Pinot's Palette uses Yext to provide patrons with compelling Digital Knowledge
Based in Houston, Texas, Pinot’s Palette combines the centuries-old appreciation of wine and art to create fun experiences for friends, family and coworkers. The company, which opened in 2009, now has studios throughout the United States and hosts thousands of painters each week. With more than 190 locations nationwide, Pinot’s Palette is the fastest-growing paint and sip franchise in the country.
“The traditional description of Pinot’s Palette is that we are a ‘paint and sip,’ meaning that we paint, drink and have fun!” explains Terri McCulloch, SVP of Marketing. “I would say that we offer an exceptional entertainment experience. It is about bringing creativity to the table through painting, but it’s also social. It’s singing and dancing and just having a good time — whether it’s a date night with your partner or your girls’ night out. And it makes for excellent private parties. We offer an alternative opportunity to going to a nightclub or a bar, plus the opportunity to release some stress through creativity.”
For McCulloch, maintaining the digital knowledge about the brand is top priority. “Digital to me is extremely important,” she says. “We use reporting data to look at the demographics around each of our studio locations. Once a franchisee’s lease is signed, we create a strategic marketing plan around them. What we see, over and over, is how digitally dependent our prospective customers are when it comes to researching and then finding our studios. So we know that we have to be front and centre online.”
McCulloch knew she would need a single, centralised platform to control all of this important information. “I’m a big believer in creating a foundation and then building upon it. For me, bringing Yext on board was a foundation build. I knew that we needed to get our listings and other digital knowledge, consistent and strong if we wanted everything else that we are doing — which builds upon that foundation — to succeed.”
Pinot’s Palette centralises its Digital Knowledge with Yext
Pinot’s Palette uses Yext Listings to manage the public facts about its brand. The Yext Knowledge Engine enables brands such as Pinot’s Palette to manage the digital knowledge about their people, places and products across their websites, mobile apps, internal systems, and the entire Knowledge Network — over 100 maps, apps, search engines, GPS systems and social networks including Google, Apple, Facebook, Bing and Yahoo.
“We do something really cool to help new franchisees learn how to use Yext effectively,” explains McCulloch. “We do a Facebook Live video in a private group every Monday called ‘Marketing Monday.’ And we do a ‘Yext Tip of the Week’ during that event. It may be hyper-focused on an initiative that we have going on or we might give them a more general tip or a reminder. For example, we have some studios that are BYOB and then we have other studios that actually have bars. Well, we encourage the studios that have bars to go in and create menus and integrate them into their dashboard so that will push out for listings that allow for it. And in a recent ‘Yext Tip of the Week,’ we encouraged them to enter a message about our Valentine’s Day promos into a Featured Message — and to include the URL to their specific Valentine’s Day landing page. So we just remind franchisees to do things like this and they’re very engaged with the dashboard.”
Since launching with Yext, Pinot’s Palette has increased its online presence by 179% and experienced a 20% lift in search impressions. Pinot’s Palette has also seen a 57% increase in Facebook ‘Likes’ and a 10% rise in ‘Were Here’ check-ins.
Looking ahead, McCulloch plans to continue to strengthen the foundation her team has established with Yext. “We have been working with our franchise owners on selecting images that reflect the experiences customers have in the studio,” she says. “Just showing a picture of a painting that you can do isn’t going to emotionally engage with the person viewing your profile. But being able to see what they’ll actually experience with us — that’s what’s going to give them that gut check and make them say, ‘Geez I really want to come in and try that!’ So we’re focusing on helping our franchise owners capture the fun, the entertainment, the experience of being in the studios. Yext makes it really easy to explain why these details matter and then to act on that information. Using Yext’s Google insights, we can see that our biggest hits are really on those photos, those images. That’s what people want to see. So that’s what we show them.”