Vineyard Offers a Lesson in Experiential Marketing
Late this fall I volunteered to pick grapes during harvest time for a local winery. Not only did I have a great time but had a bunch of experiential marketing take-a-ways to share with you.
I have always had an interest in wine. I love learning about how grapes are gown and how wine is produced and then of course I enjoy drinking it. One day I saw a notice in a newsletter for local events with a shout out for volunteers to pick grapes during the upcoming harvest.
My curser stopped and clicked to learn more!
I was guided to the winery website which had a paragraph asking for volunteers to join their annual wine picking along with the most beautiful images of the vineyard.
The marketing copy was so enticing about the fun I would have with other wine connoisseurs picking grapes in the beautiful fall weather. It described the type of grapes on the farm and what wines they produce from the grapes and we would be part of that! Then it went on to say we would be treated to a complimentary lunch followed at the end of the day sipping wine on the patio of the vineyard.
I simply couldn’t click fast enough to sign up.
So, you’re wondering what marketing lessons I learned from grape picking? Check it out, you might want to take some of these strategies for your marketing.
Give people and experience
Experiential marketing delivers a live and often interactive experience to your brand. Consumers love to be part of something because its real and authentic. It makes them part of something creating a connection between the consumer and your brand. Experiential marketing isn’t a hard sell; it’s about the value of the experience.
Get them involved in your story
Sharing your story or why you started your business, whose involved and show your passion is simply contagious. People will remember your story much longer than they will remember your marketing message.
Get them on your email list when signing up
Encourage people to register for anything you offer even if it is free. The obvious reason is that it helps you plan, but more than that – you have added their name to your online community to receive future messages. Email marketing is far from dead as long as you continue to deliver value in everything you send.
Ask them to spread the word and share with a friend after registering
Through technology we have the ability to ask people to share via one click. There is no better marketing than when it comes from your customer. This could be adding a social share button at the bottom of your newsletter and registration form and always add the words “Please Share” or however you want to ask.
You could offer a contest for the most shares or invitations sent. Incentivizing can be effective depending on the promotion.
Offer a discount as a reward
After my grape picking shift, we were rewarded with a glass of wine and offered a discount on anything we purchased from their store. Really smart marketing, because in my case it cost them one glass of wine for all my sweat equity and I bought their wine to take home.
Encourage sharing of photos
Photos and videos are the most popular and simple strategy to gain content. Sharing these experiences through things like Facebook and Instagram Stories increases reach beyond those who actually posted first hand and allows you to further shout your story and engage with those who posted from the experience. Cha Ching – free advertising!
Follow-Up essential to building brand advocates
Don’t miss the opportunity to thank all the people who registered, let them know you appreciate them and will keep them posted for the next events. Share pictures of attendees that you may have taken – they will love that.
Experiential marketing integrates with the rest of your overall marketing strategies. Just think, you have the opportunity to significantly grow your reach, and stretch those advertising dollars by creating new content from these experiences on your blog, website and other branded materials. What experience will you create?
