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TOWN HALL BRANDS

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#317 237 East 4th Ave
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Leeann Froese

Town Hall Brands is a marketing agency based in Vancouver BC specializing in strategy, graphic design, public relations, and events.

  

 

No one knows your brand better than you do. But maybe you are getting lost in the noise. You need clarity to bring strength and focus to your brand. You need to look as professional as you know you are. You need to find your voice, and make it be heard above the crowd. That is where we come in. We want to gather around a table with you, collaborate on ideas to bring out the best, and share it with your intended audience. We are your one-stop shop. Let’s gather, let’s talk.

Strategy, Graphic Design, Public Relations, Events


STRATEGY

From reaching your target audience to increasing your bottom line, we’re ready to help you achieve your goals.

Brand Development – Marketing Plans – Communications – Social Media Strategies – Implementation Plans

 

GRAPHIC DESIGN

Tell your story with clarity and pride on all platforms. Set your brand apart with a professional logo, website, packaging, and everything in-between.

Branding – Logo Design –Packaging – Menus – Business Cards & Stationery – Social Media Content – Brochures – Booklets – Product Shots – Signage – Sell Sheets – Retail & POS – Trade Show Materials – Print & Web Ads

 

PUBLIC RELATIONS

You want to share your story, but how? We will help you plan and activate - get you in front of a public audience, customers, and the media.

Promotions – Media Relations – Speaker Training – Media Training – Media/Influencer Outreach – Social Media Management – Community Engagement

 

EVENTS

Intimate events, large festivals, or something in between - we have done it all and can handle the logistics. All you'll need to do is show up.

Festivals – Retail Events – Product Launches – Dinners – Rallies –Crawls – Scavenger Hunts – Wine Tastings – Familiarization Trips – Food & Wine Training – Meetings – Mall Activations


News Archive


Brand Bits, Defined
17 September, 2019

There is a lot to be said about managing a brand, whether starting up from scratch, or keeping your current brand strong. Before you can manage your brand, you need to build it.


You need to know your winery. This should be easy, as it is your business and you are your own expert on your business. 


Branding should be taken on by the entire company, from the owners, to the vineyard manager, winemaker, the people who pour the wines in the wine shop, the sales team, and the person that answers the phone. Every person that works as a part of the winery plays a role in building the brand and will have a unique viewpoint to offer.


Ultimately the brand is the reflection of the winery, so every effort that is taken to promote the winery should be done with the vision and objectives of the winery in mind.

Below are a few parts of your brand.


Brand Name

Your brand name is the primary identity of your company. Every name is taken. So when you get yours, trademark it.


Once you land the unicorn that is your brand name, you need to take ownership so no one else can. By trademarking, you have better leverage over unauthorized use and anyone who copies or tries to steal your brand.


Your brand name will most likely be used on your website and social media accounts. Keep this in mind when naming, as you what to keep these names, identities, and handles consistent.


Logo and Colour Palette

Your logo and colour palette symbolize the creative exemplification of your brand. These assets are important parts of your branding. If designed properly, they will resonate with your target audience and can help you attract customers. Think of the iconic logos and colours that stay in your memory. 


Typography

Typography refers to fonts and text-based components and how they’re used in your branding. These guidelines inform any branding or marketing materials that are created on behalf of your business, including your website, paid advertising, brochures and shelf signage, social media posts, and more.


These are the key parts that start the physical manifestation of your brand.


Town Hall Brands, based in Vancouver BC, works with wineries to build and promote their brands. With more than 22 years of experience, their team is a great choice for any brands who need graphic design services from start ups to a refresh, or anything in between. Learn more on how your brand can be brought to life when you email Leeann Froese leeann@townhallbrands.com or visit www.townhallbrands.com 


Celebrate Christmas in July for planning now for your holiday promos
23 July, 2019

It’s hot outside, summer is in full swing, and fruit is in full growth. The farthest thing from many minds is the holiday season but planning now will make sure that you are not panicking in the fall.


Now is the time to prepare for stock and inventory requirements, secure in-store stacks & displays with retailers, and prepare to have adequate merchandise and marketing materials on hand for the heavy sales push of OND (October/November/December in retail and sales land).


With offerings from myriad businesses, OND is also a time of year where consumers are prepared to spend, making it without doubt the most important time for any consumer-facing good. Therefore, now is the time you should be planning to secure retail displays, and tastings/sampling to support those displays. Many wineries/importers will even start their OND planning in late spring/early summer.


Events and experiential initiatives in OND are key: getting out in front of customers, and being more persistent and present on social media. Other forms of communication are also important: direct email marketing campaigns, in-store specials, restaurant by-the-glass exclusives, wine and food pairings for the holidays. It's important to plan now so that you can come up with consistent messaging for that time of year and organize all your consumer-facing activities.


Will you be making a special offer? If so, what kind of materials will you need? Do you need long lead ads created or a campaign developed? Or do you need special packaging? Maybe you want to create a library release or a box set?


You’ll need to get it ready now or at the very least generate a mock-up of your offer so that you can get a photo taken. You need to get the word out early for pre-orders and it takes some time to get it all done, so think about it now.


For a custom package or box, lead times can vary. Depending on complexity, delivery times can be several weeks or even a few months.


Plan now and ensure your products and campaigns are good to go – celebrate Christmas in July – at least in your mind!


Town Hall Brands, based in Vancouver BC, works with wineries to build and promote their brands. With more than 22 years of experience, their team is a great choice for any brands who need graphic design services from start ups to a refresh, or anything in between. Learn more on how your brand can be brought to life when you email Leeann Froese leeann@townhallbrands.com or visit www.townhallbrands.com


Make the Most of Media Coverage for Your Winery - A Case Study
11 June, 2019

At Town Hall Brands we do media relations and trade relations in the beverage alcohol and food space for wineries and wine regions.

We share a case study on some media exposure brought to life: our PR team worked with a news publication to curate a fun story on pairing Easter candies to our wine clients’ products. This story was very well received and was shared many times across sister outlets.

Grouse Winery Quill Pinot Noir
Blue Grouse Winery Quill Pinot Noir & chocolate eggs

As we do, our PR team shared the link to the coverage with our clients, but we also went one step further and did a mini photo shoot, taking a photo of each of the different wines & candy pairing suggestions that were featured.

We sent both the link to coverage plus a photo to the client (as a value add to our PR service), in case they want to use the link and picture together on their own social channels. As we recommended, the clients then shared the photo of their wine and its candy pairing and the link to the story on their social media.

Great. This gives thanks and value to the outlet and 3rd party credibility to the winery.

But one winery client went one step further. The wine shop manager purchased the candy that was mentioned in the article and also had it in the wine shop. When customers visited the winery, staff prompted ‘why don’t you try the pairing suggestion that was in the paper?’

This is a great example of how media coverage can be leveraged to be made the most of.

The winery is not only having the exposure of the people who come across the article on their own, buy the staff took the article and re-shared it through their own channels, and then also exposed it to walk-up traffic. This lent the suggestion of candy and wine some legitimacy (as it is not so common and seen as silly) by showing them this third-party exposure.

This is one very seasonal example, but how are YOU making the most of your mentions in the press?

Need help navigating that space? We can help.

Hit us up on social @townhallbrands or email us as below.

Town Hall Brands, based in Vancouver BC, works with wineries and wine regions to build and promote their brands. With more than 22 years of experience (and in Canadian dollars), their team is a great choice for any US brands who need a refresh, or to start from scratch. Learn more on how your brand can be brought to life when you email Leeann Froese leeann@townhallbrands.com or visit www.townhallbrands.com


What do you want to know about for building a strong wine brand?
29 April, 2019

In this special series for WIN readers we explore ways to maximize your branding efforts.

(Read back to previous posts as they are written in consecutive order.)

 

For the past year, we have been sharing tips and best practices for WIN readers to help build a winery brand.

 

As May is upon us and the buds are breaking, we are taking a moment to pause and ask: what do you want to read about?

 

What is helpful to you?

 

We are very proud to work with wineries and wine regions, and we want to make the most of our experience with content that works for you.

