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Modern Communication            and Wine Tourism                                         -                       An exampl...
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Wine Tourism of Two Types• General Wine Tourism                             • Specialised Wine Tourism2011-06-10   www.bkw...
A Glance at Wine Tourism in France• 10 million visits                                  • Wine roads• 4 million foreigners ...
A Glance at Wine Tourism in France• 10 million visits                                  • Wine roads• 4 million foreigners ...
You may feel alone in the desert2011-06-10   www.bkwinetours.com | per.karlsson (at) bkwine.com | T: @bkwineper | FB: bkwi...
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Modern Communications        for Everyone      Let me give you an example:A small business that has become leading        ...
BKWine                                                               •   Wine tours                                       ...
BKWine / Per Karlsson                                                                            • Technology             ...
Modern Communication Tools?2011-06-10   www.bkwinetours.com | per.karlsson (at) bkwine.com | T: @bkwineper | FB: bkwine.pe...
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Modern Communication Tools?• Old World                                          • New World      – Advertising            ...
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So What Do We (You?) do? (2)• Blog – no longer bleeding edge• Email “marketing”2011-06-10   www.bkwinetours.com | per.karl...
So What Do We (You?) do? (2-B)• YouTube /  Videos• LinkedIn /  Vinix• Various  other2011-06-10   www.bkwinetours.com | per...
So What Do We (You?) do? (3)• “Social Media”      – Twitter, FaceBook and others2011-06-10   www.bkwinetours.com | per.kar...
For BKWine• Web Site: since 1996; 30,000 visitors/month• Blogs: since 2005, ~one post per day• Email marketing: 20,000 sub...
Some Practical Advice                              • A) Must                              • B) Easy                       ...
A) Must!• You must have a web site      A few things to think about:      – Simple & informative; not         glossy & ele...
B) Easy• Newsletter      – It’s simple      – Not (too much) sales        promotion      – Lot’s of good – and cheap –    ...
C) Enthusiast• Get a FaceBook account      – Test & Try• Get a Twitter account      – Test & Try             • Follow e.g....
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How to succeed in Wine Tourism• You need 4 things!      – Time      – Enthusiasm      – Wine glasses      – Toilets• You d...
Conclusions• The Good Things      – Much of it is free or        low cost      – Easy to try and test      – Gives you dir...
Conclusions• The Good Things      – Much of it is free or low cost      – Easy to try and test      – Gives you direct con...
Four things to remember!1. Try and Test2. Doesn’t have to be   perfect. Do it now!3. Be simple4. Be personal Wine is abou...
Thank you!• Contact me:      – Per Karlsson, BKWine      – Email: per.karlsson (at) bkwine.com      – Twitter: @bkwineper ...
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Modern Communication and Wine Tourism / BKWine

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1. An example of how you can use modern communications tool to sell your wine tourism destination. It is based on a real live example of how it can be done from BKWine, with http://www.bkwinetours.com and http://www.bkwinevinresor.com and gives a simple recipe for how anyone can do it. Tools discussed include: internet web site, blogs, email marketing newsletters, facebook, twitter as well as other social media platforms.

2. Recommendations for four simple steps that a winery should do to start being successful in wine tourism.

Presentation initially made at the International Wine Tourism Conference organised by Citta del Vino in Cagliari, Sardinia, Italy, in June 2011.

Copyright text & photography: http://www.bkwine.com.

