DWI - Oppenheim, June, 2014
A Wine Thinker Presentation
50 innovative, affordable
ways to improve your
wine business
50
Marketing
ideas
From the 250
In my
Wine Marketing
Toolkit
(To be published in late 2014)
Art
There are lots of things you can
do: local artists’ works on your
walls; artist in residence;
sponsor galleries and sh...
Label (& back label)
Big food companies review
their labels every few years.
Do you?
#2
We’re on our third label review in 10 years
What is it made from?
Where was it produced?
Does your back label really offer useful information?
Use your back label to invite
consumers to visit your website to
find the answers to their questions
– or to ask new ones
...
Be a winemaker -
lease/adopt a vine
Sell a 10-year “lease” on 6
vines (shown on a vineyard
map) and deliver 12 bottles
per...
allow consumers to pay you
to let them help you pick your
grapes. Believe me, they’ll do
it…
The Wine Thinker © 2013
So this is
what they
mean by a
vineyard
experience!
The Wine Thinker © 2013
I thought I’d
be harvesting
with nubile 18
year olds in
t-shirts!
books/leaflets – and
ebooks…
#4
What do you think really happens to all
the expensively printed brochures?
Ebooks (on memory stick) are a
better idea
Offering a link to an online ebook is
cheaper and better still
Here’s a little ebook project we created
for Wines of Brasil.
(accessed via QR codes on almost all
bottles shipped to the ...
But real books can be a very good concept.
(Nobody throws them away)
Soil
Two clever ideas I saw at
Vinitaly…
#5
Gifts
Some wineries make as
much money at cellar door
from non-wine as from wine
#6
Cartons
Your carton is not just a way
of getting your wine to your
customer. It’s part of your
marketing campaign. Or
shou...
Children
If you have a cellar door,
what do you offer the non-
drinkers? Keep them happy,
and you’ll keep their parents
ha...
The Wine Thinker © 2013
You could be right
son… That winery
does look as
though it has a
play area
The Wine Thinker © 2013
colour code capsules
Learn from Nespresso. Make
recognising and
remembering your styles
easy.
#9
consumer comment
Consumers are the opinion
formers of today. Give them
the chance to share their
opinions of your wine and...
Communicate
Don’t just talk at customers.
#11
Use your website and/or social
media to communicate with your
customers
consumer competitions
People like winning things.
So why not let them do so…
#12
… or they could win a book
consumer research
Australia’s wineries are
getting good at testing out
new styles and packaging on
cellar door visitors – ...
cosmetics / perfume
Most people have some skin
cream/soap/scent in their
bathroom. Maybe it could be
yours. And you could ...
Crowd
Crowd-sourcing and funding
are hot. Why not invite your
customers to help you shape
a wine? And its packaging.
#15
Distribution
How much do you question
what your distributors tell you
about the market? How much
research do you do for yo...
Facebook
Use Facebook as your
website. Keep it fresh.
#17
Family
People like buying wine from
families. As Hardy’s and
Gallo realise.
#18
family
Fashion
Wine is a luxury – like
clothing. Both reflect personal
taste. So why not work with a
fashion brand?
#19
Food & Wine
People who never think to
match food and wine at home
love doing it when visiting
wineries.
#20
gift cartons
Champagne comes in gift
boxes and is given as a gift.
Pricy wine doesn’t. And isn’t.
#21
A great notion – from my business partner,
Kevin Shaw -doing well at Safeway in the
US
So which would you pick up to take as
a gift?
Sydney Airport
Duty Free has
lots of nicely gift-
packed wine
…Because of all
the Chinese
tourists, who are
used to wine gift
packaging in their
country.
Group
Appellations are dragged
down by the poorest
members. Small groups of
like-minded producers make
more sense
#22
iphone and ipad covers,
mousemats etc
Put your brand in front of
your customers when they’re
not thinking about wine…
#23
jump the table
People who stand among the
visitors rather than behind the
table tend to have the
greatest success
#24
library release
You believe your wine is
worth cellaring. Prove it – by
selling old bottles at high
prices.
#25
logo
#26
How many
French/Italian/Spanish labels
can you recall?
What can can you remember
of these labels?
Our little sheep helps to get the
first bottle into people’s hands.
And then it helps them to
recognise the bottle when th...
Music
#27
People like
music. You
can play
on that.
number bottles
If you don’t make huge
numbers of each of your
wines, why not tell customers
– by numbering your labels.
