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THB Tips

What Are Technical Sheets and Why They Are Important

Does your winery have trouble keeping track of all the wines you’ve made, especially when it comes to flavor profiles and technical information? Technical sheets are a good solution to keep organized, but it’s also a great piece of marketing material for your sales team and consumers.

Technical sheets are often 8.5” x 11” loose leaf papers, however they can come in all sorts of shapes and sizes. The most standard information on these sheets include:

  • Company name and logo
  • Name of wine
  • Vintage of wine
  • Bottle shot image
  • Flavour profiles
  • Food Pairings
  • Alcohol percentage
  • pH
  • TA
  • RS
  • SKU
  • Price
  • Website and social handles
  • Company contact information

Additional information to bring your technical sheets to the next level could include:

  • Accolades
  • Awards
  • Viticulture and Composition
  • Winemaker’s Notes
  • Bottling date
  • Production in cases 
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The public and trade can tell when a graphic item is made in-house or done professionally. Having a professionally-made technical sheet can give your company polish, legitimacy, and make your brand more reliable. When speaking to a designer, consider typesetting and some basic principles of design.

For more information on technical sheets, how they can work to help you sell wine, or to get some created, contact us today at info@townhallbrands.com.

How to Use Events to Build Your Winery Brand

Everyone loves a great time, especially one that involves wine and a gorgeous destination. So why not host an event to attract people to your winery? People who have never heard of your winery before may explore it and taste the wines. Others who already know and love your wine will join you for a celebration and feel more closely aligned with your winery as they enjoy an entertaining experience. Objectives for holding an event are to attract newcomers, retain existing customers, and to ultimately make some sales.

We will start with the simplest idea, which is when people come to the winery and the kind of visitor experience that you give them. Do you offer tours of your production facility or the farm property? Are there opportunities for hands-on experience? Allowing people to get a peek at your production and what you do helps them understand that you are working hard for your finished product; and then they have a greater appreciation for your wine.

Another idea is to hold a fundraiser at your winery for your charity of choice. Fundraisers are a win-win situation for everyone: the people attending feel good about where they're putting their money, you get people into your winery to see what you have (and ideally become a customer), and the charity that you choose benefits from your support and donation.

 Host an event at your winery. Pictured here: Event at Blue Grouse Estate Winery

Host an event at your winery. Pictured here: Event at Blue Grouse Estate Winery

Throughout the year, themed parties are a favourite. Every season offers some fun reason to get together and dress up. From the Academy Awards in the winter, to a cupid’s ball, or a picnic-themed social, to a harvest party or Halloween bash.

For a more informative event, you can invite outside experts to your winery to give a presentation. This is an age of celebrity, so a well-known expert can attract and engage customers.

Hold a seminar. This is a classic way to get people to taste your wine while educating them. You can have a formal, instructional / tutored or guided tasting led by your winemaking team, or maybe a guest sommelier.

The kind of skill set required to coordinate an event is organized, detail-oriented and able to coordinate things in a calm manner. They should know how to budget and understand how to make sure that the cost of the tickets covers the cost of any rentals, wine poured, and staff that is going to work the event.

These are just a few ideas - what are your thoughts? Have we missed any ideas that have been successful for you in getting audiences engaged and attracting them into the winery?

 

Inside secrets for a better tasting room experience

Now’s the time to start thinking about what you need to create memorable experiences for your winery visitors this summer! Below are some tips on giving your guests the best winery experience:

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1.     Highway signage: Don’t expect that a sign itself will lead customers to your door. Make sure the print is big enough, the directions are clear enough, and use symbols if necessary.

2.     Winery signage: Entice customers to your door. Use clever design and marketing content to drive traffic to your winery. What sets your winery and vineyard apart from others?

3.     Creative added-bonuses for non-wine drinkers: Is your winery dog-friendly? Perhaps you have a colouring table for kids while adults taste or you offer free non-alcoholic beverages for the designated driver. Make sure this is communicated clearly within your winery with signage or other marketing materials.

4.     Tasting Bar: Speak intelligently about your wines. Do you have a tasting sheet, or do you offer free tastings? Do you have a wine club and supporting materials to convert your customers?

5.     Wine Purchases: Marketing materials go beyond just paper and signage printing. Think about branded bags or something more that would enhance your customers’ experience. Maybe you offer free shipping. Make sure that is communicated in your materials. Or perhaps offer a promo card for their next visit.

There are many ways to both attract and retain customers. It’s imperative to think of a guest’s whole experience rather than just focusing on what’s happening in the tasting room. When it gets busy, not everything can be communicated verbally to every guest, so make sure you have the materials to support you. And don’t forget about your designers and printers! They need lead times to ensure you get your materials ready for the busy season.

