Video as an experiential vehicle for your customers…
It’s hard to deny the widespread popularity of You Tube. It’s absolutely everywhere, and it’s not just the “under 25″ crowd that takes advantage of this very cool service. I myself (decidedly over 25) have also used it. I wanted to download one of this year’s Superbowl commercials to highlight in a presentation and was easily able to locate it on You Tube, along with a number of other funny videos that sucked me in for a good half an hour!
How does this phenomenon apply to you, our winery customers? It’s actually a great vehicle for getting the word out - not just to customers, but to those who haven’t yet heard of you, and to the millions that log into You Tube every month.
You can easily create a video of your tasting room, of your staff, of your property….there are lots of possibilities. Why not create a “video diary” of the life of your wines from vineyard to bottle, or a “day in the life” of your winemaker? If you don’t have a tasting room, create a video of yourself telling your story, or your winemaker in the vineyards talking about the winemaking process. Walk your “viewers” through that single vineyard that produces the wines you’re so proud of, or take them on a tour of the facilities you use to make your wine. If you’re building out your facilities or remodeling them, show them the progress and take them on a tour of your vision for what your facilities will become and what they have to look forward to when they do visit!
A simple video can convey so much about you, your philosophies, your wines and give your viewers a glimpse into your world from the comfort of their home computer - it’s a form of virtual relationship building, or reinforcing an exisiting relationship. If they’ve visited your tasting room, it will be a wonderful reminder of their experience there that’s sure to bring a smile to their face as they relive and remember their visit and the tasting room staff they’ve met. If they haven’t visited, it will be a great way to create an experience and start to build a relationship by bringing your wines and your winery to life in a way that words on a page can’t completely convey - a picture (or in this case a video) is worth a thousand words!
And it’s easier than you think! You Tube accounts are free, and it’s easy to load your video. They even make it easy to add a link right to your website so you don’t have to worry about how and where to host the video - they do it for you, and the link takes your viewers right to your video. Mi Sueno has a link to a video of their winemaker, and Dutcher Crossing posted a link to their own homemade video of their tasting room and winery facilities.
Get creative, have fun, and take your viral marketing to a whole new level!