It’s a tale as old as time. Shoppers see a promotion for “joining the club” or getting those special “members-only” benefits and then before they know it, they have more memberships than they know what to do with. Then, after just one shipment, they cancel the membership altogether. How do you keep members around for the long-haul? For wine clubs, it starts with creating brand loyalty.
What’s in your shipment?
Make your members feel like it’s Christmas morning the day their shipment arrives. Leading up to delivery, build up the excitement through emails, social media and phone calls. Make each and every member feel special, as if they are your priority customer. Personalize your packaging by including a note or brief letter. Even better – toss in some extra swag. Think of your shipment as the one piece of mail people look forward to getting. Your club members should be thrilled to receive that big box!
Create brand ambassadors
Use your shipment as an opportunity to cultivate your audience. Include fun tips, tricks and recipes that will make your members want to tell their friends and family, and include a referral discount coupon for them to pass along when they do. Go beyond just delivering a product and include a DIY experience in each shipment that features the wines. For example, with the summer shipment of Sauvignon Blanc, include a dinner recipe that pairs with the wine. Toss in suggestions for table settings that match the label and your brand colors as well as some craft supplies with an instruction card on how to turn that wine bottle into a centerpiece. If a shipment has sparkling wine, include instructions on how to saber it. If you give your members something to talk about while enjoying the wine, they will.
Make members feel special
Communication is the key to any successful relationship. Communicate with your members more often than just notifying them of their shipment. Turn the purchase into a relationship. Send a birthday card or wine club anniversary card. Call them once they receive their shipment to answer questions about the wine. Engage with them on social media by liking their posts, commenting on their activities or creating conversations through a custom hashtag. In order for your members to feel that you care, you have to show them you do.
Do you have other methods for creating brand loyalty? We want to hear them! Tag us on Facebook or Twitter to let us know your tips.
Consumers think of email marketing as irrelevant and overbearing, taking up more than half of their inboxes. The metrics don’t support this perception, though!
With nearly 99 percent of people checking their email daily, brands are six times more likely to get a click-through from an email than a tweet. Similarly, 44 percent of users check their email for a deal from a company, while only 4 percent go to Facebook. With the new Facebook algorithms, which will probably move to Instagram before we know it, fewer fans will see your social media posts unless you pay to play. According to Campaign Monitor, email marketing has the highest return on investment (ROI) of digital marketing tactics. For every dollar spent, email marketing generates $44 in ROI.
Based on these facts alone, email marketing should play a fundamental role in your digital marketing strategy. Over a third of the worldwide population uses email, with nearly 80 percent of those users American. Businesses can use email to effectively communicate with their audiences by engaging with them on their home turf – their inboxes – and in various venues – home, phone, work, etc.
For successful email marketing, emails need to contain concise, relevant and actionable content. Every email provides an opportunity to build trust and resonate key messaging with the target audience. Grab the reader’s attention with great videos and photography, a catchy subject line and a distinct call-to-action.
Valley of the Moon Vintage Festival:
Emails can generate immediate results. For example, if a tasting room is really slow on a rainy, cold winter day, developing an email with a tasting deal, special offer or impromptu party can help drive business. Target that email to your constituents within a 25-mile radius, individuals with the ability to take advantage of the offer.
The capability to accurately track results provides great value for email marketing. You can see how many people received the email, opened it and clicked through to the provided link. Even better, you can respond to these metrics and change your strategy if the results aren’t successful. Email marketing makes testing different messaging, distribution timing and subject lines easy and affordable. Lastly, you can repurpose your email marketing content on social media to garner new followers or email signups.
So, don’t abandon your email marketing strategy for social media. Drive engagement with relevant content targeted to segmented audience lists. Email is far from dead — it’s actually thriving! Try something new with your email marketing and comment with your results.
Advertisers have successfully employed the use of voiceovers to command audiences for decades but getting it right takes research, planning and creativity. In producing a commercial or video collateral for your business, give the voiceover some serious thought before moving forward with the creative execution of your marketing.