Published in: Business, News & Politics
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  1. 1. Modern Communication and Wine Tourism - An example of how to sell the wine tour destination with modern communication tools Per Karlsson BKWine ABwww.bkwinetours.com | per.karlsson (at) bkwine.com | T: @bkwineper | FB: bkwine.per All photographs: © Copyright BKWine Photography
  2. 2. Wine Tourism of Two Types• General Wine Tourism – mass market2011-06-10 www.bkwinetours.com | per.karlsson (at) bkwine.com | T: @bkwineper | FB: bkwine.per 2 All photographs: © Copyright BKWine Photography
  3. 3. Wine Tourism of Two Types• General Wine Tourism • Specialised Wine Tourism2011-06-10 www.bkwinetours.com | per.karlsson (at) bkwine.com | T: @bkwineper | FB: bkwine.per 3 All photographs: © Copyright BKWine Photography
  4. 4. Wine Tourism of Two Types• General Wine Tourism • Specialised Wine Tourism2011-06-10 www.bkwinetours.com | per.karlsson (at) bkwine.com | T: @bkwineper | FB: bkwine.per 4 All photographs: © Copyright BKWine Photography
  5. 5. A Glance at Wine Tourism in France• 10 million visits • Wine roads• 4 million foreigners • Big projects popular… – Belgium 27%, UK 21%, – La Winery, 20M € Germany, NL, US… – Le Hameau de Bages, 5M €• (Napa Valley 20 million!) – Champagne Taittinger,• 10,000 caves touristiques 120,000 visitors• 200 euros/visitor• Various government initiatives – Label: Vignoble & Decouvertes – Prix de l’Oenoutourisme2011-06-10 www.bkwinetours.com | per.karlsson (at) bkwine.com | T: @bkwineper | FB: bkwine.per 5 All photographs: © Copyright BKWine Photography
  6. 6. A Glance at Wine Tourism in France• 10 million visits • Wine roads• 4 million foreigners • Big projects popular… – Belgium 27%, UK 21%, – La Winery, 20M € Germany, NL, US… – Le Hameau de Bages, 5M €• (Napa Valley 20 million!) – Champagne Taittinger,• 10,000 caves touristiques 120,000 visitors• 200 euros/visitor• Various government But this is far from most initiatives wineries’ reality. – Label: Vignoble & Decouvertes What to do if you don’t – Prix de l’Oenoutourisme have millions of €€?2011-06-10 www.bkwinetours.com | per.karlsson (at) bkwine.com | T: @bkwineper | FB: bkwine.per 6 All photographs: © Copyright BKWine Photography
  7. 7. You may feel alone in the desert2011-06-10 www.bkwinetours.com | per.karlsson (at) bkwine.com | T: @bkwineper | FB: bkwine.per 7 All photographs: © Copyright BKWine Photography
  8. 8. So how to show people where you are?2011-06-10 www.bkwinetours.com | per.karlsson (at) bkwine.com | T: @bkwineper | FB: bkwine.per 8 All photographs: © Copyright BKWine Photography
  9. 9. Modern Communications for Everyone Let me give you an example:A small business that has become leading in its field.And how you, how anyone, can do it too! All photographs: © Copyright BKWine Photography
  10. 10. BKWine • Wine tours • Wine journalism • Wine photography • Wine video • Wine consulting2011-06-10 www.bkwinetours.com | per.karlsson (at) bkwine.com | T: @bkwineper | FB: bkwine.per 10 All photographs: © Copyright BKWine Photography
  11. 11. BKWine / Per Karlsson • Technology • Business • Wine • Travel2011-06-10 www.bkwinetours.com | per.karlsson (at) bkwine.com | T: @bkwineper | FB: bkwine.per 11 All photographs: © Copyright BKWine Photography
  12. 12. Modern Communication Tools?2011-06-10 www.bkwinetours.com | per.karlsson (at) bkwine.com | T: @bkwineper | FB: bkwine.per 12 All photographs: © Copyright BKWine Photography
  13. 13. Modern Communication Tools? If you make an effort!2011-06-10 www.bkwinetours.com | per.karlsson (at) bkwine.com | T: @bkwineper | FB: bkwine.per 13 All photographs: © Copyright BKWine Photography
  14. 14. Modern Communication Tools?• Old World – Advertising – Postal mailings – Printed catalogues – Tourism organisations – … Money Distant2011-06-10 www.bkwinetours.com | per.karlsson (at) bkwine.com | T: @bkwineper | FB: bkwine.per 14 All photographs: © Copyright BKWine Photography
  15. 15. Modern Communication Tools?• Old World • New World – Advertising – Little or no €€ – Postal mailings – Time – Tourism organisations – Personal –… Money Distant2011-06-10 www.bkwinetours.com | per.karlsson (at) bkwine.com | T: @bkwineper | FB: bkwine.per 15 All photographs: © Copyright BKWine Photography
  16. 16. So What Do We (You?) do?• Step 1: A Web Site is a Must2011-06-10 www.bkwinetours.com | per.karlsson (at) bkwine.com | T: @bkwineper | FB: bkwine.per 16 All photographs: © Copyright BKWine Photography
  17. 17. So What Do We (You?) do? (2)• Blog – no longer bleeding edge• Email “marketing”2011-06-10 www.bkwinetours.com | per.karlsson (at) bkwine.com | T: @bkwineper | FB: bkwine.per 17 All photographs: © Copyright BKWine Photography
  18. 18. So What Do We (You?) do? (2-B)• YouTube / Videos• LinkedIn / Vinix• Various other2011-06-10 www.bkwinetours.com | per.karlsson (at) bkwine.com | T: @bkwineper | FB: bkwine.per 18 All photographs: © Copyright BKWine Photography