 

What do you wish someone in marketing would share? Let us know, and we will gather and plan our next post.

 

Send us a tweet @townhallbrands or email us as below.

 

Town Hall Brands, based in Vancouver BC, works with wineries to build and promote their brands. With more than 22 years of experience (and in Canadian dollars), their team is a great choice for any US brands who need a refresh, or to start from scratch. Learn more on how your brand can be brought to life when you email Leeann Froese leeann@townhallbrands.com or visit www.townhallbrands.com


What it takes to build a strong wine brand: employees as a brand touchpoint
14 April, 2019

In this special series for WIN readers we explore ways to maximize your branding efforts.

(Read back to previous posts as they are written in consecutive order.)


Last time we talked about how your employees are a major extension of your brand and a brand touchpoint.


So how do you develop employee brand ambassadors? Like the construction of your brand story, it begins by identifying the core values of your company: who you are, what you do and what you stand for. Then, you can look to cultivate these values in your staff, by creating an environment where employees enjoy going to work and feel their efforts are noticed and rewarded.


How do you build employee engagement? In their book The Drivers of Employee Engagement, Dilys Robinson and Sue Hayday note that employees are motivated by intrinsic factors like personal growth, working for a common purpose, and being part of a larger process, rather than simply focusing on extrinsic factors such as pay and benefits.


Trained employees share your brand story with customersTo get started, hire someone who has a keen personality and a strong willingness to learn. This cannot be taught and is the foundation for which you can build your own brand ambassador. Make sure you share with them your brand story, what you're all about, and your dreams for the future.


After you share your brand story, make sure that they are fully-armed with information on your company – your history, your product offerings and your customer service policies. These staff members interact with customers every single day, so involve them in all dialogue regarding customer service.


Ask them what the toughest questions are they receive from customers, and work with them to shape the responses and help really get your story out there one-on-one. These employees are your frontline and should be the ones to showcase your brand, but you need to give them the tools.


Invite them to be part of the story and enjoy this journey with you, as you take your company to the public at large. From a more practical standpoint, also make sure that they have hospitality training: in BC there is a program called “Serving It Right” and tourism board offer “super host” type skills, so find the equivalent your area and make sure your team is trained up, so that every time a person walks through your winery door they feel welcome, attended to, and inspired to leave with an arm full of bottles.

By training, engaging and empowering your employees and sales teams, they can become your winery’s most important and loyal brand ambassadors.


Are your employees engaged to live your brand and tell your story? Have you noticed a company who does a good job with this?


Need help to get your employees to be your brand's best advocate? We offer workshops just for this, and would love to help.



Town Hall Brands, based in Vancouver BC, works with wineries to build and promote their brands. With more than 22 years of experience (and in Canadian dollars), their team is a great choice for any US brands who need a refresh, or to start from scratch. Learn more on how your brand can be brought to life when you email Leeann Froese leeann@townhallbrands.com or visit www.townhallbrands.com


What it Takes to Build a Strong Wine Brand: Your Staff as Brand Touchpoints
02 April, 2019

In this special series for WIN readers we explore ways to maximize your branding efforts.


(Read back to previous posts as they are written in consecutive order.)



Last time we reviewed brand touchpoints, all the places and encounters that anyone has with your brand, and the ways to keep your brand identity strong and recognizable through all that you do.


This time we are going to focus on one particular touchpoint, which a surprising number of businesses overlook. 


After investing thousands of dollars to build your brand, its identity, and then implement your branding, it's a big failure if you fall short into carrying these efforts and tactics through into one of the most important elements of your brand: your team.


No matter which industry you’re in, building a strong brand requires that all employees feel connected and understand their role in turning brand aspirations into reality. 


When competition is less intense it might not matter as much, but in today’s environment it's crucial that employees live the brand. Yet only a handful of companies are succeeding with integrated brand delivery, and others do not understand that that the brand must be incorporated into every facet of their operations, which of course includes their employees.


Many wineries are very good at educating their tasting room and sales staff on how to talk about their brand, having their employees know the brand story inside out, adding to all the product information that is required. 


These employees know who their employer is as a company, has enhanced knowledge of how to speak about the wines, how the wines work for varying occasions, and how to promote a wine club as well.

With sales at the winery gate being among the most profitable channels, it makes total sense to train your staff to be able to sell to every customer that walks through the door.

You staff can be your biggest brand advocates

But this does not mean to push your product down a customer’s throat, or to come on too strong. For the customer’s perspective, the people they encounter are the company. You do not want a customer to be repelled by your team because they are too pushy or if they act in a way that is counter to your brand values.


It takes finesse and customer service sensibilities to be able to help customers find the wine that is right for them, build a relationship, and at the same time get your story told. 


If this is done by personnel with big personalities - smart, outgoing people with big smiles on their faces - who are engaged and transformed into ambassadors for your brand - they can offer your visitors an incredible, memorable experience, be your brand’s best advocate, and also turn a customer into a brand evangelist for you. 


However employees outside management or the marketing department are generally unaware of what a brand is, much less what their company’s brand is.


So how to get there? More next time...


Need to know how to get your employees to be your brand's best advocate? We can help.


Town Hall Brands, based in Vancouver BC, works with wineries to build and promote their brands. With more than 22 years of experience (and in Canadian dollars), their team is a great choice for any US brands who need a refresh, or to start from scratch. Learn more on how your brand can be brought to life when you email Leeann Froese leeann@townhallbrands.com or visit www.townhallbrands.com










What it takes to Build a Strong Wine Brand: Touchpoints 3
17 March, 2019


In this special series for WIN readers we explore ways to maximize your branding efforts.


(Read back to previous posts as they are written in consecutive order.)


Keeping your Brand Strong Across all Touchpoints


If you demonstrate a clear, convincing brand image, potential current customers will be more likely to remember you and do business with you in the future. When you deviate from your original branding it weakens your brand’s overall imagery, and ‘muddies’ your brand.


There are many ways to keep your brand identity strong when it is used on various touchpoints, but not all these habits are top of mind for everyone.


Think about your brand’s font and colour. If you create an ad or a newsletter or a brochure, be sure to be consistent with the fonts and colours as people may identify with them. If your brand uses blue and white and Helvetica font, don’t create a newsletter that is orange and green and uses Goudy.


If your branding is traditional, conservative and rather formal, to use images such as cartoons or slang language would be off-brand.


The buying public is constantly bombarded with imagery, so could lose interest at any given moment. Therefore, you should use several different tactics over time to engage potential buyers, move them toward making a purchase and then, keep them as repeat customers. This means maintaining a strong presence as well as repeating yourself and your imagery across multiple channels and touchpoints. If you are consistent, the repetition will make your brand stick.


Andrew von Rosen, the senior designer on our Town Hall Brands team, reinforces the need to stay consistent. “We recently had a client who wanted to change every ad, just ‘to have fun',” he says. “The problem is that when you change every ad to look completely different, your customer will never become familiar with your brand.”


“It’s important that ad continuity remains, “he continues. “While backgrounds and photos can change, it is important that logo placement and font styles stay the same. This allows the viewer to become familiar with your 'look', which allows for brand recognition.”


Through reinforcing and strengthening what your brand stands for at each of your touchpoints, you can ultimately drive sales and generate customer satisfaction. High customer satisfaction means that your brand will experience greater loyalty, experience word-of-mouth referrals, and be able to withstand competition in the marketplace. 


This means more sales, and ultimately more profit.


Need some help doing the above? We can help.


Town Hall Brands, based in Vancouver BC, works with wineries to build and promote their brands. With more than 22 years of experience (and in Canadian dollars), their team is a great choice for any US brands who need a refresh, or to start from scratch. Learn more on how your brand can be brought to life when you email Leeann Froese leeann@townhallbrands.com or visit www.townhallbrands.com


What it takes to build a strong wine brand: Touchpoints 2
03 March, 2019


A Special Series for WIN by Town Hall Brands


In this special series for WIN readers we explore ways to maximize your branding efforts. 

(Read back to previous posts as they are written in consecutive order.)


