New Strategies to communicate wine internationally

24 SETTEMBRE 2019
Altavilla Vicentina,CUOA
@steviekim222
Nuove strategie per comunicare il
vino a livello internazionale

My life as a digital marketing intern
WHO
AM I?
© steviekim222 - All Rights Reserved2

Vinitaly Tour Events 2019
/ USA
January 13 - 15, 2019
Vinitaly International Wine Bar  
@Winter Fancy Food,  
San Francisco
/ USA
February 18 - 22, 2019
VIA Certification Course,  
Los Angeles
/ CHINA
March 16 - 20, 2019
VIA Certification Course,  
Chengdu
/ CHINA
March 17 - 20, 2019
Vinitaly China,  
Chengdu
/ ITALY
March 29 - April 2, 2019
VIA Certification Course, 
Verona
/ ITALY
April 3 - 5, 2019
5StarWines,  
Verona
/ ITALY
April 6, 2019
OperaWine,  
Verona
/ ITALY
April 7 - 10, 2019
Vinitaly,  
Verona
/ USA
May 23, 2019
Taste of Hope,  
New York
/ CHINA
June 17 - 22, 2019
Vinitaly China-Road Show,  
Pechino, Xi’an, Zhengzhou, Guangzhou
/ USA
June 23 - 25, 2019
Vinitaly International Wine Bar  
@Summer Fancy Food,  
New York
/ USA
June 26 - 30, 2019
New York
/ CANADA
September 15 - 19, 2019
Native Grape Odyssey Maestro Course,  
Toronto
/ CANADA
September 19, 2019
VIA Walk-Around Tasting,  
Toronto
/ RUSSIA
October 28 - November 1, 2019
Native Grape Odyssey Maestro Course, 
Moscow
/ RUSSIA
October 28, 2019
Vinitaly Russia - Walk-Around Tasting, 
Moscow
/ RUSSIA
October 30, 2019
Vinitaly Russia - Walk-Around Tasting, 
Saint Petersburg
/ HONG KONG
November 3 - 7, 2019
Hong Kong
/ HONG KONG
November 7 - 9, 2019
Vinitaly Hong Kong,  
Hong Kong
/ ITALY
November 25 - 26, 2019
wine2wine,  
Verona
/ JAPAN
December TBD, 2019
Native Grape Odyssey Maestro Course
Tokyo
/ JAPAN
December TBD, 2019
VIA Walk-Around Tasting
Tokyo

let’s contextualize a bit
“12 tips
from my life as an intern”

Rosé is not a fad
…follow the leader
1.

US internet advertising grew from
2017 revenue of $88.3 billion to
$107.5 billion for full-year 2018

75% of internet advertising revenues
in Q4 2018 were concentrated with
the top 10 ad-selling companies

Google was expected to hold 37.2%
of net digital ad revenue share in the
U.S. and Facebook was expected to
hold 22.1% by the end of 2019,
according to eMarketer

Amazon, Facebook and Google are
expected to take in nearly 70% of
digital spending in the U.S. by 2021

Mobile and video are leading digital
marketing’s growth, with mobile
reaching $69.9 billion, up 40% from
the previous year. Ad revenue from
digital video increased from $11.9
billion in 2017 to $16.3 billion in
2018

Social media advertising revenue
grew 30.6% in 2018 to $28.9 billion

Digital ad revenue stemming from
e-commerce and the emergence of
the direct-to-consumer economy as
a key driver of some recent growth

La sciabolataArticolo pubblicato su "Sommelier Veneto" 01, 2019

From where are you doing
your google search?
“Geolocation”
2.

Geolocation
services
Geolocation is the process of ﬁnding, determining
and providing the exact location of a computer,
networking device or equipment. It enables device
location based on geographical coordinates and
measurements.
Google

Reach
Vinepair’s digital footprint reaches 24.6 million monthly wine,
spirits and beer enthusiasts.
Vinepair is the fastest growing media property solely dedicated to
drinks, reaching an entirely new generation of drinkers.
V I N E P A I R . C O M
3.2 million monthly uniques (and counting)
F A C E B O O K
13.4 million
P I N T E R E S T
3 million
V I D E O
Over 1 million views per month
N E W S L E T T E R
260,000
A P P L E N E W S
1.5 million monthly uniques

Apple news
News is a mobile app and news aggregator developed
by Apple Inc., for its operating system IOS, and
launched with the release of iOS 9…Users can read
news articles with it, based on publishers, websites and
topics they select, such as The New York Times,
technology or politics.
Wikipedia

Paywall model
or advertising
3.

The Most Read
SOURCE: SimilarWeb Report
US Monthly Readers

I only want clicks
and impressions
that matter
4.