Contact Town Hall Brands today for more great tasting room experience tips, or to start using the power of design to transform your visitor's experience.

Help your sales team sell more wine with a sales tool kit

Are you and your importer/distributor both eager to tell your story in a way that translates into sales? Consider equipping your sales team with consistent and professional materials (a sales tool kit) that tell your authentic story.

A sales tool kit is a toolbox, containing the items that make it easier for your customer to understand your wine, and make room for it on their shelves.

What’s in a sales tool kit? At the minimum it should include a portfolio sheet listing all of your wines, but a great sales tool kit will include several items that make it easier for the buyer to sell your wine to consumers.

Sales Tool Kit Checklist:

  •   Portfolio Sheet/Booklet
  •   Technical Information Sheets
  •   Sell Sheets
  •   Shelf Talkers
  •   Neck Tags
  •   Business Cards
  •   Tasting Cards
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So, how can you create a sales tool kit? Here’s the process we go through to create one:

1.     Strategy – The first step is to have a strategy and determine which pieces of information will be used where (such as what accolades or reviews you’ll want to use and if you want them on shelf talkers or neck tags). This will help inform which items you will need to make.

2.     Gather – The next step is to gather the content you’ll need to create the tools: your brand story, wine technical info (pH, RS, TA, alc%), harvesting information, awards/reviews, and product photos (bottle shots).

3.     Create – The last step is to create the materials. Portfolio sheets, tech sheets, and sell sheets, shelf talkers, business cards, and tasting cards.

Creating these materials in a professional, consistent and compelling way will help your brand stand out and make it easier on your sales reps and retailers to sell your wine.

Are you stuck in the steps to create your own kit? Maybe you don’t have all the content you need, like a compelling brand story, or you lack professional bottle shots. Or maybe you need help creating professional looking tech sheets and shelf talkers. Let us help un-stick you, and help you create a really successful sales tool kit.

We are Town Hall Brands, and have more than 21 years of industry experience, creating content and marketing materials for winery clients, successfully elevating their brands and helping their sales soar. We would love to do the same for you.

Don't miss another important deadline by following our lead times

Ever feel so overwhelmed trying to plan for the year that you’re often getting things done last minute? Don’t stress, we’re here to help! We’ve put together a timeline to help you stay on track.

Remember that creating marketing materials takes time. Allow three to four months for a wine label design from start to finish (and don’t forget the bottle shots images!). Get ready for your wine shop opening for the season with signage and point-of-sale materials. And start thinking about your holiday needs at the end of summer.

Below is a graphic for a visual representation. Text to follow.

For questions and/or graphic design help, contact us at info@townhallbrands.com.

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Winter (December, January, February)

  • Advertisements: You should have your advertisement budget planned for the year. Now’s the time to get those campaigns and ads created.
  • Wine Labels & Bottle Shot Images: Whether you are refreshing your labels, updating the vintages and back labels, or designing a whole new label – it’s time to start this process to prepare for your spring release.
  • Prepare for updated press materials for media queries.
  • Tasting materials: Below are some materials you may need for your tasting room opening:
    o  Highway signage for visitors
    o  Shelf talkers
    o  Portfolio list
    o  Signage for winery (tasting fees, etc)
    o  Tasting cards
    o  Neck tags
    o  Shelf tags

SPRING (MARCH, APRIL, MAY)

  • This is the time to make sure all your labels are done in time for your spring release.
  • Bottle Shot Images: With the labels finalized, this is a great time to get bottle shot images made. They can be used in your sell sheets, online store, advertisements, or to fulfill media requests.
  • Is your press kit up to date?
  • With the busy tasting season coming up, is your wine shop ready for visitors?

Summer (June, July, August)

  • Wine Labels & Bottle Shot Images: Whether you are refreshing your labels, updating the vintages and back labels, or designing a whole new label – it’s time to start this process to prepare for your fall release.
  • Packaging: Wine cases, bottle cap enclosures, prep for bottling
  • Holidays: It’s not too early to think about your holiday offerings, and this is actually the best time to do it! Below are some materials you may need, for your clients and for your sales team.
    o  Shelf talkers
    o  Technical sheets
    o  Portfolio booklets
    o  Holiday offerings sell sheets
    o  Wine club offers sell sheets
    o  Advertisements
    o  Holiday cards – printed or ecards
    o  Tasting cards

Fall (September, October, November)

  • Holidays: Finalize your holiday pieces to make the most of your year-end sales
  • Point-of-sale materials: Need updates to your current marketing materials?
    o  Business cards
    o  Rack cards
    o  Brochures
    o  Banners