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APP.ETITE

Bologna Business School

September 20, 2014

by Erica Nonni

Integrated Marketing:

Case Studies in Wine Promotion [USA]

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the application of consistent messaging across

multiple channels, leveraging each channel to drive

success within another in pursuit of a defined goal

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the intentional blending of online and offline tools

and tactics around a single marketing strategy - John Jantsch, Duct Tape Marketing

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not all media, all the time, equally

tactics depend on goals

goals depend on brand strength and structure

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1. Energize a sales force, drive scale

2. Increase distribution

3. Create/amplify local brand loyalty

4. Drive event attendance

trade

strategy

consumer

strategy

Bra

nd

In

stit

uti

on

1. drive scale, energize sales force 2. create brand affinity

3. increase distribution 4. drive awareness

Trade fewer marketing levers

Consumer more marketing levers

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public company: brand acquisition, organic growth

60+ brands, heritage and lifestyle portfolios

lifestyle portfolio focus on trends and innovation,

shorter lifecycle

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$8 - $12/bt

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Goal: energize sales force, drive retail sales quickly

Challenges: scale, timing

Strategy: USO charity sponsorship, focus on national

accounts

Primary media:

• in-store display

• national media relations

Supporting media:

• local social media

• local launch party

• wine club direct mail

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Results:

• easy message for sales reps

• in-store display uptake met expectations

• a model for future innovation portfolio brands

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create brand affinity

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Francis Ford Coppola Winery (FFCW) • private company

• organic growth

• single brand, several collections, 45+ SKUs

• focus on winery, family, hospitality experience

• integrated branding, longer brand lifecycle

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Goal: create and amplify local brand affinity

Challenge: engage consumers nationwide

Strategy: amplify a unique winery experience with

national media program

Example: a tasting experience designed by blind

chemistry graduate student, Hoby Wedler

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Integrated media amplification:

1. experiential road show

2. media pitching/sampling

3. social media

Supporting media:

1. stealth retail trade program

2. Wine Family direct mail

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Results:

• press coverage across all media in local,

national and road show markets

• successful retail trade promotion

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Wines from Don Quixote’s Spain, Castilla-La Mancha

Situation: wines from a wide, diverse section of Spain

known for bulk wine

Goal: source importers, increase distribution in

major US wine markets

Challenge: message consistency

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Strategy: hire a reputable brand representative,

develop a coherent value proposition, design

program around importer target, choose prime

tasting locations

Primary media: trade advertising, advertorial

Supporting medium: media relations

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Educator,

Karen MacNeil

Bazaar by Jose Andres, Los Angeles

Versace Mansion, Miami Beach

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Results:

• 30% increase in distribution among

participating wineries after the first year

(six roadshow events)

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Goal: drive awareness, retail sales through tasting events

Challenge: commercialization of tasting events Strategy: 1. present South African wine through multifaceted

cultural experience in secondary markets 2. engage retail partner in each market Primary media:

• local media relations • social media

Supporting media: • local advertising • charity partnerships

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Results:

• sold-out events across the country

• increased retail distribution

• press coverage in local markets

• social media content generation and

engagement

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Erica Nonni

ericanonni@gmail.com

@ericanonni