Native
vs
Content marketing

Create relevant content and
promote it
with bright imagery
and compelling headlines

Digital advertising is always like
A/B testing
- you see what works and what fails,
and move on

Native advertising may look very
simple to pick up, but it takes
years of trial and error to master.

5.
Podcasts
= less friction

source: Outbrain 2018
“Deﬁnitely, after trying several channels, the best
conversion is generated through podcasts, in
which the announcer inserts our marketing
message in a natural and organic way.
Amazingly, this channel generates 37.2% better
conversion than all the other channels.”
Cristian Rennella, CEO and Co-founder, oMelhorTrato.com

Italian
Wine
Podcast

6.
Education
the holy grail to legacy?

Is an educational initiative aimed at simplifying
the vast diversity
of Italian grape varietals by explaining,
divulging and broadcasting
the characteristics of Italian wine around the world.

The main message
The European Union supports
the dissemination of knowledge
about its products of excellence.
A large variety of
European products,
one common feature.
One of the symbols
of European products
of excellence.
Europe. Quality. Wine.
THE EUROPEAN UNION SUPPORTS
CAMPAIGNS THAT PROMOTE HIGH
QUALITY AGRICULTURAL PRODUCTS
CAMPAIGN FINANCED
WITH AID FROM
THE EUROPEAN UNION

The goal
Foster awareness
of European PDO and PGI wines
Educate professionals
and influencers of
European wine
Spread the craft
and high quality
of European wine
in the world
from 2019 to 2021
CAMPAIGN FINANCED
WITH AID FROM
THE EUROPEAN UNION

Events location
CANADA JAPAN RUSSIA
VERONA
+
CAMPAIGN FINANCED
WITH AID FROM
THE EUROPEAN UNION

Italian
Wine
Academy

w2w // Sharing Business Ideas
w2w // 25-26 novembre 2019 // #wine2wine @wine2wineverona
What is wine2wine?
• International Wine Industry Forum
• To network
• To experiment
• B2B meeting
• Export
• Community

The numbers of wine2wine
• 6 editions
• 100 International speakers
• 70 sessions
• 1500 visitors
• 17 subject areas

FOCUS 2019
Social Sustainability in the Wine Industry
…to make the industry more inclusive, diverse,
democratic, equitable, and connected

7.
Marketing for inﬂuencers:
bigger is not always better

It is very difﬁcult to
measure real data based
on content provided
by social media inﬂuencers

Micro-influencers
Micro-influencers are individuals who
have between 1,000 and 10,000
followers on social media

Influencers VS Micro-Influencers Marketing
Users with less than 1,000 followers generally receive
likes on their posts 8% of the time, compared to 1,6%
for those with 10M+ followers

Influencers VS Micro-Influencers Marketing
Users with less than 1,000 followers generate comments
about 0,5% of the time, compared to 0,04% for those
with 10M+ followers

Why Micro-Influencers are more effective?
- They have more targeted - and so engaged - audiences
- They are more affordable than celebrities or profiles with
a huge follow
- They are more authentic: they are real people, and their
content is real too

8.
Consumers are getting smarter,
and they are becoming more aware
of when they are being misled

2010 2011 2012 2013 2014 2015 2016 2017 2018 t
OperaWine
Vinitaly International
VIA
Italian Wine Unplugged
5starwines
Wine2wine
Wine2digital
Italian Wine Podcast
Italian Wine Academy
Product
Expo 2015
2019
NGO
Our Social Media evolution

Classifica finale 2018
(le variazioni di posizione rispetto al 2017)
Presenza
online
Più seguiti
Sui social
Frequenza di
aggiornamento
Link In
Look&Feel
Territorio
Lingua
Vitigni
Autoctoni
Sostenibilità
Chat
Source: FleishmanHillard - Omnicom PR Group Italia

9.
Different strokes
for different folks

B2B
is another matter
10.

11.
Choose your poison
(or colour)
Colours are powerful because they
affect people’s behavior
and how they perceive your brand

Yellow: optimism and youth
Red: sense of urgency
Blue: trust and security
Green: wealth and relaxation
Orange: agressive
Pink: romantic
Black: powerful
Purple: calm

People make up their minds within
90 seconds of their initial interactions
with either people or products.
62 to 90% of
the assessment is based
on colors alone.
Source: Impact of Color on Marketing study

12.
Frequency illusion
= cognitive bias

Selective attention
+ conﬁrmation bias

While nurturing is essential, once someone has noticed your
brand through one of the various social media avenues, you
should then strive to become an omnipresent force.
Maximize your sales funnel effectiveness by sending out
retargeting ads using appropriate software like
Facebook Pixel.
Source: adapted from Buffer

WIIFM?

@steviekim222
kim@wine2digital.com

New Strategies to communicate wine internationally

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