50 innovative and affordable wine marketing initiatives - a brief taster of the 250 to be found in...
DESCRIPTION
A presentation given to German wine producers, hosted by the German Wine Institute in June 2014TRANSCRIPT
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DWI - Oppenheim, June, 2014
A Wine Thinker Presentation
50 innovative, affordable ways to improve your wine
business
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50Marketing
ideas
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From the 250In my
Wine Marketing
Toolkit
(To be published in late 2014)
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Art
There are lots of things you can do: local artists’ works
on your walls; artist in residence; sponsor galleries
and shows…
#1
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Label (& back label)
Big food companies review their labels every
few years. Do you?
#2
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We’re on our third label review in 10 years
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What is it made from?
Where was it produced?
Does your back label really offer useful information?
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Use your back label to invite consumers to visit your website
to find the answers to their questions – or to ask new ones
#2
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Be a winemaker - lease/adopt a vine
Sell a 10-year “lease” on 6 vines (shown on a vineyard map) and
deliver 12 bottles per year.
#3
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allow consumers to pay you to let them help you pick your grapes. Believe
me, they’ll do it…
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The Wine Thinker © 2013
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So this is what they mean by a vineyard
experience!
The Wine Thinker © 2013
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I thought I’d be
harvesting with nubile
18 year olds in
t-shirts!
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books/leaflets – and ebooks…
#4
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What do you think really happens to all the expensively printed
brochures?
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Ebooks (on memory stick) are a
better idea
Offering a link to an online ebook is cheaper and better still
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Here’s a little ebook project we created for Wines of Brasil.
(accessed via QR codes on almost all bottles shipped to the UK and
US)
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But real books can be a very good concept. (Nobody throws them away)
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Soil
Two clever ideas I saw at Vinitaly…
#5
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Gifts
Some wineries make as much money at cellar door from non-wine as
from wine
#6
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Cartons
Your carton is not just a way of getting your wine to your customer. It’s part
of your marketing campaign. Or should be.
#7
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Children
If you have a cellar door, what do you offer the
non-drinkers? Keep them happy, and you’ll keep
their parents happy.
#8
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The Wine Thinker © 2013
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You could be right son… That
winery does look as though it has a play
area
The Wine Thinker © 2013
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colour code capsules
Learn from Nespresso. Make recognising and
remembering your styles easy.
#9
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consumer comment
Consumers are the opinion formers of today. Give
them the chance to share their opinions of your wine
and cellar door.
#10
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Communicate
Don’t just talk at customers.
#11
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Use your website and/or social media to communicate
with your customers
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consumer competitions
People like winning things. So why not let
them do so…
#12
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… or they could win a book
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consumer research
Australia’s wineries are getting good at testing out new styles and packaging
on cellar door visitors – and at public tastings
#13
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cosmetics / perfume
Most people have some skin cream/soap/scent in their
bathroom. Maybe it could be yours. And you could remind
them of your brand every morning. Profitably.
#14
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Crowd
Crowd-sourcing and funding are hot. Why not invite your customers to help you shape a wine?
And its packaging.
#15
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Distribution
How much do you question what your distributors tell
you about the market? How much research do you
do for yourself?
#16
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Use Facebook as your website. Keep it fresh.
#17
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Family
People like buying wine from families. As Hardy’s
and Gallo realise.
#18
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family
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Fashion
Wine is a luxury – like clothing. Both reflect
personal taste. So why not work with a fashion brand?
#19
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Food & Wine
People who never think to match food and wine at home love doing it when
visiting wineries.
#20
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gift cartons
Champagne comes in gift boxes and is given as a gift. Pricy wine doesn’t.
And isn’t.
#21
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A great notion – from my business partner, Kevin Shaw -doing well at Safeway in the
US
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So which would you pick up to take as a gift?
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Sydney Airport Duty Free has lots of nicely gift-packed
wine
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…Because of all the Chinese tourists, who are used to
wine gift packaging in their country.
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Group
Appellations are dragged down by the poorest
members. Small groups of like-minded producers
make more sense
#22
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iphone and ipad covers, mousemats etc
Put your brand in front of your customers when
they’re not thinking about wine…
#23
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jump the table
People who stand among the visitors rather than behind the table tend to
have the greatest success
#24
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library release
You believe your wine is worth cellaring. Prove it – by selling old bottles at
high prices.
#25
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logo
#26
How many French/Italian/Spanish labels
can you recall?
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What can can you remember of these labels?
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Our little sheep helps to get the first bottle into people’s
hands. And then it helps them to recognise the bottle when they want another one
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Music
#27
People like
music. You can play on
that.
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number bottles
If you don’t make huge numbers of each of your
wines, why not tell customers – by
numbering your labels.
#28
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photographs / instagram / dropbox
Use imagery. People remember it. Encourage Instagram and Pinterest. Put your pics onto
Flickr.
Encourage people to use them (eg on blogs etc)
#29
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Postcards
Give postcards to cellar door visitors. And a
postbox. And/or offer e-postcards
#30
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Print a message on your cork
It’s a free space on which to say all sorts of things…
#31
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product placement
It can cost a fortune to get your wine onto a screen.
