Chandon is a wine company that is well known for producing sparkling wines. They sell their wine through various grocery stores, wine retailers and through their winery and website. Here are some of the tactics their marketing team is using to really engage potential customers and ramp up sales of their product.
They understand the true value is getting people to join their wine club and focus on that with their marketing.
For Chandon, it’s not just about getting people to buy a bottle here and there, it’s about getting loyal customers who get regular shipments and become “fans”. They want to reel people in and get them to buy Chandon month after month and for all of their champagne needs. Their marketing rallies around this goal via their website, emails, even their tasting room.
Their website is easy to navigate, clean and looks very elegant and bubbly.
As soon as you visit Chandon’s site, you’re ready to pop some bubbly. They really treat their brand as a feeling it’s supposed to give you. It’s a lifestyle brand.
They add playfulness to their approach for email marketing. They’re not asking you to sign up for their “newsletter” but to join the #ChandonSquad.
Let’s catch up. Join the #ChandonSquad. So much more enticing than just asking someone to join a newsletter. This is clever and engaging for people who don’t think email newsletters are sexy. They make you feel like you’re part of something much more personal than a newsletter list.
They immediately send you a coupon when you sign up for their wine club so you get engaged and buy more right away.
Chandon knows that the key to a return customer is getting you to make that first purchase. So they immediately send you a 30% coupon to use on any of their wines. And if you don’t use it when they first send it to you, they’ll remind you again.
They send you a survey right away asking how satisfied you are, so they can correct immediately if they need to.
They want to know right away if they are meeting your needs. Getting a survey out at this point gives them upfront feedback so they change and alter the way they are communicating with you to make sure you become a loyal customer.
They use email to update you on new releases and new holiday bottles.
New type of wine? New bottle design? Whatever it is, they’re letting you know about it. But not in an annoying way. They’re really educating on why you might want to know about this and why you should be interested.
They partner with influencers to promote their brand.
Their latest influencer, Rebecca Minkoff partnered with Chandon to not only create a beautiful holiday bottle, but also to promote to a wider audience. Champagne is huge around the holidays (parties, parties, parties) so why not partner with someone in retail or another industry also popular at the time to get your message out!
They sell at a number of retail stores, but also making checking out on their site easy.
Easy peasy. Their selection and check-out process is a breeze. They’re not putting any barriers to purchase in front of you.
They take advantage of every holiday and produce timely content and products.
They produce timely products around the holidays to entice you to purchase. Red, white and blue bottles around the 4th of July, holiday bottles in the fall/winter – they make it fun to buy and bring a bottle of Chandon to whatever type of event you’re attending or hosting!
These are just a few of the ways that Chandon is killing it with their marketing and branding.
What other brands are killin’ the marketing game? Let me know in the comments.