells us that 90 percent of the information transmitted to the brain is visual and that human beings process images 60,000 times faster than text.

This means that our brain is making unconscious decisions about wine labels all the time. What is the perceived value of the Mark West packaging design?

As a wine label designer, the first thing that I notice about their label is the bright color, which typically signify a cheaper price.

Mark West Pinot Noir label also uses serif and script fonts on their label, a crest, foil printing, plus a very clear hierarchy of information. You read Mark West first, then Pinot Noir and then the Aappellation. All of these cues unconsciously communicate this is a “traditional” wine, because it follows the same pattern that you see in old European wine.

MarkWestLabel

On the back of their labels they remain consistent with the front label with fonts, logo and color. They again continue their differentiation focus by saying “Mark West Winery specializes in Pinot Noir.”

MarkWest_labelBack

Promotions

What type of promotions do you create for Everyday Loyal wine consumer? Last fall Mark West ran a “Movember” promotion. Movember is an annual event involving the growing of moustaches during the month of November to raise awareness of various cancers, such as prostate cancer.

Screenshot 2016-02-15 08.19.48

Let’s look how this promotion worked:

  • Partnership for a good health cause – makes consumers feel good!
  • Primarily focusing on men that are younger
  • Used a custom hashtag #MyStacheMyPinot – very important for any promotion
  • Men’s Health Magazine: print & online ads
  • In-store demo’s
  • For more details, watch this video:

Mark West – Movember from DAf on Vimeo.

How does Mark West launch a new brand?

To launch their new Black Pinot Noir (price point $14.99), Mark West created this sexy video that I often share at speaking presentations. Notice how the video doesn’t have any people or locations in it. It’s all product, imagery and music and is a great way to create buzz for a new wine.

What else did they do for their launch?

They also created promotional events like an “experiential event held at New York City’s legendary lounge, The Carnegie Club, where they paired the wine with cigars, chocolates and the smell of coffee beans.” Read more here if you want the full details.

Their packaging design for this new brand matches their regular Pinot Noir packaging. Same fonts, crest, and logo with complimentary colors. Plus in the video they repeat their differentiation message as “America’s favorite Pinot Noir.”

Website

While Mark West does not follow the latest trends in website design (full screen imagery, navigation bar that follows you, etc), Mark West does a really good job of being consistent with their brand on their website. When you open their site, you immediately know you are on Mark West Wines website because of the color palette, fonts and photography. Here is their home page:

MarkWest

When they launched their Black Pinot Noir, they made the entire page black:

MarkWest_WebsiteBlack

How can your wine brand be unforgettable?

Mark West did not start as a million dollar brand, but took steps that any wine brand can also take. They had a pin point focus on their target market, a strong strategy, and an unforgettable wine label design that created huge growth. The original owners, Purple Wine Company LLC, sold their 600,000 case Mark West brand in 2012 for $160 Million to Constellation Brands.

Need help creating an unforgettable wine brand?

As a full service branding and marketing agency, we provide a variety of services to help you build relationships with customers and sell more wine. Contact us to discuss your needs and we’ll provide a free estimate customized specifically for your winery.

Next in the series we will discuss Uproot wines, who targets Millennials.

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Marketing your Wine Brand to Generation X
10 August, 2016

Is your winery missing out on “the largest growth opportunity for most wineries?” According to American Express, Gen Xers have more spending power than any other generation!

It seems like every industry wants to reach Millennials, and with good reason. Pew Research reports there are 83 million Millennials in the U.S. and this audience has recently surpassed Baby Boomers in size. Yet a potential market of 65 million Gen Xers who are more established in their careers, have higher household incomes, and money to spend is definitely worth your notice. Plus, as a Gen Xer, and with many friends that are Gen Xers who all drink wine, this got me thinking why is no one talking about Generation X?

Consider this informative excerpt from a recent Wine Opinions report – American Wine Generations:

“According to the Bureau of Labor Statistics, the average household spending by generation in 2014 was $43,942 for Millennial households, and $58,202 for Baby Boomer households. But for Generation X, average household spending was $63,137. And the same report showed that average household spending on entertainment was highest among Generation X households.

Moreover, Gen X consumers are willing to spend on higher priced wines. A recent report from an online wine seller shows that the average bottle price of wines sold to Generation X customers was higher than that paid by either Millennials or Baby Boomers.

Recent Wine Opinions consumer surveys also point to the importance of Generation X wine drinkers. Among all high frequency wine drinkers surveyed, Generation X wine drinkers have, on average, made more winery visits than Millennials in the past year. And though conversion in tasting rooms to winery club membership is still highest among Baby Boomers, some 35% of Generation X winery visitors in the past year joined a wine club, compared to 24% of Millennials who did so.

Wine marketers – especially those selling wines over $20 – would be well advised to pay attention to consumers between the ages of 40 – 51. They are spending more than any other generation, they spend nearly as much on wine as Baby Boomers, and they are outspending Millennials.”

Still not convinced? The 2016 SVB Wine Report concluded that Gen X is “the second largest consumer of fine wine in the U.S. today and are the largest growth opportunity for most wineries.” Just take a look at the forecast from SVB for wine purchases by generation below:

ForecastWineDrinkers

Born between 1965 and 1980, Gen Xers are expected to replace Baby Boomers as the dominant fine wine consumer around 2021. As a target audience, this generation is often overlooked so your winery could really stand out if you start connecting with them now.

Members of Generation X are known for being savvy, skeptical, and influential. So where do these wine drinkers fall into the updated 6 Different Wine Consumer categories (Overwhelmed, Image Seekers, Enthusiasts, Everyday Loyals, Price Driven, or Engaged Newcomers) provided by Constellation Brands?

Gen Xers are currently 36 – 51 years old. We already know they don’t mind spending more on the wine they drink so Price Driven is out. Image Seekers and Engaged Newcomers are two categories comprised primarily of Millennials. Therefore, the majority of Gen Xers will fall into the Everyday Loyals and Enthusiast groups with perhaps a small percentage in the Overwhelmed category.

For example, my marketing expert, Michelle, is a fellow Gen Xer who most identifies with Everyday Loyals. She has a favorite brand of wine and sticks with it, though occasionally she likes to try something new. She views wine as a treat and occasionally has a glass to relax after she puts her son to bed. Michelle said she was definitely Overwhelmed when she first started drinking wine. She didn’t know much about it, and there were always so many choices. She’s since evolved :)

Now that we know more about what kind of wine drinkers Gen Xers are, how can you reach them? According to Forrester Research, traditional media is still important to Gen X (48% listen to the radio, 62% still read newspapers and 85% have favorite TV shows). Yet Gen X also is very savvy when it comes to digital media; 60% of Xers use a smartphone each day, and 75% are regularly on social networks per a survey by Millward Brown Digital. Additionally, Xers check their email often, and love watching videos.

Knowing who you are going to target also greatly helps companies like us, Bauerhaus Design, create packaging that appeals to Gen Xers. Each demographic influences the type of font, images and overall design we use to create for your wine brand.

In conclusion, your winery should take an omni-channel approach in order to connect with Gen X wine drinkers. This means that consumers should be able to engage with you in your tasting room, on your website or mobile app, in their inbox, and on social media sites that matter to them. The experience should be seamless regardless of channel or device used, and your branding must be cohesive across the board.

Need help reaching Gen X wine drinkers?
As a full service branding and marketing agency, we provide a variety of services to help you build relationships with customers and sell more wine. Contact us to discuss your needs and we’ll provide a free estimate customized specifically for your winery.

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How 6 different brands target 6 different wine consumers
27 July, 2016

In a Texas Tech University study from 1991-2006 they found there was an “Unmistakable trend: the better the recognition rating a wine brand received, the more likely it was to survive. No such link existed between quality evaluations and a brand’s success.”

When I talk to business owners creating a new wine brand, one thing I always try to emphasize is making sure their brand is differentiated from other wine brands. What does this mean? It means knowing what makes your brand different and promoting those benefits to a very specific target market.

I think on paper this concept makes sense to business owners, but I think to better understand this clearly it helps to see how 6 different brands target 6 different wine consumers. By understanding your customers better you can better target what they identify in a brand as unforgettable and what wine marketing promotions will appeal to them. Are they only drinking wine at happy hour? Do they prefer to pair their wines with dinner? Are they a Mom who likes one glass of wine after the kids are in bed?

First, let’s dive into who the 6 different wine consumers. Constellation Brands, the world’s largest wine seller, did a study in 2008 called Project Genome surveying the purchases of 10,000 premium-wine consumers–defined as those who purchased wine priced at $5 and higher–over an 18-month period. While previous wine studies have been based on what people remember buying, this study tracked the ACTUAL purchases of Nielsen Co.’s Homescan® consumer purchase panel, which employs in-home bar code scanners and surveys to map consumer buying behavior across a demographically balance. This study was further updated in 2014 with additional research, giving us the below 6 wine consumers.

GenomeSegments

 

1. Overwhelmed

  • By number of choices
  • Like to drink wine, but don’t know what to buy
  • May select by wine label design
  • Want easy to understand info in retail
  • Open to advice, but frustrated if no one is in the wine section to help
  • If confused, won’t buy anything

2. Image Seekers

  • Status symbol
  • Are just discovering wine
  • Have basic wine knowledge
  • Like to be the first to try new wine
  • Open to innovative packaging
  • Prefer Merlot
  • Check restaurant wine lists online and research scores
  • Millennials and Males

3. Enthusiast

  • Entertain at home with friends
  • Consider themselves knowledgeable about wine
  • Like to browse wine sections at stores
  • Live in cosmopolitan centers, affluent suburban spreads or country setting
  • Influenced by wine ratings and scores
  • 47% buy wine in 1.5L as “everyday wine” to supplement their “weekend wine”

4. Everyday Loyal

  • Like wine from established wineries
  • Prefer to entertain at home
  • Wine makes occasion more formal
  • When I find a brand I like, I stick with it
  • Wine is part of my regular routine

5. Price Driven

  • I believe you can buy good wine without spending a lot
  • Price is top consideration
  • Shop in a variety of stores to find the best deals
  • Use coupons & know what’s on sale ahead of time
  • Typically buy a glass of the house wine when dining out, due to the value

6. Engaged Newcomers

  • Don’t know much about wine, just like to drink it
  • Young = Millennials
  • Wine is part of socializing
  • Interested in learning more about wine

Knowing which of these is your target wine consumer can take the guess work out of what your brand should look like and what wine marketing programs will succeed for your business.

Next post: How the Mark West wine brand targeted Millennial males.


4 best types of Instagram photos to drive Millennial wine engagement
12 July, 2016

Fifty-three percent of adults aged 18-29 say they use the Instagram app. Meaning, if your target wine consumer is a Millennial, you need to be on Instagram. (Not sure of your wine consumer, check out this post –> The 6 different wine consumers.) Around 80 million strong, Millennials have now surpassed Baby Boomers as the largest group of customers EVER. (Some reports suggest that they will represent 50% of the wine- and spirit-buying population by 2025!)

So, what does this mean to you and your winery? If you are targeting Millennials, you need to focus on Instagram. Today’s young wine drinkers have been shaped by the rapid rise of technology and often interact with their favorite brands on Instagram.

Re-post photos from your fans

One great way to increase engagement is to ask your followers to take photos with your wine and tag you with a hashtag. Then, once you have their permission, repost the Instagram photo and credit them in the text. For example, under a photo it could say “Show us what you’ve got by tagging your #wine with #mywineryname and you might just get #regrammed.” Here is an example of a re-post by Uproot Wines:

Screenshot 2015-12-30 11.41.56

Show your employees & owners

If you have frequent visitors, they probably have a favorite staff member. Show off photos of different employees and what their favorite wine and food pairing is. Plus, show us the owners! Winery owners are like the celebrities of the winery – people love to be able to spot the owner while at your winery. Here is an example from Starview Vineyards in southern Illinois. The owners posted this instagram shot with wine industry friends at a Shawnee Hills wine trail event.

StarviewVineyards

Get artistic

Instagram is a visual platform and one of the highest type of posts are photos that are product centric and artistic. The wine brand Chandon, a sparkling wine, does this especially well. Chandon, a Moet Hennessy USA company, says “Instagram is our No. 1 form of social media, over Pinterest, Facebook and Twitter” – read more about it in this article on Chandon.

Screenshot 2015-12-30 11.54.45

Build an Instagram menu

Ask your visitors to get involved. This Vancouver restaurant has a table tent on each table with a sign that says “Help us build an Instagram Menu. Tag your photos @Catch122 #catch22menu”

Catch22MenuInstagram

Want more tips on navigating Instagram? Read 5 tips to help wineries use Instagram.


Video Marketing: 10 DOs and DON’Ts for Wineries
30 June, 2016

Is your winery leveraging today’s most effective marketing tactic? 70% of marketers say video produces more conversions than any other content!

There are many ways to reach your ideal wine drinker, and a cohesive marketing plan should definitely include social media and email marketing. Adding video to the mix can really help your winery stand out and keep people interested in your brand.

According to Tech Crunch, Facebook users watch 100 million hours of video daily for a total of 8 billion video views EACH day! On Twitter, 82% of users watch video content. And YouTube is now the second largest search engine; 67% of Millennials say they search for videos anytime they want to learn something.

People like video. They consume it and remember it. Bottom line, creating branded videos to connect with customers and promote your winery is one of today’s most effective marketing tactics. Yet boutique wineries often shy away from using video. Some perceive this medium as too costly, too technical, or just one more thing they don’t have time to learn/master.

But consider this: Vidyard reported that 70% of marketers say video produces more conversions than any other content! It’s time to dive in and leverage this powerful channel to benefit your winery! Here are some tips to help you get started:

1. DO have a strategy. Consider your overall marketing goals. Decide what you want your audience to see, feel, and hear. Determine the message you want to convey. Then tell a story that gives your customers something useful or meaningful.

2. DON’T rely on sound to convey your message. As much as 85 percent of video views on Facebook happen with the sound off! While some of your videos may require audio for full impact, it’s important to create content that provides just as much value with no sound.

3. DO add value. We recently discussed the importance of creating and sharing quality content that provides value to your audience. When planning your video, think about your customers and how you can answer a question, solve a problem, or entertain them!

4. DON’T forget mobile. Twitter reports that 90% of their video views happen via mobile devices. Test to make sure your video looks and functions the way you intend no matter if it’s viewed via PC or Mac, iOS or Android.

5. DO keep it short. The most popular videos on YouTube have an average length of 2 minutes and 54 seconds, but you can be successful with shorter videos, too. Point is, don’t try to create the next War and Peace

6. DON’T stress out about the tech. There are plenty of tools out there to make creating and editing your videos easy. Check out Animoto or WeVideo to create stunning visuals, Wideo for templates you can customize with your own logo and graphics, Flipagram to make a video from pictures, GoAnimate or PowToon for video presentations, and Stupeflix for mixing photos, video, and music. Some are free while others offer a free trial. Some are available solely as a mobile app. The tools you use will depend on your needs, and which programs you find most helpful.

7. DO leverage multiple channels. While it’s great to post videos on your website, share your video on Facebook, Twitter, Instagram, YouTube, Vimeo, Vine, and even Snapchat if it makes sense for your winery. Keep in mind that different channels may have different format considerations such as video length so one video may not work everywhere. (Bonus tip: you want to be where your customers are so you need to know which sites/apps they use!)

8. DON’T forget the call to action. Customers may enjoy your video, but if you don’t give them something to do after they watch it, you’ve missed a huge opportunity. A few options to consider:

  • Ask a question – “What’s your favorite summer wine pairing?” then invite viewers to join the conversation on your Facebook page, Twitter or Instagram account with a dedicated hashtag.
  • Enter to win – “Score two free tickets to our next event!” and link to your site where they can enter their info.
  • Cast your vote – “Which new logo do you like best?” and link to the survey.
  • Freebie – “Mention this video and get a free glass of wine.” Or a coaster. Your call!
  • Fill out a short form – “Sign up for our wine club and taste our favorite wines!”

9. DO view platform analytics in order to measure the efficiency of your video, help you learn more about your audience, and improve performance of future videos. Review the number of video views, clicks, shares, time viewed, click-thru rate, conversion rate, and adjust accordingly. For example, if no one is watching your video all the way through, it may be too long or not provide enough value.

10. DON’T go off brand. Express your brand personality and passion for what you do in the video. Be transparent and as authentic as possible. Establish trust, and then communicate what’s special about your winery.

BONUS: great video content helps your SEO efforts! Pay close attention to the title, tags, description, and other features of your video. Getting more people to like or view your video is a positive signal to search engines your content has value. In fact, Brightcove found that video drives a 157% increase in organic traffic from search engines!

Video marketing doesn’t have to be expensive or complicated. Plus, it can be really fun! Here are some ideas to get you started:

  • Introduce the owners, their backgrounds, and interests to humanize the brand
  • Tell the story of how your winery came to be
  • Take a video tour of the winery to feature your views, vineyard, tasting room, and architecture
  • Interview your winemaker about your new wine or his/her favorite wine
  • Teach a favorite recipe using your wine and demonstrate how to make it
  • Show what happens behind-the-scenes when making or bottling your wine
  • Use wine corks or bottles to create a craft step-by-step
  • Highlight a popular event and show people having fun at the winery
  • Create a montage of customer testimonials both in person and text pulled from review sites
  • Stage an unboxing of a wine club delivery to show how it’s packed and create excitement about the next shipment
  • Teach a neat trick to open or chill a bottle of wine faster
  • Record live music at the winery and use it to promote the musician and your atmosphere

For more inspiration, review these examples of successful winery videos.

Looking for more support?
We can help with video strategy and branding, and other wine marketing needs. Contact us to set up a time to discuss your specific situation; we’ll provide you with a free estimate customized for your specific goals.

Rebecca is the owner of Bauerhaus Design, which specializes in building brands for wineries. Take our FREE 7 week wine marketing class to learn how to sell more wine with a powerful brand, email marketing, social media, online ads and more: www.bauerhaus.com/sell-more-wine/

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7 Tips to Improve Your Winery’s Email Marketing
15 June, 2016

Did you know email marketing is 40 times more effective at acquiring new customers than Facebook or Twitter?

Given all the different ways to interact with your customers online it can be easy to neglect email marketing. Yet not only are emails fast and affordable, but they continue to convert higher than social media. This means that more people who receive your email will buy from you versus fans that follow you on Facebook and see a post.

In fact, email consistently generates the highest return on investment for businesses among all marketing channels according to online research resource, VentureBeat. Whether your goal is to grow your business, acquire new customers, launch a new product, advertise a sale or promote an event, your winery should be utilizing email. Marketing data experts at McKinsey & Company found that email is actually 40 times more effectiveat acquiring new customers than Facebook or Twitter!

The truth is, if your winery is not actively building a database of customer emails, you’re missing out on a HUGE opportunity to connect with wine drinkers, build brand loyalty, and increase sales. You can capture customer email addresses via a form on your website, in the tasting room, when they create a wine club account, checkout at the winery, or even during a phone call. You’ll get more email signups if you offer something for free in return (like we do with our Free 7 week email series “Sell More Wine”), or have them enter to win a drawing of some kind.

So what can you do to ensure that your emails deliver the right message at the right time to the right audience?

  1. Get Permission– Make sure that you’re only sending email to people who have given you explicit permission to contact them via an email address they provided. (NOTE: Buying an email list is never a good idea. It’s a waste of money because the audience is rarely targeted, and using a purchased list can get you in a lot of trouble since no one on it gave consent for you to email them.)
  2. Personalize It – Ever get a piece of mail addressed to “Resident”? Yeah, that doesn’t leave you feeling very warm and fuzzy about the sender. Using someone’s first name or other individual-specific data like birthday or favorite wine helps build a relationship between the recipient and your brand. According to Experian, emails with personalized subject lines are 26% more likely to be opened.
  3. Segment Your List – Building on the previous tip, use different fields from your customer database to group your email list into smaller, more specific segments. For example, you can have a Wine Club list, a March birthday list, a “prefers sweet wine” list, and so on to send targeted messages that are relevant to that audience.
  4. Optimize for Mobile – Make sure that your email looks good and functions as intended no matter if it’s viewed on a laptop, tablet, or smartphone; your email should be easy to read, with images displaying properly, and all links working. (Fortunately, many email clients offer mobile responsive templates to make this easy.) A report by Campaign Monitor revealed that on average 53% of emails are opened on mobile devices, and TechCrunch reported last May that 75% of Gmail’s 900 million users access their accounts on mobile devices!
  5. Test Subject Lines – Take advantage of the A/B testing feature built into most email clients, which allows you to send an email with two different subject lines to two smaller subsets of your email list. Once enough data is collected, the application will automatically send out the email with the winning subject line to the rest of your list. Over time you will learn which subject lines are most likely to motivate your audience to open your emails.
  6. View Reports – After each email you send, pay attention to the various analytics available in the email client such as A/B test results (which subject line was most compelling), open rates (the higher rate equal more engaging content), click thru rates (the percentage of people who received your email that clicked your links to get to your site), and conversion rates (the percentage of people who received your email who purchased from you). Then use this information to improve future results by testing different send times or days, content, and layout.
  7. Add Social – Emails are a great way to drive traffic to your website as well as increase your following on social media sites. Make sure that every email you send out includes direct links to your Facebook, Twitter, and Instagram accounts. Although we’ve focused on the importance of email marketing here, social media should still be part of your overall marketing strategy.

Lastly, while there are multiple respectable email providers out there, at Bauerhaus we use MailChimp.com and often recommend it for other small businesses. They offer a “Free Forever” plan for up to 2,000 subscribers and 12,000 emails per month with no expiring trial, contract, or credit card required. Their free account includes features such as responsive templates that look great on mobile devices, built-in sign up forms, email campaign reports, and more.

Too busy or just need help?
If you’re interested in having us manage your winery’s email marketing for you – please contact us here or email becca@bauerhaus.com. We’ll set up a time to discuss your specific situation and provide you with a free estimate customized for your needs.

