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)

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)



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

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) 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) Presentation Transcript

  • 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 shows… #1
  • 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 #2
  • 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
  • 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 UK and US)
  • 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 should be. #7
  • 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
  • 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 cellar door. #10
  • 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 – and at public tastings #13
  • 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
  • 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 yourself? #16
  • 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 they want another one
  • 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 Flickr. Encourage people to use them (eg on blogs etc) #29
  • 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 bottles to the studio #32
  • 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-friendly Microsite with a menu? My shaving oil gets it right.
  • 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 Thinker © 2013
  • Including links to (and pics of) local landmarks, businesses, recipes, history can all build traffic from potential visitors The Wine Thinker © 2013
  • 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 – or take a class
  • 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 done on Facebook.
  • 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 truffles
  • 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
  • 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
  • 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 them (how old, what temperature, with what food)? Where to buy them?
  • 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
  • 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 electric delivery van – which sends out a nice green message. The Wine Thinker © 2013
  • 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… #47
  • 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 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
  • 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
  • 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
  • They like discounts but really like “unavailable elsewhere” offers They like consistently costed offers They are best recruited by properly trained staff
  • 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 the label and relevant information. #49
  • 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
  • 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 ideas - shamelessly #51 (free supplementary gift)
  • 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 in touch. robertjoseph@unforgettable.com thejosephreport.com thewinethinker.com @robertjoseph