Human-to-human connections are the heart and soul of any wine business. At the end of the day you’re dealing with people — and people aren’t just there for the wine, they want an experience. Providing a delightful customer experience is part of the recipe for a successful wine bar, tasting room, or any venture for that matter. Revenue is something that happens as a byproduct of a sound business model and a positive customer experience.
Why tell a story?
Storytelling is the most powerful technique for building relationships and providing that experience customers seek. It’s an age-old concept that gets people engaged and interested in your products. Some of the largest brands in the world employ this marketing strategy. For example, when you go to the meat and cheese station at Whole
Paycheck Foods, you’ll notice something interesting about a lot of the product labels. Underneath the name is often a short little “bio” about where it came from or who made it. But these little bio’s are really just short stories to get you engaged!
So why does this matter?
Stories effect your bottom line
A few years ago, Rob Walker and Josh Glenn led an interesting experiment to prove that stories had the ability to “transform insignificant objects into significant ones.”
The curators bought a group of items from thrift stores and garage sales and assigned writers to create a story associated with each item. The objects were placed for sale on eBay, and the difference between the pre- and postpurchase prices were measured. The result? $128.74 worth of junk sold for $3,612.51. That’s a 2,804 percent increase in value.
So how do you use this to your advantage? Here are some ideas about how to tell your brand’s story:
An owner and a dream…
Every company has an interesting beginning with an owner and a dream. Humble beginnings have the potential to resonate with consumers. When a customer hears the story of how your company was born, he or she can feel an immediate emotional connection with you.
A company is a family…
Your brand has real people behind it, and each one has a story to tell. Maybe it’s a staff member who worked her way up while going back to school and raising a family. Maybe it’s someone who always has a smile on his face when he serves customers. Find the compelling stories and tell them through social media.
Customers are friends…
Develop a story that helps customers connect the dots between what they need and what you serve. Maybe you helped them navigate the decision-making process and now it’s become a tradition to serve that wine on a birthday. Maybe you opened up a new world to them through tasting. Whatever it is, find the stories and tell them!