As a luxury real estate marketing professional you understand the importance of great packaging.  One of the ways to upgrade that packaging is to add an unexpected element to your marketing materials.  It may seem at first glance incongruous. However, it can trigger word-of-mouth advertising or buzz when you startle people with the unexpected element.

We were in our wine store today, The Carpinteria Wine Company, and we saw the bottle pictured above with a placard stating it had a 90+ rating.  That message drew us in, and we took a closer look at the wine.  From a distance, it looked like any other bottle of wine.  Up close, we noticed that it had a piece of the vine it originated from tied in raffia on the front of the bottle.  

 

Instantly, it became unforgettable.  The wine happens to be great!  But, the next time we go back to the wine store we can find it in a nano-second without even remembering the name of the wine.  That is brilliant marketing and branding!

In a previous post, we mentioned that, given the enormous competition in the wine market, it is understandable why a wine label design can cost up to $80,000. This added unexpected element costs, next to nothing because the vines are trimmed and burned every year after the harvest. 

This is one of the best examples of how you can out-think, not out-spend your competition and become the standout in your marketplace. 

The name of the wine is Cantina Zaccagnini, Montepulciano d"Abruzzo 2007.  That is certainly not an easy name to remember, but the packaging is.  Happy Sipping!

 

 

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21 Comments on Luxury Real Estate Marketing: The Buzz Sparked by the Unexpected

20 Most Recent Comments Displayed Show All

MAR
10
2011
395,000 Points 1 Featured Post Called Shot Master

Not a fan of "dry" wine although I would attempt this in a heartbeat due to it's labeling.  Show me the Buzz!
12:48am • #2
589,375 Points 31 Featured Posts Outside Blog Attended Rain Camp Called Shot Master

How innovative is that!  We are about to head to Texas wine country in a couple of weeks.  yeah I know it sounds kinda corny but actually the Texas Hill Country is #2 next to Napa and much closer LOL
1:01am • #3
239,220 Points Localism Sponsor Attended Rain Camp

Ron and Alexandra,

Thinking outside of the box for sure!

We attend wine tastings every Friday. I'll have to see if they have heard of this wine before.

Have a great day!
7:35am • #4
924,258 Points 13 Featured Posts Called Shot Master

John,

Thanks for the tongue and cheek comment.  We appreciate your comments and wish you a wonderful day.
9:30am • #5
924,258 Points 13 Featured Posts Called Shot Master

Kevin,

Actually, it is not a dry wine like the typical Italian Chiantii, which goes well with food.  It is wine you can sip without food, as it has a fruitiness to it.  We were delighted with it!  I would have tried it regardless based on the packaging...The Italians are some of the best designers. A
9:34am • #6
924,258 Points 13 Featured Posts Called Shot Master

Marilyn:

I would not begin to dispute the quality of Texas wine, because I have not had the pleasure of tasting it.  What I do know is that Texas grew wine before the Napans did, so based on that, I am sure they have some excellent wines.  I have not seen in our stores, so just because you mentioned it, I will ask about it.  We are explorers at heart.  Thanks for the reminder.  A
9:38am • #7
924,258 Points 13 Featured Posts Called Shot Master

Michele,

When we lived in Napa, we would take off every Friday and visit wineries and taste.  It was so much fun, now that we live here with the wine country a half hour away, we have not done that recently.  We have some of the best Pinot Noir that rivals the Napa/Somoma ones.  We did attend some wine tastings in town, when we first moved here.  It is fun and educational.  Thanks for your comment. A
9:41am • #8
366,919 Points 18 Featured Posts Outside Blog Attended Rain Camp Called Shot Master

RA, Standing out is extremely important in any branding.  Being memorable is also a key.  As a commercial photographer in the 80's and 90's we spent a lot of money creating one of a kind, memorable promotional pieces that we delivered to art directors, creative directors and marketing professionals.  There were times when a single piece could cost anywhere from 5-15 dollars.

One of my competitors did an amazing thing.  He called all the same people and said to them that he was thinking of creating the best promotional piece that was tailor made for them and it would arrive in the mail in the next day or so.  Then he mailed them a $10 bill with is card and a note that said, "Have lunch on me today and think of me when you need a photographer that will feed you great ideas."  It was brilliant and it worked.
10:07am • #9
894,670 Points 34 Featured Posts Outside Blog Attended Rain Camp Called Shot Master

That is an extraordinary idea and I'm sure it works very well, Alexandra. It's amazing what people can come up with.  I will have to go to our local wine shop and find it.
11:02am • #10
924,258 Points 13 Featured Posts Called Shot Master

Ralph,

That was a brilliant idea.  $10 for lunch was an unforgettable moment for those who received that...and the slogan to go with it, is wonderful.  Thanks for sharing that with us. A
11:16am • #11
924,258 Points 13 Featured Posts Called Shot Master

Toni,

That is why we are passionate about we do.  Everytime we come up with a new idea, we are like little kids, jumping up and down, high fiving, etc.  We are working on a design for a web site, that is so unlike any others we have done, that we cannot wait to unveil it.  Actually, their is one before it, that is also so different...Come to think of it, they are all different...That is our passion, and we get excited and inspired by others who do the same.  Have a great day.,. A
11:19am • #12
793,459 Points Outside Blog

A very nice post.
12:32pm • #13
924,258 Points 13 Featured Posts Called Shot Master

Joshua,

Thank you we appreciate your comment. A
12:33pm • #14
535,980 Points 5 Featured Posts Outside Blog Attended Rain Camp

Ron & Alexandra,

I know this same approach is also being used on business cards.  I've heard of cards costing $8 per... g
3:55pm • #15
924,258 Points 13 Featured Posts Called Shot Master

Gordon,

80,000 for a label is a pittance considering the return on investment.  What's at stake is billions of dollars, and that price is paid happily by the big wineries...A
4:20pm • #16
409,320 Points 4 Featured Posts Localism Sponsor Outside Blog Hit Router

Excellent idea!  I love wine, but unforunately for me it give me migraines.  But I will recall this bottle for gifts!  Thank you.
9:28pm • #17
210,274 Points Hit Router Called Shot Master

Hi Ron and Alexandra--wow what a great idea-so simple but like you said so memorable
11:16pm • #18
MAR
11
2011
343,262 Points 14 Featured Posts Outside Blog Called Shot Master

Dear R & A,

Your eye for detail is another of your success stories - I am sure.

Thanks for yet another lesson.

Have a happy day -
Lynn
4:01am • #19
924,258 Points 13 Featured Posts Called Shot Master

Elyse,

Sorry about your migranes with red wine.  This is a wonderful gift idea with great value at 413,00 per bottle. A
12:25pm • #20
924,258 Points 13 Featured Posts Called Shot Master

Tim,

Memorable, it is wonderful to be memorable, unforgettable, that is the essence of branding. A

Lynn,

Details are what make or break someone...our opinion. A
12:26pm • #21

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Ron & Alexandra Seigel (Luxury Real Estate Marketing)

Carpinteria, CA

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ra@napaconsultants.com

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