#28
photographs / instagram / dropbox
Use imagery. People remember it.
Encourage Instagram and
Pinterest. Put your pics onto F...
Postcards
Give postcards to cellar door
visitors. And a postbox.
And/or offer e-postcards
#30
Print a message on your cork
It’s a free space on which to
say all sorts of things…
#31
product placement
It can cost a fortune to get
your wine onto a screen. But
some have managed it
simply by sending a few
b...
However you get it, don’t trust viewers
to notice/recall your wine’s appearance.
You have to promote it yourself.
QR
#33
There are 3 types of wine
producer
#33
The ones who don’t believe in
QR Codes
The ones who use QR Codes
and get no results
#33
And the ones who use QR
Codes properly
Have you been to
Buckingham Palace?
The Wine Thinker © 2013
Why not?
The Wine Thinker © 2013
Because you haven’t been
invited
qr
#33
Wrong!
Is there a call to
action?Does it lead
directly to:
• Your website?
• A video clip?
• Your Facebook page?
• A mobile-frien...
The Wine Thinker © 2013
Over 30,000 people scanned
the QR codes we put on
McGuigan wine bottles – and
over 6,000 gave us their
email addresses
SEO
You need it
#34
The Wine Thinker © 2013
SEO is a skilled task. If you
want to attract visitors you
need keywords and
appropriate content on every
page
The Wine Th...
Including links to (and pics of)
local landmarks, businesses,
recipes, history can all build
traffic from potential visito...
service
(including after-sales)
The more help – and
confidence - you give your
consumers, the more they’ll
like you
#35
If the wine industry made
computers or cameras –
There would be no instruction
manuals
Buyers would be told to buy a
book ...
special cuvée
Add spice to your brand by
creating some limited-release
wines
#36
tasting truck
An easy way to take your
brand on the road
#37
Tattoo
A fun concept at public
events – especially if you
spread the word via social
media
#38
Alsace producer, Etienne
Hugel kidnaps visitors to his
Vinexpo HK stand, tattoos
them – and posts pictures of
what he has ...
teach cooking / offer recipes
People (in the Western world
at least) are readier to learn
about food than wine…
#39
theme menus
Instead of just hosting wine
dinners, why not offer a
focus, such as Bava’s ‘Wines
to Enjoy with Truffles’
#40
Italian producer, Roberto
Bava holds clever dinners
across the world in which he
offers themes such as wines
to go with tr...
tripadvisor
People trust Tripadvisor. So why
not use it to attract visitors to
your winery? By including it on
your websit...
Twitter
If you are not watching what
people are saying about your
wines (and your region and
competitors) and responding…
...
URL - website
#43
Is your URL on your label?
The Wine Thinker © 2013
Is it visible?
The Wine Thinker © 2013
Does your website tell visitors:
?
The Wine Thinker © 2013
How your wines (including old
vintages) taste?
How to serve the...
Because these are the things
they really want to know.
Rather than all the stuff about
soil,
picking dates and your family...
Vehicle
Use your wheels to promote
your brand
#44
Krug – appropriately, uses a Rolls
to deliver to local customers.
Gouturbe, a family-owned
Champagne house uses an electri...
wine name
Is your wine name unique?
Or are you relying on a
region or grape variety?
D’Arenberg gets it right…
#45
Watch
Just for fun… a watch we’ll
be giving to winners of le
Grand Noir competitions
#46
Wifi
Do you offer free wifi at your
cellar door? If not, why not?
People using it might say
nice things about your
wines…
...
wine club
US wineries know that
subscription wine clubs – run
properly – are a tremendous
profit centre
#48
The Wine Thinker © 2013
Why have a wine club?
1) To build an ongoing relationship with
consumers
2) To make more money
3) Not to be as beholden to...
Over 9% of all home-
consumption wine in the US
is now bought direct.
A growing proportion through
wine club subscriptions...
The average wine club
member joins several clubs
They remain members for 24
months, on average
They like red wine
They lik...
They like discounts but really
like “unavailable elsewhere”
offers
They like consistently costed
offers
They are best recr...
They are worth $1,200-1,700
during their membership
Just imagine: even 500
members at $1,000 each…
wine-cards
Our US distributors Prestige
have business-card sized
cards for each of the wines
they sell – with an image of
...
youtube / youku
People increasingly watch
video clips, if they know
they’re there. Tarlant, a small
family Champagne estat...
