Last weekend I went on a road trip with my 23 year old daughter. Sponsored by Roadsurfer, we ventured in our decked out Sprinter RV van to Lillooet, BC to tour wineries for a Vancouver Sun travel feature article. It was there where we met Eckhard Zeidler, the proprietor at Cliff and Gorge Winery, master storyteller and experience creator who knows how to market his business through word of mouth and referral.
I wanted to share some of Eckhard’s story with you, along with some marketing insights we can all learn from it.
The story
Cliff and Gorge, established in 2019 promises “a wine adventure,” with tastings booked in advance. Guests are hosted in a 1:1 conversation with the vintner, while sampling half bottles outdoors under the shade of mature trees by the vineyard. It’s an approach born of necessity during Covid, which has proven fruitful in differentiating the winery compared to competitors. At Eckhard’s suggestion we packed a picnic, and did the stunning Gorge Rim walk, spending three unrushed hours enjoying the scenic property. He has created not only a wine tasting, but a unique experience, endearing visitors to the brand.
But it’s the pure approach to wine making that gives the Cliff and Gorge story legs. “I make a clean wine that sells out every year,” notes Eckard. Cliff and Gorge produces from vines the result of interspecific crossing, creating hybrids that are fungus resistant and resilient to extreme heat and cold. Since buying the 165 acre property in 2009, Eckhard has experimented with breeding modern varieties, working with Valentin Blattner, a Swiss grape geneticist and winemaker in Europe, where they are 30 years ahead researching plants resistant to climate extremes. A dual citizen investment banker working in Europe, Eckhard built a winery on Salt Spring Island upon returning to Canada. But he quickly recognized the superior growing conditions and vines resistant to mildew at predictable 41c heat, in Lillooet.
Traditionally Cliff and Gorge has offered six wines in their tasting, but this year challenged by weather, they are offering three. German inspired, Land Wine style, they have created a white, rose and red from grape blends. Pure, not oaked, and a product of the land, philosophy and practices, “I like to think it tastes alive,” Eckhard boasts.
As if the Lillooet grown, PIWI European organic certified wine at just $17, and the exclusive hosted experience couldn’t get any better, the beautiful gorge walk hike with Traik, Eckard’s friendly black lab, topped off our day.
Leveraging word of mouth
Clearly Cliff and Gorge has a great back story, and a charismatic, knowledgeable founder that loves engaging guests, hand selling both his wines and his approach to wine making. But it’s the carefully crafted connection he makes, and the experience created during a tasting visit that brings customers back, and compels them to share his story with friends. He understands how to drive word of mouth in person and online, encouraging reviews and social media sharing. In fact, one has to wonder if his friendly black lab shouldn’t have his own online fan page!
Insight
Eckhard understands the power of story, connection and creating a shareable experience. He doesn’t need to pay for advertising. Or post incessantly on social media hoping someone will notice. He lets his fans speak for him. The power of that third party endorsement can’t be understated. According to Ed Keller, the original guru of word of mouth marketing research, 80% of word of mouth is offline, and mostly positive since it’s human nature to be helpful in a face to face setting. As algorithms feed content dominated by a small percent of people who post, and AI generated content floods our feed, it’s easy to see how important human connection, trust and shareable stories will become. Word of mouth and generating worthy experiences are at the heart of this type of marketing.
Questions for you
I’ve got a couple questions for you related to your story and the experience you create for customers.
Your story
Do you have a powerful back story which you could leverage? And if not, could you craft one? Every brand has a story – around its founder, purpose, place in this world or contribution. The key is to connect your story to customers in a meaningful way, and around something they value – like Eckhard’s passion for pursuing vines resilient to climate change.
The experience
Do you craft an experience for your customers, rather than just completing a transaction? And if not, what could you do to help facilitate a memorable journey for your customers? Think about the unexpected, something that delights, something they will want to talk about.
Eckhard thought we came for a wine tasting experience and to feature him in a travel article – which is true. But unexpectedly, I ended up championing him as an insightful marketer as well. Isn’t that the true delight of travel which offers serendipetous moments? Sometimes the best marketing lessons are delivered from unexpected sources. Over a chilled glass of rose, beneath a tree in a vineyard, with a master.
Curious to learn more about Cliff and Gorge winery? Check out this post – Epic Lillooet Roadsurfer Road Trip: Magic things to see