Rebecca is the owner of Bauerhaus Design, which specializes in building brands for wineries. Take our FREE 7 week wine marketing class to learn how to sell more wine with a powerful brand, email marketing, social media, online ads and more: www.bauerhaus.com/sell-more-wine/


5 successful winery video examples
01 June, 2016

Recent statistics by Invodo tell us that businesses who use video grow revenue 49% faster than non-video users. 55% of shoppers often research on mobile devices, where visual content helps inform their product selection. This means that people deciding which winery to visit next weekend, are doing it on mobile first.

If you attended talks in Texas and at the Eastern Winery Exposition, you’ll know that when I do presentations on branding, video is included. Why? Video is not only the hot trend right now in marketing, but is also a great way to tell your uniquie brand story. What makes you different? Is it your vineyard? Your location? Your chef on staff? You history? Show off in video how you are different than your competitors.


What type of videos have wineries had the most success?

1. Mollydooker Shake:

This video, the Mollydooker Shake, is by an Australian winery that has a link to this video on the back of their wine labels. Including a call to action to video on the back of your wine label is a great way to to share your brand story and "How-to” searches are up 70% year-over-year on YouTube. What can you explain at your winery?

2. Legacy of Jackass Hill

The Wine Spectator 2015's best video winner is "The Legacy of Jackass Hill." The star is tenacious Lee Martinelli, Sr., who shares the challenges and dangers of working the Jackass Hill vineyard, which has been farmed by his family since the 1890s. Family lore maintains that "only a jackass would farm a hill that steep." Is there a memorable feature at your winery location you can share?

 

3. Mark West Pinot Noir Black

Mark West specializes in Pinot Noir and introduced their new Pinot Noir Black with this video. Notice that this video is bottle centric and does not include people, just wine bottles, objects and dramatic music.

4. Gifts for Cooks: Jordan Winery Chef's Best Kitchen Gadgets

Have a tasting room gift shop? Highlight the products you want to sell in a video:

5. Cab Wars: The Force of Harvest Awakens (Jordan Winery Star Wars spoof)

Jordan Winery is really good about telling their brand story through video. One way they do this is through fun spoof videos that show off the wine, their location and their staff in a fun way.

 

These are just a few of the ways you can incorporate video. You don't have to start with a giant budget, you can test out 15 second videos with an iphone and see which types of videos get the most attention. Videos are great ways to show off the personality of your brand, plus show your future visitors what your tasting room, winery and view are like. Make sure your video stays on brand and remember to make it appropriate for your target wine consumer.

Rebecca is the owner of Bauerhaus Design, which specializes in building brands for wineries. Take our free 7 week wine marketing class to learn how to sell more wine with a powerful brand, email marketing, social media, online ads and more: www.bauerhaus.com/sell-more-wine/


5 Secrets to Improve Your Winery’s Social Media Results
19 May, 2016

Does your social media content fall short? This one pitfall is guaranteed to lose you online followers! Find out what you should be posting instead…

Social media channels such as Facebook and Twitter are excellent ways to build relationships with wine consumers, and drive traffic to your website. It’s safe to assume your winery has at least one active social media account. (Right? If not, learn which social media sites your winery should be on to reach your ideal wine drinker.)

Whether it’s Facebook, Twitter, or Instagram let’s also assume you’re already consistently posting or tweeting, responding promptly to messages and comments, and interacting with your fans or followers. Now, let’s talk about WHAT you’re sharing online!

The posts you share on your winery’s social media accounts are called content, and having quality content is essential to maximize your social media results. Good content will keep your followers around, but GREAT content will get them to interact with your brand, and attract new customers.

Yet what makes a piece of content great? Before you share something on social media, ask yourself two questions:

  • Is this content relevant to my target audience?
  • Does it provide value for my followers?

If you answered YES to both questions, you’re almost there! Great content is helpful and interesting. Social media is a conversation after all, and no one wants to talk to someone who only ever talks about themselves.

One of the biggest social media pitfalls that cause people to tune you out and even unfollow your page is too much self-promotion. There’s something called the 80/20 rule in social media marketing, which means that out of every 10 posts or tweets, 8 of them should provide value, and only 2 of them should be sales or advertising related.

Some experts say given the sheer volume of content being shared every day, that ratio should be closer to 90% value-add and only 10% promotional! So what’s a busy winery owner or marketing manager to do? Mix it up with a combination of text, images, links, videos, questions, and stories:

1. INFORM – share local news stories, job postings for open positions at the winery, event invitations, profiles of your key employees with pictures so customers can recognize them on site, links to interesting articles, and useful infographics about wine. Create a video tour of your winery. Interview your winemaker about the new wine or his/her favorite wine. And don’t forget to tell your brand story about how your winery got started!

2. INSPIRE – share wine-related quotes that resonate with your audience. Create branded memes of personal empowerment. Talk about who inspires you. If your winery is connected to a specific charity, tell your followers about it and link to their web page, Facebook page, or Twitter account. Host a fundraising event for the cause at your winery. Modify your favorite recipes for entrees, desserts, and more to include your specific brand of wine.

3. ENTERTAIN – share funny wine memes or jokes; don’t be afraid to embrace humor if it suits your brand. Connect with fans over books you’ve read and events you’ve attended. Upload pictures of yourself, your team, your pets or your family. Create a video of you and your employees having fun, or explaining a process such as bottling the wine. Feature a favorite customer and their experience with your winery.

4. DISCUSS – share your opinions on topics relevant to your customers. Start a conversation about a current trend. Write about the best customer service experience you’ve ever had and how you strive to recreate it for all your customers. Talk about your favorite wine and invite customers to share their favorite varietals or food pairings.

5. ENGAGE – question your audience and do some low-cost market research at the same time! Ask about their favorite product, service, or menu item at your winery. Get them to vote on a new event or wine name. (Tip: make sure you’re able to live with what they choose by giving them pre-approved options!) Host a fun drawing where people guess how many wine corks fit in a wine barrel or other container to win a prize.

Some final content considerations: Is it a positive reflection of your winery owner or brand? Negativity is rarely well-received. Does it offer insight into the owners’ personality? Sharing a personal interest or something others can relate to (pets, hobbies, home improvement project, etc.) creates common ground to develop relationships. Does it position you as an expert, or your winery as a resource? Determine what you have to offer that’s different than your competition and share content that reinforces it.

Creating and sharing high quality content definitely can be a full time job, but you don’t have to start from scratch. Repurpose internal sources such as your blog, email newsletters, event calendar, wine list, FAQs, etc. Explore external sources for content inspiration including online reviews and testimonials about your winery, and wine industry news or blogs. Make sure you optimize posts and tweets by using relevant hashtags, and tag related people or businesses to increase your exposure.

Bonus Tip: Another big social media pitfall some wineries fall into is creating a social media account and then neglecting it. You can’t have a conversation with someone if they’re never around! Use an editorial calendar to plan out your content for all social media channels, and try to avoid sharing the exact same thing across the board. Each social channel should provide value to its followers, so give your target audience a good reason to follow you on Facebook AND Twitter AND Instagram if you can manage all three well. A calendar will help your winery have a consistent brand presence, which is another key to success online.

 

Don’t want to DIY?

Read what happened when we took over one winery’s Facebook page. We can help you with content creation and social media management, too! Contact us to set up a time to discuss your specific situation; we’ll provide you with a free estimate customized for your specific goals.


9 Tips to Improve Your Winery’s Search Ranking (SEO)
05 May, 2016

Does your winery currently show up on the first page of Google when someone searches for wineries in your area? Learn the tactics you need to know to improve your winery’s ranking in search engine results!

Search engines exist to help people on the internet find answers to questions and solutions for problems. Google and other search engines use algorithms – often referred to as “spiders” – that “crawl” a web page to discover your content. Then they index the information in a database where it is analyzed to check for over 100 indicators including your domain age, traffic, backlinks, and new content, which determine whether your site is valuable or not. Lastly, they rank the web page in order to tell how useful the information is so the search engine can display the most relevant results for each individual search.

Search Engine Optimization is all about improving your site’s ranking in search results; it is complex and ever changing. For example, SEO used to be all about keywords. Businesses would cram as many keywords into their site as possible, sometimes even making them invisible to the reader. Of course, Google caught on, and now sites are ranked by relevance.

SEO is something that confounds many small business owners. The uncertainty seems to be rooted in the idea that it requires complicated technology know-how and advanced coding ability. (We addressed the more technical side of SEO a few years ago, and the information is still useful today.) The truth is that there are quite a few tactics you can employ on your own to improve your winery’s ranking in search engine results. Here are our top nine tips to help you:

  1. Set up a Google My Business account. It’s free and automatically connects you to Google Search and Maps. Add your business address, phone number, hours, website link, images, and what’s special about your winery.

  2. Claim (or create) listings on other online directories. There are hundreds of sites where your winery can have a presence, and many directories offer free listings you can claim, as well as optional paid features. It’s important to make sure that any information posted about you is accurate. Claiming the listing (or adding one) will enable you to control the information and best highlight your winery.It is beneficial to get your business listed on as many relevant sites as possible to increase your brand awareness, show up in local search results, improve your search engine standing, and boost your website traffic. The top sites for local business directories, besides Google of course, include Bing Places, MerchantCircle, YellowPages, WhitePages, SuperPages, YellowBook, Mapquest, Foursquare, Judy’s Book, Local.com, Manta, eLocal, MagicYellow, DiscoverOurTown, Dexknows, Citysearch, EZlocal, TripAdvisor, Yahoo Local, and Yelp. Then there are sites like ExpressUpdate and Yext that feed data to multiple directories; ExpressUpdate is free, but Yext requires that you purchase a package.

  3. Enhance your online business listings. While adding the basics like phone number and address are a good first step, you’ll get the most out of the listing by adding pictures of your winery, owners, wine, food (if available), and so on. Also, take the time to write “about us” descriptions, and what sets you apart from other local wineries. Link to your social media sites like Facebook and Twitter where possible, as well. Bonus tip: Know where your business is mentioned, and monitor your online business listings. Keep a list of all of the sites with your login information. Then schedule a time to review all of your listings, maybe quarterly or twice a year. Business hours change. New services are offered. Buildings are renovated. Review what potential customers are seeing about your winery online and make sure all of the information is still accurate.

  4. Optimize your website for mobile devices. Google’s search algorithm favors mobile-friendly sites for website traffic accessed via mobile phones and tablets. Fun fact: 75% of Americans have mobile phones and 61% are using them to search the internet. Websites without a mobile version may not show up in mobile searches at all! Your website should be responsive, which means it will look good and function as intended no matter if it’s viewed on a desktop, laptop, tablet, or smartphone. When someone visits your site from a mobile device, it should be easy to read with images displaying properly, and all links working.

  5. Create new content. The more often you update your website and add fresh content, the more often the spiders will come back to check your site to make sure it is fully indexed. A blog is the perfect way to do this. Think about ways you can help solve problems for your consumers and write about them! For example, maybe they’re looking for a great place to host a Mother’s Day brunch… If you need help, we’ve talked before about topic ideas for your blog and how a blog can grow your winery. Note that adding other types of new content like original photography and video are useful, too!

  6. Invest time in social media. Social channels such as Facebook and Twitter are excellent ways to build relationships with wine drinkers and drive traffic to your website. Plus, your posts and tweets can get noticed by Google, thereby further establishing you as an authority who shares relevant content. Think of your social sites as separate sources of information, and don’t automatically post or tweet about what you just covered in your blog. Each channel should provide value to the reader. Learn which social media sites your winery should be on to reach your ideal wine drinker.

  7. Link back to your site. “Backlinks” are simply an incoming hyperlink from one web page to another. For example, if you’re working on a social media post, include a link to a relevant page on your website like your wine list. When you send out an email newsletter, incorporate links to your About Us page, contact us page, events calendar, etc. When writing a new blog post, add links to previous posts or pages on your site that support your story and provide more information. If you have complementary businesses in the area such as a B&B, ask them to link to your winery from their website and offer to do the same for them.

  8. Encourage online reviews. Reviews are often part of business listings like Google and available on social media sites. They’re important for two reasons: essentially other people are creating content about your winery for you so they help drive your local SEO visibility, AND 86%+ of consumers are influenced by online reviews according to a 2013 Dimensional Research survey. If someone is online looking for a great winery, other people’s experiences with you carry weight. One idea: hold a quarterly gift card drawing and ask customers to review you on a specific site (Google, Facebook, TripAdvisor, etc.). Provide the link, select the winner from all new review entries, award the prize, and announce the winner! Bonus tip: Consumers have a more positive view of a business if they see you responding to online reviews, especially negative ones. Your responses communicate “we’re paying attention and we value your input.”

  9. Be patient. The tips here will help improve your search ranking results, but don’t expect to see your winery listed on the first page of Google overnight. Good SEO takes time, so relax and stick with the process.

Don’t want to DIY?

Whether you want help with your SEO efforts or are interested in getting a brand new website, please contact us! We’ll set up a time to discuss your specific situation and provide you with a free estimate customized for your needs. We offer three different types of SEO packages and a variety of responsive website design and development options.


Free 7 week branding + wine marketing course: Sell more wine!
20 April, 2016

Tired of placing an ad and not seeing results? Jump start your wine marketing with our free seven week email series and learn how to take your business to the next level!

Simply enter your email address and we’ll send you 7 weeks of emails with tips on branding, social media, marketing, SEO, pay per click, and much more! You’ll receive the first email complete with tips in your email inbox within a few hours of signing up.

This seven week email series was specially created for smaller, boutique winery owners. We know that you create fabulous wine and we want to help you spread the word! We take complex wine marketing concepts and break them down into 7 different emails containing steps you can take right away to grow your winery.

For example, are you confused by social media? We explain step-by-step which social networks are most important and how you can turn website traffic into visitors to your winery. Sign up here: http://www.bauerhaus.com/sell-more-wine/

Topics Covered:

  1. How to brand your winery
  2. How to increase your winery customers with 10 steps
  3. How to use Social Media to reach your audience
  4. How to decide which Online Ads are right for your winery
  5. How to increase traffic to your Website step-by-step and get more sales
  6. How to use Email Marketing to grow your winery
  7. How to make your wine label stand out

Our past participants say:

“This 7 week course is an excellent idea to warm up and make you think about the next steps to be taken. Marketing never stops! Thanks!” – Leonardo from Spain

“The series was insightful and helped us greatly in the middle of a rebrand.” – Anna

“We have a long history with Bauerhaus Design and am amazed at how they not only know design, but also understand how to teach social media and online marketing.” – Bob E.

“I’ve been receiving the Sell More Wine series and the Bauerhaus Design newsletters for nearly one year now and what surprises me the most is the fact that… they are always new! I mean, they are full of great ideas and links to interesting books, I wonder how they can find so often such an amount of useful material. Plus, Rebecca replied immediately to the e-mail I sent her, and I appreciated it very much. Thank you guys for being so nice, keep on doing like this :)” – Mike T.

Are you ready to get started?

Get more winery customers with our free 7 week Wine Marketing email series: sign up here: http://www.bauerhaus.com/sell-more-wine/

 


KC Wineworks: branding for Kansas City, Missouri winery
06 April, 2016

What happens when Baby Boomers and Millennials come together to create a wine brand? KC Wineworks just opened in the Crossroads Arts district of Kansas City, Missouri and here are a few of highlights from building their brand.

We created their logo as two separate pieces that can be combined in various ways. The gear represents the modern focused Millennials paired with a traditional serif font.

2016_KClogo_small

Wine label design:

2016_KC_bottles_small

Cider label design:

2016_KCcider_Small

Plus, letterhead and business card design:

2016_KCletterhead_Small

Click here to see the KC Wineworks website design and development case study.


Wine Marketing Q & A: Which Social Media Channels Should You Use?
23 March, 2016

With so many options in social media, how do you choose the best social media platform for your winery? The short answer is: it depends on who you’re trying to reach.

First, let’s assume you have a cohesive brand that communicates how your winery is different from the competition, and that you’ve already identified your winery’s target audience. (And no, it can’t be “all wine drinkers.” Here’s why!)

At a minimum, you should have a solid understanding of your ideal consumer’s gender and age range. Other information you may find helpful include their education level, household income, ethnicity, and/or where they live. Then – just like with any other type of advertising – you want to promote your winery on the social media channels where your target audience spends their time.

We studied the demographics provided by Pew Research Center for each social media channel, reviewed the updated Wine Drinker categories provided by Constellation Brands, and drew on our own professional experience with managing social media for our winery clients in order to create this handy chart to break it down for you:

SocialMediaForWineriesChart

Whether you’re too busy to manage your winery’s social media efforts, overwhelmed by all the different channels, or you just want someone to show you the ropes – we can help. As a full service design and marketing agency, we offer social media management services that range from training you how to be successful online to doing it all for you!  Contact us today for a free estimate customized for your needs.

Rebecca is the owner of Bauerhaus Design, which specializes in building brands for boutique wineries. Take our free 7 week wine marketing class to learn how to sell more wine with a powerful brand, email marketing, social media, online ads and more: www.bauerhaus.com/sell-more-wine/


Rebecca Ritz to speak on branding at the Eastern Winery Exposition
09 March, 2016

Join me for three presentations: Sell more Wine: a branding workshop for better wine label design, Why your winery brand should be like Weird Al, and at the social media panel session as I cover 5 tips to help wineries use Instagram.

Plus, stop by the Wyne Girl’s booth #143 at the trade show and sign up for our free 7 week wine marketing class to learn how to sell more wine with a powerful brand, email marketing, social media, online ads and more. Can’t make it in person? Sign up here —> www.bauerhaus.com/sell-more-wine/

Presentation #1:
Why your winery brand should be like Weird Al

Whether you are getting ready to launch a new wine or service, want to promote an event or special offer, or simply want to increase awareness of your winery, this presentation will inspire you. Weird Al is such a great example of modern marketing in action! You will learn the tactics he employs to be successful as well as key takeways you can apply to your winery. We will discuss how to create a unique brand, use Social Media like a pro, keep your content relevant, and grow your winery with partnerships. The primary goal of this session is to share a solid branding and marketing strategy you can adapt to your own needs.

Presentation #2:
Sell More Wine: a branding workshop for better wine label design

The first half of this presentation focuses on the importance of a brand and provides 5 reasons why your winery needs more than just a logo. We will review examples of successful wine brands and examine why they work. We also will discuss which wine label design details convey an increased value. The second half of the presentation dives into how to integrate your brand with your wine label. You will learn 3 core wine strategies, the 6 different wine consumers, and the 5 crucial steps to define your wine brand. The primary goal of this session is to share how you can increase your retail sales just by improving your wine label.

Social Media Panel:
5 tips to help wineries use Instagram

If Millennials are your target wine consumer, than posting on the photo sharing platform Instagram is a must. Fifty-three percent of adults aged 18-29 say they use the app. We will discuss 5 tips you can use to


7 Tips to Improve Your Winery’s Email Marketing in 2016
24 February, 2016

Did you know email marketing is 40 times more effective at acquiring new customers than Facebook or Twitter?

Given all the different ways to interact with your customers online it can be easy to neglect email marketing. Yet not only are emails fast and affordable, but they continue to convert higher than social media. This means that more people who receive your email will buy from you versus fans that follow you on Facebook and see a post.

In fact, email consistently generates the highest return on investment for businesses among all marketing channels according to online research resource, VentureBeat. Whether your goal is to grow your business, acquire new customers, launch a new product, advertise a sale or promote an event, your winery should be utilizing email. Marketing data experts at McKinsey & Company found that email is actually 40 times more effectiveat acquiring new customers than Facebook or Twitter!

The truth is, if your winery is not actively building a database of customer emails, you’re missing out on a HUGE opportunity to connect with wine drinkers, build brand loyalty, and increase sales. You can capture customer email addresses via a form on your website, in the tasting room, when they create a wine club account, checkout at the winery, or even during a phone call. You’ll get more email signups if you offer something for free in return (like our Free 7 week email series "Sell More Wine"), or have them enter to win a drawing of some kind.

So what can you do to ensure that your emails deliver the right message at the right time to the right audience?

  1. Get Permission– Make sure that you’re only sending email to people who have given you explicit permission to contact them via an email address they provided. (NOTE: Buying an email list is never a good idea. It’s a waste of money because the audience is rarely targeted, and using a purchased list can get you in a lot of trouble since no one on it gave consent for you to email them.)
  2. Personalize It – Ever get a piece of mail addressed to “Resident”? Yeah, that doesn’t leave you feeling very warm and fuzzy about the sender. Using someone’s first name or other individual-specific data like birthday or favorite wine helps build a relationship between the recipient and your brand. According to Experian, emails with personalized subject lines are 26% more likely to be opened.
  1. Segment Your List – Building on the previous tip, use different fields from your customer database to group your email list into smaller, more specific segments. For example, you can have a Wine Club list, a March birthday list, a “prefers sweet wine” list, and so on to send targeted messages that are relevant to that audience.
  2. Optimize for Mobile – Make sure that your email looks good and functions as intended no matter if it’s viewed on a laptop, tablet, or smartphone; your email should be easy to read, with images displaying properly, and all links working. (Fortunately, many email clients offer mobile responsive templates to make this easy.) A report by Campaign Monitor revealed that on average 53% of emails are opened on mobile devices, and TechCrunch reported last May that 75% of Gmail’s 900 million users access their accounts on mobile devices!
  3. Test Subject Lines – Take advantage of the A/B testing feature built into most email clients, which allows you to send an email with two different subject lines to two smaller subsets of your email list. Once enough data is collected, the application will automatically send out the email with the winning subject line to the rest of your list.
  4. View Reports – After each email you send, pay attention to the various analytics available in the email client such as A/B test results (which subject line was most compelling), open rates (the higher rate equal more engaging content), click thru rates (the percentage of people who received your email that clicked your links to get to your site), and conversion rates (the percentage of people who received your email who purchased from you). Then use this information to improve future results by testing different send times or days, content, and layout.
  5. Add Social – Emails are a great way to drive traffic to your website as well as increase your following on social media sites. Make sure that every email you send out includes direct links to your Facebook, Twitter, and Instagram accounts. Although we’ve focused on the importance of email marketing here, social media should still be part of your overall marketing strategy.

Lastly, while there are multiple respectable email providers out there, at Bauerhaus we use MailChimp.com and often recommend it for other small businesses. They offer a “Free Forever” plan for up to 2,000 subscribers and 12,000 emails per month with no expiring trial, contract, or credit card required. Their free account includes features such as responsive templates that look great on mobile devices, built-in sign up forms, email campaign reports, and more.