Brand touchpoints and interactions occur in three general phases along the customer’s purchase path: pre-purchase, at purchase, or post-purchase. In each phase there are certain goals and objectives that touchpoints of your brand can help you reach.

Shelf talkers are a commonly-used items that are a helpful brand touchpoint

Pre-purchase touchpoints

Touchpoints here influence whether people will consider buying your brand, so you should be creating and heightening awareness for your brand and making potential customers aware of the differences between your brand and your competitors’. Pre-purchase touchpoints include your identity, advertising, research, email campaigns, public relations, samples, direct mail, free standing inserts, and your website.


Purchase touchpoints

At this phase, touchpoints are doing their job if they have moved a person from consideration to action and purchasing. Packaging, point-of-purchase displays and exhibits, in-store sampling, and events are all great examples of purchase touchpoints for your brand.


Post-purchase touchpoints

Post-purchase touchpoints include customer service, loyalty programs, and newsletters. They are the interactions that occur after the sale to maximize the total brand experience.

 


Town Hall Brands, based in Vancouver BC, works with wineries to build and promote their brands. With more than 22 years of experience (and in Canadian dollars), their team is a great choice for any US brands who need a refresh, help along the way, or to start from scratch.

Learn more on how your brand can be brought to life when you email Leeann Froese leeann@townhallbrands.com or visit townhallbrands.com



What it Takes to Build a Strong Wine Brand: Touchpoints
19 February, 2019

A Special Series for WIN by Town Hall Brands


In this special WIN series we are providing tactics and tips to build a strong winery brand.


Last time we talked about your brand story and putting it to work for you. This article we will talk about ways to keep your brand identity strong and recognizable through all that you do, so that it makes a strong impression when you interact with customers.


Your branding is your ‘Nike Swoosh’. It constantly identifies you. If you have gone through the time, energy, and expense to define your branding, you want to maintain its integrity wherever and whenever your brand is used. You have put a lot of thought into its values, language and imagery. You have chosen colours, font styles, and perhaps an iconic image to represent your brand.


You have worked hard to make your brand instantly recognizable at every touchpoint, be it on the retail shelf, or on a restaurant table.


What’s a brand touchpoint? 

It’s all the different ways that your brand interacts with customers, employees and others; put simply it’s any encounter people have with your brand.

Customers experience your touchpoints as they purchase – use – and repurchase / recommend. 


Touchpoints include, among other things, the product itself, its packaging, advertising, merchandise displays, written promotion, website, and customer service. (The t-shirt this lady is wearing in this article is one example of a brand touchpoint for Canada's Evolve Cellars.)


Think about all the different ways your brand interacts with and makes an impression on your customers. Then ask yourself if these experiences properly reflect your brand and if they are consistent with its story. Does every ‘touch’ your brand makes do the job you want it to?


All touchpoints aren’t created equal either and some will play a larger role in determining your company's overall customer experience.


With wine, taste is more important than package design. Both are touchpoints, but each has a different impact on your customers’ experience with your brand.


More to follow...


Need to learn more about the above? Get in touch.


Town Hall Brands, based in Vancouver BC, works with wineries to build and promote their brands. With more than 20 years of experience (and in Canadian dollars), their team is a great choice for any US brands who need a refresh, or to start from scratch. Learn more on how your brand can be brought to life when you email Leeann Froese leeann@townhallbrands.com or visit www.townhallbrands.com


What it Takes to Build a Strong Wine Brand: Using Your Brand Story
05 February, 2019

A WIN Series by Town Hall Brands


If you do not have a brand story, then you have no way to differentiate your brand or business, and then you appear as just another product or service. However, creating your brand story is not merely about building a tale so you can stand out and be noticed, and a brand story is not a just a tagline pasted on a billboard to only grab attention.


Your brand story is what will set you apart, keep you alive in your customers’ minds, and brings up emotion from those who encounter it. Stirring up emotion is important – as emotions are what inspire action – and the action that you seek is to have people moved to choose you and your products.


So… your brand story needs to cover what you stand for, and how it relates to those you want to target as customers. And it needs to be clear, consistent and compelling.


“That’s my story and I’m sticking to it” 

Once you have outlined your brand story, then there is the next step: using it. Your story is the most important part of your brand. Use it everywhere you go.


You need to align everything you do with your brand story so you can start sending a clear and consistent message to the world. 


Tell your story from every touchpoint. Your brand’s touchpoints can be defined as every interaction (or touchpoint) between your customer and your brand. We will explore touchpoints in greater detail in posts to follow, but for now, here are some ways to ensure your brand story is incorporated into all that you do:



Create Important Communications Tools for your Company and Staff

  • Everyone on your team should know the winery’s story and be able to tell it. Staff members are the first ambassadors for your business; you want them to know your story inside out and be able to share it at every instance.
  • Use your brand story to create the key messages that keep your team on point when making presentations and giving tours.
  • These key messages that emerge from your brand story also may include speeches or corporate communications that rally investors.



Tell it on Your Website 

  • Put your brand story on your About page.
  • The About page is one of the most visited pages on websites. When a visitor to your site wants to know about you, make it easy for them!



Tell the Media

  • Ok, maybe a press release just about your brand story won’t make news, but if you do have news to share, be sure to include your brand story each time you issue formal media communication.
  • Do not assume that the press knows who you are or knows your story already. Again, make it easy.



Include Your Brand Story in Your Sales Copy.

  • If you are creating a brochure, an ad campaign, posters or sell sheets, be sure to include your brand story in this communication pieces.



Get Social with Your Story

  • With social media you might not have the physical space to tell your entire brand story. This is where you need to boil it down. Take the highlights of it and include these brand story shorties in your social media profiles on Facebook, Twitter, Instagram, Pinterest etc.



Prepare your Elevator Speech

  • Create a 30-second “elevator speech” or a blurb that encapsulates your brand story that is useable at a cocktail party. This brief speech is the nutshell of your story. Use it when introducing yourself.



Need some help doing the above? We can help.


Town Hall Brands, based in Vancouver BC, works with wineries to build and promote their brands. With more than 20 years of experience (and in Canadian dollars), their team is a great choice for any US brands who need a refresh, or to start from scratch. Learn more on how your brand can be brought to life when you email Leeann Froese leeann@townhallbrands.com or visit www.townhallbrands.com


What it Takes to Build a Strong Wine Brand: Creating Your Brand Story 3
22 January, 2019

A WIN Series by Town Hall Brands

Happy NEW YEAR – we took a big break and now we are back to share this special WIN series with you.

image

In past articles in 2018 we’ve outlined that your brand story will talk about your values, what you stand for, as well as your value to your customers. 

As the story is told, you need to also focus on making your story clear, consistent and compelling.

Make your story clear

Make sure your story is understandable, lucid, straightforward, and, as much as possible, distinctive when compared to your competition. Try not to make your story vague or complicated.

Be Consistent

Once you’ve got your clear message, you need to ensure you tell that story consistently across all channels. Your brand won’t tell an effective story if you’re continually changing your tune.

This is not to say that you need to say the exact same thing to every possible customer type, but you want to ensure there’s harmony among the various components of your story.

Compel me to care

You want your story to be compelling. If your brand story does not reveal something personal and unknown about the person or brand, it’s going to be boring. Don’t bore people or you will lose them before you have them. You might think “We’re not interesting; we are just making wine. Pretty simple.”

Well you do have interesting things to share in your story, and you can share thing that tap in to emotion: why did you start a winery? What was your inspiration and vision? How did you come to where you are now? Tell us about your failures, about your successes. Why should your customers care about you? Answer those questions and you’re on your way to creating a compelling story. Take us on your journey. Is there a transformation? When your story takes people on a journey where there is a transformation between the beginning, middle, and the end, it’s a true story. And please, please make sure your story is true.

Building a brand story takes effort. But focus on developing a clear, consistent and compelling narrative that helps customers understand your values and your value to them.

Customer loyalty comes from brand authenticity and user experience. When you have a true, relatable story and offer both a great product and customer experience, you will have loyal fans.