Voiceovers provide the perfect opportunity to share messaging while controlling tone and guiding the emotional reception of your campaign. In fact, actual science exists behind why you might want to take your voiceover in a certain direction. For example, Phil McAleer, a psychologist at the University of Glasgow, Scotland, uncovered that we begin forming our impression of a person’s personality from their very first spoken word and that we deem higher pitched voices more trustworthy. This research, along with similar findings, can shape the effectiveness of a voiceover and take your marketing from notable to unforgettable.
To help navigate the voiceover process, we’ve gathered a few tips to keep in mind as you craft the perfect campaign.
Consider your audience and test, test, test!
As with all marketing and advertising, put your audience first. Consider what type of voice would resonate most with your target market and compile a list of appropriate voice artists. Have your talent provide audition reels and test the different assets against one another in a controlled environment. Reflect on what has worked for your competitors and improve on that model. This could mean going in a completely different direction, but testing will ensure your audience relates to whichever voice you decide on.
Keep voice quality in mind and pick a clear emotional direction.
Once you’ve picked a voice artist that appeals to your audience, consider the cadence, tone and diction necessary to effectively share your message. A skilled voice artist exhibits control over his or her voice, altering the delivery of copy based on the emotion you want to elicit from your audience. Make sure you’ve chosen a voice artist who not only has a great, natural quality to his or her voice, but that he or she can also convey a message convincingly and authentically to your audience.
Be consistent and think long-term.
A successful advertising campaign relies, in part, on the frequency at which your message reaches your target audience. Establishing retention within a market depends on the repetition of messaging. This applies to voiceovers, too. When picking a voiceover artist, decide on someone who can deliver a variety of messages for the brand. Staying consistent with a voice artist throughout the life of a campaign builds trust and triggers auditory recognition that recalls unique brand characteristics without having to explicitly remind audiences.
Make sure you’ve got a great script.
Even the best voice actors can’t make a weak script deliver results. An effective voiceover depends upon a well-developed script. So, after you’ve written your voiceover copy, read it aloud, paying attention to the rhythm and flow of the delivery. A word or phrase might look great on paper but sound terrible to the ear. Keep your script clear and creative, and whatever your campaign goal may be, make sure your copy speaks to the action or feeling you want to encourage.
Developing effective and interesting voiceover to complement your campaign visuals often proves daunting, but with proper planning and testing, you can root your marketing efforts in strategy. Monitor the success of your campaign and evaluate how your creative assets resonate with larger audiences. There’s always room for further perfecting efforts, so stay open to switching directions.
Tell us about an effective voiceover experience you’ve executed, or better yet send us a link and let us hear it!
Marketers always look for new and exciting ways to reach their customers and grow their brand. In recent years, while digital advertising has seen steady growth, standing out from the din of every other advertisement out there can be a challenge.
For businesses looking to target audiences towards the bottom of the sales funnel, converting interests into sales, podcast advertising might be a worthwhile option as part of a strategic advertising effort. Podcasts target a niche, captive audience to which a brand can push its product or service directly into the ears of listeners interested in first, the podcast content, and second, products or services that meet a need and/or match the content of the show.
Any effective advertising campaign works through the sales funnel to figure out where customers are along their buying journey and how to get them to convert while spending as little as possible per conversion. TV, radio and digital ads all play important roles throughout the sales funnel from building awareness and interest to conversions. The old saying, never put all your eggs in one basket, holds true in advertising. Use podcasts in conjunction with other mediums to ensure your brand hits a wide range of people in the funnel.
As podcasts continue to grow as an important and worthwhile medium for marketers and brands, businesses must understand what makes a podcast advertisement unique. Once you’ve gained a better understanding of the medium, consider if your business and podcasts are right for each other.
Here’s what you need to know about podcasts before adding the tool to your advertising strategy.
Trusted voice – If there’s one thing podcast listeners have in common, it’s their trust in the host. Podcast hosts fall into the influencer category. The audience views podcast hosts as experts and their shows are a manifestation of their interests and expertise. By creating engaging content audiences come back for repeatedly, they build an audience that genuinely trusts them. It’s that trust that plays well for advertisers. Most ads use live reads, delivered directly by the host at the beginning (pre-roll) or midway (mid-roll) through the show. Live reads, similar to radio, come across like a recommendation from a friend with an authentic feel. Considering your audience, find podcasts/hosts that pair well with your product or service. If their show, voice and audience all match your organization’s brand and target audience, you’ve found a good fit.
