[Branding Case Study] Scout & Cellar Branded Wine Tumblers - Unique, Custom Branded Marketing Materials
Here at Engrave It Houston, we talk a lot about the importance of brand recognition and unique marketing materials to help you stand out from the crowd. But how about an example of that in practice? No problem! Recently, we had the opportunity to partner with Scout & Cellar, a clean-crafted wine subscription company that relies heavily on brand recognition and brand marketing - as they are an entirely online business and have no physical location for customers to drive past and see their shop. Let’s take a look at how Scout & Cellar utilizes unique branded materials that appeal to their target demographic.
Scout & Cellar - Custom Branded Vinglace Wine Glasses [A Branding Project Case Study]
In addition to their clean-crafted wine subscriptions, Scout & Cellar also offers a variety of branded merchandise for their customers to order from their site. This is is their brilliant marketing strategy - let your customers do the leg work for you. This works because: 1) They put out a product that people love and don’t mind being associated with. 2) They utilize merchandise that is relevant to their customer base (ie, wine glasses, tumblers, hats, etc.). 3) Real people being brand ambassadors for your business works better than any ad you could possibly come up with (because we are so constantly bombarded with advertising and companies pushing things on us that we have learned to ignore them, but when our friends recommend something we take note).
That’s it. Simple, effective brand marketing that utilizes unique (and desirable) marketing materials in order to further the brand. Your customers become your marketing team. And your business grows and stands out in a competitive marketplace.
But! These materials have to come from somewhere. In order for Scout & Cellar’s customers to be able to rep their brand, they first had to decide what their marketing materials would be and find a place that could help them create those marketing materials. That’s where we came in.
Unique, Custom Branded Marketing Materials
At Engrave It Houston, our in-house arsenal of laser engraving and direct printing equipment make us the ideal partner for any business wanting to make use of unique, custom marketing materials to grow their business. We can engrave, or print, your branding or logo on just about any item you can think of. Which means you get to be as creative as you want when deciding what your marketing materials are going to be.
In the case of Scout & Cellar, we employed our fleet of CO2 lasers to custom engrave the insulated wine tumblers they sell on their merch page. (Check out the video for a behind the scenes look at the production process.) This is the perfect marketing material for their brand, as they are a subscription wine company, and from a marketing standpoint it’s a no-brainer. (Here’s some free advice, if you sell alcohol you should definitely also be selling drinkware with your branding on them for your customers to drink it out of.) This brings us to the two main points you need to consider when choosing your marketing materials: relevance and desirability.
Relevant Marketing Materials
In order for your branded marketing materials to be as effective as possible, they should be relevant - both to your business and to your customers. Well, what the heck does that mean? Don’t worry, we’ll explain.
Firstly, your marketing materials should be relevant to your business. That means, they should either be useful in conjunction with the product you sell (like Scout & Cellar’s branded wine glasses), or they should be reflective of the overall “vibe” of the lifestyle or atmosphere your brand is associated with. (In the case of Scout & Cellar, we see this in their branded tank tops, hats, etc. All items that fit in with the relaxed, fun “every day can feel like the weekend” vibe that they lean into as a wine company.) Making sure that your marketing materials are relevant to your business gives your brand the unified cohesion that you really want when trying to stand out in a competitive marketplace.
Secondly, your marketing materials should be relevant to your customers. This means they should be things that your customers have a use for. (Not something they’re going to toss in a drawer and forget about.) Let’s look at Scout & Cellar again: The items they sell are all either branded drinkware of various types, or branded clothing (things to drink wine out of, and things to wear while you’re relaxing and drinking your wine) - all relevant to their customers. Now, imagine if they were selling branded clicky-pens and stressballs with their logo on them… Do you think they’d be doing as well as they are? Doubtful. Keeping your marketing materials relevant to your customers is what helps ensure they will give your brand the visibility you’re wanting.
Desirable Marketing Materials
In order for your branded marketing materials to be as effective as possible, they also have to be desirable. In other words, they have to be things your customers actually want to have. (If it seems obvious, that’s because it is. But you’d be surprised how many businesses don’t take this point into consideration.) Whether you’re selling your marketing materials as merch, or giving them away at events and trade-shows, desirability is the determining factor in whether or not your branded marketing materials are a success or a flop. So, take time to really get to know your customers base. Find out who they are, what they care about, what they need, and what would make their life better/easier, and then use that information to inform your decisions when it comes to your marketing materials.
The last thing you want to do is spend time and money making marketing materials that nobody wants. In order for your customers to be able to become effective brand ambassadors for your business, they have to want to wear, carry, or use the items you’re putting your logo and branding on. So, take the time to make sure and pick things that will be desirable to your customer base. Those items will be different from business to business, just like (and because) your target customer bases are different so those people will desire different things. But, if you don’t spend the effort early on to make sure your marketing materials will be desirable to your target audience, you’re going to end up paying for it with a lack of business in the long run. The choice is yours.
Custom branded marketing materials are the lynch pin upon which the expansion of your brand (and thereby the success of your business) hangs. No business can grow and succeed in a competitive marketplace without strong branding and marketing materials to support it. The internet makes it easier than ever for your potential customers to find your competitors just as easily as they could find you. What really makes the difference and helps you stand out is having relevant, desirable marketing materials that turn your customers into brand ambassadors and walking, talking advocates for your services.
When you’re ready to take that next step in growing your business, reach out to us. We’re here to help. And we have the equipment, the passion, and the over 20+ years of experience to help you create unique, memorable marketing materials that will set your business on the path to success and grow the presence of your brand in today’s competitive marketplace.