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Brand Activism Archives - NVISION

How Wine Industry is Shifting to Connect with Customers

Wine companies invest significant resources in conducting studies to learn what customers look for when shopping for their ideal wine.

However, it’s becoming more and more evident that many wine consumers don’t actually know what they want in a bottle of wine. Consequently, these efforts usually bring wine brands with little useful insight and only wasted money.

According to Gregory Carpenter and Ashlee Humphreys at Harvard Business Review, there is a more effective approach to gearing your brand towards consumers – educating and engaging with them. If most customers don’t know enough about wine to know what they want to buy, wine brands need to take the initiative and proactively inform them.

So, how can wine companies successfully engage with their customers?

Wine glasses

Influence Customers’ Tastes

Many businesses aim to meet customers’ needs through their products. However, in the wine industry, many customers don’t know enough about wine to have predictable preferences. So, how can wine companies know what to produce to satisfy consumers’ desires?

Wine companies can use their expertise in the industry to give shoppers what they want before they even realize they want it. Brands can put a personal touch on their products by producing wines that they want to bring to market, rather than reacting to consumers’ preferences.

The most effective approach to success for winemakers is to influence the tastes of their customers. By coming up with innovative labels, branding and marketing planning, and products, wine brands can attract customers and drive sales for their products.

Develop Relationships with Industry Influencers

Certain critics and influencers have strong product views that can affect buyers’ decision-making processes. So, what’s the best way to capitalize on critics’ positions of power in the market? Impress them with a truly superior brand experience.

Creating a smart and innovative atmosphere where critics and social media influencers can experience and taste your brand’s wines will increase brand awareness and demand for your products. At the same time, it will enable you to develop long-lasting, profitable business relationships with influential figures.

As a result of the growing relationships with wine-industry critics, wine companies can use those reviews and ratings to better market their products and drive sales for their brand.

influencer marketing

Build Brand Loyalty with Shared Customer Experiences

Consumers seek advice by reading reviews and ratings. If wine companies want to wow shoppers, they need to focus on displaying these factors that can sway customers’ decision-making process.

The trick is creating a brand experience that is truly superior to the competition. As Carpenter and Humphreys explain, “Consumers become fans and pay premium prices, despite the availability of literally thousands of excellent alternatives.” When your customers believe that they are purchasing the best of the best, they will be willing to pay more.

The in-store display can be an excellent way to promote your products. Having a vibrant yet elegant display stating positive reviews and comments by influencers and customers will help accelerate your product sales by swaying the purchase decisions of customers. Sometimes too much information is better than lack of one, especially not many customers have expert knowledge when it comes to selecting a bottle of wine.

And they will keep coming back for the same brand and products in the future, hence, growing brand loyalty.

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Wine brands are discovering new ways to reach their customers. Instead of wasting money and resources surveying shoppers to learn about their wine preferences, they are focusing on influencing consumers with innovative products and creative packaging, and through influencer marketing.

Recommendations and strong reviews by influencers are an essential part of the decision-making process for modern-day consumers. By understanding the thought processes of shoppers, wine brands can help navigate them to make the right decision. As a result, it will create a fan base of customers who will remain loyal to your brand and increase your brand’s footprint in the market.

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Why NVISION?

For more than three decades we’ve partnered with Fortune 500 companies to deliver marketing operations solutions. Led by a strategic account management team, we’ll help you develop, procure, fulfill and distribute printed collateral, signage, point-of-purchase displays, direct mail, branded merchandise and much more.

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There’s a New Sheriff in Town: How to Market to Generation Z

gen-z-holding arms together

Predictions indicate that by 2020, Generation Z (Gen Z) shoppers will make up 40% of the consumer industry. This generation, comprised of people who were born after 1995, are a new breed of customers.

Consequently, brands need to take specific consideration when it comes to marketing strategies that will effectively target this group.

According to the Forbes Expert Panel and Business Development Council in their article, “This powerful consumer base is the next group of consumers that can help your business grow its revenue, as long as you take note of them now and prepare your marketing strategies to cater to their needs.”

In order to ensure future success, brands need to begin implementing strategies to draw in Gen Z shoppers. By not doing so, you could miss the mark on future profits from this emerging consumer group.

So, what marketing strategies can brands employ to effectively draw in and engage with Gen Z?

woman shopping on tablet

Meet Them in Their Natural Habitat

Generation Z is highly detached and tech-centric. The online is their comfort zone, so brands should start their marketing efforts on social platforms with clean and straight forward brand messaging; utilizing various touch points and forms of media along the way.

Gen Z shoppers spend time doing their research on products. They read multiple reviews of a product before making a purchasing decision. The user-generated content (UGC) by other customers significantly impact the decision-making process of the Gen Z shoppers.

So, it is important to ensure that your product has positive reviews and comments that are contributed by previous users on popular online platforms. It is a powerful way to not only increase your brand awareness but also impact Gen Z shoppers’ opinions regarding the value of your product and brand.

Entertain Them

Because technology has largely impacted the nature of their upbringing, many Gen Z shoppers have a shorter attention span than previous generations. In order to draw them in and keep them engaged, brand marketers need to focus on providing authentic interactions that will keep these shoppers coming back.

