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Wine Tourism 2.0
Wine Tourism 2.0
Wine Tourism 2.0
Wine Tourism 2.0
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Wine Tourism 2.0

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A presentation by Robert Joseph to the S African wine & travel media and to winners of the Great Wine Capitals, S African Best Of Wine Tourism Awards. It offers a range of ways to improve the quality …

A presentation by Robert Joseph to the S African wine & travel media and to winners of the Great Wine Capitals, S African Best Of Wine Tourism Awards. It offers a range of ways to improve the quality of wine tourism.

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  • 1. The Wine Thinker
  • 2. Why arewe here?
  • 3. The guidesays theymake greatMerlot
  • 4. I wanted togo toLegoland
  • 5. Apparently it’sall trainedquadrilaterally
  • 6. We could havebeen in thechateau withthe gardens
  • 7. I’mhungry
  • 8. The barrelsare allTronçais oak,I believe
  • 9. They look justlike the onesin the last twoplaces
  • 10. Wood comesfrom trees.Maybe I shouldtreat one of theselike a tree
  • 11. Wow! You get totaste 12 differentclones of PinotGrigio!
  • 12. So what am Isupposed to do whilethey’re gettinghammered?
  • 13. This has to be themost boring placein the universe!
  • 14. The Wine Thinker © 2013
  • 15. The Wine Thinker © 2013Wine Tourism 2.0A presentation by RobertJosephGreat Wine CapitalsCape Town 2013
  • 16. The Wine Thinker © 2013Enotourism, Wine tourism, orVinitourism refers to tourism whosepurpose is or includes the tasting,consumption or purchase of wine,often at or near the source.
  • 17. The Wine Thinker © 2013That doesn’t sound like tourism. Itsounds more like try-before-you-buyshopping.
  • 18. The Wine Thinker © 2013Enotourism, Wine tourism, orVinitourism is a ludicrously under-developed sector, when compared togolf tourism, garden tourism, safaritourism.
  • 19. The Wine Thinker © 2013Very few people choose to spend aweek or two visiting wineries.There is no strong Wine Tourismsection in bookshops or on Amazon.
  • 20. But… Napa does wine tourism prettywell – because they’re into entertainment– and they make money out of it
  • 21. The Wine Thinker © 2013Wine Tourism 2.0: a combination ofconcepts and trends that focus on givingvisitors more than the opportunity to tasteand buy – and creating and buildingprofitable relationships with them.
  • 22. To Do List1. Attract more visitors2. Get them to spend more money3. Turn them into regular customers4. Turn them into ambassadors for thebrand5. Learn from them…The Wine Thinker © 2013
  • 23. To Do List1. Attract more visitors2. Get them to spend more money3. Turn them into regular customers4. Turn them into ambassadors for thebrand5. Learn from them…The Wine Thinker © 2013
  • 24. Do you charge people tovisit your winery?The Wine Thinker © 2013
  • 25. The Wine Thinker © 2013
  • 26. Yes you do…The Wine Thinker © 2013
  • 27. Time is… moneyThe Wine Thinker © 2013
  • 28. But if you did charge…The Wine Thinker © 2013
  • 29. The Wine Thinker © 2013
  • 30. The Wine Thinker © 2013
  • 31. The Wine Thinker © 2013
  • 32. So, let me get thisstraight. For $10 I get totouch a barrel, fondle abottle and shake handswith a real winemaker –but no tasting?The Wine Thinker © 2013
  • 33. Charging means that youhave to think about whatyou’re giving…And its value.The Wine Thinker © 2013
  • 34. Charging also means that thevisitor knows where he/shestands.You’re not doing them a favourThey don’t feel obliged to buyThe Wine Thinker © 2013
  • 35. And you can use two-for-onecoupons (and Groupon) as away to attract new visitorsThe Wine Thinker © 2013
  • 36. The Wine Thinker © 2013
  • 37. The Wine Thinker © 2013
  • 38. Are you approachable?The Wine Thinker © 2013
  • 39. Yes, youcan tasteall of these
  • 40. Onceyou’vepassed alittle exam
  • 41. How about having a sheet ofpaper – or an e-book on aniPad offering your own“Everything you wanted toknow about wine but wereafraid to ask?”The Wine Thinker © 2013
  • 42. Do you care about thetemporarily disadvantaged?The Wine Thinker © 2013
  • 43. No, I didn’texactlyvolunteerfor this…
  • 44. So what do you do forhim/her?(or for any other normalhuman who happens not tolike or want to taste wine?)The Wine Thinker © 2013
  • 45. Do you really want to makemoney?The Wine Thinker © 2013
  • 46. The Wine Thinker © 2013I don’t actuallylike wine, but I’llhappily do all mygift shopping inthis winery shop
  • 47. The Wine Thinker © 2013
  • 48. 9% of all home-consumptionwine in the US is nowbought direct.A growing proportionthrough wine clubsubscriptionsAverage wine price: $37
  • 49. What do you say to a visitorwho lives on the other sideof the world – and whowants to buy your wine?The Wine Thinker © 2013
  • 50. The Wine Thinker © 2013• Sorry, there’s nothing we can do tohelp?• We can bubble wrap the bottles for you• We can ship them?• We can give you the name of adistributor in your country?• You can buy them here and we’ll getthem delivered by that distributor.