And this was seen by over 6 million
notebook & phone
Use these… To record what
other clever people (and not just
wine producers) are doing.
Steal their best i...
Why?
#52 (free supplementary gift)
Use this word
Often
(Few other people in the wine world ever do)
?
why not?
And better still…
Try these two rarely used words
If you would like to know more about the
Wine Marketing Toolkit or talk to me about
consulting or presenting, please get i...
50 Innovative and affordable wine marketing initiatives - a brief taster of the 250 to be found in the Robert Joseph Wine ...
50 Innovative and affordable wine marketing initiatives - a brief taster of the 250 to be found in the Robert Joseph Wine ...
50 Innovative and affordable wine marketing initiatives - a brief taster of the 250 to be found in the Robert Joseph Wine ...
50 Innovative and affordable wine marketing initiatives - a brief taster of the 250 to be found in the Robert Joseph Wine ...
50 Innovative and affordable wine marketing initiatives - a brief taster of the 250 to be found in the Robert Joseph Wine ...
50 Innovative and affordable wine marketing initiatives - a brief taster of the 250 to be found in the Robert Joseph Wine ...
50 Innovative and affordable wine marketing initiatives - a brief taster of the 250 to be found in the Robert Joseph Wine ...
50 Innovative and affordable wine marketing initiatives - a brief taster of the 250 to be found in the Robert Joseph Wine ...
50 Innovative and affordable wine marketing initiatives - a brief taster of the 250 to be found in the Robert Joseph Wine ...
50 Innovative and affordable wine marketing initiatives - a brief taster of the 250 to be found in the Robert Joseph Wine ...
50 Innovative and affordable wine marketing initiatives - a brief taster of the 250 to be found in the Robert Joseph Wine ...
50 Innovative and affordable wine marketing initiatives - a brief taster of the 250 to be found in the Robert Joseph Wine ...
50 Innovative and affordable wine marketing initiatives - a brief taster of the 250 to be found in the Robert Joseph Wine ...
50 Innovative and affordable wine marketing initiatives - a brief taster of the 250 to be found in the Robert Joseph Wine ...
50 Innovative and affordable wine marketing initiatives - a brief taster of the 250 to be found in the Robert Joseph Wine ...
50 Innovative and affordable wine marketing initiatives - a brief taster of the 250 to be found in the Robert Joseph Wine ...
50 Innovative and affordable wine marketing initiatives - a brief taster of the 250 to be found in the Robert Joseph Wine ...
50 Innovative and affordable wine marketing initiatives - a brief taster of the 250 to be found in the Robert Joseph Wine ...
50 Innovative and affordable wine marketing initiatives - a brief taster of the 250 to be found in the Robert Joseph Wine ...
50 Innovative and affordable wine marketing initiatives - a brief taster of the 250 to be found in the Robert Joseph Wine ...
50 Innovative and affordable wine marketing initiatives - a brief taster of the 250 to be found in the Robert Joseph Wine ...
50 Innovative and affordable wine marketing initiatives - a brief taster of the 250 to be found in the Robert Joseph Wine ...
50 Innovative and affordable wine marketing initiatives - a brief taster of the 250 to be found in the Robert Joseph Wine ...
50 Innovative and affordable wine marketing initiatives - a brief taster of the 250 to be found in the Robert Joseph Wine ...
50 Innovative and affordable wine marketing initiatives - a brief taster of the 250 to be found in the Robert Joseph Wine ...
50 Innovative and affordable wine marketing initiatives - a brief taster of the 250 to be found in the Robert Joseph Wine ...
50 Innovative and affordable wine marketing initiatives - a brief taster of the 250 to be found in the Robert Joseph Wine ...
50 Innovative and affordable wine marketing initiatives - a brief taster of the 250 to be found in the Robert Joseph Wine ...
50 Innovative and affordable wine marketing initiatives - a brief taster of the 250 to be found in the Robert Joseph Wine ...
50 Innovative and affordable wine marketing initiatives - a brief taster of the 250 to be found in the Robert Joseph Wine ...
50 Innovative and affordable wine marketing initiatives - a brief taster of the 250 to be found in the Robert Joseph Wine ...
50 Innovative and affordable wine marketing initiatives - a brief taster of the 250 to be found in the Robert Joseph Wine ...