Too busy or just need help?
If you’re interested in having us manage your winery’s email marketing for you – please contact us here or email becca@bauerhaus.com. We’ll set up a time to discuss your specific situation and provide you with a free estimate customized for your needs.

Rebecca is the owner of Bauerhaus Design, which specializes in building brands for wineries. Take our free 7 week wine marketing class to learn how to sell more wine with a powerful brand, email marketing, social media, online ads and more: www.bauerhaus.com/sell-more-wine/


Join me at the Texas Wine and Grape Growers Association Conference and Trade Show
10 February, 2016

Check out a sneak peak video below of two projects we will be showcasing at our booth #316.

Plus, join me as I present a Case Study: How Six Brands Target Six Different Wine Consumers. Who is your target market? This session will explore why “all wine drinkers” isn’t a good answer. We will discuss the 6 different types of wine drinkers and provide real world examples of how 6 different wine brands reach and motivate each market segment. You will learn which aspects of wine labels, websites, and social media appeal to each group. The primary objective is to help you identify which segment of wine drinkers is your ideal consumer, and provide inspiration for strategies that could appeal to your niche.

Stop by and sign up for our free 7 week email series or go here: http://bauerhaus.com/sell-more-wine/


Will your winery be at the trade show in MO, TX, IL or PA?
26 January, 2016

Visit Bauerhaus Design, Inc. and meet owner Rebecca Ritz at one of the upcoming trade shows. Rebecca will be presenting on different winery consumers, why your brand should be like Weird Al, how to use Instagram to promote your winery, and design tips to improve your wine label. Plus, stop by our booth and get a FREE GIFT just for introducing yourself, and receive a second free gift if you know the secret password.

We’re heading into trade show season, and we’ve been busy planning our booth giveaways, along with our wine branding and marketing presentations. (Bauerhaus Design will be at three different conferences next month alone!)

Our owner Rebecca Ritz presents workshops across the country on topics such as website strategy, wine label design, mobile marketing, and social media. She prides herself on providing tangible takeaways that winery owners and marketing managers can apply to their specific business.
And make sure to stop by the Bauerhaus Design booth for a FREE GIFT! We’re giving away a free wine coaster; participants who know the secret password also will receive a free wine tote just for saying hello. The password is #BuildYourBrand.

Becca would love to meet you in person and see a friendly face in the crowd at one of her presentations! Here’s what we have on the calendar so far:

  • February 3 – 5, 2016 at booth # 210 during Craft Beverages Unlimited Midwest in St. Charles, Missouri. We’ve even got FREE TRADE SHOW PASSES for you! To redeem:
    • Visit this web page
    • Below your email address, enter Id Code: TRADECOMP
    • On the agenda/sessions page, select ‘Trade show only’
  • February 18 – 20, 2016 at booth # 316 during the Annual Texas Wine and Grape Growers Association Conference and Trade Show in Frisco, TX.
    • Presenting Case Study: How Six Brands Target Six Different Wine Consumers. Who is your target market? This session will explore why “all wine drinkers” isn’t a good answer. We will discuss the 6 different types of wine drinkers and provide real world examples of how 6 different wine brands reach and motivate each market segment. You will learn which aspects of wine labels, websites, and social media appeal to each group. The primary objective is to help you identify which segment of wine drinkers is your ideal consumer, and provide inspiration for strategies that could appeal to your niche.
  • February 26 – 27, 2016 at an Illinois Grape Growers and Vintners Association Annual Conference booth in Springfield, IL.
    • Presenting Why Your Winery Brand Should Be Like “Weird Al”.Whether you are getting ready to launch a new wine or service, want to promote an event or special offer, or simply want to increase awareness of your winery, this presentation will inspire you. Weird Al Yancovik is a great example of modern marketing in action! You will learn the tactics he employs to be successful as well as key takeaways you can apply to your winery. We will discuss how to create a unique brand, use social media like a pro, keep your content relevant, and grow your winery with partnerships. The primary goal of this session is to share a solid branding and marketing strategy you can adapt to your own needs.
  • March 8 – 10, 2016 at Eastern Winery Exposition in Lancaster, Pennsylvania. I’ll be stopping in at the Wyne Girl’s booth #143, a special “Ask the Marketing Expert” booth, plus presenting:
  • M02 – Why Your Winery Brand Should Be Like “Weird Al”
  • M03 – Social Media Options for Wine Marketing (Instagram)
  • M04 – Sell More Wine: A Branding Workshop for Better Wine Label Design.The primary goal of this session is to share how you can increase your retail sales just by improving your wine label. The first half focuses on the importance of a brand and provides five reasons why your winery needs more than just a logo. We will review examples of successful wine brands and examine why they work. We also will discuss which wine label design details convey an increased value. The second half of the presentation delves into how to integrate your brand with your wine label. You will learn three core wine strategies, the six different wine consumers, and the five crucial steps to define your wine brand.

Schedule an Appointment
Email becca@bauerhaus.com to set up a time to discuss your specific situation at one of the conferences listed above!


Free 7 week wine marketing course: Sell more wine!
13 January, 2016

Tired of placing an ad and not seeing results? This seven week email series was specially created for smaller, boutique winery owners. We know that you create fabulous wine and we want to help you spread the word! We take complex wine marketing concepts and break them down into 7 different emails containing steps you can take right away to grow your winery.

Jump start your wine marketing with our free seven week email series and learn how to take your business to the next level!

Simply enter your email address here: http://www.bauerhaus.com/sell-more-wine/ and we’ll send you 7 weeks of emails with tips on branding, social media, marketing, SEO, pay per click, and much more! You’ll receive the first email complete with tips in your email inbox within a few hours of signing up.

For example, are you confused by social media? We explain step-by-step which social networks are most important and how you can turn website traffic into visitors to your winery. Sign up right now: http://www.bauerhaus.com/sell-more-wine/

Topics Covered:

  1. How to brand your winery
  2. How to increase your winery customers with 10 steps
  3. How to use Social Media to reach your audience
  4. How to decide which Online Ads are right for your winery
  5. How to increase traffic to your Website step-by-step and get more sales
  6. How to use Email Marketing to grow your winery
  7. How to make your wine label stand out

Our past participants say:

“This 7 week course is an excellent idea to warm up and make you think about the next steps to be taken. Marketing never stops! Thanks!” – Leonardo from Spain

“The series was insightful and helped us greatly in the middle of a rebrand.” – Anna

“We have a long history with Bauerhaus Design and am amazed at how they not only know design, but also understand how to teach social media and online marketing.” – Bob E.

“I’ve been receiving the Sell More Wine series and the Bauerhaus Design newsletters for nearly one year now and what surprises me the most is the fact that… they are always new! I mean, they are full of great ideas and links to interesting books, I wonder how they can find so often such an amount of useful material. Plus, Rebecca replied immediately to the e-mail I sent her, and I appreciated it very much. Thank you guys for being so nice, keep on doing like this :)” – Mike T.

Are you ready to get started?

Get more winery customers with our free 7 week Wine Marketing email series: http://www.bauerhaus.com/sell-more-wine/


4 best types of Instagram photos to drive Millennial wine engagement
30 December, 2015

Fifty-three percent of adults aged 18-29 say they use the Instagram app. Meaning, if your target wine consumer is a Millennial, you need to be on Instagram. Around 80 million strong, Millennials have now surpassed Baby Boomers as the largest group of customers EVER. (Some reports suggest that they will represent 50% of the wine- and spirit-buying population by 2025!) (Not sure of your wine consumer, check out this post –> The 6 different wine consumers.)

So, what does this mean to you and your winery? If you are targeting Millennials, you need to focus on Instagram. Today’s young wine drinkers have been shaped by the rapid rise of technology and often interact with their favorite brands on Instagram.

Re-post photos from your fans

One great way to increase engagement is to ask your followers to take photos with your wine and tag you with a hashtag. Then, once you have their permission, repost the Instagram photo and credit them in the text. For example, under a photo it could say “Show us what you’ve got by tagging your #wine with #mywineryname and you might just get #regrammed.” Here is an example of a re-post by Uproot Wines:

Screenshot 2015-12-30 11.41.56

Show your employees & owners

If you have frequent visitors, they probably have a favorite staff member. Show off photos of different employees and what their favorite wine and food pairing is. Plus, show us the owners! Winery owners are like the celebrities of the winery – people love to be able to spot the owner while at your winery. Here is an example from Starview Vineyards in southern Illinois. The owners posted this instagram shot with wine industry friends at a Shawnee Hills wine trail event.

StarviewVineyards

Get artistic

Instagram is a visual platform and one of the highest type of posts are photos that are product centric and artistic. The wine brand Chandon, a sparkling wine, does this especially well. Chandon, a Moet Hennessy USA company, says “Instagram is our No. 1 form of social media, over Pinterest, Facebook and Twitter” – read more about it in this article on Chandon.

Screenshot 2015-12-30 11.54.45

Build an Instagram menu

Ask your visitors to get involved. This Vancouver restaurant has a table tent on each table with a sign that says “Help us build an Instagram Menu. Tag your photos @Catch122 #catch22menu” This idea could easily translate to a winery.

Catch22MenuInstagram

Want more tips on navigating Instagram? See more tips 5 tips to help wineries use Instagram.

Rebecca is the owner of Bauerhaus Design, which specializes in building brands for wineries. Take our free 7 week wine marketing class to learn how to sell more wine with a powerful brand, email marketing, social media, online ads and more: www.bauerhaus.com/sell-more-wine/


Rebranding Case Study: Rung Boutique
16 December, 2015

Rung Boutique, St. Louis, Missouri

Discover how Bauerhaus helped a non-profit navigate and overcome a rebranding challenge from strategy and design to marketing and social media.

Rung Boutique is a high-end, non-profit resale store where people can shop and donate. Their mission is to support and empower women and children in the St. Louis area by providing fashionable attire at affordable prices, as well as professional and personal growth opportunities, in a fun, uplifting boutique atmosphere. A significant portion of their net profits goes to the Women’s Foundation of Greater St. Louis and Nurses for Newborns.

Rung came to Bauerhaus with a rebranding challenge: how could they best combine their two brands: Rung (women’s clothing and accessories) and Sprung (children and maternity clothing and accessories) into one cohesive brand? They were looking for problem-solving as well as design, marketing, and social media support.

Bauerhaus partnered with Rung to plan a rebrand strategy for their new direction. We then provided a new color scheme, website design and development, search engine optimization, a new email template to complement their new website, and copywriting including FAQs and key brand messages. Most importantly, we developed their new brand position and to help them stand out from other resale boutiques. (Learn more about Rung’s website and email redesign projects here.)

Once the rebranding was complete, Bauerhaus performed an online brand reputation assessment to identify where business information was incorrect or missing. We identified the top 10 online business review sites where Rung needed to have a presence with a complete and accurate profile including Google, Yelp, and Bing. Then we created or updated their online business listings with the new logo, messages, and images to increase their online brand awareness, improve local search results and Rung’s search engine standing, and boost traffic to their new website.

Another component of this comprehensive rebranding project was how to tackle the separate social media accounts for the former individual Rung and Sprung brands. We developed a strategy and executed the plan to merge the accounts under the new Rung Boutique brand without losing any former Sprung fans on their Facebook, Twitter, Instagram, and Pinterest accounts.

We then focused on optimizing the newly merged social media accounts to figure out what type of content to post on each channel, and when to post it, to best increase customer engagement and reach. Bauerhaus provided social media management for Rung’s Facebook page, as well as strategic oversight and support for their Twitter, Pinterest, and Instagram accounts. We reviewed analytics to learn about their followers, created a social media marketing schedule best suited to reach their audience on the right day and at the right time, wrote posts on their behalf, and provided a report that summarized performance along with recommendations for 2016.

If your winery has a branding or marketing problem, let Bauerhaus help you solve it! Here is what some of our happy clients have to say about what it’s like to work with us.

Rebecca is the owner of Bauerhaus Design, which specializes in building brands for wineries. Take our free 7 week wine marketing class to learn how to sell more wine with a powerful brand, email marketing, social media, online ads and more: www.bauerhaus.com/sell-more-wine/


Muddy Arch: Wine logo, Label & Package Design
02 December, 2015

LeonardBlogPost_Presented

Muddy Arch has officially launched! Bauerhaus Design a full service branding, packaging and web development agency located in the Midwest, created the packaging for Leonard Wine Company. This wine company is made up of Tom Leonard, who is located in St. Louis, and his son, Chris Leonard, a winemaker in Napa, California.

This father and son duo wanted to pay homage to their hometown, St. Louis, with the idea of the “Muddy Arch” for their Roussane wine. Muddy Arch is currently at several restaurants in Sonoma and Napa, California and Chris and Tom are in talks with several St. Louis, Missouri distributors.

Part of the packaging process was also suggesting paper, foil, printing methods, plus designing the corks, capsules and front and back wine label design. Above left is the final approved design Bauerhaus created and on the right is the final printed label. Below are photos of the cork, label and capsules on the bottling line:

LeonardCorkCapsuleBottling

Often the best re-cap of what it was like to work on a project comes directly from my client:

Muddy Arch Roussanne labels have arrived fresh off the press!

I have been working with Tapp Label Company for many years at Napa wineries. Having confidence in their fine product we have enlisted their services to effectively communicate what lies within our bottles of wine. We are using a fine-grain textured paper with a flash of matte silver foil to capture an elegant presentation.

This goes without saying. Thank you very much to our Illinois based designer, Becca Ritz of Bauerhaus Design, for sending Tapp a beautiful design to print.

What Tom and I loved about working with Becca on this label is that she had a real interest in correlating her vision of powerful design with the creation inside the bottle. We dropped our first designer, based out of Napa, as we quickly realized the brand image our consumers would see was simply a gorgeous picture, but lacked continuity with what you would be drinking. We are thrilled to have gone back to our Midwestern roots to discover this great designer who understands both beauty and the need for consistency in brand identity.

We love producing these elegant, vineyard designate wines and feel that Tapp and Becca have done a beautiful job for us, capturing what lies inside the bottle.

-Chris Leonard

Bauerhaus Design is currently working on their website design and development. Want to know when you can purchase Muddy Arch near your location? Follow all the Leonard updates on their Facebook here.


Top 9 Tips for Marketing Wine to Millennials
18 November, 2015

How can you reach, connect with, and inspire brand loyalty among younger wine drinkers, also known as Millennials?

Today’s young wine drinkers have been shaped by the rapid rise of technology. They expect it to work as intended, like flipping a switch to turn on the lights, and use it in almost every aspect of their lives. The explosion of social networks has given them dozens of platforms to voice their thoughts and opinions. They grew up with the internet and access it most often from their phones.

But first, who are these “millennials?” This term is used to describe a generation of Americans primarily born in the 1980s and 1990s. Around 80 million strong, Millennials have now surpassed Baby Boomers as the largest group of customers ever. (Some reports suggest that they will represent 50% of the wine- and spirit-buying population by 2025!) They are a diverse, highly visual generation, and often prefer to communicate with emojis rather than words.

Millennials are big on researching brands online before they visit or buy on numerous devices - their smartphones, tablets and laptops. Therefore, it is imperative that your website be responsive, which means the size of your site automatically adjusts based on your browser size. That way phone, tablet, and desktop users all see a website that is clean and organized so your brand experience is seamless across all devices.

Marketing to this group means being accessible in other ways, too. Millennials are more likely to ask a question in a Facebook message or Instagram comment than via a phone call or email. Make sure you’re monitoring your social accounts and responding to questions and comments as soon as possible.

Here are our top 9 tips for marketing wine to Millennials:

  1. Be unique. Millennials value individuality and seek to carve out their own identities, in part, via the brands they associate with and consume. They can find contradictions intriguing such as the combination of ugly and pretty, bold and subtle, or new and old. Brands that are unconventional or daring will really stand and have a clear advantage with this group.
  2. Create experiences. Millennials crave life-enriching events and are open to trying new things such as:
    • Outdoor adventures like 5k races or obstacle courses
    • Learning opportunities like painting or yoga in the vineyard
    • Social events like Girl’s Night Out, date nights, reunions, or networking nights for young professionals
    • Drink tastings that offer new flavor combinations such as wine with fruit juice, or a “bartender” class where they make their own wine cocktails
  3. Host members-only VIP events to meet their desire for peer respect and enhanced status. Perception matters to this group. A recent online article by Gina Cuff explored how emotion drives customer loyalty in wine marketing, “Now more than ever, how a product or brand makes you feel and how it makes others perceive you have become paramount to the purchasing process. Even the decision to make a wine purchase by label alone, which the majority of wine purchasers are now apparently using to inform their choice, is all about perception. It’s about how the label makes them feel – and how others will perceive it. Is it artsy? Cool? Expensive-looking? It all matters. And it has nothing to do with the product itself.”
  4. Provide new information, constantly. With the average person’s attention span equal to about 8 seconds these days, it’s important to have something interesting and relevant to communicate via social media, newsletters, and events. Even your wine can be a source of news such as limited edition bottles.
  5. Engage them with a problem to solve. Invite them to help name a new wine varietal, vote on the next event theme, or choose the new wine label from the final two design options. Wineries that allow Millennials to influence their brand will forge strong, loyal relationships with this audience.
  6. Consider the environment. Millennials tend to favor environmentally friendly policies and are more likely than other consumers to pay more for responsibly made products.
  7. Embrace altruism. Millennials are socially conscience and strive to support brands that do more than sell. This audience cares about values, and is passionate about affecting change. Have a cause and integrate into your brand, but…
  8. Be authentic. Millennials have been marketed to more than any other generation. They are often portrayed as cynical, and with reason. They will see though any insincere attempts to connect with them and will call you on it. Loudly and publicly. Everywhere.
  9. Get creative. Utilize engaging visual content that informs or entertains, and that Millennials want to share. Clever or unusual distribution, a strong social presence, mobile marketing, and word of mouth can be much more powerful than traditional marketing techniques with this audience, which is good news for your budget!

Speaking of your marketing budget, if you’re interested in social media management or other marketing services for your winery, please contact us for a free estimate customized to address your specific needs.

Rebecca is the owner of Bauerhaus Design, which specializes in building brands for wineries. Take our free 7 week wine marketing class to learn how to sell more wine with a powerful brand, email marketing, social media, online ads and more: www.bauerhaus.com/sell-more-wine/


New Illinois wine brand: Simple Life Wine Company
04 November, 2015

Simple Life Wine Company came to Bauerhaus Design to create their logo, print collateral, labels and website. See how we took their ideas and translated them into a unforgettable wine brand.

Logo design:

After they filled out the design questionnaire, one item that stood out from other wineries was the idea of “Wine grown in your own backyard” and they loved “sunsets from their back porch” and wanted a brand that is “fun, easy and relaxed.” Their target market is focused on the small Illinois towns surrounding Villa Grove, Illinois. They plan to sell to 2 restaurants, a bar and out of their tasting room.

I presented three initial designs and their final pick was this logo that was inspired by sunsets and backyard mosaic stones:

Simple Life Wine Company logo design

Print Collateral:

The design package they chose also included letterhead and business card design:

Simple Life Wine Company letterhead design

Wine labels:

I presented three wine label designs and the client chose the below design that we translated onto all their labels. Part of packaging design is also suggesting paper and printing techniques. For this project, I suggested a clear label for printing to keep the focus on the sunset and the wine.

Simple Life Wine Company wine label design

Website Design & Development

Website design and development is the next step in our partnership. Until the full website is complete, we put up a placeholder landing page with their Facebook page, hours and contact info. You can check it out here.

Rebecca is the owner of Bauerhaus Design, which specializes in building brands for wineries. Take our free 7 week wine marketing class to learn how to sell more wine with a powerful brand, email marketing, social media, online ads and more: www.bauerhaus.com/sell-more-wine/


Case Study: Facebook Page Optimization for Indian Hills Winery
21 October, 2015

Are you like many winery owners - you are so busy you have no time for social media? Read our case study where we recap the process, metrics and results of working with Indian Hills Winery.

Our last few wine marketing spotlight posts have focused on improving your advertising. They’re chock full of helpful information such as How to identify advertising channels for your winery, 7 Tips to improve your winery’s advertising effectiveness, and 5 Tips to help wineries use Instagram.

But what if – like so other many winery owners – you’re too busy running the winery and doing what you love to learn about advertising and social media, much less plan and execute it? Fortunately, Bauerhaus Design, Inc. can do it all for you!

Catawba-IndianHillsWe’re wrapping up a six month social media management project right now. Indian Hills, a family-owned winery located in Southeast Missouri, hired us to optimize their Facebook page. Here are the project highlights:

The Package
Social Media Optimization for Indian Hills Winery included:

  • Reviewing their Facebook page analytics to learn about their audience
  • Creating a social media marketing schedule best suited to reach their fans on the right day and at the right time
  • Posting on their page a minimum of 6 times per week each month for 6 consecutive months
  • Providing owners with a monthly analytics report that summarized post performance and included recommendations for the future

The Process

Our marketing expert, Michelle Sciuto, called the owner to learn about Indian Hill’s brand, goals, audience, message, and desired tone. Michelle learned that they were comfortable using humor in their posts, and that they really wanted to highlight their live entertainment on the weekends, as well as their special Ladies Night and Date Night events.

Indian Hills provided their Facebook account login, event calendar, and pictures for social media content. Michelle wrote posts designed to inform, entertain, inspire, and connect with the Indian Hills fan base each week.

We sent an email to the owners every Monday with a link to that week’s posts so they could preview them before they went live. Throughout the month, Michelle would gauge post performance and adjust the copy or images as needed. The owners of Indian Hills no longer had to worry about their Facebook page!

Lastly, Michelle created a performance report for each month’s worth of Facebook posts to analyze performance to determine which messages and images best resonate with their audience. We sent it to the owners with a summary of the metrics, takeaways, suggestions, and recommendations.

The Metrics

We focused on the following:

  • Page Likes – the number of fans their Facebook page has
  • Post Reach – how many people saw the message
  • Post Engagement – the number of people who interacted with their page via likes, shares, and comments

We also tracked the number of participants at the special Ladies Night and Date Night events each month.