Town Hall Brands, based in Vancouver BC, works with wineries to build and promote their brands. With more than 20 years of experience (and in Canadian dollars), their team is a great choice for any US brands who need a refresh, or to start from scratch. Learn more on how your brand can be brought to life when you email Leeann Froese leeann@townhallbrands.com or visit www.townhallbrands.com


Town Hall Brands is in the Top 10 for the Best Marketer category
11 December, 2018

image


We interrupt our special WIN programming on branding to share BREAKING NEWS - of our own!


After two months of nominations, voting and enthusiasm from small businesses around the province of British Columbia, the time has come to reveal the Top 10 Semi-Finalists for the 2019 Small Business BC Awards.


Town Hall Brands has been named in the Top 10 for Best Marketer in the Small Business BC Awards!


While we serve clients around the world, we are thrilled to have this accolade in our home province of British Columbia, Canada.


We are so thankful to everyone who voted for us!


As a Top 10 finalist we now have one month to provide the panel of judges a detailed application outlining why we deserve to win the award. These applications will be assessed to narrow down competition to the Top 5 finalists.


The Best Marketer Award is awarded for demonstrating the most innovative and impactful integrated marketing initiative executed by a BC small business.


The winner of the Best Marketer Award will be recognized with a cash prize of $1,500 CDN, and will also be offered a one-year all-access pass to Small Business BC education resources and experts, and the opportunity for extensive media exposure.


Wish us luck!


Town Hall Brands, based in Vancouver BC, works with wineries to build and promote their brands. With more than 20 years of experience (and in Canadian dollars), their team is a great choice for any US brands who need a refresh, or to start from scratch. Learn more on how your brand can be created, tweaked or amplified when you email Leeann Froese leeann@townhallbrands.com or visit www.townhallbrands.com




What it Takes to Build a Strong Wine Brand: Creating Your Brand Story 2
26 November, 2018

A WIN Series by Town Hall Brands


In this special WIN series we are providing tactics and tips to build a strong winery brand


As we have noted, your story is the foundation of your brand and a strategy for future growth, and understanding both what matters to you, and why you matter to your customers is the foundation on which you’ll build a compelling brand story.


image

A compelling brand story, boiled down to its essence, communicates two main ideas:


1. What does your brand stand for?


2. “What’s in it for me?”


Let’s take a closer look at both of these…


What does your brand stand for?

What your brand stands for, or its values, is what helps explain what your winery is all about, what matters to the business, or you, as the business owner. Why you do what you do.


Make your values clear throughout your brand story and you can expect to attract customers who value the same things you do. A value alignment can give a customer an emotional connection to your winery, and emotional relationships tend to be much stronger than logical relationships. Customers grant more loyalty and leniency to brands that they hold a personal relationship with.


“What’s in it for me?”

That is what your customer wants to know. No matter how well your winery aligns with customers, they still want to understand how they benefit directly from supporting you.


In an ocean of choice, it would be rare for someone to choose your wines only because you have some common values, if buying from you doesn’t also benefit them in some way.


When you actually tell your brand story, its best to lead with what matters to your target customer (what’s in it for them) and then show what you do that supports this.

Share: why did you get into this business and what do you hope to accomplish? What are your values? How do you show up for your customers? Who cares about what you do or offer?


Be relate-able. People care why you do what you do, and how it relates to them.

When you tie your narrative to what matters to your audience, it becomes compelling.


Next article: more on creating your brand story.


Town Hall Brands, based in Vancouver BC, works with wineries to build and promote their brands. With more than 20 years of experience (and in Canadian dollars), their team is a great choice for any US brands who need a refresh, or to start from scratch. Learn more on how your brand can be brought to life when you email Leeann Froese leeann@townhallbrands.com or visit www.townhallbrands.com


What it Takes to Build a Strong Wine Brand: Creating Your Brand Story
13 November, 2018

A WIN Series by Town Hall Brands

 

In this special WIN series we are providing tactics and tips to build a strong winery brand.

For the past 21 years we have had the pleasure of working with companies (mostly wineries) to help them develop a better understanding of who they are, who it is they serve, and what it is that brings the two together.

Last time we wrote about the importance of defining what is unique about your winery or business, so you can differentiate yourself, and develop your winery’s brand story. What we seek is the thing that makes you stand out from the herd, and attract customers. We challenged you, dear readers, to take a look at your business and see if you have uncovered and exploited your point of difference. From your point of difference, out flows the brand story that is only yours.

Your story is the foundation of your brand and a strategy for future growth.team brainstorm at tasting bar

If you don’t have a story, then you are just another product or service. Substitutable. With no story you have no way to differentiate your brand or your business. Creating your brand story is not merely about making up a tale so you can stand out and be noticed. And a brand story is not a just a tagline pasted on a billboard to just grab people’s attention (taglines are for a different article).

Your unique offering can set you apart, keep you alive in your customers’ minds, and bring up emotion. This is key. It’s the emotion that you really want, as emotion evokes desire, and desire leads to action; in other words, the move to visit and buy. Creating your brand story is about developing something that people care about and want to buy into.

Brand stories are what propel awareness, consideration, trial and buying. They also ensure the repetition of this process, and this leads to your growth and profitability. Therefore this is what makes brand stories so important: far from being decoration and fluff, they are key business drivers. The more coherent and compelling your brand story, the more it will power the success of your business.

Understanding what matters to you and why you matter to your customers is the foundation on which you’ll build a compelling brand story.

A compelling brand story, boiled down to its essence, communicates two main ideas:

1. What does your brand stand for?

2. “What’s in it for me?”

Next article, we will elaborate on these two main ideas and how to apply them to create your brand story.

 

Town Hall Brands, based in Vancouver BC, works with wineries to build and promote their brands. With more than 20 years of experience (and in Canadian dollars), their team is a great choice for any US brands who need a refresh, or to start from scratch. Learn more on how your brand can be brought to life when you email Leeann Froese leeann@townhallbrands.com  or visit www.townhallbrands.com  


What It Takes to Build a Strong Wine Brand: Finding Your Company’s Difference
30 October, 2018

A WIN Series by Town Hall Brands

In this special WIN series we are providing tactics and tips to build a strong winery brand.

Before you can write your brand story to build your brand, you need to uncover what make you unlike the rest of your competitors.

As we’ve shared, get your team together and get each person to contribute. What makes you so special?Town Hall Brands brainstorm

In this process, it is recommended that you try to find the one thing that will differentiate you, but wineries can actually identify numerous differentiators that can be used separately, or together, to attract and connect with new customers for its wines.

You may discover that there are a few unique things that your team can do, or something about the way you make wine that has never been explained before, that you can seek inspiration from. Once you take a thorough look at yourself and unearth what you have, that your competition doesn’t, you will have aspects of your brand that that you can call unique and celebrate.

Once you have defined your point of difference, in order to gain interest in our winery and its wines, you can use this differentiation to develop your winery’s brand story.

Whatever differentiation is you choose, it will go on to be an integral part of your business and marketing strategy, and therefore it must be genuine and honest. Today’s consumers demand transparency and honesty, so false passions and differentiators will be exposed quickly and could result in a negative backlash. Best to start fresh with the real deal.

We challenge you to take a look at your business and see if you are uncovering and celebrating your point of difference. Customers have an idea of romance when it comes to making wine, so make sure that you give them a unique, and real story that they can love. 

 

Town Hall Brands, based in Vancouver BC, works with wineries to build and promote their brands. With more than 20 years of experience (and in Canadian dollars), their team is a great choice for any US brands who need a refresh, or to start from scratch. Learn more on how your brand can be brought to life when you email Leeann Froese leeann@townhallbrands.com  or visit www.townhallbrands.com   


What It Takes to Build a Strong Wine Brand: Differentiation
16 October, 2018

 A WIN Series by Town Hall Brands

In this special WIN series we are providing tactics and tips to build a strong winery brand.

In the exercise in defining your brand, first you need to know your business, and determine just what it is that makes your winery unique. 