50 Innovative and affordable wine marketing initiatives - a brief taster of the 250 to be found in the Robert Joseph Wine ...
50 Innovative and affordable wine marketing initiatives - a brief taster of the 250 to be found in the Robert Joseph Wine ...
50 Innovative and affordable wine marketing initiatives - a brief taster of the 250 to be found in the Robert Joseph Wine ...
50 Innovative and affordable wine marketing initiatives - a brief taster of the 250 to be found in the Robert Joseph Wine ...
50 Innovative and affordable wine marketing initiatives - a brief taster of the 250 to be found in the Robert Joseph Wine ...
50 Innovative and affordable wine marketing initiatives - a brief taster of the 250 to be found in the Robert Joseph Wine ...
50 Innovative and affordable wine marketing initiatives - a brief taster of the 250 to be found in the Robert Joseph Wine ...
50 Innovative and affordable wine marketing initiatives - a brief taster of the 250 to be found in the Robert Joseph Wine ...
50 Innovative and affordable wine marketing initiatives - a brief taster of the 250 to be found in the Robert Joseph Wine ...
50 Innovative and affordable wine marketing initiatives - a brief taster of the 250 to be found in the Robert Joseph Wine ...
50 Innovative and affordable wine marketing initiatives - a brief taster of the 250 to be found in the Robert Joseph Wine ...
50 Innovative and affordable wine marketing initiatives - a brief taster of the 250 to be found in the Robert Joseph Wine ...
50 Innovative and affordable wine marketing initiatives - a brief taster of the 250 to be found in the Robert Joseph Wine ...
50 Innovative and affordable wine marketing initiatives - a brief taster of the 250 to be found in the Robert Joseph Wine ...
50 Innovative and affordable wine marketing initiatives - a brief taster of the 250 to be found in the Robert Joseph Wine ...
50 Innovative and affordable wine marketing initiatives - a brief taster of the 250 to be found in the Robert Joseph Wine ...
50 Innovative and affordable wine marketing initiatives - a brief taster of the 250 to be found in the Robert Joseph Wine ...
50 Innovative and affordable wine marketing initiatives - a brief taster of the 250 to be found in the Robert Joseph Wine ...
50 Innovative and affordable wine marketing initiatives - a brief taster of the 250 to be found in the Robert Joseph Wine ...
50 Innovative and affordable wine marketing initiatives - a brief taster of the 250 to be found in the Robert Joseph Wine ...
50 Innovative and affordable wine marketing initiatives - a brief taster of the 250 to be found in the Robert Joseph Wine ...
50 Innovative and affordable wine marketing initiatives - a brief taster of the 250 to be found in the Robert Joseph Wine ...
50 Innovative and affordable wine marketing initiatives - a brief taster of the 250 to be found in the Robert Joseph Wine ...
50 Innovative and affordable wine marketing initiatives - a brief taster of the 250 to be found in the Robert Joseph Wine ...
50 Innovative and affordable wine marketing initiatives - a brief taster of the 250 to be found in the Robert Joseph Wine ...
50 Innovative and affordable wine marketing initiatives - a brief taster of the 250 to be found in the Robert Joseph Wine ...
50 Innovative and affordable wine marketing initiatives - a brief taster of the 250 to be found in the Robert Joseph Wine ...
50 Innovative and affordable wine marketing initiatives - a brief taster of the 250 to be found in the Robert Joseph Wine ...
50 Innovative and affordable wine marketing initiatives - a brief taster of the 250 to be found in the Robert Joseph Wine ...
50 Innovative and affordable wine marketing initiatives - a brief taster of the 250 to be found in the Robert Joseph Wine ...
50 Innovative and affordable wine marketing initiatives - a brief taster of the 250 to be found in the Robert Joseph Wine ...
50 Innovative and affordable wine marketing initiatives - a brief taster of the 250 to be found in the Robert Joseph Wine ...
50 Innovative and affordable wine marketing initiatives - a brief taster of the 250 to be found in the Robert Joseph Wine ...
50 Innovative and affordable wine marketing initiatives - a brief taster of the 250 to be found in the Robert Joseph Wine ...
50 Innovative and affordable wine marketing initiatives - a brief taster of the 250 to be found in the Robert Joseph Wine ...
50 Innovative and affordable wine marketing initiatives - a brief taster of the 250 to be found in the Robert Joseph Wine ...