The Results

From the beginning of the project to the end as compared to the same timeframe last year:

  • Number of Page Fans is up to 2,077, which is a 21% increase compared to the 11% increase in 2014
  • Daily Organic Reach increased 10% over last year, which is especially noteworthy given that reach is down across all Facebook pages
    • Average organic reach is anywhere from 5% – 11%
    • Popular posts for Indian Hills generated an organic reach of 36% – 50%!
  • Engagement doubled!

The Takeaways

Facebook posts for Indian Hills performed best around 12 pm and 9 pm on weekdays, and 10 – 11 am on weekends. Their fans really responded well to humorous posts, as well as the posts containing event pictures, pictures of people enjoying the winery, pictures of the winery views, and videos where they bottled the wine.

The Testimonial

“Posts look great! You did a really nice job with the event notice. VERY cute. You have done a great job even without any help from me and I thank you for that.” – Nicole Sifford, Indian Hills Winery

We can help you, too!

If you’re interested in social media management for your winery, please contact us! We’ll provide you with a free estimate customized for your needs.

Rebecca is the owner of Bauerhaus Design, which specializes in building brands for wineries. Take our free 7 week wine marketing class to learn how to sell more wine with a powerful brand, email marketing, social media, online ads and more: www.bauerhaus.com/sell-more-wine/


NEW Webinar: 7 tips to improve your winery’s advertising effectiveness
07 October, 2015

Save the date! You’re invited to join us at the third live presentation in our FREE “Will Design for Wine” webinar series on Thursday, October 22nd. Register now.

Give us just one hour and we’ll give you professional insight into the complex world of media buying, and provide strategies you can use to make sound advertising decisions!

Who should attend? This webinar is especially for boutique winery owners and marketing managers.

We’ll discuss the ONE tool you need when considering an advertising investment, and address any questions about your boutique winery’s specific situation.

To sign up for this webinarclick here.

The goal of our Will Design for Wine webinar series is to educate, inspire, and empower you throughout the year. We’re covering a variety of branding and marketing topics to help you stand out from the competition, learn how to use social media, improve your advertising, optimize your website, keep tabs on your brand reputation, and more.Have a topic you really want us to explore?Send us an email!


7 Tips to Improve Your Winery’s Advertising Effectiveness
22 September, 2015

Last month in our Wine Marketing spotlight we talked about How to Identify Effective Advertising Channels for Your Winery. One of the strategies we discussed was requesting a current media kit. (Hint: sometimes you can find this on their website.)

Depending on the type of media (print, online, radio, outdoor, direct mail, email, etc.), the media kit will tell you who their consumers are and how many people read the magazine, watch the show, listen to the station, drive past the billboard, receive mail in that zip code, visit the website, subscribe to their email, or use that social platform.

The media kit also contains their geographical coverage, available ad sizes, design specifications, and standard ad costs. Plus, most importantly the media kit will tell you if their target consumer is the same as your target winery consumers. (Not sure who your target consumer is? Read The 6 different wine consumers.) If any of this information is missing, don’t hesitate to ask. It’s difficult to make sound advertising decisions without it.

Here are 7 more tips to keep in mind:

  •  If asked, don’t provide your advertising budget. It’s like going to buy a car and they ask how much you can pay per month when all that really matters is the price of the car.
  • Ad price, ad size, ad duration, and payment plans all can be negotiable. Ask for discounts such as end of the month, quarter, or year specials. Sometimes you can get a ½ page ad for the ¼ page price, or a ½ page ad for the multi-insertion rate, or special section placement.
  • Pay attention to editorial content; many media kits include a calendar that outlines the content for a specific month. For example, if your winery has a restaurant you may want to have a presence in the food section. If you offer accommodations, you may want space in the travel section. And if your winery serves as an event venue, you may want to place your ad in the weddings section.
  • Ask your advertising sales representative questions such as:
  1. Are any nearby wineries advertising with them; if so, how do their ads perform?
  2. Where will your ad be located; the front of the magazine or the home page of the site, or on a billboard located behind a tree? (This happened to one of our clients before we got involved!)
  3. What content will be near your ad; is it competing or complementary? Typically, it’s not a good idea to have a competitor’s ad right next to yours unless inviting comparison is part of your overall strategy.
  • Make sure to track results and analyze advertising performance. Use a code, a special website landing page, phone number, or some other way to help gauge how many actions (clicks, calls, visits, sign ups) or dollars your ad generated.
  • Frequency matters. Don’t buy one ad and then pull the plug. Spend the money to ensure that your target audience has the chance to see your message. Only after repeated exposure – some experts say 7 times! – will they remember you and take action.
  • Be wary of advertising sales reps who try to pressure you into a limited time deal; they don’t always have your best interests at heart. Perform your due diligence on any new advertising opportunity to see if it’s a good fit for you.

Above all, stay focused on your advertising goals. We’ve seen small business owners get thrown off by an expensive package because they were excited about being on TV, or the radio, or featured in a magazine; that money might have been spent more effectively elsewhere.

Navigating the world of media buying can be challenging until you get comfortable with it. For those of you who cringe at the thought of pouring over media kits to decipher the best way to proceed, we do offer media buying, marketing plans, and other marketing services to make your life easier!

Rebecca is the owner of Bauerhaus Design, which specializes in building brands for wineries. Take our free 7 week wine marketing class to learn how to sell more wine with a powerful brand, email marketing, social media, online ads and more: www.bauerhaus.com/sell-more-wine/


How to convert tasting room visitors to wine club members with a drip campaign
09 September, 2015

Drip campaigns are made up of automated emails that send an email to your client at the exact moment they need it to move them through the sales cycle. Marketing research tells us it takes 7 touch points with your business for a customer to purchase. A drip campaign allows you to accomplish these 7 points with ease.

I recently met with a new client and they asked – What do you think of email drip campaigns? Do you offer that service? Yes, we do! This got me thinking – how many wineries know what drip campaigns are?

First, let's check out the basics of a Drip Campaign:

Drip-Marketing-Infographic

How does this work for a Winery?

Let’s say at your winery, you want to convert a tasting room visitor into a wine club member by sending a series of emails. First, make sure you have a system in place that you ask each guest for their email address. You can do this easily by having an ipad out where the customer can type in their email address. Email clients like Mailchimp offer app’s just for this purpose.

The winery drip campaign could look like this:

1. Email #1: Right after they visit the winery, send an email asking them for a review on Yelp or Trip Advisor.  Make it easy and provide a link. I recently received this email after a recent car appointment and really liked how simple they made it to click a button to write a review:

Screenshot 2015-09-08 14.01.35

 

2. Email #2: Think of a unique way to say “thank you” for your recent visit. This could be an email diving into detail about the winemaking process, behind the scene secrets or even a Thank you video:

3. Email #3: Offer a free gift to sign up for your wine club.

The beauty of this drip campaign? Once you set it up – it can be 100% automated. You do not have to remember to send the email, the entire email series is triggered from the sign up date.

Want to convert your visitors with an email drip campaign? Email becca@bauerhaus.com for more details.

Rebecca Ritz is the owner of Bauerhaus Design and has worked with wineries across the country for over 10 years to create unforgettable brands. My gift to you —> download FREE cheat sheet: 5 Key Steps to Building an Unforgettable Wine Brand


How to Identify Effective Advertising Channels for your Winery
25 August, 2015

Which ad is right for your winery?

After our most recent Will Design for Wine webinar, one of our participants said their winery often struggles with trying to figure out which media channels to use for advertising. This is a common challenge for many small businesses!

There are a lot of advertising options out there including newspapers, magazine, direct mail, billboards, radio, and cable TV. Then there are online channels such as Google AdWords, Facebook, Twitter, Pinterest, and even Instagram ads. Mobile marketing is gaining momentum, too, as more and more people interact with the world from their phones and tablets.

So you have a marketing budget. (You do, right?! If not, decide how much money to set aside each year for promoting your winery; one industry calculation we’ve seen is 15% to 35% of annual profit.) Okay, then. How do you decide where to invest your limited resources to achieve your goals and maximize your return on investment?

  • Don’t invest any money to drive traffic to your winery or website until you have a cohesive brand that communicates how you are different from the competition. Your website, wine labels, in-store signage, social media sites, email newsletters, packaging, etc. should all have the same logo, address, phone number, tagline or message, font, and images. Include a call to action. Consistency in your brand helps people remember you… Sign up now for your free Cheat sheet: 5 Key Steps to Building an Unforgettable Wine Brand
  • Think about your ideal customers and their lives. What is the percentage of men vs. women? What is their age range? Are they single or married, working or retired, rural or urban, Millennials or Baby Boomers? Do they travel? Are they parents with young kids? (You can have different market segments, but focus on your primary audience, which should be either the largest or most profitable group.) Once you know who you’re trying to reach, make sure to advertise in places where your target audience spends time. For example, if your ideal consumer is retired baby boomers, you’re not going to reach them on Instagram regardless of how fast it’s growing. It just wouldn’t make sense for your winery.
  • Compare advertising channel suitability. Ask advertising sales representatives for their Media Kits; many can even be found online. This document will tell you who their consumers are and how many people read the magazine, watch the show, listen to the station, drive past the billboard, receive mail in that zip code, or visit the website. It also will detail their geographical coverage, available ad sizes, design specifications, and standard ad costs. Eliminate any advertising channels that do not reach your target audience.
  • Review the remaining advertising opportunities side-by-side and consider your ROI before investing. It’s a marketer’s dream to have enough money for everything, but chances are you’ll have to prioritize based on budgetary constraints. You can look which channel has the best conversion rate, the lowest break-even point or cost per action, and so on. Just pick one method to predict effectiveness and stick with it. Here’s a sample Ad Vehicle Analysis & Tracking tool available to Power of Wine Marketing members:

Power of Wine Marketing Advertising Spreadsheet

For example, in Vehicle A there is a lower circulation meaning fewer people will see your ad. Yet because the ad cost is lower you need fewer new customers from this investment to break-even. Even though the conversion rate is slightly lower for Vehicle B, it’s not enough to offset having to bring in an additional 10 new customers.

Once you look at the numbers, you’ll be able to make much more informed choices about where to invest your marketing budget.

Rebecca Ritz is the owner of Bauerhaus Design and has worked with wineries across the country for over 10 years to create unforgettable brands. My gift to you —> download a FREE cheat sheet: 5 Key Steps to Building an Unforgettable Wine Brand


Case Study: Creating a new website for Grafton Winery & Brewhaus
12 August, 2015

The Grafton Winery & Brewhaus is a full production family owned winery & brewery overlooking the beautiful Mississippi and Illinois Rivers located in historic and scenic Grafton Illinois on the Great River Road National Scenic Byway. They source their grapes from some of the most elite wine regions in the country, including California, Missouri, Michigan and upstate New York. This family owned and operated winery focuses on making every guest feel at home. They came to Bauerhaus Design for a full website redesign to better show off their unique brand on a responsive website. 
Grafton Winery responsive website Design

 

Owner, Rebecca Ritz, a wine label designer and website designer, spearheaded the design portion of the new website design. She presented three different website designs to Grafton Winery & Brewhaus. All designs featured photos that showed off their unique location, venue and wine. They ultimately chose the below design, because they loved the full size photos, buttons that highlighted the different facets of their business and an auto updated calendar list of upcoming events.

Grafton Winery Brewhaus HomePage website design

Here is a breakdown of the key features of the new website:

  • Defined goals: Grafton needed a website that easily showed their upcoming events, wine, beer and their unique location with a beautiful river view
  • Call to Action: Every website needs to take the customer in mind. What do they want? Grafton shows their live music schedule on the home page, plus an easy to find email sign up form and custom buttons in the header and footer.
  • Redesign: All designs presented complimented the existing Grafton Winery & Brewhaus brand with color, fonts and custom artwork.
  • It’s responsive: No matter what device you use – smartphone, tablet or desktop – to view the website, the website will adjust to the size of your browser. No more pinching and zooming to try and figure out what that tiny text says.
  • Easy to update website: The website is built in the Content Management System (CMS), WordPress, which is easy to update. 
  • Check out the live site: www.thegraftonwinery.com

Bauerhaus Design also provided a custom designed Ecommerce section that integrated with their shopping cart platform:

Grafton Winery website Ecommerce Design

Rebecca is the owner of Bauerhaus Design, which specializes in building brands for wineries. Take our free 7 week wine marketing class to learn how to sell more wine with a powerful brand, social media and online tools at www.bauerhaus.com/sell-more-wine


5 Tips to Help Wineries Use Instagram
29 July, 2015

Instagram was the fastest growing social media network last year, and it rivals Twitter in number of users: over 300 million! Fifty-three percent of adults aged 18-29 say they use the app. Meaning, if your target wine consumer is a Millennial, you need to be on Instagram. (Not sure of your wine consumer, check out this post –> The 6 different wine consumers.)If your winery isn’t on the photo sharing platform Instagram, there’s no time like the present.

Unlike many other platforms, Instagram’s native functionality (taking and editing photos) is only available on mobile devices so you have to manage it from your phone or tablet. The app is free, and it’s available on both iOS and Android devices for download via the App Store or Google Play.

Once your account has been created, you’ll be able to log in, fill out your profile information, and start posting! Here are five tips to help you get started:

Take pictures!

Don’t let uncertainty hold you back. Take and post pictures of your wine, wine bottles, wine barrels, owner, winemaker, the whole team, winery, tasting room, vineyard, grapes, food, and so on. Most importantly, make sure you tell your brand story – how your winery is different through photos. As you experiment with different filters and images you’ll get a feel for how you want your brand to be represented, as well as what types of images motivate your followers to respond.

instagram_building

instagram_bottling the wine

Establish an official hashtag

A good place to start is #YourWineryName and possibly #YourWineName. Also, be aware of industry trends and participate in them such as #WineWednesday, #WineDownFriday and #Winelovers. Hashtags help others find your photos so don’t hesitate to use the ones that apply, but don’t go overboard. While 30 is the max per post the sheer volume of hashtags can detract from your photo description; try starting with 5 – 10 and see what happens to your engagement.

instagram_winese

instagram_cheese plate

Cross-promote on other social networks

Make sure your customers know you have an Instagram account by sharing your photos on Facebook or Twitter, and asking them to follow you. Instagram has a built-in ability to share your images to other networks to make this easy. You also should notify customers in your email newsletters and add the Instagram icon to your winery’s website to link back to your account.

Link your photos back to your website

Tie your Instagram account into your overall marketing strategy to get followers to act. Whether you want them to sign up for your wine club, take a survey, enter a contest, RSVP for an event, or buy online, this platform should ultimately enable you to have fun and encourage sales. While not every photo is a sales opportunity, a little nudge here and there can yield great results.

San Antonio Winery Texas instagram

Follow other accounts

Following fans, complementary brands, local businesses, and other Instagram accounts that interest you is a great way to increase awareness of your winery and gain more followers. You also can follow competitors to see what they’re posting, although you may prefer to do that from your personal Instagram account. Want to see what I’m posting? Follow me at @willdesign4wineon Instagram.

As with anything you do in social media, it is beneficial to step back once a month or so to see what’s working and what isn’t. You can use www.squarelovin.com to get free analytics on how your Instagram posts are performing.

Rebecca is the owner of Bauerhaus Design, which specializes in building brands for wineries. Take our free 7 week wine marketing class to learn to sell more wine with a powerful brand, social media and online tools at www.bauerhaus.com/sell-more-wine


Webinar Recap: 5 website tips + Enter to Win!
15 July, 2015

Thank you to all who joined us on the second live presentation in our FREE “Will Design for Wine” webinar series! Did you miss the webinar? We talked about how to establish and maintain an effective winery website and covered:

•    Design secrets I incorporate into all of the winery websites I create
•    Calls to action that work
•    The latest mobile friendly tips
•    SEO strategies to get you more traffic
•    How to manage your online business listings like Google and Yelp

All the positive feedback from participants was great! Here are just two examples:

“The list of website referral sources was super useful. How did I not know about Bing Places?” – Jenna S.

“My favorite part was hearing about finding the niche for your winery and what keeps us different from other wineries. And really learning to put that front and center!” – Danielle L.

Now we want to hear from you!

Tell us which topics you’re interested in and one lucky person will win a $25 Amazon Gift Card! Do you want to learn more about Instagram? Or strategic tips for your “back” wine label design? Or something else entirely? Your answers will help us decide what to discuss at our next live webinar! Take our super short survey here –> 

The winner will be drawn randomly on July 28th.

Rebecca is the owner of Bauerhaus Design, which specializes in building brands for wineries. Take our free 7 week wine marketing class to learn how to sell more wine with a powerful brand, social media and online tools at www.bauerhaus.com/sell-more-wine/


NEW Webinar: 5 tips to get more customers from your winery website
30 June, 2015

You’re invited to join us at the second live presentation in our FREE “Will Design for Wine” webinar series. Give us just ONE hour and we’ll give you insight on how to establish and maintain an effective winery website! Register here.

On Wednesday, July 8th, 2015 from 10am – 11am (CT), we will discuss what you need to know to transform website visitors into customers. We will include:

  • Design secrets I incorporate into all of the winery websites I create
  • Call to actions that work
  • The latest mobile friendly tips
  • SEO tips to get you more traffic
  • How to manage your online business listings like Google and Yelp.

Plus, at the end we will have a 15 minute Q&A with both owner and designer Rebecca Ritz and marketing guru, Michelle Sciuto.

To sign up for this webinar, click here.


Top 5 branding tips for wineries
16 June, 2015

Marketing = you are trying to make a sale through different media outlets. Branding = positioning your company as the expert and people come to you. Once you take a stand for something, you will naturally get people hunting you down wanting to buy your product.

But what is a brand? A brand is not just your logo. Everything you do as a business influences how people perceive your “brand.”  Your history, who your customers are, your reputation, and what the press says about you. It’s how your employees act and how they answer the phone. It’s the logo, color palette and images you use. It’s essential that when you do or create anything for your winery, you keep in mind what your unique brand stands for.

Here are 5 of my top tips for creating a strong wine brand:

1. Define your target wine drinking audience

Who is your target market? Often when I ask clients that question, they reply with “All wine drinkers.” The problem with that thought process is that there are actually different segments inside the wine drinking population. Paying attention to who exactly your customers are, will help you create marketing campaigns that precisely target your niche.

For example, if your top wine buyers are “Image Seekers” they will check restaurant wine lists before they dine out so they can research wine scores online. If you want to appeal to this audience, make sure you reference outside reviews and wine scores on your website. Plus, know that Image Seekers are greatly influenced by packaging and design. Click here to read about the 6 different wine consumers.

2. Define your brand strategy

Any business can only stand out on three levels: Price, Innovation and Differentiation. Only large corporations like Walmart can compete on price and only if you have a brand new product (think iPhone or the Kindle) can you compete on Innovation. For most businesses that leaves Differentiation. As Mary Neumeir of the Brand Gap says “Our brains are hardwired to notice what is different, not what is the same.”For example, think of how we grew up loving all of those iSpy photos where your eyes dart back and forth trying to find the difference. Make it easy on your potential customer and define how you are different.

How can your winery be different? Three strategies that many of the most successful wine brands have chosen:

  • Wine Type (exclusively produce one varietal, like Pinot Noir or Norton)
  • The Place (The AVA or a beautiful scene)
  • Personality (Charismatic winemaker or owner)

3. Focus on your differentiation

Try this exercise. Fill in the blanks in the below statement based on your above strategy:
Only (your winery) delivers (unique differentiating benefit) to (target audience).

Now think outside the box. For example, instead of saying we are the best or cheapest, take a new approach. For instance, there are a million different Pizza places out there, but Domino’s skyrocketed because they promised “30 minutes or it’s free.” They didn’t say we have the best pizza. Another example, Tom’s shoes took off because they focused on a moral good: A new pair of shoes goes to a child in need for every pair purchased. Your differentiation does not neccessarily have to have anything to do with how your wine tastes. Be creative!

4. Tell your brand story

You know your target audience, now what? It’s not enough to just simply insert keywords into your website. Your website has to tell your brand story to your niche and sound well, human. Every human being has a unique story, just like every business has a unique story. For thousands of years we were storytellers, and because of this our brains are hardwired to remember stories. Craft your brand story and repeat it everywhere. Having an easily recognizable brand story will help you stay in the forefront of your customers mind. Your brand story should work hand in hand with how your winery is different. Maybe it's how the owner traveled the world in a hot air balloon. Maybe their entire family plays the violin. Make sure your brand story is unique to only your winery and cannot be mistaken for the winery down the road. For example, if every winery around you focuses on the family history in the wine business, think of some other unique characteristics to your winery.

5. Translate your brand online

More often than not, a person’s first impression of your company is made online. Do your photos on your website and social media networks tell your brand story? For example, many business owners are really good at making the sale in person, but does that same passion translate to your website, blog and social media? A defined website based on your target audience and built around your core strategy can attract new customers for years to come.

Rebecca is the owner of Bauerhaus Design, which specializes in building brands for wineries. Take our free 7 week wine marketing class to learn how to sell more wine with a powerful brand, social media and online tools at www.bauerhaus.com/sell-more-wine/


4 strategic tips for your “back” wine label design
03 June, 2015

Often we talk about the front wine label design, but the back is often a hugely overlooked piece of marketing material. In the presentation I have given to several different wine associations, “How wine label design can increase your retail sales,” I talk about how important the back is to communicate your brand message.

Yes, the back label is often were the TTB requirements like the Government warning, Alcohol by Volume, etc get put. I’ll let you in on a little secret – the back wine label is the perfect place to tell your brand story and show off how you are different from your competition.

Here are 4 strategies to get your “back” wine label design to be more effective:

Know who you are targeting

Who is your target market? Often when I ask clients that question, they reply with “All wine drinkers.” The problem with that thought process is that there are actually different segments inside the wine drinking population. Paying attention to who exactly your customers are, will help you create marketing campaigns that precisely target your niche.

For example, if your top wine buyers are “Image Seekers” they will check restaurant wine lists before they dine out so they can research wine scores online. If you want to appeal to this audience, make sure you reference outside reviews and wine scores on your website. Plus, know that Image Seekers are greatly influenced by packaging and design. Click here to read about the 6 different wine consumers.