This unique aspect, also called differentiation, is so important. All wineries need to differentiate themselves to attract buyers and stand out from the rest. Without it, you look the same as your competitors, so there is no compelling reason for anyone to buy from you. And the reality is, there is always differentiation, as your winery is certainly different in some way. But you need to be different in the way that matters to your customers. So how can you find your unique aspect and differentiate yourself?

As a team, sit down and dig in.Town Hall Brands Strategy Meeting

When we undergo a branding project, or prepare a communications campaign, I ask clients, “What is unique about you? What is my reason to be steered to you, in my world of choice? What make you so special?” The answer, hopefully, is a trait that only they have, that gives me a reason to care.

Please don’t say quality. What does quality even mean?

What one person believes is a quality wine might be different from what the next person might believe. It is too vague, and there are many wineries making quality wines. (Don’t misunderstand; it is important to communicate that your wine is of quality, but please don’t use it to try to differentiate one winery from another.)

You are certainly not the only family-run winery making quality wine. So, what are some ways your wines or winery can stand out?

To help uncover this, fill in the blank for me: “I know you, you’re the winery that _________”; and the “______” has to be something that is pretty darn special, or that no one else has.

Sometimes when I ask this I will get a reply that reads something like this “I know you, you’re the winery that makes the best award-winning wine in the USA.” Yawn. Do you know how many competitions there are? This is almost as generic as saying your point of difference is quality.

Possible differentiators may include:

  • winery features. As above: first, oldest, smallest, biggest etc, are great, but by now most of these differentiators have been scooped up by others. Examples: first to plant in Livermore, first to grow grapes on the shores of the Finger Lakes, first winery made from straw bales, first LEED certified, first Demeter Certified biodynamic, or first Aboriginal owned.
  • a feature of the winery’s geographical features (such as grown on a hillside, on an island, cantilevered on a cliff, or on a heritage site, etc)
  • passions of the winery owners (like art, animals, music, vintage cars, etc)
  • a unique benefit about your wines (such as being vegan, they won’t give you allergic reaction, etc)

Next time, more on finding your difference.


What It Takes to Build a Strong Wine Brand: The Branding Exercise
02 October, 2018

 A WIN Series by Town Hall Brands

 

In this special WIN series we are providing tactics and tips to build a strong winery brand.

This time we start from the start.

Before you can name your brand, bring it to life graphically and promote it with marketing, you need to define it. And to do that, you need to know your winery. Hypothetically this should be easy, as it is your business and you are your own expert on your business. However, sometimes wineries and other business just start ‘doing’ without really knowing how to uncover and tell their story, without a strong brand voice.

Ultimately the brand is the reflection of the winery. If the winery has no mission or vision, then the emerging brand will also have no direction, communication will not be consistent, and the brand will likely not be successful.Branding exercise graphic

To define the core of a brand takes homework. A branding exercise should be taken on by the entire company, from the owners, to the vineyard manager, winemaker, the people who pour the wines in the wine shop, the sales team, and the person that answers the phone. Every person that works as a part of the winery plays a role in building the brand, and will have a unique viewpoint to offer.

When our team helps clients through the branding process, we work with as many members of the winery team as possible, to create the opportunity for various team members’ input at every step of the process. In essence, the brand is created from the collective, to build a brand profile that expresses the winery and meets the needs of the market. (Fun fact: that’s the ‘town hall’ part of our how we do business, and why we named ourselves Town Hall Brands.)

The best place to start is to uncover what it is that makes your winery unique. This unique aspect, or differentiation, is of utmost importance. If there is nothing to differentiate your winery from another, there is no reason for you to be in business. Note that differentiation does not mean that your wine has to be in a funky package, or gain a 99-point review. Differentiation is due to your buyers perceiving a difference between you and your neighbor.

What problem are you solving for your customer? What does your company have that only your company has?

As your brand is increasingly seen as being different from your competition’s, the harder it is for a potential buyer to compare you to your competitor, and the more you can stand out.

If this distinct position is valued by your target customer, then your winery can be successfully branded.

Next time, we’ll dig in more on the branding exercise.

 

Town Hall Brands, based in Vancouver BC, works with wineries to build and promote their brands. With more than 20 years of experience (and in Canadian dollars), their team is a great choice for any US brands who need a refresh, or to start from scratch. Learn more on how your brand can be brought to life when you email Leeann Froese leeann@townhallbrands.com or visit www.townhallbrands.com  

 

 


What It Takes to Build a Strong Wine Brand
19 September, 2018

 A WIN Series by Town Hall Brands

Given the utter volume of well-made wines available in the world, there needs to be something more than the taste profile of your wine that resonates with the public. This is where your brand comes in.

A strong brand will make you stand out, bring you new customers, and keep them coming back.

In this special series for WIN readers we will explore ways to maximize your branding efforts to achieve high brand equity. Brand equity is a brand’s power that stems from name recognition and positive reputation over time, with higher sales and profits when compared against competitors. By building brand equity, you will stand out from competitors. For the wine buyer, the purchasing process becomes easier when they get comfortable with an established brand.

Before we get into how to build a brand, let’s recap what a brand is.Town Hall Brands wine capsules

A brand is a unique design that involves signs, symbols, words, or a combination of these, that identify a product and distinguishes it from its competitors.

The two most recognized and interchangeable parts are the brand mark and brand name. The brand mark is the part of a brand that appears in the form of a symbol (such as a design, a specific logo, or colour). A brand name is the words, letters, or numbers that can be vocalized.

These two parts work together to be a memory aid for consumers and help burn the impression of your brand into peoples’ minds.

Taking it further, a brand is the spirit, or promise, that your wines or winery will deliver, or that will be experienced by a customer.

Over time, a brand image becomes associated with a level of credibility, quality, and satisfaction in the customer’s mind. Brands known for reliability and value help overwhelmed buyers with their decision making in a crowded and complex marketplace.

Brands have strength when their name conjures up positive attributes, benefits, and uses in the buyer’s mind. On the flip side, if you’ve never heard of a brand, you wouldn’t choose it. If you don’t recommend it, then there is no brand.

So how do you get there? How do you build your brand? How can you stand out, and how can you remain memorable? Keep your eyes on WIN - Sales/Marketing Editions, for tactics and tips to build a strong brand.

 

Town Hall Brands, based in Vancouver BC, works with wineries to build and promote their brands. With more than 20 years of experience (and in Canadian dollars), their team is a great choice for any US brands who need a refresh, or to start from scratch. Learn more on how your brand can be brought to life when you email Leeann Froese leeann@townhallbrands.com or visit www.townhallbrands.com  

 

 


Extend your brand through signage
10 August, 2018

With visitor season is in full swing, you need signs for everything from directional signage, to your doorway or entrance, to parking and washroom signs.

Seemingly only a functional item, signs can be a great way to extend your brand and its personality. And when you then carry your branding onto all the things, you’ll want to maintain the integrity of your ‘mother brand’. Signage is no exception to this.

First you want to bring people off the street. Then, you want them to find things that are on sale, or if there's anything special you’ve highlighted.

Depending on where you are located, your location and bylaws may determine some of your decision making. For signs meant to attract customers from the road, you may be required to follow regional or state rules for signage: you may only be permitted to have your business name listed, and only in their template.

If you do have creative control, that does not mean to get too outrageous. We don’t recommend that you do anything such as large, fluorescent-coloured, tacky, festival-style flags, or those dancing balloon people. They just aren’t appropriate for wine. Whether your brand is fun or very serious, it doesn’t matter; wine is a premium offering, and we don't want to bring the image down.

Instead, keep wording simple. Keep the font, colours and style the same as your label or logo. Nearby to your winery, you might put a stand on the sidewalk, an A-frame called a sandwich board. Some sandwich boards have a chalkboard surface or offer a snap-in frame that you can put specials or other seasonal offerings on and change them up quite easily.

Inside your winery, don't use giant, handwritten cardboard signs or any flashing lights. You can still have clean, colourful, and eye-catching signs while maintaining your own brand’s font and colours. Tasting notes, staff picks and items that are being highlighted can have custom signs. “Neck tags” hang from the neck of a bottle or clip onto a shelf. Keep these in your brand colours.