But some have managed it simply by sending a few
bottles to the studio
#32
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However you get it, don’t trust viewers to notice/recall your
wine’s appearance. You have to promote it yourself.
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QR#33
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There are 3 types of wine producer
#33
The ones who don’t believe in QR Codes
The ones who use QR Codes and get no results
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#33
And the ones who use QR Codes properly
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Have you been to Buckingham Palace?
The Wine Thinker © 2013
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Why not?
The Wine Thinker © 2013
Because you haven’t been invited
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qr
#33
Wrong!
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Is there a call to action?Does it lead directly to:
• Your website? • A video clip? • Your Facebook page?
• A mobile-friendly Microsite with a menu?My shaving oil gets it
right.
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The Wine Thinker © 2013
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Over 30,000 people scanned the QR codes we put on McGuigan
wine bottles – and over 6,000 gave us their email
addresses
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SEO
You need it
#34
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The Wine Thinker © 2013
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SEO is a skilled task. If you want to attract visitors you need keywords and appropriate content on every page
The Wine Thinker © 2013
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Including links to (and pics of) local landmarks, businesses, recipes, history can all build traffic from potential visitors
The Wine Thinker © 2013
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service
(including after-sales)
The more help – and confidence - you give your
consumers, the more they’ll like you
#35
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If the wine industry made computers or cameras –
There would be no instruction manuals
Buyers would be told to buy a book – or take a class
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special cuvée
Add spice to your brand by creating some limited-
release wines
#36
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tasting truck
An easy way to take your brand on the road
#37
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Tattoo
A fun concept at public events – especially if you spread the word via social
media
#38
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Alsace producer, Etienne Hugel kidnaps visitors to
his Vinexpo HK stand, tattoos them – and posts pictures of what he has
done on Facebook.
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teach cooking / offer recipes
People (in the Western world at least) are readier to learn about food than
wine…
#39
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theme menus
Instead of just hosting wine dinners, why not offer a focus, such as
Bava’s ‘Wines to Enjoy with Truffles’
#40
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Italian producer, Roberto Bava holds clever dinners across the world in which he offers themes such as wines to go with truffles
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tripadvisor
People trust Tripadvisor. So why not use it to attract
visitors to your winery? By including it on your website – and encouraging visitiors
to post their views.
#41
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If you are not watching what people are saying about your wines (and your region and
competitors) and responding… You’re missing
a trick
#42
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URL - website
#43
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Is your URL on your label?
The Wine Thinker © 2013
Is it visible?
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The Wine Thinker © 2013
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Does your website tell visitors:
?
The Wine Thinker © 2013
How your wines (including old vintages) taste?
How to serve them (how old, what temperature,
with what food)?Where to buy them?
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Because these are the things they really want to know.
Rather than all the stuff about soil,picking dates and your family history
The Wine Thinker © 2013
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Vehicle
Use your wheels to promote your brand
#44
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Krug – appropriately, uses a Rolls to deliver to local customers.
Gouturbe, a family-owned Champagne house uses an electric delivery van – which sends out a nice green message.
The Wine Thinker © 2013
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wine name
Is your wine name unique? Or are you
relying on a region or grape variety?
D’Arenberg gets it right…
#45
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Watch
Just for fun… a watch we’ll be giving to winners
of le Grand Noir competitions
#46
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Wifi
Do you offer free wifi at your cellar door? If not, why not? People using it
might say nice things about your wines…
#47
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wine club
US wineries know that subscription wine clubs –
run properly – are a tremendous profit centre
#48
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The Wine Thinker © 2013
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Why have a wine club?1) To build an ongoing relationship with
consumers2) To make more money3) Not to be as beholden to retail
customers4) To make more money5) To create more Word of Mouth
promotion6) To make more money7) To be able to research new concepts
– cheaply8) To make more money
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Over 9% of all home-consumption wine in the US is now bought direct.
A growing proportion through wine club
subscriptions Average wine price: $37
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The average wine club member joins several
clubsThey remain members
for 24 months, on average
They like red wineThey like to choose for
themselves
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They like discounts but really like “unavailable
elsewhere” offersThey like consistently
costed offersThey are best recruited by properly trained staff
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They are worth $1,200-1,700 during their
membershipJust imagine: even 500
members at $1,000 each…
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wine-cards
Our US distributors Prestige have business-
card sized cards for each of the wines they sell –
with an image of the label and relevant information.
#49
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youtube / youku
People increasingly watch video clips, if they know they’re there. Tarlant, a
small family Champagne estate had an audience of
10,000 for this
#50
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And this was seen by over 6 million
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notebook & phone
Use these… To record what other clever people (and not just wine producers)
are doing. Steal their best ideas - shamelessly
#51 (free supplementary gift)
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Why?
#52 (free supplementary gift)
Use this word
Often
(Few other people in the wine world ever do)
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?
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why not?
And better still…
Try these two rarely used words
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If you would like to know more about the Wine Marketing Toolkit or talk to me about consulting or presenting,
please get in [email protected]
thejosephreport.comthewinethinker.com
@robertjoseph