Wine marketing in digital age

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A digital wine marketing strategy presentation from a 2012 wine conference.

A digital wine marketing strategy presentation from a 2012 wine conference.

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Transcript

  • 1. Wine Marketing in the Digital Age Jordan Vineyard & Winery
  • 2. 1976: Looking Back Jordan Vineyard & Winery
  • 3. Reality Check • Consumers have many more quality wine choices now than they did when John Jordan's parents founded the winery • The role of wine distributors and the three-tier system has changed • Being agile and adaptive is the only way for an independent family winery to succeed • Old-world artistry and new technology are converging
  • 4. Core Principles • Have mission clarity, focus • Challenge assumptions • Refuse to compromise quality • Change with authenticity
  • 5. Storytelling Platforms Jordan Vineyard & Winery
  • 6. Digital Magazine Jordan Vineyard & Winery
  • 7. “A product can be quickly outdated, but a successful brand is timeless.” - Stephen King Digital Brand Essence Jordan Vineyard & Winery
  • 8. Communications • Videography • Marketing • Public Relations • Social Media • Photography • Copywriting (all audiences) • Advertising • Sales Tools
  • 9. New Media Strategy • Prepare culture • Hire/train skilled professionals • Research/understand brand/markets • Develop plan • Tone, content, platforms, frequency, audi ences (trade, consumer) • Build architecture • Determine workflows • Integrate across departments • Execute • Listen • Respond • Adapt
  • 10. Telling our Story “If a picture is worth a 1,000 words, then a video is worth 300,000.” - Nadira Hira, Direct to Consumer Wine Symposium
  • 11. Telling our Story • High-definition videos • Added value to the customer/tips, advice • Types of content • Winemaking, viticulture, culinary, hospi tality, design • When to drink videos • How to videos • People behind the wines • Family/history stories • Ongoing training to stay ahead of competition
  • 12. Video and Your Brand • Equipment • Look • Sound • Lighting • Bandwidth • Audience • Advance Planning
  • 13. iPad and Our Brand • Elegant • Contemporary • Dynamic • Interactive • Attention-getting / high-quality • Fast • Efficient • Productive
  • 14. Sales Tools • Distributor meetings • Video streaming live from Jordan • Winemaker virtual tasting videos • Personalized videos from Jordan staff • Off-premise • iPad Keynote sales presentations (also for PC) • Wine videos for online retail websites (ready-made or custom) • Staff training videos • QR Codes (ready-made or custom) • Shelf talkers • UPC code scanning
  • 15. Sales Tools (continued) • On premise • Live video streaming • Staff training • • UPC code scanning for smartphone access to technical information • • Stickybits When to Drink video series • • For list of videos, click here For list of videos, click here Digital Wine Lists • Custom videos with winemaker • Ready-made winemaker videos • • • Custom sommelier videos Printed wine lists • • Chardonnay 2007-2009, Cabernet Sauvignon 1999-2007 QR Codes for wine feature page iPad Keynote sales presentations (also for PC)
  • 16. Other Marketing Tools • Jordan Brochures • Digital Press Kit • New Releases Introduction Letter with QR Codes • QR Code wine list features • Wine dinner welcome letter • Wine dinner QR code wine disk giveaway • Mobile website • Video integration into website • Interactive vineyard map • Swag (corkscrews, glasses, hats, shirts) • USB drives
  • 17. Apple iPad Profile Jordan Vineyard & Winery
  • 18. Cooking Video Jordan Vineyard & Winery
  • 19. Tasting Note Video Jordan Vineyard & Winery
  • 20. Discussion Jordan Vineyard & Winery