The product/service – If you want to advertise on podcasts, you need a product with a broad user base. This is due to the fact that podcasts have a fairly wide range of demographics in their audience. Ads for essentials like underwear, razors, beds and other products are the norm on podcasts because just about everyone uses them. Pairing the right product with the right audience allows the brand to reach more potential customers. A podcast framed around exercise, with a core audience of health enthusiasts, is more likely to advertise jump ropes, foam rollers and Whey protein than it would a new brand of coffee or an online flower delivery service.
A special offer – It’s true, sometimes you just can’t pass up a sale. Podcast ads not only win over audiences with trusted recommendations and useful products, but they almost always tack on a special offer code at checkout. Brands will offer podcast listeners an even deeper discount to further entice on-the-fence buyers.
Podcasts have risen in popularity over the past decade, gaining the attention of brands and marketers who happily fill the podcast niche with quality ads reaching dedicated audiences, something difficult to come by these days. Consider adding this strategy to your marketing toolbox when the brand, audience and budget match up with what podcasts have to offer.
Keeping up with all the updates to each social media platform is a daunting task. With no set schedule for updates, some channels have multiple updates in one month and zero updates in another. Similarly, some channels have numerous new additions in one update, while others don’t.
With social media constantly evolving, it’s imperative for social media pros to stay up to date with the latest from each platform so they can stay ahead of the curve and use new features to address communication goals as soon as possible. Let’s get right into it – here is the June social media update round-up.
June saw a big improvement to Facebook Live video with the implementation of closed captioning. This update provides more access to Facebook Live video for people with hearing impairments. For this feature to work, turn on captioning settings and the captions will automatically appear in your live video.
Safety Check was updated with four new features:
Expanding community help
Sharing a personal note when completing a safety check-in is completed
Introducing crisis descriptions
Facebook Messenger’s video chat in feature also received an update to now include animated reactions, filters, masks, effects and the ability to take screenshots of your video chat.
We all grow and change and sodo our Instagram feeds. The new Archive feature, introduced in June, allows users to move photos previously shared on your feed into Archive where only you can see them.
If you change your mind, select “show on profile ” and the image will reappear in its original spot. Just click the circle arrow in the top right corner of the app to start archiving.
Also rolled out in June, after you go live on Instagram, you are prompted to share a replay on your Instagram Story to let more people catch up on what they missed.
In June, Twitter rolled out new features for businesses allowing them to add buttons to drive actions in Direct Messages (DM).
It’s easy to attach a button to a DM which allows users to take actions outside the DM, such as composing a tweet, following an account or opening a website within the Twitter app.
Probably the biggest change in June across all platforms was the Twitter facelift. This generous and well-deserved update to the Twitter user interface (UI) this month showed users that Twitter is still a viable social media player and that it listens to its users. Without getting too technical, here are the new changes to Twitter.
Slide right to access your profile, additional accounts, settings and more.
Refined the typography throughout the app so headlines are bolder and distinct from the rest of the text in your feed.
Round profile pics
The icons and the reply button changed from an arrow to a speech bubble and all the icons were slimmed down.
Snapchat unveiled Snap Map, which allows users to see what people are up to around the world by using the new maps feature. Pinch on the screen to zoom out and view the map. This feature allows you to also select your location settings so you can decide who can see your location while you are on the app.
Additionally, Snapchat introduced the ability to design custom Geofilters right in the app for any special occasion – birthdays, anniversary parties, weddings, bar mitzvahs, etc. Until now, this ability was reserved for desktop and designers. To get started, tap “On-Demand Geofilters” in Settings. Pricing for Geofilters starts at $5.99 in the app.
LinkedIn received a few updates at once to improve the mobile experience. Now, you can see your connection history. Use this new feature to add some personal detail when you reach out.
Another new feature, Search Appearances, allows you to see how many people found you in search and the companies and job titles of the people searching for you.