50 Innovative and affordable wine marketing initiatives - a brief taster of the 250 to be found in the Robert Joseph Wine ...
50 Innovative and affordable wine marketing initiatives - a brief taster of the 250 to be found in the Robert Joseph Wine ...
50 Innovative and affordable wine marketing initiatives - a brief taster of the 250 to be found in the Robert Joseph Wine ...
50 Innovative and affordable wine marketing initiatives - a brief taster of the 250 to be found in the Robert Joseph Wine ...
50 Innovative and affordable wine marketing initiatives - a brief taster of the 250 to be found in the Robert Joseph Wine ...
50 Innovative and affordable wine marketing initiatives - a brief taster of the 250 to be found in the Robert Joseph Wine ...
50 Innovative and affordable wine marketing initiatives - a brief taster of the 250 to be found in the Robert Joseph Wine ...
50 Innovative and affordable wine marketing initiatives - a brief taster of the 250 to be found in the Robert Joseph Wine ...
50 Innovative and affordable wine marketing initiatives - a brief taster of the 250 to be found in the Robert Joseph Wine ...
50 Innovative and affordable wine marketing initiatives - a brief taster of the 250 to be found in the Robert Joseph Wine ...
50 Innovative and affordable wine marketing initiatives - a brief taster of the 250 to be found in the Robert Joseph Wine ...
50 Innovative and affordable wine marketing initiatives - a brief taster of the 250 to be found in the Robert Joseph Wine ...
50 Innovative and affordable wine marketing initiatives - a brief taster of the 250 to be found in the Robert Joseph Wine ...
50 Innovative and affordable wine marketing initiatives - a brief taster of the 250 to be found in the Robert Joseph Wine ...
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50 Innovative and affordable wine marketing initiatives - a brief taster of the 250 to be found in the Robert Joseph Wine Marketing Toolkit (to be published in late 2014)

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A presentation given to German wine producers, hosted by the German Wine Institute in June 2014

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50 Innovative and affordable wine marketing initiatives - a brief taster of the 250 to be found in the Robert Joseph Wine Marketing Toolkit (to be published in late 2014)

  1. 1. DWI - Oppenheim, June, 2014 A Wine Thinker Presentation 50 innovative, affordable ways to improve your wine business
  2. 2. 50 Marketing ideas
  3. 3. From the 250 In my Wine Marketing Toolkit (To be published in late 2014)
  4. 4. Art There are lots of things you can do: local artists’ works on your walls; artist in residence; sponsor galleries and shows… #1
  5. 5. Label (& back label) Big food companies review their labels every few years. Do you? #2
  6. 6. We’re on our third label review in 10 years
  7. 7. What is it made from? Where was it produced? Does your back label really offer useful information?
  8. 8. Use your back label to invite consumers to visit your website to find the answers to their questions – or to ask new ones #2
  9. 9. Be a winemaker - lease/adopt a vine Sell a 10-year “lease” on 6 vines (shown on a vineyard map) and deliver 12 bottles per year. #3
  10. 10. allow consumers to pay you to let them help you pick your grapes. Believe me, they’ll do it…
  11. 11. The Wine Thinker © 2013
  12. 12. So this is what they mean by a vineyard experience! The Wine Thinker © 2013
  13. 13. I thought I’d be harvesting with nubile 18 year olds in t-shirts!
  14. 14. books/leaflets – and ebooks… #4
  15. 15. What do you think really happens to all the expensively printed brochures?
