There is really only one answer to this. You must meet the customer where THEY are. Not just where the winery is (which their stories are the perfect start), not just where the sommelier is (their stories are unique), not just where the writer is (their stories are full of passion and color), but where the CUSTOMER is. THEIR stories. There is nothing else. Period. You need to tell THEIR story, the one that they want to hear, that resonates with them. If you argue this point, you don't get the point, and you won't win the customer. "When you choose your customer, you embrace their world." - Seth Godin (Or something like that)
So true! We hit this point right at the top with the “Meet People Where They Are” point, then additional angles of that same point were hit by all the others - give people what they want, be active with them not just pedantic, figure how to talk to them and not “the industry”, and Vicky has had succss with replacing tasting notes with free association, where people can bring up personal, memory-driven associations. And Stacey questioned why we want youmg drinkers - do we actually care about them? Or are they just walking ATMs? But the core of it all is - be more interested in them instead of expecting them to be interested in you, just cuz.
And as much as every vineyard and winery story is personal and unique in its minutiae, broadly speaking there are only a half-dozen versions of these stories, yet it’s essentially all wine writers and podcasters, etc bother to talk about. Even for me, that can get monotonous pretty quick.
There is really only one answer to this. You must meet the customer where THEY are. Not just where the winery is (which their stories are the perfect start), not just where the sommelier is (their stories are unique), not just where the writer is (their stories are full of passion and color), but where the CUSTOMER is. THEIR stories. There is nothing else. Period. You need to tell THEIR story, the one that they want to hear, that resonates with them. If you argue this point, you don't get the point, and you won't win the customer. "When you choose your customer, you embrace their world." - Seth Godin (Or something like that)
So true! We hit this point right at the top with the “Meet People Where They Are” point, then additional angles of that same point were hit by all the others - give people what they want, be active with them not just pedantic, figure how to talk to them and not “the industry”, and Vicky has had succss with replacing tasting notes with free association, where people can bring up personal, memory-driven associations. And Stacey questioned why we want youmg drinkers - do we actually care about them? Or are they just walking ATMs? But the core of it all is - be more interested in them instead of expecting them to be interested in you, just cuz.
And as much as every vineyard and winery story is personal and unique in its minutiae, broadly speaking there are only a half-dozen versions of these stories, yet it’s essentially all wine writers and podcasters, etc bother to talk about. Even for me, that can get monotonous pretty quick.
This was an absolute delight to be part of!