It's the weekend. Time to kickback with a glass of wine?
Today's example of a business doing awesome stuff is Wine Republic in Fitzroy, Melbourne.
What I want to draw to your attention is their excellent positioning as a store catering to the hipster crowd.
What's a hipster?
From Urban Dictionary: Hipsters are a subculture of men and women typically in their 20's and 30's that value independent thinking, counter-culture, progressive politics, an appreciation of art and indie-rock, creativity, intelligence, and witty banter.
On the Wine Republic site: photos of people in the 20-30 age group with beards, tattoos and a slightly disheveled style of dressing.
Gorgeous products, chosen for their artisanal manufacturing, the story behind the company, high quality ingredients, dedication to the methods of production and being made locally gets brownie points. Of course the packaging is swoon-worthy. (Hipsters love this sort of stuff and so do I)
They're currently looking to hire a Creative Content Copywriter (probably someone to take over the blog and social media accounts).
Whoever they are using now writes intelligent pieces that are witty, charming and most importantly they put a human face & personality to the brand of wine or beer that they're talking about. (Appealing to the intellect of the aforementioned hipster)
How did I find these guys? On Instagram of course. They've got a really fun account that goes behind spamming us with "what's on special today".
It should come as no surprise that Wine Republic is an award-winning store!
The key concept to takeaway is the importance of positioning.
- Knowing your target market and taking care to incorporate what she cares about in all of your communications.
- Building an emotional connection so your target customer feels like she belongs, you're her kind of people.