  16. 16. Ebooks (on memory stick) are a better idea Offering a link to an online ebook is cheaper and better still
  17. 17. Here’s a little ebook project we created for Wines of Brasil. (accessed via QR codes on almost all bottles shipped to the UK and US)
  18. 18. But real books can be a very good concept. (Nobody throws them away)
  19. 19. Soil Two clever ideas I saw at Vinitaly… #5
  20. 20. Gifts Some wineries make as much money at cellar door from non-wine as from wine #6
  21. 21. Cartons Your carton is not just a way of getting your wine to your customer. It’s part of your marketing campaign. Or should be. #7
  22. 22. Children If you have a cellar door, what do you offer the non- drinkers? Keep them happy, and you’ll keep their parents happy. #8
  23. 23. The Wine Thinker © 2013
  24. 24. You could be right son… That winery does look as though it has a play area The Wine Thinker © 2013
  25. 25. colour code capsules Learn from Nespresso. Make recognising and remembering your styles easy. #9
  26. 26. consumer comment Consumers are the opinion formers of today. Give them the chance to share their opinions of your wine and cellar door. #10
  27. 27. Communicate Don’t just talk at customers. #11
  28. 28. Use your website and/or social media to communicate with your customers
  29. 29. consumer competitions People like winning things. So why not let them do so… #12
  30. 30. … or they could win a book
  31. 31. consumer research Australia’s wineries are getting good at testing out new styles and packaging on cellar door visitors – and at public tastings #13
  32. 32. cosmetics / perfume Most people have some skin cream/soap/scent in their bathroom. Maybe it could be yours. And you could remind them of your brand every morning. Profitably. #14
  33. 33. Crowd Crowd-sourcing and funding are hot. Why not invite your customers to help you shape a wine? And its packaging. #15
  34. 34. Distribution How much do you question what your distributors tell you about the market? How much research do you do for yourself? #16
  35. 35. Facebook Use Facebook as your website. Keep it fresh. #17
  36. 36. Family People like buying wine from families. As Hardy’s and Gallo realise. #18
  37. 37. family
  38. 38. Fashion Wine is a luxury – like clothing. Both reflect personal taste. So why not work with a fashion brand? #19
  39. 39. Food & Wine People who never think to match food and wine at home love doing it when visiting wineries. #20
  40. 40. gift cartons Champagne comes in gift boxes and is given as a gift. Pricy wine doesn’t. And isn’t. #21
  41. 41. A great notion – from my business partner, Kevin Shaw -doing well at Safeway in the US
  42. 42. So which would you pick up to take as a gift?
  43. 43. Sydney Airport Duty Free has lots of nicely gift- packed wine
  44. 44. …Because of all the Chinese tourists, who are used to wine gift packaging in their country.
  45. 45. Group Appellations are dragged down by the poorest members. Small groups of like-minded producers make more sense #22
  46. 46. iphone and ipad covers, mousemats etc Put your brand in front of your customers when they’re not thinking about wine… #23
  47. 47. jump the table People who stand among the visitors rather than behind the table tend to have the greatest success #24
  48. 48. library release You believe your wine is worth cellaring. Prove it – by selling old bottles at high prices. #25
  49. 49. logo #26 How many French/Italian/Spanish labels can you recall?
  50. 50. What can can you remember of these labels?
  51. 51. Our little sheep helps to get the first bottle into people’s hands. And then it helps them to recognise the bottle when they want another one
  52. 52. Music #27 People like music. You can play on that.
  53. 53. number bottles If you don’t make huge numbers of each of your wines, why not tell customers – by numbering your labels. #28
  54. 54. photographs / instagram / dropbox Use imagery. People remember it. Encourage Instagram and Pinterest. Put your pics onto Flickr. Encourage people to use them (eg on blogs etc) #29
  55. 55. Postcards Give postcards to cellar door visitors. And a postbox. And/or offer e-postcards #30
  56. 56. Print a message on your cork It’s a free space on which to say all sorts of things… #31
  57. 57. product placement It can cost a fortune to get your wine onto a screen. But some have managed it simply by sending a few bottles to the studio #32
  58. 58. However you get it, don’t trust viewers to notice/recall your wine’s appearance. You have to promote it yourself.
  59. 59. QR #33
  60. 60. There are 3 types of wine producer #33 The ones who don’t believe in QR Codes The ones who use QR Codes and get no results
  61. 61. #33 And the ones who use QR Codes properly
  62. 62. Have you been to Buckingham Palace? The Wine Thinker © 2013
  63. 63. Why not? The Wine Thinker © 2013 Because you haven’t been invited
  64. 64. qr #33 Wrong!
  65. 65. Is there a call to action?Does it lead directly to: • Your website? • A video clip? • Your Facebook page? • A mobile-friendly Microsite with a menu? My shaving oil gets it right.