Three other minor changes to the platform include:
Implementation of a new drag and drop feature allowing you to easily reorganize volunteer and education sections of your profile
Ability to add an image to any comment across the LinkedIn platform, when words just won’t do
Provide quick reply messages for when you want to reply, but don’t have the time
If you do not see these updates on your phone, go to the App Store or Google Play Store and update the apps to receive the latest features and check back next month for another roundup of social media updates.
Marketing your small winery can seem overwhelming and challenging, especially for those small shops with just one, or maybe a few employees. During harvest, there is never enough time to even think about marketing, and by the time you get everything else done from, bottling to distribution, it’s almost harvest again! However, you know creative and customer-focused marketing is critical to the success of your winery.
Adding a few simple tools to your marketing toolbox can assist in strategically and successfully promoting your wine brand. Even a minimal time investment pays huge dividends with the following tips.
Know your audience. Defining your target audience is the first step in effective marketing. Keep in mind your audience is much larger than just wine drinkers. Analyze and organize your current customer base by categories, such as millennials, baby boomers, women or wine drinkers who are new to enjoying wine.
Define your message. Determine a key message to connect your brand with each group of ideal customers. The message should be clear, direct and consistently used so it resonates with potential customers. For example, if your millennial audience group is interested in scores from Parker, make sure your messaging includes your recent ratings. Key messages help tell your story to compel your audience to take action.
Get to know the media. Sending a press release about your upcoming winemaker dinner to the local food and wine critic without building a relationship with him/her will appear self-serving and may get pushed aside. Build a relationship with wine writers and influencers. Read their stories, engage with them on social media platforms and share their stories. Are you getting ready to promote a new wine and want some press? Invite the writer to a private tasting before the release to allow for personalized face time. Prepare materials in advance to make packaging the story easy for the reporter; include photos, content and potential alternate interview contacts.
Engage on social media. Social media used to be about likes and followers. Now, engagement determines success- how many people, when they see your Facebook, Twitter, Snapchat or Instagram post, actually like, share, or comment on that post. Engagement is a two-way conversation. The best way to get engagement is to give some as well. Scrolling through your social media feeds for 10 -15 minutes per day looking for like-minded brands, wine influencers and your customers so you can comment, like and share their posts, will show your investment in the industry. Social interaction creates an awareness of your brand with audiences, who may become followers or customers. Social engagement will keep you in the minds of your customers and strengthen your consumer-producer relationship. Wineries can be hesitant to post on social media because of the Federal Trade Commission laws on advertising to minors, but with advances in data collection on most of the major platforms, you can confidently and legally promote your brand.
Let the label tell the brand’s story. If your wine is in retail shops or on display at a restaurant, the packaging is your most valuable asset. You need a label that stands out from the crowd, but also represents your brand and identity. Make sure your key message is translated into the label through visuals or text.
Utilize influencers. Invite top wine influencers to a tasting. Engage with them on social media. Meg Maker, Amy Lieberfarb, Jancis Robinson, Jon Thorson and Antonio Galloni are just a few, but like we mention in Tip #1, do your research to make sure chosen influencers are appropriate for your brand.
Participate in tasting events. For most small producers, providing complimentary cases and cases of wine to a special event may put a big dent in your potential sales, but don’t underestimate the value of attending these events. Yes, you will definitely get quite a few people who are attending the event just to get intoxicated. You will also get serious wine drinkers and media. Many tasting events host a trade/media hour prior to the general public. This is your opportunity to meet media face-to-face and make a lasting impression. Do your research about tasting opportunities. Find out what reporters and influencers have attended in the past. Ask fellow wineries if they have participated and what their thoughts are.
These cost-effective and simple tips will be the start to successfully marketing your winery. We’d love to hear your thoughts and experiences about wine marketing. Comment or share on social media and tag A. Bright Idea so we can reply!
We’re constantly curating the soundtrack of our lives, handpicking melodies that speak to us on any number of levels, conscious or subconscious. Going through a break-up? Cue the heartbreak ballads. Working out? Turn-up the techno beats. We’re used to tuning into the songs that best correlate with what we’re feeling or doing, but did you know that the reverse is also true?