At outside events, you have opportunities for signs that sit in stands, banners that drape across the front of your table, or a pop-up banner form. The same rules for brand cohesion stand.

With so much visual clutter, noise, and distractions in today’s world, it's best to make sure that you don't overcrowd the information coming in at potential visitors and customers with too much. It’s best to keep things true to your brand, which will ensure that your brand comes to life, even if you're just trying to tell somebody where to park.

Need help creating a sign or checking to make sure your materials are on brand? We can help. Email leeann@townhallbrands.com


Increase sales with professional bottle shot images at $40 per SKU.
09 July, 2018

Every winery puts so much work into each vintage, and the package, that they should not slip up with weak product shots. 

Use these images for your website and online store, in sales materials, or to support media queries.
 
Our special offer to you, and for a limited time only, are bottle shot images at just $40* per sku.  
 
 

 Bottle shot images in action:Bottle Shots in Action

 

It’s simple! You don’t even need to ship us a bottle!

 

All you need to do is:

Send us a photo of your bottle (you can even take it with your phone!) and a PDF artwork of the label.

Or, if you don’t have a photo, we've created a handy form you can fill out (head to our website and click on the button "Request Form Now"). Tell us about your bottle, closure, wine type etc, and send back to us, along with a PDF artwork of the label. 

 For each wine SKU, you will receive three files: a high-resolution JPEG (white background), a high-resolution PNG (transparent background), and a web-optimized PNG file.

 

Find out more on our website.

 

 

*$40 for standard bottles. Custom bottles are subject to additional fees.

 

Creating a Professional Brand for Your Winery
25 June, 2018

Do you know what you need to position your winery as a reliable brand? Here are some common starting points for a successful brand identity.

 

Brand DNA

The Brand DNA is the backbone of your brand. What is your main objective? What are your values? What kind of person identifies with your brand? This document communicates your brand’s story, and determines how your brand interacts with the world.

 

Brand Guide

The Brand Guide helps your brand stay consistent across different channels and touch points. It specifies what fonts, colours, language, and images should be used to represent your brand.

 

Brand Usage Guide

 

Logo Usage Guide

The Logo Usage Guide explains how to properly display the logo. How much space should be around the logo? How small can it be before it begins to lose legibility? The Logo Usage Guide ensures that no matter where your logo is placed, it always looks consistent and professional.

 

Creating a Professional Brand can be an overwhelming task, especially when you’re focused on the business side of running a winery. We can transform your grassroots/ homemade products into a streamlined brand. We can also determine gaps in preexisting brands, bring alignment, and determine your next marketing steps. Let us help you meet your brand vision and goals.

 

Contact us at today at info@townhallbrands.com to set up a free 30-minute consultation.

 

View this post online on our website.


Inside secrets for a better tasting room experience
11 June, 2018

It's not too late to start thinking about what you need to create memorable experiences for your winery visitors this summer! Below are some tips on giving your guests the best winery experience: 

Evolve Tasting Room

  1. Highway signage: Don’t expect that a sign itself will lead customers to your door. Make sure the print is big enough, the directions are clear enough, and use symbols if necessary.
  2. Winery signage: Entice customers to your door. Use clever design and marketing content to drive traffic to your winery. What sets your winery and vineyard apart from others?
  3. Creative added-bonuses for non-wine drinkers: Is your winery dog-friendly? Perhaps you have a colouring table for kids while adults taste or you offer free non-alcoholic beverages for the designated driver. Make sure this is communicated clearly within your winery with signage or other marketing materials.
  4. Tasting Bar: Speak intelligently about your wines. Do you have a tasting sheet, or do you offer free tastings? Do you have a wine club and supporting materials to convert your customers?
  5. Wine Purchases: Marketing materials go beyond just paper and signage printing. Think about branded bags or something more that would enhance your customers’ experience. Maybe you offer free shipping. Make sure that is communicated in your materials. Or perhaps offer a promo card for their next visit.

There are many ways to both attract and retain customers. It’s imperative to think of a guest’s whole experience rather than just focusing on what’s happening in the tasting room. When it gets busy, not everything can be communicated verbally to every guest, so make sure you have the materials to support you. And don’t forget about your designers and printers! They need lead times to ensure you get your materials ready for the busy season.

Contact Town Hall Brands today for more great tasting room experience tips, or to start using the power of design to transform your visitor's experience.

View this post online on our website

 


Help your sales team sell more wine with a sales tool kit
28 May, 2018

Are you and your importer/distributor both eager to tell your story in a way that translates into sales? Consider equipping your sales team with consistent and professional materials (a sales tool kit) that tell your authentic story.

A sales tool kit is a toolbox, containing the items that make it easier for your customer to understand your wine, and make room for it on their shelves.

What’s in a sales tool kit? At the minimum it should include a portfolio sheet listing all of your wines, but a great sales tool kit will include several items that make it easier for the buyer to sell your wine to consumers.

Sales Tool Kit Checklist:

  •   Portfolio Sheet/Booklet
  •   Technical Information Sheets
  •   Sell Sheets
  •   Shelf Talkers
  •   Neck Tags
  •   Business Cards
  •   Tasting Cards

So, how can you create a sales tool kit? Here’s the process we go through to create one:

  1. Strategy – The first step is to have a strategy and determine which pieces of information will be used where (such as what accolades or reviews you’ll want to use and if you want them on shelf talkers or neck tags). This will help inform which items you will need to make.
  2. Gather – The next step is to gather the content you’ll need to create the tools: your brand story, wine technical info (pH, RS, TA, alc%), harvesting information, awards/reviews, and product photos (bottle shots).
  3. Create – The last step is to create the materials. Portfolio sheets, tech sheets, and sell sheets, shelf talkers, business cards, and tasting cards.

Creating these materials in a professional, consistent and compelling way will help your brand stand out and make it easier on your sales reps and retailers to sell your wine.

Sales Tool Kit 

Are you stuck in the steps to create your own kit? Maybe you don’t have all the content you need, like a compelling brand story, or you lack professional bottle shots. Or maybe you need help creating professional looking tech sheets and shelf talkers. Let us help un-stick you, and help you create a really successful sales tool kit.

We are Town Hall Brands, and have more than 21 years of industry experience, creating content and marketing materials for winery clients, successfully elevating their brands and helping their sales soar. We would love to do the same for you.


What Are Technical Sheets and Why They Are Important
14 May, 2018

Does your winery have trouble keeping track of all the wines you’ve made, especially when it comes to flavor profiles and technical information? Technical sheets are a good solution to keep organized, but it’s also a great piece of marketing material for your sales team and consumers.

Technical sheets are often 8.5” x 11” loose leaf papers, however they can come in all sorts of shapes and sizes. The most standard information on these sheets include:

  • Company name and logo
  • Name of wine
  • Vintage of wine
  • Bottle shot image
  • Flavour profiles
  • Food Pairings
  • Alcohol percentage
  • pH
  • TA
  • RS
  • SKU
  • Price
  • Website and social handles
  • Company contact information

Additional information to bring your technical sheets to the next level could include:

  • Accolades
  • Awards
  • Viticulture and Composition
  • Winemaker’s Notes
  • Bottling date
  • Production in cases 

The public and trade can tell when a graphic item is made in-house or done professionally. Having a professionally-made technical sheet can give your company polish, legitimacy, and make your brand more reliable. When speaking to a designer, consider typesetting and some basic principles of design.

For more information on technical sheets, how they can work to help you sell wine, or to get some created, contact us today at info@townhallbrands.com.


Don't miss another important deadline by following our lead times
01 May, 2018

Spring has sprung. With wine visiting season coming right up, we're here to help you stay on track.

Remember that creating marketing materials takes time. Allow three to four months for a wine label design from start to finish (and don’t forget the bottle shots images!). Get ready for your wine shop opening for the season with signage and point-of-sale materials. And start thinking about your holiday needs at the end of summer.

Below is a graphic for a visual representation. 

For questions and/or graphic design help, contact us at info@townhallbrands.com.

