fine wine - catavino
TRANSCRIPT
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Fine Wine 2010 III Congreso Internacional de la Ribera del Duero
Selling Wine Online
Ryan Opazwww.catavino.net
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To sell wine online
Depends where you are and how much creativity you have.
Sometimes the answer is not so obvious
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Truths
Wine is not the same as shoes.
Wine is a drug according to most governments
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A definition of “ecommerce”
E = Electronic Commerce = selling
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“Ecommerce” for wine
A map of where to find your wines for sale is “ecommerce”
A phone number on your website is “ecommerce”.
It’s more information than many wineries currently have.
Start small.
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Ecommerce = Brand Building
Selling wine without a brand is simply, dumb
Waiting for someone to create your brand for you is even dumber...
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7
The Lottery
7
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Truths
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Win vs Lose
Win and you’ll sell out this vintage Lose and you can try again
Losing, ironically, might be healthier for your brand
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An Example
At a blind tasting last year of 2005 Bordeaux’s all with high “Parker points”, Robert Parker stated at the end of the night that his favorite wine of the tasting was the “Le Gay”
Of all the wines tasted that night, Le Gay was the wine with the lowest Parker points.
source: http://bit.ly/blind2005
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Makes you think
What day will Parker rate your wine?
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The 1% Dilemma
A 1% increase in spending on making a better wine has no direct correlation with increased sales.
A 1% increase in building a stronger brand can correlate to increased sales and a stronger brand awareness
Let me explain.
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Budgets
Let’s take a mythical winery:
Yearly Budget - 500,000 €1% = 5.000€
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Truth is...
With 5.000€ you can have a very nice website
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Why the web?
How about some true stories?
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The Journalists
Couldn’t find any information about your winery
Didn’t include the winery in a story as the winery offered no way to contact them
Website wouldn’t let them skip the 2 minute flash intro, or turn off the music at work
Couldn’t copy the text and use it Found no way to download photos So they found some stuff on a 3rd party site
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The Consumer
Wanted to buy this wine and looked online Looked for what “tempranillo” meant on the
back of your wine bottle Wanted to ask a question Thought they might visit Where do they find more of your wines? Does this go with their steak?
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To sell wine online...
You first need to be online
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But the consumer wants more
They want to ask you questions They want to share your stories They want to visit your winery They want to feel like they matter
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Your biggest challenge
To quote a recent speaker Doug Richard, at the online media event: #s4startups,
"your greatest peril is not competition,
it is Invisibility"
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Remember
The web is about community and connections
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The truth is
You are not online if you are not linked to others
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Where to start?
Where your customers already are...TwitterFacebookGoogleFlickrYoutubeAdegga, Cellartracker, VinfolioTheir Blogs
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Manual Punchdown Sucks
But you do it to make your wine better Social media takes time, but it helps you to
sell more wine.
You don’t have to like it, you just have to do it
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Or not...
For those who want to start, a free tool:http://bit.ly/5freetips
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Fine Wine 2010 III Congreso Internacional de la Ribera del Duero
Muchas gracias
[Speech ends]