How do your customers and potential customers view your brand and your business?
In order to make a good impression on your visitors and customers think about what messages you are presenting to people who visit your tasting room or that you meet at outside tastings. You make these impressions on potential customers and internalize them with current customers through the information you present in person and with your written information.
Think about your key messages:
- Are these key messages written down and part of the employee manual, to allow everyone who comes into contact with customers to present them?
- Do you have regular (once per quarter) meetings to review and/or update information in your key messages, keeping them up to date with the progress and growth of the winery?
- Are your key messages written in language that visitors who are not familiar with wine will understand and internalize? Key messages need to resonate with most of your clients, no matter their level of wine knowledge and experience.
- Keep a positive tone in all your key messages. Let visitors and customers know that you make excellent wines and your level of expertise is known by others in and out of the wine industry.
Also, ensure that your guests know that they are important to you.
- Do your messages sync with how your guests and customers are treated when they visit the tasting room or meet you at a wine event?
- Is the language easy to understand no matter how familiar the person reading it is with wine?
Start with one or two key messages and increase them as you need to. You may want
to organize your key message by category:
- Wine – an overall key message and shorter ones specific to the different wines you make.
- Events – these should have their own key messages, presenting information on the events and why guests will enjoy them.
Make your key messages simple and clear so there is less chance of them being misinterpreted.
A tip of the glass from me to you!