That is, that music can elicit a particular feeling when you’re in an otherwise neutral state. You’ve probably implicitly noticed this, even if you haven’t given it too much thought, but the power of music has swayed audiences for centuries. Take a movie, for example: the soundtrack or score supports what’s happening onscreen and guides spectators into feeling a certain way about situations and even specific characters.
Using the same logic, businesses can harness this tactic to build brand recognition and positive perception.
Take this study published in the Journal of Applied Business Research. A sample audience of 210 undergraduate students was asked to record all the thoughts that came to mind after watching a suite of ads. What the audience didn’t know was that prior to constructing these test ads, 16 melodies were pretested based on music that would elicit negative, neutral or positive emotions. Those findings were used to develop three music beds (one negative, one neutral and one positive) that were added to a single commercial. The results supported the hypothesis that negative, neutral and positive musical emotive cues exerted a progressively enhanced influence on brand attitudes, meaning the “negative music has a less favorable influence on brand attitude than neutral music, and neutral music has a less favorable influence on brand attitudes than positively valenced music.”
So how do you use this to your brand’s advantage? It certainly takes trial and error to get right, but finding the perfect music bed can take your audience on a journey that a voiceover or just an image simply can’t. Brands can use a song’s message to reinforce their own and in doing so, seamlessly strengthen a visual with an accompanying aural cue. But lyrics aren’t the only way to spread a message, as even an instrumental song can elicit happy or sad emotions, transcending language barriers and broadening audiences through music.
Most importantly, in an age where brands must stand out among all the clutter, music in advertising helps content break through by connecting with audiences on an emotional level.
In advertising, humanizing a product or service is the first step in gaining the trust that leads to conversions. Music tells the story of the human condition, and it can be a powerful tool in your next campaign.
This bee was busy working. See how we used music to set the tone:
“From what we get, we can make a living; what we give, however, makes a life.” – Arthur Ashe
Since opening our doors 20 years ago, A. Bright Idea’s philosophy remains rooted in the idea that a group of people with boundless creativity and unwavering passion can change the world, or at least our own corner of it.
As communicators, we understand the power of telling the right story to the right people, in ways that create a positive impact. Often, our choice to work with organizations reflects our own desire to give back and create positive change in our community and our nation by supporting the great work of our clients. These organizations, both at the government and non-profit level, inspire us through the dedication to their mission and we quickly engage as an extension of their teams to reach a common goal.
Our team draws excitement and energy from causes improving the lives of others. We can think of no greater joy than the ability to effectively shine a light on an issue, service or idea to make the world a better place. This philosophy carried us through nearly two decades in an uncertain market. For me, proof that when you put your heart where you work, great things happen.
Whether it’s in the lives of children, the health of our nation’s communities or the richness of cultural fabric and preservation of history, we are passionate about supporting change and making a difference.
On a local level, this means supporting future generations through initiatives to improve the lives of children. Working with the Boys & Girls Club of Harford County, as well as Teen Services Sonoma, Sonoma Valley Education Foundation, the John Carroll School and United Way of Central Maryland, offers us the opportunity to help build awareness in their missions, highlight their commitment to the betterment of children and drive community support on their behalf and for increased services for youth.
Our dedication to community health issues remains equally as strong, from both a local and national perspective. Whether increasing access to affordable health care, educating the public on how to safely dispose unused prescription drugs to help reduce addiction and overdoses or bringing awareness and calls for action to combat the scourge of heroin and opioid addiction in our country, we are proud to be an integral part of the fight. Our community health work with the U.S. Drug Enforcement Administration (DEA) showcases where we have long provided media buying and creative services for the successful National Prescription Drug Take-Back Initiative, which takes hundreds of tons of unused prescription medication off the streets each year – 6.5 million tons to date.
In addition, we currently provide the DEA with branding, strategic communication, advertising development and media buying services in support of the DEA 360 Strategy, a new initiative to combat the nation’s heroin and prescription opioid abuse crisis with a direct grassroots/community approach.