---

Spring (March, April, May)

  • This is the time to make sure all your labels are done in time for your spring release.
  • Bottle Shot Images: With the labels finalized, this is a great time to get bottle shot images made. They can be used in your sell sheets, online store, advertisements, or to fulfill media requests.
  • Is your press kit up to date?
  • With the busy tasting season coming up, is your wine shop ready for visitors?

 

Summer (June, July, August)

  • Wine Labels & Bottle Shot Images: Whether you are refreshing your labels, updating the vintages and back labels, or designing a whole new label – it’s time to start this process to prepare for your fall release.
  • Packaging: Wine cases, bottle cap enclosures, prep for bottling
  • Holidays: It’s not too early to think about your holiday offerings, and this is actually the best time to do it! Below are some materials you may need, for your clients and for your sales team.
    • Shelf talkers
    • Technical sheets
    • Portfolio booklets
    • Holiday offerings sell sheets
    • Wine club offers sell sheets
    • Advertisements
    • Holiday cards – printed or ecards
    • Tasting cards

 

Fall (September, October, November)

  • Holidays: Finalize your holiday pieces to make the most of your year-end sales
  • Point-of-sale materials: Need updates to your current marketing materials?
    • Business cards
    • Rack cards
    • Brochures
    • Banners

 

Winter (December, January, February)

  • Advertisements: You should have your advertisement budget planned for the year. Now’s the time to get those campaigns and ads created.
  • Wine Labels & Bottle Shot Images: Whether you are refreshing your labels, updating the vintages and back labels, or designing a whole new label – it’s time to start this process to prepare for your spring release.
  • Prepare for updated press materials for media queries.
  • Tasting materials: Below are some materials you may need for your tasting room opening:
  • Highway signage for visitors
  • Shelf talkers
  • Portfolio list
  • Signage for winery (tasting fees, etc)
  • Tasting cards
  • Neck tags
  • Shelf tags

 

Design Lead Times


How to Use Events to Build Your Winery Brand
16 April, 2018

Everyone loves a great time, especially one that involves wine and a gorgeous destination. So why not host an event to attract people to your winery? People who have never heard of your winery before may explore it and taste the wines. Others who already know and love your wine will join you for a celebration and feel more closely aligned with your winery as they enjoy an entertaining experience. Objectives for holding an event are to attract newcomers, retain existing customers, and to ultimately make some sales.

Winery Events

We will start with the simplest idea, which is when people come to the winery and the kind of visitor experience that you give them. Do you offer tours of your production facility or the farm property? Are there opportunities for hands-on experience? Allowing people to get a peek at your production and what you do helps them understand that you are working hard for your finished product; and then they have a greater appreciation for your wine.

Another idea is to hold a fundraiser at your winery for your charity of choice. Fundraisers are a win-win situation for everyone: the people attending feel good about where they're putting their money, you get people into your winery to see what you have (and ideally become a customer), and the charity that you choose benefits from your support and donation.

Throughout the year, themed parties are a favourite. Every season offers some fun reason to get together and dress up. From the Academy Awards in the winter, to a cupid’s ball, or a picnic-themed social, to a harvest party or Halloween bash.

For a more informative event, you can invite outside experts to your winery to give a presentation. This is an age of celebrity, so a well-known expert can attract and engage customers.

Hold a seminar. This is a classic way to get people to taste your wine while educating them. You can have a formal, instructional / tutored or guided tasting led by your winemaking team, or maybe a guest sommelier.

The kind of skill set required to coordinate an event is organized, detail-oriented and able to coordinate things in a calm manner. They should know how to budget and understand how to make sure that the cost of the tickets covers the cost of any rentals, wine poured, and staff that is going to work the event.

These are just a few ideas - what are your thoughts? Have we missed any ideas that have been successful for you in getting audiences engaged and attracting them into the winery?

 

 

 


Increase sales with professional bottle shot images at $40 per SKU. Limited time offer.
02 April, 2018

 
Every winery puts so much work into each vintage, and the package, that they should not slip up with weak product shots. 
 
Use these images for your website and online store, in sales materials, or to support media queries.
 
Our special offer to you, and for a limited time only, are bottle shot images at just $40* per sku.  
 
 

 Bottle shot images in action:Bottle Shots in Action

 

It’s simple! You don’t even need to ship us a bottle!

 

All you need to do is:

Send us a photo of your bottle (you can even take it with your phone!) and a PDF artwork of the label. 

Or, if you don’t have a photo, we've created a handy form you can fill out (head to our website and click on the button "Request Form Now"). Tell us about your bottle, closure, wine type etc, and send back to us, along with a PDF artwork of the label. 

For each wine SKU, you will receive three files: a high-resolution JPEG (white background), a high-resolution PNG (transparent background), and a web-optimized PNG file.

 Find out more on our website.

 

*$40 for standard bottles. Custom bottles are subject to additional fees.

 

Inside secrets for a better tasting room experience
20 March, 2018

Now’s the time to start thinking about what you need to create memorable experiences for your winery visitors this summer! Below are some tips on giving your guests the best winery experience: 

Evolve Tasting Room

  1. Highway signage: Don’t expect that a sign itself will lead customers to your door. Make sure the print is big enough, the directions are clear enough, and use symbols if necessary.
  2. Winery signage: Entice customers to your door. Use clever design and marketing content to drive traffic to your winery. What sets your winery and vineyard apart from others?
  3. Creative added-bonuses for non-wine drinkers: Is your winery dog-friendly? Perhaps you have a colouring table for kids while adults taste or you offer free non-alcoholic beverages for the designated driver. Make sure this is communicated clearly within your winery with signage or other marketing materials.
  4. Tasting Bar: Speak intelligently about your wines. Do you have a tasting sheet, or do you offer free tastings? Do you have a wine club and supporting materials to convert your customers?
  5. Wine Purchases: Marketing materials go beyond just paper and signage printing. Think about branded bags or something more that would enhance your customers’ experience. Maybe you offer free shipping. Make sure that is communicated in your materials. Or perhaps offer a promo card for their next visit.

There are many ways to both attract and retain customers. It’s imperative to think of a guest’s whole experience rather than just focusing on what’s happening in the tasting room. When it gets busy, not everything can be communicated verbally to every guest, so make sure you have the materials to support you. And don’t forget about your designers and printers! They need lead times to ensure you get your materials ready for the busy season.

Contact Town Hall Brands today for more great tasting room experience tips, or to start using the power of design to transform your visitor's experience.

View this post online on our website

 


Creating a Professional Brand for Your Winery
06 March, 2018

 

Do you know what you need to position your winery as a reliable brand? Here are some common starting points for a successful brand identity.

 

Brand DNA

The Brand DNA is the backbone of your brand. What is your main objective? What are your values? What kind of person identifies with your brand? This document communicates your brand’s story, and determines how your brand interacts with the world.

 

Brand Guide

The Brand Guide helps your brand stay consistent across different channels and touch points. It specifies what fonts, colours, language, and images should be used to represent your brand.

 

Brand Usage Guide

 

Logo Usage Guide

The Logo Usage Guide explains how to properly display the logo. How much space should be around the logo? How small can it be before it begins to lose legibility? The Logo Usage Guide ensures that no matter where your logo is placed, it always looks consistent and professional.

 

Creating a Professional Brand can be an overwhelming task, especially when you’re focused on the business side of running a winery. We can transform your grassroots/ homemade products into a streamlined brand. We can also determine gaps in preexisting brands, bring alignment, and determine your next marketing steps. Let us help you meet your brand vision and goals.

 

Contact us at today at info@townhallbrands.com to set up a free 30-minute consultation.

 

View this post online on our website.


Increase sales with professional bottle shot images at $40 per SKU. Limited time offer.
19 February, 2018

Every winery puts so much work into each vintage, and the package, that they should not slip up with weak product shots. 

Use these images for your website and online store, in sales materials, or to support media queries.
 
Our special offer to you, and for a limited time only, are bottle shot images at just $40* per sku.  
 
 

 Bottle shot images in action:Bottle Shots in Action

 

It’s simple! You don’t even need to ship us a bottle!