  • 51. Have you been toBuckingham Palace?The Wine Thinker © 2013
  • 52. Why not?The Wine Thinker © 2013Because you haven’t beeninvited
  • 53. So, where and how do youinvite people to visit yourwinery?The Wine Thinker © 2013On your bottles?On your website?
  • 54. Is your URL on yourlabel?The Wine Thinker © 2013Is it visible?
  • 55. The Wine Thinker © 2013
  • 56. Are you using a QR Code?The Wine Thinker © 2013
  • 57. The Wine Thinker © 2013
  • 58. Are you using it properly?The Wine Thinker © 2013
  • 59. The Wine Thinker © 2013Where’sthe call toaction?
  • 60. Is there a call toaction?Does it leaddirectly to:• Your website?• A video clip?• Your Facebook page?• A mobile-friendly Microsite witha menu?The Wine Thinker © 2013
  • 61. Does it lead directly to:• Your website? WRONG!• A video clip? WRONG!• Your Facebook page? WRONG!• A mobile-friendly Microsite witha menu? CORRECT!The Wine Thinker © 2013
  • 62. The Wine Thinker © 2013The Wine Thinker © 2013
  • 63. The Wine Thinker © 2013The Wine Thinker © 2013
  • 64. Do you invite people to visiton your website?The Wine Thinker © 2013
  • 65. The Wine Thinker © 2013
  • 66. How good is your SEO?The Wine Thinker © 2013
  • 67. The Wine Thinker © 2013
  • 68. The Wine Thinker © 2013
  • 69. SEO is a skilled task. Ifyou want to attractvisitors you needkeywords and appropriatecontent on every pageThe Wine Thinker © 2013
  • 70. Including links to (andpics of) local landmarks,businesses, recipes,history can all build trafficfrom potential visitorsThe Wine Thinker © 2013
  • 71. Do you want to feed thehungry?The Wine Thinker © 2013
  • 72. The Wine Thinker © 2013
  • 73. Do you sell snacks?Do you offer a place forvisitors to picnic?Or BBQ their own food?The Wine Thinker © 2013
  • 74. Nope! I don’tthink yourcharred burgerwill screw up ourZin
  • 75. Do you care about food &wine matching?The Wine Thinker © 2013
  • 76. I need somePinotage! AndI need itNOW!
  • 77. How about demonstratinghow well particular wines gowith types of (spicy, sweetetc) food?How about giving visitorsrecipes with winerecommendations?The Wine Thinker © 2013
  • 78. How about demonstratinghow well particular wines gowith types of (spicy, sweetetc) food?How about giving visitorsrecipes with winerecommendations?The Wine Thinker © 2013
  • 79. The Wine Thinker © 2013Tasting platter at Creation Wines in Hermanus, S Africa
  • 80. Do you care about thehomeless?The Wine Thinker © 2013
  • 81. The Wine Thinker © 2013
  • 82. The Wine Thinker © 2013Tasting 100 OldVine Carignanswas terrific. I justwish there wassomewhere nearhere to sleep itoff…
  • 83. Do you offeraccommodation at thewineryor recommend nearbyoptions?Do you do that on yourwebsite?The Wine Thinker © 2013
  • 84. Do they love you at yourlocal hotel?The Wine Thinker © 2013
  • 85. Good inn-keeper can yourecommend adecent winerynearby?The Wine Thinker © 2013
  • 86. No sire the onlywinemaker Iknows in theseparts ran off withme onlydaughter !
  • 87. Do you get on with yourneighbours?The Wine Thinker © 2013
  • 88. The Wine Thinker © 2013
  • 89. Recommendpeople to visityour winery?I’d rather eatmy own nose!The Wine Thinker © 2013
  • 90. Are you charitable?The Wine Thinker © 2013
  • 91. The Wine Thinker © 2013
  • 92. Do something forcharity? No Ireally don’t thinkso, thank you!The Wine Thinker © 2013
  • 93. Do you like children?I bet grown-ups neverget thisbored!The Wine Thinker © 2013
  • 94. The Wine Thinker © 2013
  • 95. You could be rightson… That winerydoes look asthough it has aplay areaThe Wine Thinker © 2013
  • 96. Do you love animals?The Wine Thinker © 2013
  • 97. The Wine Thinker © 2013I wonder if theyhave American orFrench oak treesfor me to leave mymark on?
