Month: October 2017

We talk about the value of applying an entrepreneurial mindset, no matter what stage (or type) of business you’re in. The same goes for the modern mainstreet.

Mainstreets are an interesting place. Often, they’re located in regional areas, featuring a collective mix of businesses. Kiikstart is launching a series to help mainstreets modernise their offerings and remain thriving hubs for towns, attracting both locals and tourists.

In this article, we’ll introduce you to a few of the important takeaways to warm you up.

Mainstreets need to innovate, too. 

Innovation in a modern mainstreet environment is about becoming a distinctive place that’s a destination in itself. Diversity is the key, especially beyond just food and wine. You need to listen to what your visitors are telling you.

This is what Barossa Visitor Information Centre did. They’ve created experiences relevant to the region, giving thought to what’s curated within the space. People get to choose their own adventure, a rarity in tourism offerings. There’s greater choice in events and retail, using both verbal and non-verbal storytelling to connect with guests.

The region celebrates co-location and co-creation within the VIC – through the cycle hub (that allows people to secure their bikes, pump up their tyres and buy accessories), the library, outdoor meeting space with games and chill-out areas, and a dedicated spot for events, markets & licensed bars. This multi-purpose approach with a commercial spin is what’s leading to its success as a region.

The product mix has evolved. There’s a product shift to hand-making modern, contemporary experiences with residents, visiting family and friends and guests.

Bring local producers together in a way that doesn’t currently happen, so new experiences are created. What are other businesses doing? Avoid overlapping offerings. Don’t be afraid to think about how you can generate revenue. The regional brand values should always be in the back of your mind, as the bigger picture.

Final takeaways. 

Modern mainstreets are real destinations, not just another retail precinct. Work to become authentic and grounded in the regions uniqueness. Get hands-on in your product and service interactions, instead of having people observe from a distance.

Before our next article, think about these points:

  • Continuously challenge and review what you do, how and why
  • Always adopt a client-centric approach
  • Be brave and courageous in your business decisions
  • Ensure internal and external environments are user friendly and accessible
  • Never rest on your laurels – work hard to create an incentive to return repeatedly.

At Kiikstart, we’re dedicated to helping people have more choice, influence and control about how they live, work and learn. If you’d like to hear more about what we do and the benefits for our clients contact us today on 0428 593 400 or email enquiries@kiikstart.com.

We’ve all done this. Stood in an aisle, with hundreds of choices staring at us, only to make a choice based on packaging alone. For wine, it’s the label that we see first. For producers, this is why the branding is so important. It has to tell your wine’s story, in a matter of seconds.

At Kiikstart, we talk a lot about the story. The verbal and non-verbal cues. The way your customers (and potential customers) perceive you.

Think of your label as an advertisement for what’s inside the bottle. You’ve got to spend time finding out what your current label really says to your customers. And more importantly, what do you want it to say? This will guide your design choices.

Wine packaging gives cues to buyers about what to expect inside. The bottle shape, colour, how it’s sealed and the label all serve as ‘chapters’ in the story. Does your label illustrate homemade wine or a corporation? Will it be for millennials or baby boomers? Is it fruity or heavy? For a special occasion or an afternoon BBQ?

Know what you want to say about the wine in the bottle. Once you’ve got your main message, you’ll have a basis for designing the personality of your bottle. By focusing on a deliberate visual message, you’ll be amazed at what the right label can do for your wine.

Have fun with it and push the envelope. Put yourself in your customers’ shoes – someone who knows nothing about your wine. How can you use imagery to get them to purchase it? What would stop you in the aisle?

Consider how your label fits in with the rest of your brand experiences. Will they get the same feeling walking into your winery for tastings? What about your website or social media – does it have a similar vibe? While your label might only seem like a small part of your overall communications, it plays an important role. It’s the first thing people will see.

Aim to appeal to a problem you’re trying to solve. There are five basic stages which a customer usually goes through when buying a product.

They are:

  1. Need recognition
  2. Information search
  3. Evaluation of alternatives
  4. Purchase
  5. Post-purchase evaluation

Your label will help you standout when they’re evaluating alternatives, but the rest of the steps can’t be forgotten either.

At Kiikstart, we’re dedicated to helping people have more choice, influence and control about how they live, work and learn. If you’d like to hear more about what we do and the benefits for our clients contact us today on 0428 593 400 or email enquiries@kiikstart.com.