 

All you need to do is:

Send us a photo of your bottle (you can even take it with your phone!) and a PDF artwork of the label. 

Or, if you don’t have a photo, we've created a handy form you can fill out (head to our website and click on the button "Request Form Now"). Tell us about your bottle, closure, wine type etc, and send back to us, along with a PDF artwork of the label. 

For each wine SKU, you will receive three files: a high-resolution JPEG (white background), a high-resolution PNG (transparent background), and a web-optimized PNG file.

 Find out more on our website.

 

*$40 for standard bottles. Custom bottles are subject to additional fees.

 

Help your sales team sell more wine with a sales tool kit
05 February, 2018

Are you and your importer/distributor both eager to tell your story in a way that translates into sales? Consider equipping your sales team with consistent and professional materials (a sales tool kit) that tell your authentic story.

A sales tool kit is a toolbox, containing the items that make it easier for your customer to understand your wine, and make room for it on their shelves. 

What’s in a sales tool kit? At the minimum it should include a portfolio sheet listing all of your wines, but a great sales tool kit will include several items that make it easier for the buyer to sell your wine to consumers.

Sales Tool Kit Checklist:

  •   Portfolio Sheet/Booklet
  •   Technical Information Sheets
  •   Sell Sheets
  •   Shelf Talkers
  •   Neck Tags
  •   Business Cards
  •   Tasting Cards

Wine Sales Tool Kit

So, how can you create a sales tool kit? Here’s the process we go through to create one: 

  1. Strategy – The first step is to have a strategy and determine which pieces of information will be used where (such as what accolades or reviews you’ll want to use and if you want them on shelf talkers or neck tags). This will help inform which items you will need to make.
  2. Gather – The next step is to gather the content you’ll need to create the tools: your brand story, wine technical info (pH, RS, TA, alc%), harvesting information, awards/reviews, and product photos (bottle shots).
  3. Create – The last step is to create the materials. Portfolio sheets, tech sheets, and sell sheets, shelf talkers, business cards, and tasting cards.

Creating these materials in a professional, consistent and compelling way will help your brand stand out and make it easier on your sales reps and retailers to sell your wine.

Are you stuck in the steps to create your own kit? Maybe you don’t have all the content you need, like a compelling brand story, or you lack professional bottle shots. Or maybe you need help creating professional looking tech sheets and shelf talkers. Let us help un-stick you, and help you create a really successful sales tool kit.

We are Town Hall Brands, and have more than 21 years of industry experience, creating content and marketing materials for winery clients, successfully elevating their brands and helping their sales soar. We would love to do the same for you.

 

View this post on the Town Hall Brands website.


Don't miss another important deadline by following our lead times
22 January, 2018

 

Ever feel so overwhelmed trying to plan for the year that you’re often getting things done last minute? Don’t stress, we’re here to help! We’ve put together a timeline to help you stay on track.

Remember that creating marketing materials takes time. Allow three to four months for a wine label design from start to finish (and don’t forget the bottle shots images!). Get ready for your wine shop opening for the season with signage and point-of-sale materials. And start thinking about your holiday needs at the end of summer.

Below is a graphic for a visual representation. Text to follow.

For questions and/or graphic design help, contact us at info@townhallbrands.com.

 

THB-Lead-Times-Graphic

 

Winter (December, January, February)

  • Advertisements: You should have your advertisement budget planned for the year. Now’s the time to get those campaigns and ads created.
  • Wine Labels & Bottle Shot Images: Whether you are refreshing your labels, updating the vintages and back labels, or designing a whole new label – it’s time to start this process to prepare for your spring release.
  • Prepare for updated press materials for media queries.
  • Tasting materials: Below are some materials you may need for your tasting room opening:
    • Highway signage for visitors
    • Shelf talkers
    • Portfolio list
    • Signage for winery (tasting fees, etc)
    • Tasting cards
    • Neck tags
    • Shelf tags

 

Spring (March, April, May)

  • This is the time to make sure all your labels are done in time for your spring release.
  • Bottle Shot Images: With the labels finalized, this is a great time to get bottle shot images made. They can be used in your sell sheets, online store, advertisements, or to fulfill media requests.
  • Is your press kit up to date?
  • With the busy tasting season coming up, is your wine shop ready for visitors?

 

Summer (June, July, August)

  • Wine Labels & Bottle Shot Images: Whether you are refreshing your labels, updating the vintages and back labels, or designing a whole new label – it’s time to start this process to prepare for your fall release.
  • Packaging: Wine cases, bottle cap enclosures, prep for bottling
  • Holidays: It’s not too early to think about your holiday offerings, and this is actually the best time to do it! Below are some materials you may need, for your clients and for your sales team.
    • Shelf talkers
    • Technical sheets
    • Portfolio booklets
    • Holiday offerings sell sheets
    • Wine club offers sell sheets
    • Advertisements
    • Holiday cards – printed or ecards
    • Tasting cards

 

Fall (September, October, November)

  • Holidays: Finalize your holiday pieces to make the most of your year-end sales
  • Point-of-sale materials: Need updates to your current marketing materials?
  • Business cards
  • Rack cards
  • Brochures
  • Banners

 

This post can also be viewed on our website: https://townhallbrands.com/blog/2018/1/22/thb-lead-times


Increase sales with professional bottle shot images at $40 per SKU. Limited time offer.
11 January, 2018

 

Every winery puts so much work into each vintage, and the package, that they should not slip up with weak product shots. 

Use these images for your website and online store, in sales materials, or to support media queries.
 
Our special offer to you, and for a limited time only, are bottle shot images at just $40* per sku.  
 
 

 Bottle shot images in action:Bottle Shots in Action

 

It’s simple! You don’t even need to ship us a bottle!

 

All you need to do is:

Send us a photo of your bottle (you can even take it with your phone!) and a PDF artwork of the label.

 

Or, if you don’t have a photo, we've created a handy form you can fill out (head to our website and click on the button "Request Form Now"). Tell us about your bottle, closure, wine type etc, and send back to us, along with a PDF artwork of the label. 

 

For each wine SKU, you will receive three files: a high-resolution JPEG (white background), a high-resolution PNG (transparent background), and a web-optimized PNG file.

 

Find out more on our website.

 

 

*$40 for standard bottles. Custom bottles are subject to additional fees.

 

Happy National Publicist Day 2017
30 October, 2017

Today is apparently National Publicist Day. It seems you can choose any day of the week and there’ll be some reason to celebrate but for me I really DO want to celebrate this day.

I’ve been working in media relations for 20 years this year, and it has been a very interesting and wild ride so far. With a saturated market for content, and shrinking media outlets it’s more important than ever to have someone there to help you find your voice and then to have that voice be shared to the right audiences. That’s where we PR people come in.

We are thoughtful in finding ways to get your stories into the news, we're creative with budgets, and we're great connectors of people. It’s a unique skill set that makes a good PR person, and I am proud to employ a talented few, and know many more.

I never set out to be a PR person. I went to business school and studied marketing, but then when I landed my first marketing job with the BC Wine Institute, doing media relations and PR and sending press releases became part of what I had to do in my daily scope of work. (So I went back to school and got my PR certificate on evenings and weekends while I was working, and made sure that my education could meet the skill set for actual work I was doing.) Two decades later, I am so proud of the body of work I have produced.

Thanks to PR I have made numerous relationships across North America - some that I’ve turned into long-lasting friendships; and I have found myself among the cohort of other publicists in Vancouver that we love to collaborate with on an almost weekly basis. Here at Town Hall Brands I am lucky to have killer personalities working on our PR team: Amy Chen, Genevieve Dufresne, Maddie Clerides, and Mr. Sujinder Juneja, who each continually advocate on behalf of our clients to make sure their stories get told across different mediums each and every day.

To all my fellow PR people, and to my own team - Happy National Publicist Day; #gogetit!

Title Name Email Phone
Owner Leeann Froese leeann@townhallbrands.com 6043213295
Bottle Shot Images
For a limited time, get bottle shot images done from $40 per sku. Use bottle shot images for advertisements, online store, tech sheets, and more. Learn about this offer.
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