  • 98. Do you offer free Wi Fi?The Wine Thinker © 2013
  • 99. There it is! TheFree Wi-FiAvailable heresign
  • 100. And what about postcards?The Wine Thinker © 2013
  • 101. What kind of experiences doyou offer?The Wine Thinker © 2013
  • 102. The Wine Thinker © 2013
  • 103. So this iswhat theymean by avineyardexperience!The Wine Thinker © 2013
  • 104. I thought I’dbe harvestingwith nubile18 year oldsint-shirts!
  • 105. What can visitorstaste/buy/do that they can’tfind anywhere else?The Wine Thinker © 2013
  • 106. Do you offer education?The Wine Thinker © 2013
  • 107. The Wine Thinker © 2013
  • 108. Listen carefullyandCONCENTRATE!Do you want topass the exam ordon’t you?The Wine Thinker © 2013
  • 109. Do you offer cheap/freetraining to local F&B staff?Do you offer properlycharged classes to localconsumers?The Wine Thinker © 2013
  • 110. How good are you atstarting worthwhilerelationships?The Wine Thinker © 2013
  • 111. I’m beginning toseriously questionwhether this reallyis the best place tomeet the love ofmy life
  • 112. How do you go aboutgetting email addresses?The Wine Thinker © 2013
  • 113. Do you like long-termrelationships – or one-night-stands?The Wine Thinker © 2013
  • 114. The Wine Thinker © 2013
  • 115. Do you keep in touch withvisitors?Are you running a successfulsubscription wine club?Do you invite them to “like”you on Facebook?The Wine Thinker © 2013
  • 116. Do you care what peoplethink of you?The Wine Thinker © 2013
  • 117. The Wine Thinker © 2013
  • 118. Do you like experimentingon people?The Wine Thinker © 2013
  • 119. So, doctor, did heprefer the Cheninor theChardonnay?
  • 120. Do you test new styles andpackaging – and pricing – onyour visitors?The Wine Thinker © 2013
  • 121. Attract more visitors• Better visibility of “Visit us” on thewebsite.• Include a Googlemap on the website• “Visit us” on the Microsite• Properly used QR and URL• Facebook• Relationships with localhotels/restaurants/art galleries etc• Relationships with neighbouringwineriesThe Wine Thinker © 2013
  • 122. Attract more visitors• Offer Library and other unobtainablewines• Arrange events• Use Groupon• Offer food (and make this clear onthe sign)• Be Child and Designated Driverfriendly• Offer things to do and see that gobeyond wineThe Wine Thinker © 2013
  • 123. Attract more visitors• Offer free Wi-Fi• Offer accommodationThe Wine Thinker © 2013
  • 124. Get them to spend more money• Charge for tastings.• Ship wine• Sell through your importers/distributors• Sell high value wines they can’t buy in anyother way• Sell other high margin products (art,craftwork, local foods etc)• Sell experiences (eg blend your own wine;prune a vine)• Sell education
  • 125. Turn them into regular customers• By keeing in touch via Facebook,blog/newsletter/ seasonal videos etc• By signing them up to a wine clubsubscription• By inviting them to events – both atthe winery and elsewhere• By becoming a “hub” of your region(via the website)
  • 126. Turn them into ambassadors• Get them to “like” you on Facebook –then talk to them there• Offer free Wi-Fi• Offer e-postcards• Sell branded glasses, decanters etc• Offer education• Give them a recipe e-book (and/orsell the print version)• Promote the use of Foursquare
  • 127. Turn them into ambassadors• Run an Instagram competition• Run a Flickr competition• Make video clips of them tastingyour wine
  • 128. Learn from them• Ask how them came to be at thewinery and what they most like (andwhat they’d like to see) offering aprize as a reward.• Test newwines/styles/packaging/prices out onthem• Find out what else they like doing…
  • 129. To Do List1. Attract more visitors2. Get them to spend more money3. Turn them into regular customers4. Turn them into ambassadors for thebrand5. Learn from them…
  • 130. The Wine Thinker © 2013If you are already doing all ormost of these… thank you forlistening so patiently.If you have other great ideas, I’dlove to hear about them.And if you need help or advice,you know where to find me
  • 131. The Wine Thinker © 2013Thank youRobert Joseph(thewinethinker.com)robertjoseph@unforgettable.com
  • 132. And thankyou fromme!
  • 133. Oh shutup!Oh shutup!Oh shutup!Oh shutup!Oh shutup!
  • 134. The Wine Thinker © 2013Thank youRobert Joseph(thewinethinker.com)robertjoseph@unforgettable.com

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