Highlight what makes you different

If your competition is the 10 wineries down the road from you and all of these winery “back” labels focus on the family history in winemaking, pick a different focus. Every winery should be able to list the 1-3 things that make you different then your competitors.

Fill out this sentence to help you think through what your differentiation is:
Only (your winery) delivers (unique differentiating benefit) to (target audience).

For example, on the below label our client, Boenker Hill, had a few differentiating benefits. One, it is in St. Louis and most wineries are not close to St. Louis. Two, they want to have a booming special event business, so we included the text “perfect hill top views and location for your next special event.”

They also have a long farming history that we highlighted by creating a “Missouri Centennial Farm” stamp to show their long farming history. We played up their focus on Missouri wines, by showing the Missouri Wine Sweetness scale and mentioning “Wines of Missouri” in the text.

Boenker_Back_Norton

Include a call to action

A call to action can be for a website, social media links or directing consumers to a video. Be creative. While I think QR codes are a thing of the past, you can still send people to a custom URL with a special message or educational or humorous video.

Below on Molly Dooker’s Merlot, they include a call to action to the watch the “Mollydooker Shake Video” on their website. Great idea to incorporate video on a wine label.

MollyDooker
Admit it, you do want to know what the heck a “mollydooker shake” is, right? Here it is:

Tell an unforgettable story

I often say that a brand story is important, because you may not remember what the winery owner looks like or what color the walls of the winery were, but you will always remember a good story. Why? Think about it – for thousands of years we were primarily storytellers. We did not have books to read or TV’s to watch. It was all about the story.

Here are three examples of unforgettable stories. The first, New Belgium Wheat Beer, shows a great example of incorporating a hashtag and a social media photo contest onto a back label. The other two wine labels show off stories that are not your typical wine heritage or pairing label:

BackLabels

What does your “back” wine label say about your brand? Is it memorable? Does it stand out from your competition?

Rebecca is the owner of Bauerhaus Design, which specializes in building brands for wineries and her motto is #WillDesignForWine. Take our free 7 week wine marketing class to learn how to sell more wine with a powerful brand, email marketing, social media, online ads and more: www.bauerhaus.com/sell-more-wine/

Ecommerce options for your winery website
20 May, 2015

I often get this question from current and potential clients – I want to add ecommerce to my wordpress website, but how much does it cost? My answer? It depends. There are many different ways to set up ecommerce and each business owner I talk to has a strong preference on how they prefer to accept payment. Here are three of the most popular options.

Option 1: Accept payment through PayPal

The easiest way to accept payments is by using PayPal. To use this method you will simply need to have a PayPal account. We would then integrate Paypal into your website’s shopping cart. With this method, consumers will leave your website to enter their payment details.

For example, here is what someone would see when checking out of your shopping cart with just PayPal. Also note, consumers can even check out with Paypal with a credit card.

ClickToPaypal

Then they would be taken to PayPal’s site, like the below. The consumer has the option of paying by their PayPal account or by credit card (look to the second yellow/green triangle) where it says “Pay with a debit or credit card, or PayPal Credit:”

Paypal

Once the customer is finished with the transaction they can be re-directed back to your website.

For this option you will need:

  • Shopping cart built into your website
  • PayPal account
  • Bank Account to transfer your money

Paypal does not charge a set up fee, but does charge you a percent of each sale ( 2.9% + $0.30). This option is the easiest to set up, the cheapest up front cost, and a great option if you want to accept payments easily internationally. The clients that prefer Paypal also like that all payment is not happening on their website, so they don't have to worry about hacks into their customer information.

Option 2: Accept credit cards on your website

With this option, the consumer never leaves your website. From a branding perspective this option is preferred, because your brand is front and center the entire time. This process is a little more complicated and requires more work by both the web development team and you, the business owner, to get set up. Here is an example of how this process works.

how ecommerce works

 

For this option you will need:

  • Shopping cart built into your website
  • Merchant Account (start by asking your current bank if they offer this service. They may also provide a payment gateway package.)
  • Payment Gateway (like Authorize.net or a similar service)
  • Bank account
  • Plus, a SSL (Secure Socket Layer) certificate to transfer your customers information securely (Normally purchased through your hosting account)

This option often has set up fees and is more time consuming to set up for the web development company, but can be cheaper if you have a large amount of sales per month. For example, if you have consistent sales over a certain amount, you may be able to negotiate a lower fee per transaction or monthly fee. Depending on your target consumer, accepting credit cards on your website is often also viewed as “more professional” than Paypal.

Option 3:

Another option is to use a combination of these two, were you offer both Paypal and credit card payments like the below. This is also a great way to test which form of payment your clients prefer - how many pay via credit card? How many via Paypal? Based on those statistics, you can decide which platform gets the most sales.

PaypalAndCreditCard

Are these the only three options for ecommerce? Definitely not! These are just the three most common forms of ecommerce.

As a winery, there are also options for integrating ecommerce into your POS. Those platforms most often follow the same steps as option #2. If you have a very low budget or want to see if your clients are even interested in buying wine online, there are websites like Vinoshipper.com, where they take a percent of your sale per transaction and handle all of the ecommerce for you. Need more info about these options? I love to talk technical (and design, too!) - email me at becca@bauerhaus.com.

Rebecca is the owner of Bauerhaus Design, which specializes in building brands for wineries and her motto is #WillDesignForWine. Take our free 7 week wine marketing class to learn how to sell more wine with a powerful brand, email marketing, social media, online ads and more: www.bauerhaus.com/sell-more-wine/


Mobilegeddon: How Google’s new rules affect your winery website
05 May, 2015

Is your website mobile-friendly? There have been a lot of headlines over the past few weeks about Google’s new algorithm that have been causing business owners with HTML websites to panic. For example, a client emailed me two weeks ago saying he wanted to immediately go live with his new responsive website we had been creating, but hadn’t been proofed.

While it is great to have business owners sit up and realize how important having a mobile-friendly website is, if you have an HTML website you do not need to bury your head in the sand in misery.

Here is what you need to know:

Google’s search algorithm will favor mobile-friendly sites for users who access Google on their mobile devices. This does not include desktop or laptop users. So, if your website is built in HTML, your website is still going to showing up normally in desktop searches. Plus, the new algorithm applies to individual pages, not entire websites.

Responsive websites

If you haven’t already changed your website to a responsive design, this is the year to make room in your budget.

Think about this: you are at a concert or restaurant and all of the people are staring at their cell phones. Everywhere we turn people are on Facebook, playing games, taking selfies, checking work email and sharing their every move.

smart-phone-usage-at-family-dinner-table-e1402412898116

Smartphones are the fastest consumer growth product ever. In August 2014, Nielsen reported that 70% of all Americans own a smartphone and the average person spends more than 38 hours per month on their smartphone. Wow, that is almost a full work week that we are staring at our phones!

This is why responsive websites are so important. It is a pain to look at HTML websites were you have to zoom to read text and try to press on tiny buttons. Here is Google’s example of a HTML site vs. a responsive website on a smartphone:

GoogleAlgorithm

Here is an example of a responsive website we designed in WordPress that auto-adjusts across smartphones, tablets and desktops:

ResponsiveWineryWebsite_Boenker

Mobile-Friendly Test

Still not sure if your existing website is mobile-friendly? Type in your web address in Google’s free toolto see if your website is mobile-friendly.

Review the data

Check out your Google Analytics and see how many people are coming to your website from mobile search. What percent of your customers are mobile? Has their been a drop since the Google Algorithm changed April 21st? If there has, was is your action plan?

If your site isn’t responsive

Don’t panic, we can help. We have several different responsive website packages. One is for businesses that love their current look and just want their HTML site switched to a responsive WordPress website.

We also offer strategic re-designs, where we analyze your goals, present design options and show off your unique brand story. Email becca@bauerhaus.com for your free estimate today.

Rebecca is the owner of Bauerhaus Design, which specializes in building brands for wineries. Take our free 7 week wine marketing class to learn how to sell more wine with a powerful brand, email marketing, social media, online ads and more: www.bauerhaus.com/sell-more-wine/


Texas winery logo & wine label design: Bingham Family Vineyards
21 April, 2015

Earlier this year, we worked with Bingham Family Vineyards, from Grapevine, Texas on developing their new wine brand: logo, wine labels, email newsletter header and brand standards guide.

A little more about their family:

“Cliff Bingham, a fourth generation farmer in Terry County, began full time farming in 1982. Since 1992, Cliff and his wife, Betty have served as pioneers in the Texas organic cotton and peanut markets. They diversified their farming operations in 2003 by planting grape vines. Together with their children, the Binghams currently own or manage over 200 acres of wine grapes in the Texas High Plains AVA. They are now pleased to be moving forward in the Texas wine industry by starting a winery. They plan to continue selling grapes to their winery friends across the state who are producing award winning wines as well as producing wine of their own under the Bingham Family Vineyards label. They are an ordinary family that has eleven children, homeschools, plays music, loves art, loves life, wants to take care of God’s earth, and loves the Lord. They make a lot of mistakes, but they keep turning to God for inspiration, encouragement, and strength.”

For inspiration of the Bingham Family Vineyards, one facet of their story really kept presenting itself over and over: Their love of music.

Bingham Family Vineyards defined their brand position as:

Bingham Family Vineyards is a multigenerational wine grower that promises the curious wine explorer a joyful experience through hand crafted wines, the fullest expression of the Texas High Plains.

Inspired by their joyful love of music and their grape growing history I presented 3 different winery logo design options. From those three, they picked one and then spent time tweaking till we were both 100% happy.

The final winery logo design that was chosen is:

Bingham Family Vineyard logo

Next up, we worked on the Bingham Family Vineyards wine label design. Since we focused on the musical story of Bingham for the logo design, we really wanted to incorporate the farming history as well as promote “100% Texas grown.” I again presented three options, with the family ultimately loving this option the best:

Wine label design for Texas winery

After this wine label design was chosen as the final direction, we set about to tweak small things. For example, Bingham provided me with a drawing similar to the label design drawn by Grandma Peggy Bingham, plus we changed the Texas wording in the brown bar. The final label designs were:


Chardonnay Bingham wine label design

Many package design companies are all about showing off the front label design, but the back label is a great place to continue to tell your brand story along with details about each wine. Here is the back of the Bingham label:

 

Back of Bingham Chardonnay

 

Next I designed their email newsletter header and a brand standards guide. A brand standards guide has really helped many of my clients know how to layout the day to day marketing and design for their winery. This answers questions like – can I use my logo this way? How much space around my logo should I have? What type families and colors should I use on my marketing collateral?

Bingham_BrandStandards_Cover

Here is a sneak peak into what is inside:

Bingham_BrandStandards_pg6

Are you starting a winery or need a brand re-fresh? Fill out my contact form with your project details and I’ll get you an estimate.

Rebecca is the owner of Bauerhaus Design, which specializes in building brands for wineries. Take our free 7 week wine marketing class to learn how to sell more wine with a powerful brand, email marketing, social media, online ads and more: www.bauerhaus.com/sell-more-wine/


5 tips to increase perceived value of your wine label
08 April, 2015

Perceived Value Wine label

When I give presentations on wine label design and wine branding, I often show the above photo and ask “which wine costs more?” In other words, “which wine is of higher quality?” It’s impossible to know the taste of the wine by staring at the photo, but at EVERY conference I have presented EVERYONE says, “the wine on the right.”

Think about this fact: Our senses take in about 11 million bits of information every second, but we are only consciously aware of about 40 bits of that information.

This means that our brains are often taking shortcuts when it comes to packaging design. For example, how many times do you really notice all the details on a wine label? Unless you are a wine label designer, like I am, I doubt you are consciously noticing each font on the label, the paper type, Pantone colors, foil, and embossing that were used.

Instead you glance at a wine label and unconsciously think: poor label design = poor wine quality. Professional wine label design = high quality wine.

What are these visual cues that we unconsciously see? In the above example your brain is noticing the subtle differences –  hand drawn rustic fonts vs. the more elegant calligraphy & serif fonts. Non-traditional design vs. very traditional hierarchy and comes to the conclusion the wine on the right is more expensive.

While the design greatly depends on who you are targeting and your brand story, the most expensive traditional wine label designs often show similar patterns.

Typography

Traditional wine label design most often uses serif and script fonts. Modern or Millennial targeted wine label design often uses sans serif or hand drawn type.

Texture

One over looked piece in wine label design for small wineries is often the paper choice. Textured paper signals to us that this wine is high quality. Think of all the adjectives you use to describe your wine and pick paper that mimics those adjectives.

Color

Deep wine colors or jewel tones are often used as accents for high end wine labels, while brighter colors signal this wine is at a cheaper price point.

White space

The more white space (also called negative space) you have, the more your consumer will assume this is a higher quality wine.

Details

Our brains pick up subtle details like the beautiful embossing (raised swashes) below that tell us that certain wines are more expensive. Other visual details we register are foil stamping, custom logo design (another words not clip art) as well as custom illustration or artwork. These details communicate this wine is high quality.

Penfolds packaging design

How do you know what color, texture, etc to pick? Know which of the 6 wine drinkers you are targeting and have an unforgettable brand story. Also, make sure you pick a designer that partners with you and can help guide you based on your target market and wine price.

Rebecca is the owner of Bauerhaus Design, which specializes in building brands for wineries. Take our free 7 week wine marketing class to learn how to sell more wine with a powerful brand, email marketing, social media, online ads and more: www.bauerhaus.com/sell-more-wine/


New webinar: Why Your Winery Brand Should be like Weird Al
26 March, 2015

Give us just ONE hour and we’ll give you insight on how to create and promote an unforgettable winery brand! You’re invited to attend our first-ever branding webinar on Thursday, April 9thfrom 10 am – 11 am CST called Why Your Winery Brand Should be like Weird Al.

It’s completely FREE, and my marketing expert Michelle and I are going to discuss the strategy behind Weird Al’s personal brand that led to a successful decades-long career, plus provide relevant social media tips you can really use to promote your winery. To register, just visit http://www.anymeeting.com/PIID=EB57DD87814E39.

Want a sneak peek? We thought so!

Weird Al is such a great example of embracing modern marketing and we want to share how your winery brand can do the same. We will discuss:

• How to create a unique brand
• How to use Social Media like a pro
• How to keep your content relevant
• How a partner can help you grow
• How and why consistency matters

And there’s so much more we want to share! The goal of our new Will Design for Wine webinar series is to educate, inspire, and empower you throughout the year. We’ll cover a variety of branding and marketing topics to help you stand out from the competition, learn how to use social media, improve your advertising, optimize your website, keep tabs on your brand reputation, and more.

We can’t wait to dive into this fun and informative webinar, and answer all of your questions. To join us on April 9th, sign up now at http://www.anymeeting.com/PIID=EB57DD87814E39. We’re looking forward to it!


New wordpress website design & wine label design for St. Louis winery
09 March, 2015

Boenker Hill Vineyard and Winery is a new winery that will open in Bridgeton, St. Louis, Missouri later in 2015. We first met owners Matthew & Jolynn Boenker a few years ago and spoke to them about their vision for a new winery. One of the last Missouri Centennial Farms in St. Louis County, Boenker Hill Vineyard & Winery has a Butterfly Garden, Manicured Grounds, a State Hill Top View, and convenience to all in St. Louis and St. Charles. Due to its long history, the property is loaded with vintage charm and 2 barns – one red barn that houses the new winery and a second rustic white barn that you see from the road.

Boenker Hill came to Bauerhaus Design, a full service wine marketing firm, to create a brand across both their WordPress website design and wine label design that were classic, yet showed off one of their barns where they plan to host many barn weddings.

Owner, Rebecca Ritz, a wine label designer and website designer, spearheaded the design portion. She presented three different wine label designs and barn illustrations to the Boenkers.  They ultimately chose this very traditional wine label design for their 8 wines:

BoenkerWineLabelDesign

Boenker_Back_Norton

Often we talk about the front of wine labels, but often forget about the back. In the presentation I have given to several different wine associations, “How wine label design can increase your retail sales,”I talk about how important the back is to communicate your brand message. For Boenker Hill, one of their major goals for their winery is to have a booming wedding business, so we included the text “perfect hill top views and location for your next special event.”

Also on the back label, I created a “Missouri Centennial Farm” stamp to show their long farming history. We played up their focus on Missouri wines, by showing the Missouri Wine Sweetness scale and mentioning “Wines of Missouri” in the text.

 

Responsive WordPress Website Design

We also created their responsive WordPress website design, so their website would be easily viewable across iphones, tablets and desktops computers. Another words, no pinching and zooming in to try and read text or press links!

ResponsiveWineryWebsite_BoenkerWineLabelDesign

Three original designs were created and presented and they ultimately chose the design with a rustic wood background. They had their first outdoor wedding at their winery last fall and were able to get some great wedding photos that we used both on the home page and in their gallery. We incorporated the same barn illustration and colors from their wine labels, so their website would be immediately identifiable with Boenker Hill. Check out the new design and development at: www.boenkerhill.com.

Wordpress Winery Website Design

Rebecca, a designer, brand architect and speaker, is the founder of Bauerhaus Design, which specializes in building brands for wineries. Download our Free Cheat Sheet and learn 5 key steps to an unforgettable wine brand: http://powerofwinemarketing.com/


FREE Midwest Grape Trade Show passes
25 February, 2015

Visit me March 10-12, 2015 in St. Charles, Missouri at Booth #210 at the Midwest Grape + Wine + Craft Brew.

To receive a free trade show pass, click here to register and enter discount code: FREEPASS
 

Plus, stop by our booth and experience the viral "selfie stick" trend for yourself... how many winery owners can we fit in one photo? Visit us and find out!

Now accepting 1-on-1 appointments

I love meeting people in person and am now scheduling individual appointments at the Midwest Grape trade show. Email me at becca@bauerhaus.com to set up a time to discuss your design or marketing project!

 


How to increase retail sales with wine label design
10 February, 2015

A wine label should communicate your brand, your uniqueness and increase the perceived value of your wine. A wine label is your biggest piece of advertising and the first contact most people will have with your wine. Is your label communicating who you are?

Think about this fact: Our senses take in about 11 million bits of information every second, but we are only consciously aware of about 40 bits of that information. This means that our brains are often taking shortcuts.

For example, when I give presentations on wine label design, I often show the below photo and ask “which wine costs more?” In other words, “which wine is of higher quality?” It’s impossible to know the quality or taste of the wine by staring at the photo, but at EVERY conference I have presented EVERYONE says, “the wine on the left.”

Which wine is better quality?

How can they possibly know that within seconds of seeing the wine label? The answer is because our brain is taking in so much information, it makes assumptions on our past experiences. So, in this example your brain is noticing the subtle differences – the serif and script fonts vs the sans serif fonts, the more detailed illustrated logo, the additional white space – and comes to the conclusion the wine on the left is more expensive.

You might have noticed that I said the differences between the bottles. According to Unconscious Branding,”The human brain is fundamentally attracted to what is different. If it were not, we would never learn.” This is why we like the below exercises even as a kid. Can you spot the differences between the two photos?

Example of how our brains love to spot the differences

Why are we engineered to notice the differences? This dates back to our hunter/gather ancestry when we relied on this tool for survival. Something is different? There could be danger. Everything is the same? These berries are safe to eat.

Knowing this thought process allows you to understand why differentiation is so important in your winery. Our brains are wired to put things into categories and the further you describe your niche, the easier – and faster – people will recall what you do.

Being known as a California winery is not going to help people remember you, but being more specific on how you are different will. For example, which winery would you remember? One that describes its wine as “A California Chardonnay” or the one that says, “Our ‘Spitfire’ Sauvignon Blanc derives its name from the World War II Spitfire planes that used to land in our vineyard in Marlborough, New Zealand?” At dinner celebrating our anniversary this weekend, the sommlier told my husband and I the latter story. 6 months later, I still remember the name “Spitfire.”

So what can you do to be different from your competitors? In other words, how can you be memorable like Spitfire? The answer lies in defining how you are unique and then differentiating yourself. A good exercise that I ask all my of clients to do is ti answer this question: Only (your winery) delivers (unique differentiating benefit) to (target audience).

You want to position your winery so its crystal clear what you stand for. Branding done correctly will help people remember you and respect you as a wine expert.

I’ll let you in on a little secret. Brands that concentrate on brand recognition win. Think of Coca-Cola vs. Pepsi. Did you know that in blind taste tests people consistently choose Pepsi? Yet in studies where people are hooked up to electrodes and shown Pepsi and Coca-Cola logos, Coca-Cola is chosen every time. How does that happen? Coca-Cola focuses on creating a memorable brand, whereas Pepsi has changed their logo over and over.

I often tell my clients, most winery owners do not have the luxury of personally selling EVERY bottle of wine, so your wine label needs to convince that undecided shopper to “buy me!” What does your label say about your brand?

Like this article? Come listen to Rebecca Ritz, owner of Bauerhaus Design on Thursday, February 19, 2015 in San Marcos, Texas at the TWGGA Annual Conference as I speak more in depth on “How to Increase Retail Sales with Wine Label Design.” Looking for a speaker on wine branding? Head on over to my speaking page to read more about my most popular presentations.
 
Download our Free Cheat Sheet and learn 5 key steps to an unforgettable wine brand: http://powerofwinemarketing.com/

4 clear best practices for mobile marketing engagement
29 January, 2015

In August 2014, Nielson reported that 70% of all Americans own a smartphone and the average person spends more than 38 hours per month on their smartphone. Think about 38 hours – that is almost a full 40 work week we are staring at our phones!

When my clients ask me what I think is the future of how we interact with customers, I’ve been finding myself mentioning mobile more and more. Why? It’s essential to make it as easy as possible for your customers to interact with your winery: with social media, making your website design and emails responsive (auto-adjusts to desktop, phone, etc) and learning about new ways you can reach customers on their smartphones.

I ran across this great video that illustrates the 4 best practices for mobile marketing engagement. These stats were taken from thousands of mobile phone users world wide who were surveyed for their attitudes towards mobile marketing to understand how this affects business. Here is what they found:

Want to learn more about what mobile apps can do? Click here to read about how a mobile app can help grow your business.

Come listen to me on Saturday, January 31st, 2015 at the Illinois Wine Conference as I guide you through “Getting started with Mobile Marketing.” I’ll discuss 6 types of mobile marketing, plus dive into best practices and examples of wineries that have taken the plunge into mobile.