Forbes’ expert panel member Lisa Box explains, “To win with Gen Z, marketers have to evolve from informing to delighting, from celebrity to authenticity, and from generic to predictive.” This consumer group looks for brands that grab their attention and identify what they need for them.

Develop fun and catchy marketing assets that will simultaneously entertain and dazzle them into your store to make a purchase. A useful method is to come up with interactive games to play with Gen Z shoppers in-store and advertise them using vibrant and interactive signage. Then awarding them with personalized reward toward purchasing would be even more ideal. This will attract and entice this growing group of consumers to interact with your brand.

customer-satisfaction on ipad

Advertise Based on Benefits and Results

Gen Z shoppers don’t trust a product simply because the brand says it’s a good product. They are mostly driven by results that they can see. To generate demand among this group of consumers, brand marketers need to clearly and effectively show them the benefits of a product.

Showing them what they can achieve by using the product will maximize the sale of your products as well as elevate your brand’s status as an expert who understands their lifestyle and needs.

Once the relationship is established, Gen Z shoppers will likely become your brand ambassadors by influencing their friends and acquaintances by promoting your products and brands.

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Gen Z shoppers are growing as a segment, and businesses need to prepare for this emerging group of consumers. Because they have different qualities and needs from other consumer groups, brand marketers need to focus on developing new marketing tactics to effectively advertise to them.

Reviews, entertainment, and results are important factors for Gen Z shoppers when it comes to making purchases. Using creative marketing materials, such as signs and POS displays, to show off positive reviews, provide entertainment, and demonstrate product benefits is an effective way to draw in and connect with Gen Z shoppers. By understanding this emerging consumer group, brands can capitalize on new opportunities to directly engage with them.

And by working with a trusted partner who can help you prepare for the emergence of Gen Z shoppers, your brand can increase competitiveness in quality, effectiveness, and providing delightful customer experience.

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Why NVISION?

For more than three decades we’ve partnered with Fortune 500 companies to deliver marketing operations solutions. Led by a strategic account management team, we’ll help you develop, procure, fulfill and distribute printed collateral, signage, point-of-purchase displays, direct mail, branded merchandise and much more.

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Belief-Driven Brands: Reshaping Retail Landscape in 2019

be the change - brand activism

Consumers today are more plugged into social issues and concerns than any group since the 1960s. And that impacts the way they shop, too. That’s according to a new Edelman’s report  “Brands Take A Stand,” which examines how belief-driven purchases are reshaping the retail landscape in 2019. So, how can brands take a stand in the new year, while also helping their bottom lines stand tall?

gen-z-holding arms together

Brands Can Drive Revenue by Standing for Something

For a long time, the prevailing logic was that a brand’s marketing should not ruffle any feathers. If there was political or social turmoil in the air, your branding should avoid it, and instead focus solely on the merits of your product. But as the name of the Edelman report suggests, the market is changing, and brand marketing is changing with it.

“Consumers’ purchases are becoming more and more belief-driven, particularly over the past year,” the report states. “In every market surveyed, more consumers were taking a brand’s mission and activism into account when making decisions about what to buy.” The report suggests that not only should brands not avoid social activism, but in fact should embrace it as a new driver of revenue in 2019.

“Taking a stand, no matter the cause is no longer something brands can shy away from if they want to be at the forefront of consumers’ minds,” the report says. And Edelman CEO Richard Edelman agrees, saying that “purchasing activism” is a simple and effective way for shoppers to feel like they’re making a difference.

“People go with their pocketbooks, in a way,” Edelman explains. “They want business to take the lead on change, and they want to feel as if they’re making an impact.”

green initiative-sustainability

The Bottom Line is The Bottom Line for Brand Activism

Brands used to steer away from activism because it would hurt their bottom lines. For each shopper who was happy with that brand’s stance, there were likely to be two or three more who either didn’t care or chose to boycott the brand for that same stance. The numbers didn’t pan out. It just didn’t make good business sense.

But all that has changed, as the cultural zeitgeist has shifted back towards activism, especially as Millennials and Generation Z make up more and more of the market (approximately 40% of all consumers and over $1.4 trillion in buying power by 2020). And, according to the Edelman report, businesses can now bolster their bottom lines by investing in brand activism.

The report reveals, 65% of global consumers are making belief-driven purchases. That’s a 50% increase over last year – an enormous shift. It also found that an estimated 57% of American consumers are currently buying or boycotting at least one brand because of its position on social issues. A similar study by Havas Media reports that belief-driven brands outperformed the overall stock market by 120% this year and that the top 50 belief-driven brands outperformed the overall S&P 500 index by more than 1200%. The bottom line is clear: for brands, the time is now to take a stand and bolster revenue with belief-driven marketing.

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The common marketing logic for brands used to be avoiding activism and belief-driven advertising. But not anymore. Today, brands must take a stand to win an ever-increasing portion of the consumer population. By doing so, they can not only improve their revenue but can win lasting, powerful brand loyalty that is built upon something greater than the color or quality of a product.

And that’s the bottom line.

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Why NVISION?

For more than three decades we’ve partnered with Fortune 500 companies to deliver marketing operations solutions. Led by a strategic account management team, we’ll help you develop, procure, fulfill and distribute printed collateral, signage, point-of-purchase displays, direct mail, branded merchandise and much more.

LEARN MORE