The B&B French Wine Club helps people drink better wine. It offers members personally-selected wines from Bordeaux, not available anywhere else in the U.S. It’s a a high-end luxury, meant for discerning tastes.
When interacting with potential customer in this arena, mass marketing won’t do. Members often find the club through word of mouth or small events that attract qualified candidates.
A partner and I met with the founder and owner of B&B French Wine Club, Bob Perkins. We learned about his business in-depth, while exploring others in the industry. Bob wanted to help truly qualified people find the club, without pressing it on others who would not realize its value. We set to work on enhancing the brand and its reach.
After developing a mid-level strategy, we began by working on collateral for the club. When speaking at wine tastings and private events, Bob would have an educational brochure and cards available. While the club experience was exceptional, the marketing materials didn’t communicate the true value well. It had a lot of good data, but didn’t have the right feeling. Since people buy with emotion and justify with logic, it needed to feel right.
I designed a new brochure from the ground up. It needed to communicate a heavy amount of information, while presenting the emotional appeal of the club. Where the previous brochure had a few small images of vineyards and Bordeaux, we set out to make it more personal.
The benefits of the club weren’t just about drinking wine. It was about having wine personally selected by a true professional with established relationships. The club also provided a great value in getting to know other members through club events. These were the elements that made it a true community.
The new brochure featured images as the background throughout the brochure, allowing a lot of text to fit, while maintaining an encompassing look. We took and included new photographs that showed Bob in France personally at the châteaux, bringing people along his annual journey. We also brought in imagery of real members interacting with each other at wine tastings, helping to establish the community aspect of membership.
I rewrote the text and used new graphs to communicate all the data previously shown, while taking up less space. Streamlining the text also helped to highlight the most important values of the club, by removing superfluous details and long sentence structures. This was a great practice in information architecture, user experience and design.
Finally we included a contact card attached inside the brochure. Previously, the back of the brochure simply had a place where prospects could fill out their information to give to Bob or an assistant at an event. The problem was they would no longer have anything to take with them.
It was important the card not simply overlay important information in the new brochure. Rather, it was given space at the bottom of the center inside panel. In conjunction with the rest of the brochure design, it was placed in an ideal space for conversion. It was visible immediately when opening the brochure to suggest action, regaining viewers attention after they’d looked through other portions of information. The brochures were then printed on thick, fine quality stock emphasize the quality of the club.
This brochure is one great example of the new materials I created for the B&B French Wine Club, which then worked in conjunction with other elements. It’s not enough to merely educate or sell to potential customers – you must do both with a thoughtful approach.