Rebecca, a designer, brand architect and speaker, is the founder of Bauerhaus Design, which specializes in building brands for wineries. Download our Free Cheat Sheet and learn 5 key steps to an unforgettable wine brand: http://powerofwinemarketing.com/


Enter to win a Panera gift card!
07 January, 2015

With the new year upon us, we’d like to ask you about your online business goals for 2015. Do you want a mobile-friendly website, an e-commerce site, more online traffic, an engaging Facebook page, a more active Twitter account, or something else entirely? Your answers will help us serve you better! Take this short survey here and enter to win a $25 Panera gift card -->

Plus, join me as I present at the following workshops/conferences:

  • January 22, 2015 in St. Louis, Missouri "Accelerate your Business" One-day Workshop where I present "The 4 Key Steps to Build your Brand" You can find more info & registration details here –>
     
  • January 31, 2015 in Springfield, Illinois at the Illinois Annual Wine Conference "Getting started in Mobile Marketing"
     
  • February 19, 2015 in San Marcos, Texas at the TWGGA Annual Conference "How to Increase Retail Sales with Wine Label Design"

  • Plus, visit me March 10-12, 2015 in St. Charles, Missouri at Booth #210 at the Midwest Grape + Wine + Craft Brew.

Now accepting 1-on-1 appointments
I love meeting people in person and am now scheduling individual appointments at upcoming conferences. Email me at becca@bauerhaus.com to set up a time to discuss your specific situation!

Rebecca is the owner of Bauerhaus Design, which specializes in building brands for wineries.Download our Free Cheat Sheet and learn 5 key steps to an unforgettable wine brand: http://powerofwinemarketing.com/


New website design for TopNest Designs: products for your winery tasting room
23 December, 2014

WineWholesalePromoProducts

TopNest Designs, a wholesale custom gift specialist, provides promotional products to market your wine, beer and spirits. TopNest Designs works with you to identify the custom gift project that fits your brand, budget and target audience. A few of her beautiful products include custom marble tiles with your winery artwork, wine lids, wine jewelry to sell in your tasting room and custom wine club gifts.

When we started working with TopNest Designs her primary goal was to update her website to a more modern user-friendly design, plus have a shopping cart where her clients can select products they would like to get pricing for. This allows the customer to see her full product range plus guides the owner of TopNest Designs, Vanessa, in what type of products and each of her clients are looking for.

Want to check out the TopNest Designs website? Click here to see it in action.

Your focus is to sell Craft Beverages. We provide promotional products to market your wine, beer and spirits.

TopNest Designs will work with you to identify the custom project that fits your brand, budget and target audience.

- See more at: http://topnestdesigns.com/#sthash.Myr7EEzp.dpuf

Your focus is to sell Craft Beverages. We provide promotional products to market your wine, beer and spirits.

TopNest Designs will work with you to identify the custom project that fits your brand, budget and target audience.

- See more at: http://topnestdesigns.com/#sthash.Myr7EEzp.dpuf

What is it like to work with Bauerhaus Design?

“It was an absolute dream to work with Bauerhaus Design. They pretty much nailed my desired design and functionality on the first go-around. The minor tweaks that I requested throughout the process were never questioned, rather pondered, explained and made quickly. They responded within 24 hours on most issues and more often in under 12. For those of us who have our own businesses (and 5 year-olds), that’s key. At long last, I have a site that I’m proud to send my clients to and one that I can update on my end without having to pay an hourly fee. Thanks, Becca, for putting my vision into reality!” - Vanessa, Owner of TopNest Designs

Vanessa of TopNest Designs & Becca of Bauerhaus Design

You are welcome, Vanessa! Here, Vanessa and I are together at the North Coast Wine Industry Expo in Santa Rosa, California. As you attend wine conferences this winter, if you see Vanessa or I, stop us and say hi!

Want to check out the TopNest Designs website? Click here to see it in action.

Rebecca is the owner of Bauerhaus Design, which specializes in building brands for wineries. Take our free 7 week wine marketing class to learn how to sell more wine with a powerful brand, email marketing, social media, online ads and more: www.bauerhaus.com/sell-more-wine/


Top 7 tips for winery website redesign in 2015
10 December, 2014

WineryResponsiveWebsiteDesign

More and more consumers are researching online before they visit and are judging your winery by its website. I often tell clients to think of their website as the center of a large spider web. All strands point to your website – Twitter, Facebook, brochures, rack cards, wine labels, Yelp, Google places listings and consumer reviews of your wine. Does your website perfectly translate your brand?

Is it time for a website redesign?

Here are 6 reasons why you need a new website:

Your website is not responsive or mobile friendly

Technology is moving so fast, that a website from 3 years ago isn’t going to have the same benefits as one built in 2014 or 2015. With the popularity of smart phones, websites are now are built so they are “responsive.” This means the size of your website automatically adjusts based on your browser size. That way phone, tablet and desktop users all see a website that is clean and organized. This makes your brand experience seamless across all devices.

You have changed your brand positioning or niche

As a business owner you are constantly trying out new things. What sells best? Which type of wine customer spends the most money? Because of this, what worked for you 3 years ago, may not be who you are targeting now. By re-designing your website specifically for your targeted niche, you can create specific calls to action and convert more visitors to clients. Unsure of your core wine consumer? Read the 6 different wine consumers.

Your website does not visually represent your brand

Since your winery’s website is the central hub (or part of the spider web) and often the first point of contact for the consumer, you need to make sure the visual’s on your website perfectly tell your brand story. This means, colors, fonts, textures, content and photos need to give the same feeling someone gets walking into your winery. Google published a study called the “Zero Moment of Truth” and shared that the average shopper references 10.4 sources online before making a purchase. It’s essential that you accurately visually represent your brand’s position to stand out from the competitors the consumer is also researching.

You do not have a clear path

Having a specific wine consumer narrowed down, allows you to create a website with very specific calls to action. Just like print ads should always include a call to action, so should your website. Websites are no longer just informational, instead before designing we now define what steps you want your customer to take to ultimately become a customer.

Salesforce recently published a study that found it still takes 7 touch points for 80% of sales. How are you going to touch each of your customers 7 times? Make sure you have a clear path to capture their information. For example, is it sign up for our newsletter, buy wine now, follow on social media or fill out your contact form? Before redesigning your winery website, make sure you define the path that your ideal customer will want to take.

You need to add a blog

A blog is your opportunity to add new content specifically targeting your niche. For example, do you know that many of your wine clients are also avid golfers? Write to that audience.

In “A Website that Works” Mark O’Brien shared this tip – if you add a minimum of 2,000 words per month to your website, Google will automatically place you higher than your competitor that has a static website that never changes. While creating content does take a lot of work, O’Brien estimates that you can easily get 20% of your leads through your website. For more reasons on why you should add a blog, read How to be number 1 on Google. Also, read Why your business should use content marketing.

You want to make daily or weekly updates to your website

By using a Content Management System(CMS), like WordPress, you can easily update your website without having to hire a web designer each time you want to add a photo or change text. This gives you more control than past websites and also lets you play around with the order of things. For example, do you get more email newsletter sign ups when the sign up button is first in the sidebar? Or when it is at the end of each blog post? With a CMS like WordPress, you can constantly tweak your website.

You want to increase your revenue with Ecommerce

With more than 50% of people owning smartphones and shopping online being second nature, eCommerce is becoming more and more important to winery growth. People constantly turn to their smartphones, tablets and computers to not only send emails and check Facebook, but to also shop. Ecommerce has been proven to increase and drive in-store purchases. People love to browse online before they visit and read online reviews. Ecommerce can increase your revenue between 5-25%, depending on how actively you promote it. What other use of your marketing budget can have that big of return?

Is your website ready for 2015? If not, head on over to our winery website design portfolio or contact us a for a free estimate today.


Enter to Win a Free Online Wine Branding & Marketing Course at booth #830!
25 November, 2014

Stop by and visit me at Booth #830 at the North Coast Wine Industry Expo in Santa Rosa, CA for your chance to win a free registration to the Power of Wine Marketing online course. Designed specifically for boutique wineries, this proven step-by-step program will help you increase sales, get more customers, and save time.
 
Jam-packed with strategies, tip and tools to help you brand and promote your winery, the Power of Wine Marketing puts years of branding and marketing knowledge gained from working with wineries around the country at your fingertips!
 
Want a little preview? Check out a FREE 3-part video training series I created where I share some of my best wine branding and wine marketing tips:
  • Video #1’s topic is 5 Keys to Building an Unforgettable Wine Brandto help you define your brand the right way.
  • Video #2 reveals 11 Mistakes to Avoid When Marketing Your Winery. This video training alone will save you countless hours of hair pulling and sleepless nights (oh, andthousands of dollars too!).
  • Last, but not least, Video #3 is all about 9 Free Tools to Save You Time & Hassle. Learn easy ways to survey and email your customers, how to edit a picture without expensivesoftware, and how to keep track of your brand online.

All you need to do to join this exclusive wine marketing group AND get access to the free training is to provide your email address. That’s it! Visit www.GetMoreWineryCustomers.comnow to get started on your personal path to wine branding and marketing prowess!

See you at booth #830!

Cheers!
Becca Ritz, Owner of Bauerhaus Design


FREE TRAINING VIDEO shares 9 free tools to save you time & hassle
19 November, 2014

Dear Wine Branding & Marketing Fanatic (Wait. Is that just me?!),

I’m excited to announce that right now all THREE videos in my FREE training series are ready and waiting for you! I’d like to personally invite you to join an exclusive group. A free support system, if you will. Years of branding and marketing knowledge gained from working with wineries around the country will soon be at your fingertips.

My goal is to empower you with the knowledge and tools you need to increase your sales and get more customers. I'm almost ready to share a comprehensive online solution to grow your winery, but in the meantime, I’ve got another free wine marketing training video for you!

Video #1’s topic is 5 Keys to Building an Unforgettable Wine Brandto help you define your brand the right way.

Video #2 reveals 11 Mistakes to Avoid When Marketing Your Winery. This video training alone will save you countless hours of hair pulling and sleepless nights (oh, and thousands of dollars too!).

Last, but not least, Video #3 is all about 9 Free Tools to Save You Time & Hassle. Learn easy ways to survey and email your customers, how to edit a picture without expensive software, and how to keep track of your brand online.

All you need to do to join this exclusive wine marketing group AND get access to the free training is to provide your email address. That’s it! Visit www.GetMoreWineryCustomers.comnow to get started on your personal path to wine branding and marketing prowess!

Cheers!
Rebecca Ritz, Owner of Bauerhaus Design, Inc. 

P.S. What’s holding YOU back from growing your winery? Simply send me an email atbecca@bauerhaus.com and let me know!


FREE TRAINING VIDEO to help you avoid common wine marketing mistakes
12 November, 2014

I’d like to personally invite you to join an exclusive wine marketing group. A free support system, if you will. Years of branding and marketing knowledge gained from working with wineries around the country will soon be at your fingertips.
 
My goal is to empower you with the knowledge and tools you need to increase your sales and get more customers. I'm almost ready to share a comprehensive online solution to grow your winery, but in the meantime, I’ve got another free wine marketing training video for you!
 
I’m excited to announce that both the first AND second videos in my FREE 3-part training series are ready and waiting for you! Video #1’s topic (if you missed it) is 5 Keys to Building an Unforgettable Wine Brand to help you define your brand the right way.
 
Video #2 is all about the 11 Mistakes to Avoid When Marketing Your Winery. This video training alone will save you countless hours of hair pulling and sleepless nights (oh, and thousands of dollars too!).
 
All you need to do to join this exclusive wine marketing group AND get access to the free training is to provide your email address. That’s it! Visit www.GetMoreWineryCustomers.com now to get started on your personal path to wine marketing prowess!
 
If you’ve already watched the first free training video, I hope you enjoyed it! I love helping small businesses, and I’m passionate about the wine industry. Because I have used the same tips and techniques that I want to share with you to grow my own business, I am uniquely qualified to help you OVERCOME.
 
Overcome uncertainty.
 
Overcome competition.
 
Overcome overwhelm.
 
These three things lead to procrastination. Inaction. An intolerable situation where nothing ever changes or gets better.
 
Imagine where I would be today if I had just given up when faced with these hurdles… I wouldn’t have combined my passions for wine and design, or become a wine marketing educator and speaker. I wouldn’t have made a living doing what I love to help small businesses achieve their goals.
 
So it’s time for some honest sharing. I’d love to hear YOUR #1 STRUGGLE when it comes to overcoming uncertainty, competition, and overwhelm.
 
What’s holding you back from growing your winery? Simply send me an email at becca@bauerhaus.com and let me know!
 
We can overcome these struggles together.
 
Cheers!
Rebecca Ritz, Owner of Bauerhaus Design, Inc.
 
P.S. Don’t forget to join my exclusive wine marketing group and get access to my FREE video training at www.GetMoreWineryCustomers.com!


FREE VIDEO to help you define your brand the right way
05 November, 2014

As I sit down to write you, I’m imagining you reading this. Yes, you. The winery owner with a dream. Your business is your baby and you want everyone to love it as much as you do.

Honestly, if I could sit down and have a glass of wine with you, I would. Not only because I love wine – and I do! – but because you’re invited to join an exclusive wine marketing group. A support system, if you will. Years of branding and marketing knowledge gained from working with wineries around the country is at your fingertips.
 
Soon you’ll no longer have to wonder if you’re on the right path to growing your winery. I’m here to help! After 6 months of hard work, I'm almost ready to share a comprehensive online solution to grow your winery. I want to empower you with the knowledge and tools you need to increase your sales and get more customers.
 
And today, I’m excited to send you the first video in the FREE 3-part video training series we've prepared just for you. Today is all about helping you define your brand the right way:
 
5 Keys to Building an Unforgettable Wine Brand

To get access to this free video go to www.GetMoreWineryCustomers.com

In this video I walk you through the EXACT steps I took other businesses through... these are the same steps that transformed my clients from stagnant, or even struggling, to wineries with a compelling brand and a unique market position.
 
We haven't forgotten about the winery Marketing Managers out there either! It’s my hope that these 5 keys will serve as the foundation for your future success. And I hope you get started right away!
 
Remember, all of the steps I’ll share, anyone can do. So don’t feel like you have to come to the table with everything already figured out.
 
No more “quick-fixes” or “maybe-next-years.” Just clarity and results.

To get access to this free video training go to www.GetMoreWineryCustomers.com
 
Here’s to the Power of Wine Marketing...
 
Cheers!

Rebecca Ritz, Owner of Bauerhaus Design, Inc.
 


The science behind how your brain sees your logo
28 October, 2014

This is your brain. This is your brain on logo’s. Most wineries know they need a logo, but when I give branding presentations most are surprised that how branding works is based on scientific research. When our brain see a logo of a brand we love, it triggers the same part of the brain that is active when we are talking to friends and family that we love. So to your brain there is very little different between 2 people talking and a brand and a person talking.

HowYourBrainSeesALogo

Is your logo strong and memorable? That is the first key in having an unforgettable brand.

In my last blog post I further explained how our brains unconsciously make decisions for us every day. Our senses take in about 11 million bits of information every second, but we are only consciously aware of about 40 bits of that information. Did you miss it? Read it here.

Rebecca is the owner of Bauerhaus Design, which specializes in building unforgettable brands for wineries. Take our free 7 week wine marketing class to learn how to sell more wine with a powerful brand, email marketing, social media, online ads and more: www.GetMoreWineryCustomers.com


Free Training: 7 week email series to jump start your wine marketing
14 October, 2014

Join me and I'll share with you my FREE seven week email series to jump start YOUR wine marketing!
My name is Rebecca Ritz and I’ve worked with wineries around the country to help them create unforgettable brands and sell more wine.
 
7 strategies to sell more wine

We'll cover:

1. How to make your winery stand out
2. Ten ways to get more customers
3. How to use social media to reach your audience
4. The online ads that will workfor your winery
5. How to increase trafficto your website
6. How to use email marketing to grow your winery
7. Secrets of wine label design

This “Sell More Wine” email series was specially created for winery owners. We breakdown complex wine marketing concepts into steps you can use.
 
Sign up today at www.GetMoreWineryCustomers.com! We’ll send you a new email each week jam packed with tips on branding, social media, marketing, SEO, pay per click, and much more! You’ll receive the first email in your inbox within a few hours of signing up so you can get started right away.
 
Enjoy the free training!
 
Rebecca Ritz, Wine Marketing Expert: Designer, Brand Architect, and Speaker

P.S. Sign up here –> www.GetMoreWineryCustomers.comfor our “Sell More Wine” email series and get 7 weeks of professional training and industry insights for FREE!


How to win winery customers with Unconscious Branding
01 October, 2014

Has this ever happened to you? You are driving down the road on the way to work and you start thinking about work projects, your kids, or an upcoming event. You get to work and then realize, you really don’t remember driving to work.

Think about this fact: Our senses take in about 11 million bits of information every second, but we are only consciously aware of about 40 bits of that information. I’m currently reading Unconscious Branding by Douglas Van Praet and he talks about how our brains take shortcuts based on previous experiences.

For example, when I give presentations on wine label design, I often show the below photo and ask “which wine costs more?” Another words, “which wine has a higher quality?” It’s impossible to know the quality or taste of the wine by staring at the photo, but every conference I have presented at everyone says “the wine on the left.”

How can they possibly know that within seconds of seeing the wine label? The answer is because our brain is taking in so much information, it makes assumptions on our past experiences. So, in this example your brain is noticing the subtle differences – the serif and script fonts vs the sans serif fonts, the more detailed illustrated logo, the additional white space and comes to the conclusion the label on the left is more expensive.

Which wine is better quality?

You might have noticed that I said you noticed the differences between the bottles. According to Unconscious Branding,”The human brain is fundamentally attracted to what is different. If it were not, we would never learn.” This is why we like these exercises starting when we are just a kid: Spot the differences between the two photos:

Example of how our brains love to spot the differences

Why are we engineered to notice the differences? This dates back to our hunter/gather ancestry when we relied on this tool for hunting and gathering. Something is different? There could be danger. Everything is the same? These berries are safe to eat.

Knowing this thought process, allows you to understand why differentiation is so important in your winery. Our brains are wired to put things into categories and the further you describe your niche, the easier people will recall what you do in seconds.

So being know as a California winery is not going to be memorable, but being more specific on how you are different is. For example, which would you remember? A winery describing it’s wine as “A California Chardonnay” or “Our ‘Spitfire’ Sauvignon Blanc derives its name from an iconic site in Marlborough, New Zealand that was used as an air force training base during World War II”? At dinner celebrating our anniversary this weekend, the sommlier told my husband and I the latter story. Four days later, I still remember the name “Spitfire.”

So what can you do to be different from your competitors? Another words, how can you be memorable like Spitfire? The answer is defining how you are unique and differentiating yourself. A good exercise that I make all my clients do, is answering this question: Only (your winery) delivers (unique differentiating benefit) to (target audience).

You want to position your winery so its crystal clear what you stand for. Branding is helping people remember you and respect you as a wine expert.

I’ll let you in on a little secret. Brands that concentrate on brand recognition win. Think of Coca-Cola vs. Pepsi. In blind taste tests people consistently choose Pepsi. But in studies where people are hooked up to electrodes and shown Pepsi and Coca-Cola logo’s, Coca-Cola is chosen every time. How does that happen? Coca-Cola focuses on creating a memorable brand, Pepsi has changed their logo over and over.

In a recent Forbes article, Hidden Persuasion: Unconscious Branding Actually Works, the author talked about a study that was recently published by Thomas Zoëga Ramsøy of Denmark’s Copenhagen Business School, describes the work:

“30 women were subliminally exposed to brands prior to evaluating fashion clothing. What we found was that women’s own brand preferences impacted on their ratings of the clothing – despite that they had not seen the brands consciously…

The study demonstrates that brand equity can trigger emotional responses even during unconscious exposure, and then carry on to affect preference of products.”

The subliminal exposures were created by exposing the subjects to the brand for 32 milliseconds. The importance of this research does not tell us to start creating YouTube video’s with our logo’s inserted every millisecond. But it does prove that brand exposure does work. This is exactly why it is so important to have a consistent logo and brand that is used throughout your collateral. Think about how Apple does this with their Apple logo on all of their products – laptops, iphone, etc. You might not consciously be aware of the logo’s but your brain is registering it every time you see their products. Your winery brand should follow this same formula.

Rebecca is the owner of Bauerhaus Design, which specializes in building brands for wineries. Take our free 7 week wine marketing class to learn how to sell more wine with a powerful brand, email marketing, social media, online ads and more: www.bauerhaus.com/sell-more-wine/


3 ways a blog can grow your winery {VIDEO}
17 September, 2014

Owner of Bauerhaus Design, Rebecca Ritz, answers a wine marketing question from Phyllis at Meramec Vineyards. She wants to know:

“Do I really need a blog? I am already so busy.” – Phyllis at Meramec Vineyards.


I recommend that all of my winery customers blog because it will:

1. Build Trust

The online consumer’s four step decision-making process is: “Like me. Know me. Trust me. Buy from me.”  Today’s consumers want to know your story and what makes you unique before they buy from you. They want to feel like they know you.

A blog post (just like this one) is a great way for people to get to know you. Talk about your life and passion for your company. This will lead people to have the perception that they know you.  People are more likely to purchase from businesses they feel like they already know.

2. Get More Website Visitors

Companies that blog typically have 97% more inbound links than those that don’t, which means more search engine traffic.

There are 2 ways to get more customers to your website. One is via Pay Per Click ads and the other is by blogging. With a minimum of 2,000 words per month, you will rank higher than your competitors and receive at least 20% leads online.

3. Convert Visitors to Leads

Every blog post is a chance to convert a visitor to a future customer. Salesforce reported that it still takes 7 touch points to convert someone to a buying customer. Because of this, you need to insert a Call to Action on each blog post so you can reach that potential customer at least 6 more times.

Call to Action Examples:

  • Sign up for our email newsletter
  • Follow us on Twitter
  • Like us on Facebook
  • Take a survey
  • Sign up for an event

Do you have a wine marketing question?