  19. 19. So What Do We (You?) do? (3)• “Social Media” – Twitter, FaceBook and others2011-06-10 www.bkwinetours.com | per.karlsson (at) bkwine.com | T: @bkwineper | FB: bkwine.per 19 All photographs: © Copyright BKWine Photography
  20. 20. For BKWine• Web Site: since 1996; 30,000 visitors/month• Blogs: since 2005, ~one post per day• Email marketing: 20,000 subscribers• YouTube: since 2007; 246,171 views• Twitter: 2313 “followers”• FaceBook: 1831 “friends” But don’t be fooled. It’s about Quality!2011-06-10 www.bkwinetours.com | per.karlsson (at) bkwine.com | T: @bkwineper | FB: bkwine.per 20 All photographs: © Copyright BKWine Photography
  21. 21. Some Practical Advice • A) Must • B) Easy • C) Enthusiast2011-06-10 www.bkwinetours.com | per.karlsson (at) bkwine.com | T: @bkwineper | FB: bkwine.per 21 All photographs: © Copyright BKWine Photography
  22. 22. A) Must!• You must have a web site A few things to think about: – Simple & informative; not glossy & elegant – No ‘flash’ – Some English – Contact details – Keep it up to date Doesn’t have to be expensive• Collect email addresses – Contacts, visitors, customers… – Don’t misuse them!2011-06-10 www.bkwinetours.com | per.karlsson (at) bkwine.com | T: @bkwineper | FB: bkwine.per 22 All photographs: © Copyright BKWine Photography
  23. 23. B) Easy• Newsletter – It’s simple – Not (too much) sales promotion – Lot’s of good – and cheap – tools (YMLP, iContact, ConstantContact, MailChimp…)• Blog – Simple – Relatively often2011-06-10 www.bkwinetours.com | per.karlsson (at) bkwine.com | T: @bkwineper | FB: bkwine.per 23 All photographs: © Copyright BKWine Photography
  24. 24. C) Enthusiast• Get a FaceBook account – Test & Try• Get a Twitter account – Test & Try • Follow e.g. @bkwineper, @ilGamberoRosso, @vinoalvino…• Videos??? – Fun and very powerful. (Provided they are not too “commercial”)2011-06-10 www.bkwinetours.com | per.karlsson (at) bkwine.com | T: @bkwineper | FB: bkwine.per 24 All photographs: © Copyright BKWine Photography
  25. 25. How to succeed in Wine Tourism• You need 4 things!2011-06-10 www.bkwinetours.com | per.karlsson (at) bkwine.com | T: @bkwineper | FB: bkwine.per 25 All photographs: © Copyright BKWine Photography
  26. 26. How to succeed in Wine Tourism• You need 4 things! – Time2011-06-10 www.bkwinetours.com | per.karlsson (at) bkwine.com | T: @bkwineper | FB: bkwine.per 26 All photographs: © Copyright BKWine Photography
  27. 27. How to succeed in Wine Tourism• You need 4 things! – Time – Enthusiasm2011-06-10 www.bkwinetours.com | per.karlsson (at) bkwine.com | T: @bkwineper | FB: bkwine.per 27 All photographs: © Copyright BKWine Photography
  28. 28. How to succeed in Wine Tourism• You need 4 things! – Time – Enthusiasm – Wine glasses2011-06-10 www.bkwinetours.com | per.karlsson (at) bkwine.com | T: @bkwineper | FB: bkwine.per 28 All photographs: © Copyright BKWine Photography
  29. 29. How to succeed in Wine Tourism• You need 4 things! – Time – Enthusiasm – Good wine glasses2011-06-10 www.bkwinetours.com | per.karlsson (at) bkwine.com | T: @bkwineper | FB: bkwine.per 29 All photographs: © Copyright BKWine Photography
  30. 30. How to succeed in Wine Tourism• You need 4 things! – Time – Enthusiasm – Wine glasses – Toilets2011-06-10 www.bkwinetours.com | per.karlsson (at) bkwine.com | T: @bkwineper | FB: bkwine.per 30 All photographs: © Copyright BKWine Photography
  31. 31. How to succeed in Wine Tourism• You need 4 things! – Time – Enthusiasm – Wine glasses – Toilets• You don’t need – A lot of money – A fancy tasting room2011-06-10 www.bkwinetours.com | per.karlsson (at) bkwine.com | T: @bkwineper | FB: bkwine.per 31 All photographs: © Copyright BKWine Photography
  32. 32. Conclusions• The Good Things – Much of it is free or low cost – Easy to try and test – Gives you direct contact with the customer (if you want)2011-06-10 www.bkwinetours.com | per.karlsson (at) bkwine.com | T: @bkwineper | FB: bkwine.per 32 All photographs: © Copyright BKWine Photography
  33. 33. Conclusions• The Good Things – Much of it is free or low cost – Easy to try and test – Gives you direct contact with the customer (if you want)• The bad thing – It does take some time2011-06-10 www.bkwinetours.com | per.karlsson (at) bkwine.com | T: @bkwineper | FB: bkwine.per 33 All photographs: © Copyright BKWine Photography
  34. 34. Four things to remember!1. Try and Test2. Doesn’t have to be perfect. Do it now!3. Be simple4. Be personal Wine is about people and passion!2011-06-10 www.bkwinetours.com | per.karlsson (at) bkwine.com | T: @bkwineper | FB: bkwine.per 34 All photographs: © Copyright BKWine Photography
  35. 35. Thank you!• Contact me: – Per Karlsson, BKWine – Email: per.karlsson (at) bkwine.com – Twitter: @bkwineper – FaceBook: bkwine.per – Web: • Wine Tours: www.bkwinetours.com • Wine Tours/Scandinavia: www.bkwinevinresor.com • Photography: www.bkwinephotography.com • BKWine Magazine: www.bkwine.com2011-06-10 www.bkwinetours.com | per.karlsson (at) bkwine.com | T: @bkwineper | FB: bkwine.per 35 All photographs: © Copyright BKWine Photography
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