Of course, it should come as no surprise that an agency full of creative professionals would be passionate about preserving and promoting arts and culture. The work we do on behalf of numerous cultural institutions and organizations spans both coasts. We are proud to play a role in highlighting the amazing artifacts and innovations at the National Air and Space Museum, National Museum of American History and Smithsonian Libraries. On the local level, we support history and the arts through sponsorship support of the Napa Valley Museum and the Aberdeen Proving Ground Centennial Celebration Association.
Even as we bring our passion for making a difference to our work each day, we live it out in our personal lives too. Many of our employees continue their involvement in meaningful causes outside of work. Whether it’s through a commitment to personal artistic and musical endeavors, through volunteer work with our local schools or through fundraising efforts to fight childhood cancer and other serious diseases, our passion for making a difference always shines through.
We all want to help – solving problems, being part of solutions, building awareness and creating change. Coming together to be part of something bigger is weaved into our cultural fabric. Looking at the 20th year of A. Bright Idea and moving forward, we continue to look for ways to promote the good, building on the foundational values of our firm. One person can make a difference, but a team of like-minded, creative professionals with an unwavering commitment to truly making an impact, can create change. I’m proud of our team, as this is not something that can be taught. It’s instilled. We make a living and we make a difference every day through our creative talents and our commitment to raising each other and our clients up in all we do.
If you have something to add to this story, share it in the comment section below!
Whether you are a small business, nonprofit or large entity, developing a creative campaign can be a challenge. You may be thinking: How can I stand out among the competition? How can I make sure my brand is represented well? Will the campaign effectively support my goals? How can I get my audience to respond? What do I want them to know about my business?
Let us break down the elements that go into making a strong, strategic and measurable communication campaign.
Based on the Dragonfly Model, we categorize campaign elements into four sections:
When you consider all four pieces (or wings) of the model, your campaign will come together to work at peak efficiency and remain rooted in meeting your end goal. Like when a dragonfly flies – it needs all four wings to work in tandem in order to get where it aims to go.
To start, we focus your campaign on a single concrete, measurable goal. This will ensure tools and tactics implemented through the campaign remain grounded and focused on one thing. So – what do you want to accomplish?
Next, we grab the attention of your audience. To do this, we make sure to incorporate a personal and visual call-to-action to engage your audience and make them focus on your brand.
Take Whirlpool for example. The brand’s most recent advertising campaign organically grabs the attention of their target audience by making a personal appeal, visually.
(PS – If you’re not on the verge of happy tears right now, you should be.)
Now, time to engage. When planning tools and tactics to most effectively engage your audience, empathy toward your audience helps to increase engagement – so long, of course, as the empathetic message doesn’t appear forced. (Faking empathy can make your audience feel betrayed, so, if you’re going to use empathy as an engagement tactic, always make sure to come by it naturally!)
And finally, it’s time to take action. One of the best tips for getting your audience to take action – less is more. Keep your messaging obvious but clever, telling your audience exactly how, when and why to take action toward what you want them to do. Make it easy for them!
When you’re ready to embark on your next creative campaign, A. Bright Idea is ready to help you fly to new heights!
A. Bright Idea was selected among 20 other agencies to work with the Yountville Chamber of Commerce on destination marketing initiatives, providing marketing execution strategies with the goal of enhancing the current branding, programs and promotions for the organization. Known as the “Culinary Capital,” Yountville is nestled in Napa Valley, California and invites visitors to “Taste Life Here!”
Yountville was named after George Calvert Yount, a settler who came to the region in Napa Valley in 1831. Two years after Yount’s death, the town was renamed Yountville in honor of its founder and his contributions. George Yount was the first person to plant grape vines in the valley, forever putting Yountville on the map.
Today, Yountville is a small eclectic town with less than 3,000 residents and a premier destination in Wine Country. Known as a “one-stop-destination,” the town’s busiest tourist months fall in September and October, however on average Yountville has 6,111 visitors per day! The city is home to many award-winning wineries, authentic small town markets and world-renowned restaurants. Visitors and residents enjoy a variety of activities from hot air balloon rides and golfing, to art galleries and shopping, to wine tours and exciting events. Yountville is a remarkable town, rich in history and flavor – a true delight certain to satisfy any palette.