Email any wine marketing question to becca@bauerhaus.com and you’ll be entered to win our Wine marketing course – a new comprehensive 100% online course for busy winery owners that’s coming soon. Learn the marketing skills you need to get more customers and grow your winery! Sign up to become a special VIP for our Online Wine Marketing Courseto stay up-to-date on course development and receive free insider tips.

Like this video? Tweet @bauerhaus with #SellMoreWine and share your thoughts or questions!

 


Why your winery brand should be like Weird Al
02 September, 2014

I often get this question from wineries owners: How can I spread the word about my winery? This week, I’m going to let you in on a secret. You need to be like Weird Al. I don’t mean that every winery owner should wear a black curly haired wig and start singing parodies. However, wineries should take note of Weird Al’s successful 35 year career and how he built a hugely successful video promotion to launch his latest album. Just a few days after the release of his first of eight videos, he was the No. 1 spot on iTunes and the No. 1 album on Amazon.

1. Create a unique brand

When you think of a parody, you immediately think of Weird Al. Why is that? One search of YouTube and you will see how many other parodies are out there. While Weird Al is a very talented musician, singer and songwriter, he is best known for parodies. Why? Because Weird Al knows his brand is based on parodies and he sticks with it.

What else is unique about the Weird Al brand? First of all, Weird Al’s persona and style are always the same. One glance at him and you see someone tall, thin and dark curly hair. His image has remained the same, no matter who he is parodying. Plus, his parodies are always clever, positive, and in general make you smile.

How does this apply to your wine business? Make sure your owner or winemaker has a consistent image, and that your brand voice is the same across all media.

2. Use Social Media

For his latest album, Mandatory Fun, Weird Al didn’t just announce his new album with a press release. Instead he created eight videos to be launched over eight days. Plus, in partnership with this campaign he created the hashtag #8videos8days.

Think how viral your winery could be if you announced your new wine or upcoming event with 8 promotional videos. Could they be educational? Yes! Could they be parodies, like the video “Blurred Vines” by Jordan Winery? Yes! Select topics that are keeping with your brand’s voice.

3. Keep it relevant

My husband is a huge Weird Al fan and a few years ago talked me into going to a Weird Al concert. I was envisioning him standing on a stage singing “Eat it!” Yet in reality the Weird Al concert incorporated pop culture icons like video of the Simpsons, video interviews with Eminem, and a surprise performance of dancing Stormtroopers. The lesson: Weird Al is easily shareable on social media because he is always relevant. Journalists and bloggers find it so easy to share his work because it pertains to culture right now. Plus, he has a fiercely loyal fan base that love to help promote him.

The lesson for you: keep your communication relevant. Using pop culture and the latest news keeps you in the mind of your customers. Having an opinion about the latest wine trends shows your customers, journalists and bloggers you are a thought leader, which further increases your brand value.

4. Partner up

Yankovic didn’t get any money from his record label RCA to make videos, so he partnered with sites like College Humor, Funny or Die, and Nerdist to produce them. Each website has a different demographic and in return also benefits from increased traffic. Plus, Weird Al let each of these outlets keep the ad revenue that was associated with each video.

He also enlisted his comedian pals like Jack Black, Margaret Cho, and Eric Stonestreet to strut through his videos. This allows him to be shared on social media by these comedians and their fans. One source I read said his comedian friends expanded his reach to 1.5 million people on Twitter alone. Wow!

Weird Al

Do you have a cool idea for a winery promotion, but don’t have the budget? Partner up with businesses that your winery frequently uses, like your glassware provider, barrel maker, or local produce farmer. Or, make a list of businesses that have the same target market as you do and start contacting them about your idea.

Recap

Next time you are going to launch your latest wine or product with a press release, think again. How would Weird Al launch it? If you need more wine marketing inspiration, sign up for our free 7 week wine marketing email series to learn how to sell more wine using a powerful brand, social media, and online tools at www.bauerhaus.com/sell-more-wine/


How a Mobile app can help grow your winery
20 August, 2014

Smartphones are the fastest consumer growth product ever. Here are 7 ways a winery mobile app can help your wine brand grow.

In August 2014, Nielson reported that 70% of all Americans own a smartphone and the average person spends more than 38 hours per month on their smartphone. Holy Cow!

So what are all those consumers looking at on their smartphones? The answer is they are using mobile apps. For instance, we check email through mobile apps, play games and many of us, check Facebook, Instagram, Twitter and Pinterest.

Facebook announced that 48% of all Facebook users are using Facebook solely through a mobile device.  If you saw the video I created 3 Tips to Reach More Winery fans with Facebook, you also know that owners of Facebook business pages have seen a downturn in how only 4-6% of fans that have liked your page are seeing your posts.

So how can you reach your happy customers that already love your brand? One successful tool I often mention to clients is the importance of regular email newsletters. Email newsletters still have one of the highest conversion rates of all marketing tools. But let’s face it, we all get a ton of emails and don’t have time to open every single email.

The other tool I see as being the future for wine marketing are mobile apps for wineries. Remember how the average person spends 38 hours per month on their phone? Mobile apps give you the ability to reach a customer where they are already spending most of their free time.

Here are a few of the features Mobile apps are capable of:

Push Notifications

You know how on most smartphone’s you get an alert with a preview of a text message or email message? These are called push notifications and you can schedule a Mobile winery app to alert your fans of different messages at a specific day and time. For example, you can schedule a message to everyone that has downloaded your winery mobile app to go out on a Saturday at 10am that says “Stop by today before 5pm to taste our special wine pairing with Godiva chocolate.” Push notifications can also alert your fans of upcoming events, sales and incorporate brand messages. Below is an example of a push notification:

Winery mobile app

 

Solves spotting internet connections

While I often preach the importance of a responsive website, the type of website you have will not matter if the consumer is in rural area with no cell service. Native mobile apps work without cell service and wifi. Pretty Cool!

Directions

Mobile apps can seamlessly work with Google maps. With most apps, a “get directions” button appears and when clicked it opens your Google maps app. This saves the customer the trouble of trying to copy and paste your address from your website. Plus, if they are out of cell service, they will still be able to access directions.

I dream of data

Ok, I don’t really, but many of my marketing consultants do. They LOVE looking at Google Analytics – who clicked on what link and how each person got to your website. Why? It helps them advise clients on when to send out messages, and what type of products each client is most likely to purchase.

Mobile apps can more accurately than any other marketing tool tell you more about your customer. Apps can tell you where your customers are when they visit your app, how often they open it, and what their favorite products are. Plus, mobile apps give you the ability to ask for a registration, where the customer can put in their email address, age, etc.

SEO

I love SEO. There I said it. It’s helped me get clients all over the world by following SEO guidelines. Mobile apps are another great place to put in your keyword phrases in the title and description to attract your ideal audience. Need a quick run down of what SEO is? Check out Part 1: How to be number one on Google.

Integrate with Social Media

Mobile apps now have the ability to integrate with social platforms like Facebook and Twitter, which can be huge for spreading the word about your wine brand. For example, a customer could post to Facebook from your winery app “I’m going to Chaumette winery this weekend at 2pm, who is going to join me?” This would share not only awareness about your winery, but also promote your winery app.

Another way social media integrates with mobile apps, is it allows you, the winery owner or winery marketing director, to schedule one message to be broadcast as a Push Notification and also automatically post on Twitter and Facebook. Huge time saver!

Branding

Part of building a powerful brand is delivering the same consistent message across all platforms. This includes your tone of voice, how you interact with your customers and the repetition of brand elements, like your logo, wine label and color palettes. Mobile apps are especially important because your brand advocates have the ability to rate your products and your app overall. They can also increase your brand awareness by spreading the word on social media.

But aren’t apps really expensive?

Mobile apps sound amazing don’t they? The wineries I have talked to over the past year have said “I would love a mobile app, but I just can’t afford to pay $15,000 to create one.” This is where it gets exciting. I met the owners of WineryMobileApps.com earlier this year and partnered with them to create a winery app for my client, Indian Hills Winery.

Now that we have created one and it is live, we are ready to offer this mobile app to other wineries. The part you will be most excited for? It only costs $499 to sign-up for the mobile app and then $49.99 per month. The monthly fee helps offset the updates that will be needed as Android and iPhones come out with new updates. Plus, they are working on adding e-commerce to the Mobile app.

Want to see the app in action? Go here for Android and here for iPhone.

Easy Control Panel

Want a preview of how the control panel works for the winery mobile app? Check out in the below video how easy it is to schedule push notifications and events:

Ready to get your Winery Mobile App?

Go here to find out more and to sign up for your own winery mobile app: winerymobileapp.com/Becca

Turn around time for setting up a new winery is only 2 weeks!


Vote for your favorite #wine logo!
06 August, 2014

We have two Wine Marketing course logo designs we love and need your help to choose the winner! As someone who shares our passion for the wine industry, we value your opinion. Just click here to voteon the design you prefer, and submit your choice!

3 Tips to Reach More Winery Fans with Your Facebook Business Page
23 July, 2014

How are the changes with Facebook affecting social media strategies for wineries? Do you have to use paid Facebook posts to get in front of your fans? Owner of Bauerhaus Design, Rebecca Ritz, answers a wine marketing question from Mike at Grafton Winery in our very first video answer.

Last month we asked for you to email us your wine marketing questions for your chance to wine a free copy of our Online Wine Marketing course for wineries and vineyards. We were so excited to receive so many great wine marketing questions. Each month we are going to answer a new question via video with tips you can use right away. This month we are answering:

How are the changes with Facebook affecting social media strategies for wineries? Do you have to do paid posts to get in front of your fans?
- Mike, Grafton Winery


Highlights:

Since Facebook changed their algorithm many business owners have noticed that they used to get 30% likes for each post and now are only getting about 6% likes per post. That is a huge difference!

So, why is this happening?

Facebook released an explanation and stated that they’re not trying to force users into buying ads. Instead they say that the amount of content that is published to Facebook has dramatically risen. Facebook says the best way to show in feeds is to create good content. What does that mean? Let’s break it down into 3 tips you can do right now.

3 tips to get into your fan’s feed:

1. Post original content (not just sale info). We like to encourage a 80/20 rule. 80% of your posts should be helpful information your customers need. Eighty percent of your posts should be entertaining, engaging, or informative – and NOT about you. Share other people’s content such as the history of a certain grape, or funny wine illustrations. Post a favorite recipe with a wine pairing. Ask a question. Write a holiday message with no sales angle. Share relevant and interesting news stories. This approach enables you to build a relationship with your fans. Only 20% of your Facebook posts should be about your winery, where you talk about your wine brand story, your wines and any promotions you may have.

2. Use images with an external link. Many of our clients have seen an increase in likes by posting photos. Facebook gives priority to posts that include a link as well so make sure to include a URL when possible.

3. Post when your audience interacts the most. The easiest way to test this is to schedule similar content posts for different times during the day and then note the times you receive the most likes or shares. Think about when your audience is most likely to be online. Test posts before 9 am, between 1 – 4 pm, and after 9 pm. Review your Facebook analytics each month and adjust the times you post based on the engagement you see.

Do you have a wine marketing question?

Email any wine marketing question to becca@bauerhaus.com and you’ll be entered to win our Wine marketing course – a new comprehensive 100% online course for busy winery owners that’s coming soon. Learn the marketing skills you need to get more customers and grow your winery! Sign up to become a special VIP for our Online Wine Marketing Course to stay up-to-date on course development and receive free insider tips.

Like this video? Tweet #SellMoreWine and share your thoughts or questions!


Case study: Creating a new winery website design for Meramec Vineyards
09 July, 2014

 

WineryResponsiveWebsiteDesign

Does your winery website speak your brand? Does your winery website have an easy to understand layout? Does it have a call to action? Is it responsive? When the owner and winemaker of Meramec Vineyards, Phyllis Meagher, contacted me after taking our free 7 week Sell More Wine email series, she realized her current website wasn’t helping her get more customers.

Before the re-design:

MeramecVineyardsOld

Phyllis had a lot of great info on the Meramec Vineyards website, but the design did not match their current branding and did not have the content laid out in an easy to read way. Plus, their website was an old HTML website and needed to be updated to be mobile friendly.

We started the website re-design process by having a few Skype conversations about who Meramec Vineyards really is and how they are different from other wineries. From this conversation, I suggested we showcase her key differences in the gallery slideshow on the home page: wine bottle shots, show the location and/or building, brag about their popular gourmet lunches, vineyard photos to illustrate they do indeed grow their own grapes, and the next special event. Showing these five photos really gives the potential customer a good idea of what Meramec Vineyards is like in person.

I presented several website designs, but this design was ultimately chosen because the header showed off their attention to detail: the beautiful wine bottle stainglass window that is at their winery along with the gold bars that are on their wine labels.

The new winery website:

MeramecVineyardwebsitedesign

Here is a breakdown of the key features of the new website:

  • Defined goals: An updated mobile friendly website, a responsive design that represented their brand and to ultimately get more customers
  • Differentiation: I worked one-on-one with the owner Phyllis and helped choose what her key differences: female owned, their location right off the highway in St. James, Missouri, and how their winery is all about the details – their wine, gourmet lunches, wine bottle window art (featured in the header design), corks used as potting soil, etc.
  • It’s responsive: No matter what device you use – smartphone, tablet or desktop – to view the website, the website will adjust to the size of your browser. No more pinching and zooming to try and figure out what that tiny text says. How does your own site look on a mobile phone?
  • Easy to update website: The website is built in the Content Management System (CMS), WordPress, which is super easy to update. There is even a mobile app, where you can type in blog posts from anywhere. Turn those unproductive times like waiting to get your oil change, into blog time.
  • Call to Action: With every website I build, I emphasize – what do you want visitors to do? For this website, we wanted people to sign up for their email newsletter. Phyllis does a great job of emailing her customers a ton of content on the vineyards, wine and events.
  • Custom WordPress theme design: Each website I create, I present 2-3 website design options. For this site, the final design I created a custom header showing their wine bottle stained glass at their winery, a custom layout that loads fast, along with a custom color scheme.
  • Custom Home Page Gallery: I skyped and had several conversation with Phyllis from Meramec Vineyards on which photos to include in the home page gallery. For instance, I suggested the following type of photos: wine, show the location and/or building, gourmet lunch, vineyard photos. We chose photos to represent each of these.
  • Fonts: The sans serif fonts on this website were picked to show the modern feeling of this winery.
  • Color Scheme: The color scheme that I chose – gold foil lines paired with purple showcases the serious side (gold foil) and the fun side (purple).
  • One-on-one training: For each website I create, I provide one-on-one training to explain how to use to WordPress. This can be done by phone, Skype or in-person if you are close.
  • PDF instructions: I know it’s hard to learn everything within an hour. That is why I provide a PDF with instructions on how to make changes to your website.

What does Meramec Vineyards say?

Becca is extremely patient and understanding of how hard it is to fit in website development tasks while operating a working winery.  While I often missed deadlines she NEVER did.  She was available for quick questions to guide me through uploading content to the new site.  She helped us zero in on the exact style and content we wanted.  I love the look of our updated website.  The process and the outcome were worth the effort.  Already we have had positive response from people who have viewed our new website.

- Phyllis Meagher, Owner of Meramec Vineyards

Want to learn more?

Check out the live website at www.meramecvineyards.com. If you want to read more about Phyllis, the owner and winemaker, check out the Midwest Wine Press story, “More Women making wine in the Midwest.”

Does your website need a re-design, so its responsive and easier to update? Contact me at becca@bauerhaus.com.

Are you ready to learn how you can increase the number of customers to your winery? Take our free Sell More Wine email course.


Case study: Creating the wine brand Leonard
24 June, 2014

How do you create a lion that is fierce, yet contemplative and is the cornerstone of a future wine brand?

Owners of the Leonard wine brand reached out to me earlier this year to discuss creating a wine brand targeting consumers that regularly purchase $30 bottles of wine. This father and son duo live in two different states, but I was still able to meet in person with one in Sacramento, California while in town for the Unified Grape and Wine Symposium and the other at the Midwest Grape and Wine Conference, in St. Louis, Missouri.

Next, I reviewed Leonard’s answers to the business strategy and design questionnaire I sent over. The client specifically requested “a bright gold rampant lion holding up a Bordeaux glass of wine that has a body that is detailed, angular, and fierce. For the face, the goal is to create a studious and contemplative look, as he looks up to study the contents of the glass of wine. Somehow combine the brawn of a fierce lion, with the brains to show restraint and examination.”

I spent hours researching and then went to work designing 3 logo options, each with a hand drawn lion and paired with classic serif typography. The type/font choice is a big decision when it comes to wine label design. Part of my process involves creating an entire page of the word “Leonard” in different typefaces and then choosing the type that best pairs with the target consumer. For example, a serif font communicates “we are a traditional wine” while a sans-serif gives the message “we are non-traditional or a modern wine.”

It was very important for the lion to be 100% original, since this lion will end up being the main focal point for the wine label. After several different hand drawn lion designs were presented, we ultimately ended up choosing this fierce yet contemplative one:

Leonard wine logo design

Next up, I am in the process of creating the Leonard wine label and their business cards.

What did Leonard think of working with me?

I have often found that the best description of how I work often comes from clients describing the process. Here is what Leonard had to say of working with me on the logo design:

We are a family originally from Missouri, now beginning a brand in the wine business.  Our goal is to keep our product line and business model succinct, keeping communication fluid and close knit as we build this brand.  After briefly working with a designer in CA, we noticed that our input for our brand was taken only with a grain of salt.  We experienced a poor exchange of communication throughout those initial stages of development.  As a family, we decided to end our relationship with this CA designer.

Going back to our roots in the Midwest, we found Bauerhaus Design and began working with Becca on our wine label, Leonard.  Becca was happy to pick up where our first designer left off, and since the inception of our relationship with Becca, our brand development has only achieved greater progress as each exchange has taken place.

In creating our brand, Becca’s advice was to start with logo design.  She has created a combination of image and family name for our logo.  The presentation directly reflects our thoughts on wine and how we wish to be portrayed to the consumer.  Since no one in our family is a designer, we could not have envisioned how the design would actually turn out on paper.  The end result captures everything we could have imagined with Beccas personality and perception of tasteful design, intertwined.  When you meet Becca you see she is fun.  If you were to meet me you may see I am a bit dull.  Our logo is serious, as requested, but with a great presence of personality thrown in by our designer.

Although it is important to discuss how pleased we are with the final logo designed by Becca, we would also like to share the importance of working with a designer who says, “yes, I can try this” or “yes, I can do this”.  It is evident that this person’s attitude on brand development is to empower all of the ideas given by her client, while using her expertise to steer the client in the right direction.  Unlike our first designer, Becca never told us “no, I won’t try this” during the logo design.

There are, in fact, many more positive comments to share about Becca’s work ethic and performance.  In keeping with our brand identity of succinct and meaningful, we hope the meat and potatoes of Becca’s creativity and positivity has been transposed through this recommendation.  We would like to officially thank you here, on paper Becca, and say how pleased we are to continue the design and branding process with you.

Chris & Tom Leonard

Rebecca is the owner of Bauerhaus Design, which specializes in building brands for wineries. Take our free 7 week wine marketing class to learn how to sell more wine with a powerful brand, email marketing, social media, online ads and more: www.bauerhaus.com/sell-more-wine/


Want to grow your winery, but don’t have a marketing degree?
10 June, 2014

I am very excited to announce that I am fulfilling my dream of building a marketing course just for wineries! I've set a date and partnered with an awesome marketing expert to create a comprehensive course for busy winery owners. This class will be 100% online and can be accessed from anywhere in the world. If you’re familiar with our free Sell More Wine email series, you won’t want to miss this empowering new program that will help you market your winery or vineyard AND increase sales.

Course content is based on my daily interactions with winery owners who say "I'm so busy doing everything (e.g. tending to the grapes, making the wine, bottling, selling, event planning, managing, etc), but I really need to learn how I can increase my sales and get more customers. How do I do that?" Does this sound like you? If so, check out some of the important wine marketing topics our course will cover.

The Online Wine Marketing Course will feature:

  • More than 10 modules to help your winery grow
  • How to build a powerful wine brand
  • How design can increase your sales
  • How to perform market research
  • How to build a strategic digital marketing plan (with an Excel file sample plan!)
  • How to get customers from social media
  • How to build a website that works 24/7
  • How to monitor your online brand reputation
  • How to build promotions and events for repeat customers
  • Plus, videos, PDFs, and audio files so you can learn at your own pace

Would you like to get this powerful course for FREE?

This month we are working on building the branding and design modules. Tell me at becca@bauerhaus.comwhat you’d like to know and you’ll be entered to win the complete Online Wine Marketing Course.
 
If you can’t think of any branding or design questions, that’s okay. You can submit any marketing questions that may be keeping you up at night. Every question sent to becca@bauerhaus.com equals one chance to win. One winner will be drawn randomly from all entries received now until the course launch date in early November.

Want to be a VIP for this course?

Sign up right here to become a special VIP for our Online Wine Marketing Course. You'll stay up-to-date on course development plus receive free insider tips.


Announcing a new video based Online Wine Marketing course!
28 May, 2014

Are you a busy winery owner that wants more customers? This course is just for you! I am very excited to announce that I am fulfilling my dream of building an online wine marketing course just for wineries!
 
Our completely online Wine Marketing Course will have more than 10 units that cover a variety of important branding and marketing topics you need to know to grow your winery, along with information you can actually use –  like a sample digital marketing plan. This video series will be a powerful tool that will help you market your winery or vineyard AND get more customers! Plus, the course will include videos, PDFs, and audio files so you can learn at your own pace via the method that works best for your individual learning style.
 
Would you like to get this amazing course for FREE? Tell us at becca@bauerhaus.com what you’d like to know about branding or design and you’ll be entered to win the complete Online Wine Marketing Course.
 
If you can’t think of any branding or design questions, that’s okay. You can submit any marketing questions that may be keeping you up at night. Every question sent to becca@bauerhaus.com equals one chance to win. One winner will be drawn randomly from all entries received now until the course launch date (Early November).

Can't wait to start learning? Start with our free 7 week wine marketing email course: www.bauerhaus.com/sell-more-wine/


The BIG things small wineries get wrong on their websites
13 May, 2014

Is your website mobile friendly? Does it have a call to action? Maintaining a search engine friendly winery website is crucial when it comes to acquiring new wine customers, building credibilty and nurturing customers that spread your awesomeness.

