Issue link: http://winesandvines.uberflip.com/i/172581
PACKAGING most efficient way of incorporating this feature with your current design. Another option to initiate consumer engagement is to make your wine label interactive. Include a quick response (QR) code; 49% of millenials (the emerging wine customer born in the early 1980s to 1990s) who see QR codes will scan them. If you choose to include a QR code, make sure you have the resources (both staff and technology) to properly support this two-way communication. There are some key tips to ensure success: 1 Ensure it has a purpose. Build a strategy and content plan when implementing the QR code. How often will the content be updated? What reason does a consumer have for scanning the code? The QR code needs to be a quick connection to exclusive information that has an immediate payoff. 2 Don't send consumers to a desktop site. Ensure your site is up to date and mobilize your landing page. 3 Make sure your code is large enough and in a convenient location on your wine label to scan. Placing the code on the inside of the bottle won't help. The minimum size of a QR code should be one square inch. tising. When a customer scans the codes Keep your URL short. The more informaeither from their ad or the wine bottle, they tion your code is trying to relay and the are provided with more information about more dots on the code, the that particular advertiseharder it is for smartphones ment or varietal—whether it to read. is the latest award received Give your consumer a reaor upcoming events at the son to scan. As with the peelwinery. away label, ensure your QR QR codes can also be code has a call to action, or placed on event flyers or ads reason, beside the code. For to help direct consumers to example, "for information register to attend. Rememabout the best food pairber: A QR code alone isn't ings…" or, "for exclusive going to get people to want discounts on your next to register. Make sure to propurchase…" vide enough content about When your QR code is the event (text and visual) on done, test, test, test. You your flyers and give people would assume once coman incentive to sign up. You pleted your QR code should can also use QR codes to Australian winery Jacob's be up and running. Wrong. direct people to easily sign Creek proves that QR codes Test your code with differup to receive your newsletdon't have to adhere to a ent phones, using different ters. The code can be set up boring box shape. applications, different proto scan and take them viders, different angles and directly to be added to your different distances. Ensure that the code mailing list. works consistently. It's important the code Now that you've incorporated your label is easily accessible always. on label and/or your QR code, the last QR codes can be built into your initial important piece is to track your results. It's design or can be applied later by making a important to track the results of all your smaller sticker. Your label printer can help marketing activity so you can ensure your you create this code and work with you to budget is spent effectively in growing your ensure success. Your QR code can take on brand. Each of your activities can have a interesting shapes such as the unique URL code, thus tracking back to Jacob's Creek label (above right). how your consumer started their engageOne winery has fully embraced ment with your brand. Success can be meaQR codes in a majority of their sured in two ways—the number of people activity. Osprey's Dominion Vinewho are responding to your activity yards in Peconic, N.Y., worked (response rate) and the amount of time they with Pitney Bowes and their Smart are spending engaged with your brand. Codes. Peter Carey from Osprey's Make a list of what to track: who scans, Dominion implemented QR codes how often, when, where, what happens after to "be ahead of the curve." They the scan and so forth. Be sure to work with have included QR codes on their your website provider when developing the wine labels and within their adverQR codes, as they will be able to provide the results of activity. So leverage your wine label and engage with your consumers. Romance copy and descriptions of your production are still essential, but these options give you more opportunities to have two-way conversations and provide insights into how your consumers think. Things to do Scanning the QR code on Osprey's Dominion labels and advertisements takes users to the winery's website, where consumers can buy wine or find local retailers that carry their products. Toni Hamilton-Edwards has 10 years of marketing experience with some of the world's leading alcoholic beverage companies such as Diageo and Constellation. She is the director of marketing at ASL Print FX, where she collaborates with clients to provide the best marketing solutions for their brands. Win es & Vin es O C TO b er 20 13 39