telling tales: what is the long term brand impact of wine...
TRANSCRIPT
© Wine Intelligence 2013
Telling tales:
What is the long term brand impact of wine tourism? March 25th, 2013
ProWein
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@wineintell
Whatever I eat, I post the
picture on Weibo. Wherever
I go, I check out the location
on Weibo. Whatever fun
things I see, I talk about that
on Weibo. I was “Weiboing”
on the day when I got
married and the day I gave
birth to my baby!
Shenzhen, female, 26
0 degrees of separation
1 degree of separation
2 degrees of separation
3 degrees of separation Let me tell you
First hand experience
With someone who has been
Friend told me
Third party recommend
Strongest influence
Beefeater’s London Camden Market in Madrid, 2012
It’s not just about the
wine
…what else are you going to do for
me?
After visiting a cellar door…
58%
71%
69%
Change brand perception
Change purchase behaviour
Talk about the experience
19
Do investments in cellar doors pay off?
Past experiences (purchase / visit)
Recommendation
Cellar door experience
Brand perception
Purchase behaviour
WoM
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