I just found a great infographic on Entrepreneur.com and loved how succinctly they showed the BIG mistakes small businesses are making with their websites. Sometimes seeing the issues broken into an infographic can make you have an "ah-ha" moment of what your wine website is missing.

I often have clients that have been creating their own websites come to me for a new design and training for WordPress. Once complete, their reaction often is “I would have never known how to set up SEO, include a call to action, tracked my metrics or create a website that reflected my brand without your help.”

Want to know the latest winery website trends for 2014? Read my blog post: Top 6 tips for winery website design in 2014.

InfographicWebsiteMistakes

Rebecca is the owner of Bauerhaus Design, which specializes in building brands for wineries. Take our free 7 week wine marketing class to learn how to sell more wine with a powerful brand, email marketing, social media, online ads and more: www.bauerhaus.com/sell-more-wine/


Why you need a responsive website design
29 April, 2014

Responsive Winery Website

I recently attended a wine marketing conference and the topic most people wanted to know more about was Responsive website design. What is it? Do I need it? Why is it so awesome?

Technology is moving so fast, that a website from 3 years ago isn’t going to have the same benefits as now. With the popularity of smartphones, the most popular way to build a website is “responsive.” This means the size of your website automatically adjusts based on your browser size. That way phone, tablet and desktop users all see a website that is clean and organized. This makes your brand experience seamless across all devices. No more pinching and zooming in and out on your smart phone trying to click on buttons and read microscopic text.

Your website, your brand

Since your winery’s website is the central hub (or part of the spider web) and often the first point of contact for the consumer, you need to make sure the visual’s on your website perfectly tell your brand story. This means, colors, fonts, textures, content and photos need to give the same feeling someone gets walking into your business. Google published a study called the “Zero Moment of Truth” and shared that the average shopper references 10.4 sources online before making a purchase. It’s essential that you accurately visually represent your brand’s position to stand out from the competitors the consumer is also researching.

With a responsive website design, you can easily tell your brand story and keep the same look across all devices. The old way to do it was to have a separate mobile website that was primarily text based and consisted of bars that stacked. Now, with responsive website design, you can include photos (that automatically scale down) and even use the same fonts and colors as your website.

Creating a clear path

Salesforce recently published a study that found it still takes 7 touch points for 80% of sales. Make sure you have a clear path to capture each potential customer’s information. For example, is it sign up for our newsletter, buy wine now, follow on social media or fill out your contact form? Just like print ads should always include a call to action, so should your website. Websites are no longer just informational. Now with responsive website design, you can lead your customers across all devices to the information they want and easily grow your email list.

Make your own changes

The responsive website designs we build also all include CMS (Content Management System), like WordPress, built in. This allows you to make changes – text and photos – to your website yourself. You can even post blog posts from a mobile app to your website. Pretty cool!

Each estimate we provide is custom tailored to your exact needs. Get your free estimate today!

Rebecca is the owner of Bauerhaus Design, which specializes in building brands for wineries. Take our free 7 week wine marketing class to learn how to sell more wine with a powerful brand, social media and online tools at www.bauerhaus.com/sell-more-wine/


What does your logo color say about your business?
15 April, 2014

Just like different fonts have different personalities, different colors also create different feelings within each of us. Are you an energetic yellow like McDonald’s or are you reliable like the brown in UPS?

When I design logos for my clients, I start with designs in black and white. Often clients are very very excited when we get to the stage of adding in color, but color choice can be a very tricky thing. You want to make sure you stand out from your competition, but you also want to make sure you don’t alienate people looking for your wine bottle on the local wine store shelves. For instance, if you are known as a traditional wine with deep royal colors, you don’t want to change one of the labels to be neon colors. The customer will never be able to find your wine label out of the hundreds on the shelves.

Part of understanding color theory is grasping the colors of current logos that we see everyday. And here is an excellent breakdown by Ruby Media Corporation:

Infographic what colors in logo's mean

Rebecca is the owner of Bauerhaus Design, which specializes in building brands for wineries. Take our free 7 week wine marketing class to learn how to sell more wine with a powerful brand, social media and online tools at www.bauerhaus.com/sell-more-wine/


Do you want your winery website converted to WordPress?
01 April, 2014

Do you love your current website design, but wish you could update it yourself? We can help! We build websites in the Content Management System, Wordpress, that can be easily updated by you. Each of our custom built Wordpress websites include 1-on-1 training and a PDF to explain how to make changes.

I’ve had a few new clients that have come to me and said “I love my current website design, but I want converted to WordPress. Do you do that?” Yes, we do. “Can you also make it responsive to adjust to mobile phones?” Yes, we can do that. In fact, we just did this for DeSales Community Housing Corporation.

Why switch to WordPress?

1. Make your winery website responsive

With the popularity of smart phones, websites are now built so they are “responsive.” This means the size of your website automatically adjusts based on your browser size. That way phone, tablet and desktop users all see a website that is clean, organized and makes your brand experience seamless across all devices. No more pinching and zooming in and out on your smart phone trying to click on buttons and read microscopic text.

2. Easily update your website

I often tell clients, if you can use Microsoft Word, you can make updates to WordPress. By using a Content Management System(CMS), like WordPress, you can easily update your website without having to hire a web designer each time you want to add a photo or change text. This gives you more control than past websites and also lets you play around with the order of things. For example, do you get more email newsletter sign ups when the sign up button is first in the sidebar? Or when it is at the end of each blog post? With a CMS like WordPress, you can constantly tweak your website.

Plus, each project we work on includes a PDF to explain how to make text and image changes, sidebar changes and even how to re-order your navigation bar. This allows you to always have a reference guide, even if you can’t remember how to make updates.

3. Better SEO

Out of the box WordPress is great for SEO. WordPress automatically includes Google search engine friendly features like long phrased permalinks, photo alt tags, H1 tags, and Title tags. Plus, if you really want to tailor each page to specific keyword or phrase, you can install the plugin WordPress SEO by Yoast.  This plugin allows you see exactly how each page will show up in Google, plus it will help you learn SEO best practices. If this paragraph has left you thinking – what are you talking about??? Go to this page for detailed explanation of those terms: Part 2: How to be number 1 on Google with SEO.

4. You want to keep your existing design

Does your winery’s website already tell your brand story? Do you have a website whose look you love, but are afraid to edit anything for fear of breaking something? We can transfer the exact look of your website into WordPress. Or maybe you love most of your website layout, but want to add in a few things – like social media integration or email newsletter sign up. Each estimate we provide is custom tailored to your exact needs. Get your free estimate today!

Rebecca is the owner of Bauerhaus Design, which specializes in building brands for wineries. Take our free 7 week wine marketing class to learn how to sell more wine with a powerful brand, social media and online tools at www.bauerhaus.com/sell-more-wine/


Top 6 tips for winery website redesign in 2014
19 March, 2014

How do you know when it is time to re-design your website? More and more consumers are researching online before they visit and are judging your winery by its website. I often tell clients to think of their website as the center of a large spider web. All strands point to your website – Twitter, Facebook, brochures, rack cards, wine labels, Yelp, Google places listings and consumer reviews of your wine. Does your website perfectly translate your brand?

Is it time for a website redesign?

Here are 6 reasons why you need a new website:

Responsive Winery Website

Your website is not responsive or mobile friendly

Technology is moving so fast, that a website from 3 years ago isn’t going to have the same benefits as now. With the popularity of smart phones, websites are now are built so they are “responsive.” This means the size of your website automatically adjusts based on your browser size. That way phone, tablet and desktop users all see a website that is clean and organized. This makes your brand experience seamless across all devices.

You have changed your brand positioning or niche

As a business owner you are constantly trying out new things. What sells best? Which type of wine customer spends the most money? Because of this, what worked for you 3 years ago, may not be who you are targeting now. By re-designing your website specifically for your targeted niche, you can create specific calls to action and convert more visitors to clients. Unsure of your core wine consumer? Read the 6 different wine consumers.

Your website does not visually represent your brand

Since your winery’s website is the central hub (or part of the spider web) and often the first point of contact for the consumer, you need to make sure the visual’s on your website perfectly tell your brand story. This means, colors, fonts, textures, content and photos need to give the same feeling someone gets walking into your winery. Google published a study called the “Zero Moment of Truth” and shared that the average shopper references 10.4 sources online before making a purchase. It’s essential that you accurately visually represent your brand’s position to stand out from the competitors the consumer is also researching.

You do not have a clear path

Having a specific wine consumer narrowed down, allows you to create a website with very specific calls to action. Just like print ads should always include a call to action, so should your website. Websites are no longer just informational, instead before designing we now define what steps you want your customer to take to ultimately become a customer.

Salesforce recently published a study that found it still takes 7 touch points for 80% of sales. How are you going to touch each of your customers 7 times? Make sure you have a clear path to capture their information. For example, is it sign up for our newsletter, buy wine now, follow on social media or fill out your contact form? Before redesigning your winery website, make sure you define the path that your ideal customer will want to take.

You need to add a blog

A blog is your opportunity to add new content specifically targeting your niche. For example, do you know that many of your wine clients are also avid golfers? Write to that audience.

In “A Website that Works” Mark O’Brien shared this tip – if you add a minimum of 2,000 words per month to your website, Google will automatically place you higher than your competitor that has a static website that never changes. While creating content does take a lot of work, O’Brien estimates that you can easily get 20% of your leads through your website. For more reasons on why you should add a blog, read How to be number 1 on Google. Also, read Why your business should use content marketing.

You want to make daily or weekly updates to your website

By using a Content Management System(CMS), like WordPress, you can easily update your website without having to hire a web designer each time you want to add a photo or change text. This gives you more control than past websites and also lets you play around with the order of things. For example, do you get more email newsletter sign ups when the sign up button is first in the sidebar? Or when it is at the end of each blog post? With a CMS like WordPress, you can constantly tweak your website.

Rebecca is the owner of Bauerhaus Design, which specializes in building brands for wineries. Take our free 7 week wine marketing class to learn how to sell more wine with a powerful brand, social media and online tools at www.bauerhaus.com/sell-more-wine/


Customers report greater satisfaction with fewer choices
04 March, 2014

Which type of winery do you think you would go to: One that sold 3 types of wine or one that sold 30 different types? Now which winery do you think the consumer would feel more of a sense of satisfaction?

Last week my husband and I were flipping channels and I heard this question: Which would you pick to take your family to: an ice cream store with 3-6 choices or one with 24-30 choices? They went on to say that science has shown that people actually feel a greater sense of satisfaction when they have fewer choices. That caught my attention.

I did a little digging and found a paper called “When Choice is Demotivating: Can One Desire Too Much of a Good Thing?” created by scientists from Columbia University and Stanford University. We are often told the “popular notion that the more choice, the better—that the human ability to manage, and the human desire for, choice is unlimited.”

But instead the results from 3 studies “starkly challenge this implicit assumption that having more choices is necessarily more intrinsically motivating than having fewer. These experiments, which were conducted in both field and laboratory settings, show that people are more likely to purchase gourmet jams or chocolates when offered a limited array of 6 choices rather than a more extensive array of 24 or 30 choices. Moreover, participants actually reported greater subsequent satisfaction with their selections when their original set of options had been limited.”

I’ve noticed this scenario in the 16 years I’ve been a designer: I’m hired to create a logo design or wine label design. While brainstorming I come up with 8 different ideas. I create all 8 directions and then only show the client the top 3. Why? I’ve noticed if I present more than 3 choices the client goes back and forth and actually makes the process a lot longer. Looking at the above study, I realize it is all about how our brains work. If we are picking out of 30 choices, we are more apt to have doubt – did I really pick the right one?

We use the same thought process with our 3 year old. Getting dressed goes a whole lot quicker if I say: Would you rather wear this blue penguin shirt or this yellow duck shirt? If we instead offer her 30 different choices, you can imagine how long that will take a 3 year old to decide. FOREVER!

The same thing happens when buying wine. If a consumer goes into a winery and has to choose between 30 different wines instead of 5 different wines, it will take a whole lot longer for the consumer’s brain to process the differences. On the other hand, if the consumer is picking a wine from only 5 different wines they can quickly differentiate which option will give them the greater satisfaction.

As Mary Neumeir of the Brand Gap says “Our brains are hardwired to notice what is different, not what is the same.”

If your winery specializes in a certain varietal, like Pinot Noir, a customer will immediately think of you as the Pinot Noir expert. If instead you offer 30 wines, including a Pinot Noir, what are the chances of a consumer remembering you specifically for Pinot Noir? Not nearly as likely.

Think about it,

People don’t have time to figure out what your brand stand for. It is up to you to make your brand stand for something. The way to do it is to make your brand stand for one thing. Brand = adjective. Everything you do with regard to advertising and design – whether its creating the product or designing the website – should adhere to absolutely draconian standards of simplicity. – “Hey Whipple, Squeeze this!” by Luke Sullivan

In the wine world, that brand adjective usually correlates to a varietal, the place or the owner’s personality. What does your brand stand for?

Rebecca is the owner of Bauerhaus Design, which specializes in building brands for wineries. Take our free 7 week wine marketing class to learn how to sell more wine with a powerful brand, social media and online tools at www.bauerhaus.com/sell-more-wine/


Top 5 branding tips for wineries
18 February, 2014

Marketing = you are trying to make a sale through different media outlets. Branding = positioning your company as the expert and people come to you. Once you take a stand for something, you will naturally get people hunting you down wanting to buy your product.

But what is a brand? A brand is not just your logo. Everything you do as a business influences how people perceive your “brand.”  Your history, who your customers are, your reputation, and what the press says about you. It’s how your employees act and how they answer the phone. It’s the logo, color palette and images you use. It’s essential that when you do or create anything for your winery, you keep in mind what your unique brand stands for.

Last month, I had the pleasure of presenting at two different conferences on branding. One, I partnered with Kristy Meyerfor a full day Digital Marketing Workshop to Alpaca owners and the second (pictured below), I led a 3 hour workshop on wine branding. (FYI This year my goal is to speak more either solo or partnered up with Kristy, the social media and content marketing queen. Know of an opportunity? Contact me at becca@bauerhaus.com).

 

So what did you miss at the conferences? This week I’m bringing you 5 of my top tips for creating a strong wine brand:

1. Define your target wine drinking audience

Who is your target market? Often when I ask clients that question, they reply with “All wine drinkers.” The problem with that thought process is that there are actually different segments inside the wine drinking population. Paying attention to who exactly your customers are, will help you create marketing campaigns that precisely target your niche.

For example, if your top wine buyers are “Image Seekers” they will check restaurant wine lists before they dine out so they can research wine scores online. If you want to appeal to this audience, make sure you reference outside reviews and wine scores on your website. Plus, know that Image Seekers are greatly influenced by packaging and design. Click here to read about the 6 different wine consumers.

2. Define your brand strategy

Any business can only stand out on three levels: Price, Innovation and Differentiation. Only large corporations like Walmart can compete on price and only if you have a brand new product (think iPhone or the Kindle) can you compete on Innovation. So for most businesses that leaves Differentiation. As Mary Neumeir of the Brand Gap says “Our brains are hardwired to notice what is different, not what is the same.”For example, think of how we love all of those iSpy photos where your eyes dart back and forth trying to find the difference. Make it easy on your potential customer and define how you are different.

How can your winery be different? Three strategies that many of the most successful wine brands have taken is by choosing one of these:

  • Wine Type (exclusively produce one varietal, like Pinot Noir or Norton)
  • The Place (The AVA or a beautiful scene)
  • Personality (Charismatic winemaker or owner)

3. Create a USP (Unique Selling Proposition)

Try this exercise. Fill in the blanks in the below statement based on your above strategy:
Only (your winery) delivers (unique differentiating benefit) to (target audience).

Now think outside the box. For example, instead of saying we are the best or cheapest, take a new approach. For instance, there are a million different Pizza places out there, but Domino’s skyrocketed because they promised “30 minutes or it’s free.” They didn’t say we have the best pizza. Another example, Tom’s shoes took off because they focused on a moral good: A new pair of shoes goes to a child in need for every pair purchased.

4. Tell your brand story

You know your target audience, now what? It’s not enough to just simply insert keywords into your website. Your website has to tell your brand story to your niche and sound well, human. Every human being has a unique story, just like every business has a unique story. For thousands of years we were storytellers, and because of this our brains are hardwired to remember stories. Craft your brand story and repeat it everywhere. Having an easily recognizable brand story will help you stay in the forefront of your customers mind.

5. Translate your brand online

More often than not, a person’s first impression of your company is made online. Do your photos on your website and social media networks tell your brand story? For example, many business owners are really good at making the sale in person, but does that same passion translate to your website, blog and social media? A defined website based on your target audience and built around your core strategy can attract new customers for years to come.

Rebecca is the owner of Bauerhaus Design, which specializes in building brands for wineries. Take our free 7 week wine marketing class to learn how to sell more wine with a powerful brand, social media and online tools at www.bauerhaus.com/sell-more-wine/


FREE seven week wine marketing course
04 February, 2014

Tired of placing an ad and not seeing results? Learn how to take your wine business to the next level with social media, online ads, branding, marketing tips and much more!

As we teach our almost 3 year old daughter, giving thanks should be a daily occurrence not just around Thanksgiving. That's why we created this free 7 week course, all delivered to your email inbox each week: http://www.bauerhaus.com/sell-more-wine/

Achieve BIG results
This seven week course is especially created for boutique wineries. We know that wineries that are small create fabulous wine, too, and we want to help you spread the word!

Confused by social media? We explain step by step which social networks are most important and how you can turn website traffic into visitors to your winery. Sign up today!


Topics Covered:
    •    How to brand your winery
    •    Ten ways to increase your winery customers
    •    How to use Social Media for your winery
    •    Which online ads are right for your winery?
    •    Step by step: how to increase traffic to your website (which leads to more sales!)
    •    Email marketing tips to grow your Winery
    •    How to make your wine label stand out

Ready to get started, right now? Sign up for Sell More Wine here.


Now accepting 1-on-1 wine marketing meetings at Unified, Midwest Grape and the Illinois wine conference!
21 January, 2014

Are you struggling with how to get the word out online? Does social media intimidate you? Start your year off with a FREE 30 minute 1-on-1 meeting with owner, Becca Ritz, who provides brand strategy + design to get you results online.  Do you know how you are different from your competitors? We work with each of our clients and help them clarify their differentiation and reach their goals online. Email me at becca@bauerhaus.com to set up your free 30 minute in person meeting at the Unified Grape and Wine Symposium, Midwest or the Illinois wine conference.

Meet me at the below upcoming events:

Digital Marketing Workshop for Alpaca owners
Wait, this isn't wine! True, but this is a luxury product just like wine. I’m partnering with Kristy Meyer Consulting to deliver a branding section at the Digital Marketing Workshop for Alpaca owners.
January 25, 2014
8am-5pm
Chesterfield, Missouri
More details: www.mopaca.org

Unified Grape and Wine Symposium
January 28-Jan 30, 2014
Sacramento, California
No booth, but I’ll be in Sacramento for three days and would love to meet you in person!
More details: www.unifiedsymposium.org

Illinois Wine Conference
January 31-Feb 1st
Springfield, Illinois
Booth #19

Illinois Branding Workshop:
February 1st, 2014
1-4pm
Learn the essentials of an authentic wine brand, the importance of knowing your target market, and how to translate your brand story online, in your print collateral and onto your wine label design. Plus, participants will learn hands-on how to create the ultimate wine brand based on different wine consumers. More details are at: http://illinoiswine.com/conference-saturday.html

Midwest Grape and Wine Conference
Stop by to receive a free wine lid and be entered to win a FREE Kindle Fire!
February 5-6, 2014
St. Charles, Missouri
Booth #210
Free trade show pass: Enter Discount “E” and mention Bauerhaus Design at checkout
Complete details at www.midwestgrape.com

I’ll be wearing my black “Will Design for Wine” T-shirt. Stop me (that's me on the right in the below photo) and say hi! Or set up a free 30 minute in person meeting by emailing me at becca@bauerhaus.com.

Bauerhaus Design at Midwest Grape & Wine Conference

Pictured: Terry Kitzmiller, marketing whiz, and Becca Ritz, owner of Bauerhaus Design.


What makes a good wine label design?
07 January, 2014

A wine label design needs to work on three important levels. Does your wine label?

When I meet one-on-one with winery owners, one of the first things I ask is: tell me your story. How did they get into the wine business? Lifelong dream or did they fall into it? What is your unique story that no one else can tell? How are you different from other wineries? From this story we craft a plan to communicate their core message to their target audience on a wine label design and their other online and printed collateral.

1. From a distance ­ when you see the label across the aisle, you are drawn to the label. This is the level where it becomes essential to know what other wineries you’ll be placed by. Go to local stores where your wine is sold and do research.

2. At arm’s length ­ The wine label should be clear, simple and have a hierarchy of info.

3. At home ­ while drinking the wine, you should notice another dimension you didn’t see at first. For example, a unique pairing idea or a little about their history or vineyard. Something that makes readers get out their smartphones or laptops to learn more.

Let’s take the below wine label I created for Nelson Hill. Since their target is a “Wine Enthusiast” we focused on creating a classic design to target these high end California wine consumers. I chose a textured paper to help give it the feel of expensive stationary.

NelsonHillWineryfrontwinelabel

NelsonHillWinerywinelabeldesign

Here is how this wine label works on three levels. One, the classic wine label with a red icon will catch your attention across the aisle or room. Two, once you pick up the wine bottle, you’ll focus on finding out what the icon is – an old French wine barrel scale. This icon helps symbolize their love of the old world wine making techniques of the French. Your eye will also register the type of wine and it is located in Mendocino County, California. The third level, once you have the bottle at home, you can read a story about what makes Nelson Hill unique, plus find them online.

Does your wine label work on these three levels?

Take our free 7 week wine marketing class to learn how to sell more wine with a powerful brand, social media and online tools at www.bauerhaus.com/sell-more-wine/

PLUS: Meet me in person!I am now setting up one-on-one appointments at the following wine trade shows: Unified Symposium, Midwest Grape & Wine, and the Illinois conference. Email me at becca@bauerhaus.com to set up a meeting over a glass of wine. Cheers!