  66. 66. The Wine Thinker © 2013
  67. 67. Over 30,000 people scanned the QR codes we put on McGuigan wine bottles – and over 6,000 gave us their email addresses
  68. 68. SEO You need it #34
  69. 69. The Wine Thinker © 2013
  70. 70. SEO is a skilled task. If you want to attract visitors you need keywords and appropriate content on every page The Wine Thinker © 2013
  71. 71. Including links to (and pics of) local landmarks, businesses, recipes, history can all build traffic from potential visitors The Wine Thinker © 2013
  72. 72. service (including after-sales) The more help – and confidence - you give your consumers, the more they’ll like you #35
  73. 73. If the wine industry made computers or cameras – There would be no instruction manuals Buyers would be told to buy a book – or take a class
  74. 74. special cuvée Add spice to your brand by creating some limited-release wines #36
  75. 75. tasting truck An easy way to take your brand on the road #37
  76. 76. Tattoo A fun concept at public events – especially if you spread the word via social media #38
  77. 77. Alsace producer, Etienne Hugel kidnaps visitors to his Vinexpo HK stand, tattoos them – and posts pictures of what he has done on Facebook.
  78. 78. teach cooking / offer recipes People (in the Western world at least) are readier to learn about food than wine… #39
  79. 79. theme menus Instead of just hosting wine dinners, why not offer a focus, such as Bava’s ‘Wines to Enjoy with Truffles’ #40
  80. 80. Italian producer, Roberto Bava holds clever dinners across the world in which he offers themes such as wines to go with truffles
  81. 81. tripadvisor People trust Tripadvisor. So why not use it to attract visitors to your winery? By including it on your website – and encouraging visitiors to post their views. #41
  82. 82. Twitter If you are not watching what people are saying about your wines (and your region and competitors) and responding… You’re missing a trick #42
  83. 83. URL - website #43
  84. 84. Is your URL on your label? The Wine Thinker © 2013 Is it visible?
  85. 85. The Wine Thinker © 2013
  86. 86. Does your website tell visitors: ? The Wine Thinker © 2013 How your wines (including old vintages) taste? How to serve them (how old, what temperature, with what food)? Where to buy them?
  87. 87. Because these are the things they really want to know. Rather than all the stuff about soil, picking dates and your family history The Wine Thinker © 2013
  88. 88. Vehicle Use your wheels to promote your brand #44
  89. 89. Krug – appropriately, uses a Rolls to deliver to local customers. Gouturbe, a family-owned Champagne house uses an electric delivery van – which sends out a nice green message. The Wine Thinker © 2013
  90. 90. wine name Is your wine name unique? Or are you relying on a region or grape variety? D’Arenberg gets it right… #45
  91. 91. Watch Just for fun… a watch we’ll be giving to winners of le Grand Noir competitions #46
  92. 92. Wifi Do you offer free wifi at your cellar door? If not, why not? People using it might say nice things about your wines… #47
  93. 93. wine club US wineries know that subscription wine clubs – run properly – are a tremendous profit centre #48
  94. 94. The Wine Thinker © 2013
  95. 95. Why have a wine club? 1) To build an ongoing relationship with consumers 2) To make more money 3) Not to be as beholden to retail customers 4) To make more money 5) To create more Word of Mouth promotion 6) To make more money 7) To be able to research new concepts – cheaply 8) To make more money
  96. 96. Over 9% of all home- consumption wine in the US is now bought direct. A growing proportion through wine club subscriptions Average wine price: $37
  97. 97. The average wine club member joins several clubs They remain members for 24 months, on average They like red wine They like to choose for themselves
  98. 98. They like discounts but really like “unavailable elsewhere” offers They like consistently costed offers They are best recruited by properly trained staff
  99. 99. They are worth $1,200-1,700 during their membership Just imagine: even 500 members at $1,000 each…
  100. 100. wine-cards Our US distributors Prestige have business-card sized cards for each of the wines they sell – with an image of the label and relevant information. #49
  101. 101. youtube / youku People increasingly watch video clips, if they know they’re there. Tarlant, a small family Champagne estate had an audience of 10,000 for this #50
  102. 102. And this was seen by over 6 million
  103. 103. notebook & phone Use these… To record what other clever people (and not just wine producers) are doing. Steal their best ideas - shamelessly #51 (free supplementary gift)
  104. 104. Why? #52 (free supplementary gift) Use this word Often (Few other people in the wine world ever do)
  105. 105. ?
  106. 106. why not? And better still… Try these two rarely used words
  107. 107. If you would like to know more about the Wine Marketing Toolkit or talk to me about consulting or presenting, please get in touch. robertjoseph@unforgettable.com thejosephreport.com thewinethinker.com @robertjoseph

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