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So how does the
wine industry
communicate?
The wine communicators of the
late 20th Century
The way we were….

Pepe

Fluffy

Bob
Connie
Fluffy
Bob

Pepe

Barbie

Connie
Bill
Bill, the wine
man

Terry, the hi-fi
nerd

Doris, the
ski buff
What happens to
my message on a
bottle?
Wine is
named after
my horse
Something
to do with a
horse
Best served
with horse?
Who bought
that strangetasting wine
How can we help
consumers get a
wine they’ll like?
Share your
views on your
favourite
foods. And
maybe reveal
that you don’t
eat seafood.
Or cake.
John doesn’t like red wine – so he’s reassured to
get a white recommendation with his steak
A few ways to
engage with the
consumer

•
•
•
•
•
•

A wine club
A newsletter/blog
An offer
At cellar door
Food & Wine
URL...
A few ways to
engage with the
consumer

•
•
•
•

Be your brand
Wine Tourism
Events
Work with other
products/services
they ...
Robert Joseph - Why can't we learn to love Consumers? @wbis2014
Robert Joseph - Why can't we learn to love Consumers? @wbis2014
Robert Joseph - Why can't we learn to love Consumers? @wbis2014
Robert Joseph - Why can't we learn to love Consumers? @wbis2014
Robert Joseph - Why can't we learn to love Consumers? @wbis2014
Robert Joseph - Why can't we learn to love Consumers? @wbis2014
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Robert Joseph - Why can't we learn to love Consumers? @wbis2014

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The Wine thinker takes us a very entertaining journey though communication challenges in the wine industry

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Transcript of "Robert Joseph - Why can't we learn to love Consumers? @wbis2014"

  1. 1. So how does the wine industry communicate?
  2. 2. The wine communicators of the late 20th Century
  3. 3. The way we were…. Pepe Fluffy Bob Connie
  4. 4. Fluffy Bob Pepe Barbie Connie
  5. 5. Bill
  6. 6. Bill, the wine man Terry, the hi-fi nerd Doris, the ski buff
  7. 7. What happens to my message on a bottle?
  8. 8. Wine is named after my horse
  9. 9. Something to do with a horse
  10. 10. Best served with horse?
  11. 11. Who bought that strangetasting wine
  12. 12. How can we help consumers get a wine they’ll like?
  13. 13. Share your views on your favourite foods. And maybe reveal that you don’t eat seafood. Or cake.
  14. 14. John doesn’t like red wine – so he’s reassured to get a white recommendation with his steak
  15. 15. A few ways to engage with the consumer • • • • • • A wine club A newsletter/blog An offer At cellar door Food & Wine URL / QR Code / Augmented Reality labels • User-friendly Website & Microsite
  16. 16. A few ways to engage with the consumer • • • • Be your brand Wine Tourism Events Work with other products/services they like • Make them laugh • Make them believe you care
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