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30 Lessons for Marketing Italian Brands

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Reka Haros, Rebecca Hopkins, Cathy Huyghe, Robert Joseph and Damien Wilson offer insight during a Vinitaly session, into the most effective ways to sell Italian wines, especially, but not only, in the US market. The 30 lessons cover packaging, website design, advertising, PR and social media.

Published in: Marketing

30 Lessons for Marketing Italian Brands

  1. 1. 30 Lessons in Wine Communication for Italian* Brands A presentation at Vinitaly 2015 by Reka Haros, Rebecca Hopkins, Cathy Huyghe, Robert Joseph and Damien Wilson * and not just Italian
  2. 2. Robert Joseph Editor at Large, Meininger’s Wine Business Intl, Director, Robert Joseph Consulting Partner, Hugh Kevin & Robert Wines. . Social media
  3. 3. The 2014 US Wine Market Volume: 341m cases Value: $35-38bn Imports: 78m cases Italian Imports 27m cases Prosecco up ≥32%
  4. 4. Gallo The Wine Group Constellation 3 Companies produce and/or sell over half the wine in the US
  5. 5. Gallo The Wine Group Constellation 70% of growth Came from top 4 companies Trinchero
  6. 6. Seven brands Barefoot, Sutter Home, Franzia, Woodbridge by Robert Mondavi, Yellow Tail, Kendall Jackson, Beringer represent 25% of all the wine in the US
  7. 7. The US Tobacco and Alcohol Tax & Trade Bureau processes 130,000 applications for new wine label approval every year.
  8. 8. Your wine is one in 130,000
  9. 9. The 10 biggest distributors Southern, Republic, Charmer Sunbelt, Glazers, Young’s, Wine Beverage Group, Martignetti, Johnson Bros, Allied, Fedway represent 64% of the US wine market
  10. 10. The 3 biggest distributors Southern, Republic, Charmer Sunbelt, represent over HALF the US wine market
  11. 11. THE US DOES NOT NEED YOUR WINE
  12. 12. NO ONE NEEDS YOUR WINE
  13. 13. IF YOUR WINE DID NOT EXIST THE PEOPLE DRINKING IT TODAY WOULD HAPPILY DRINK SOMETHING ELSE
  14. 14. Space is Finite: Be Remarkable Lesson 1
  15. 15. If you want to live with your married lover, do you propose to move in – and to create a menage a trois - with them and their current partner?
  16. 16. Or do you insist that your lover chooses who they want to be with?
  17. 17. No retailer, or restaurant has infinite space in their cellar and on their shelves and/or list. To take on your wine, they will have to get rid of one they already have and that their staff and customers are used to and quite possibly enjoy
  18. 18. As Robert Haas of California Winery Tablas Creek says: Know what makes you distinctive And focus on it. There are thousands of wineries that are competing in the US market.
  19. 19. “If you can't reduce what makes you distinctive down to a few sentences, the game of telephone -- in which you need to educate your wholesaler's management, they need to educate their sales team, those salespeople need to sell to their restaurant and retail customers, and those restaurant and retail buyers need to speak to the end consumer -- breaks down”
  20. 20. So, what makes your wine so special – and so much better than the one it is going to replace?
  21. 21. The Journey of the Bottle Lesson 2
  22. 22. Even if you have communicated all of the precious information about your wine to the wine shop manager… What happens then?
  23. 23. Tell your customers that my wine is named after my horse January 1
  24. 24. The Loser The manager isn’t here, but I think it’s something to do with a horse June 1
  25. 25. The Loser Good to drink with horsemeat? I’ll give it to George. He’s adventurous with foodJune 2
  26. 26. The Loser June 2- August 5
  27. 27. I wonder where I got this strange wine The Loser August- 5
  28. 28. Don’t just think about the person who is going to buy your wine. Think about the person who is going to drink it.
  29. 29. Even if you got the correct information into the ultimate consumer’s brain, how sure are you that she’s going to remember it?.
  30. 30. Target Most normal people have a limited interest in wine And plenty of other things on their mind Capturing their attention isn’t easy.
  31. 31. Appropriate Costume Lesson 3
  32. 32. Would you be happy to receive this?
  33. 33. Or this?
  34. 34. And how about this?
  35. 35. Words change their impact, depending on how they are expressed
  36. 36. Different markets like different packaging. Wine drinkers in Boston may react differently from ones in Bologna. It may even be worth creating a brand/label for the US
  37. 37. Would Italian consumers buy this wine?
  38. 38. Food is simpler than wine We know that sandwiches are cheap and eaten with our hands – unlike soufflé
  39. 39. Two similar looking IGT Sangioveses. One costs over 80 times as much as the other
  40. 40. In a logical world, $5 wine would come in cardboard
  41. 41. If you have a range of wines, reflect the price and quality in the packaging.
  42. 42. Don’t expect your customers to remember the names and price hierarchy of your vineyards – or the daughters after whom you have named your wines.
  43. 43. And, maybe be adventurous
  44. 44. This Paperboy brand was crteated by my business partner Kevin Shaw of Stranger & Stranger. It’s doing really well in the US.
  45. 45. This transgressive packaging attracted interest to Piper Heidsieck.
  46. 46. And think of wine as a gift
  47. 47. Those bottles were on sale in Frankfurt Duty Free Which would you buy?
  48. 48. This Penfolds wine costs $300 at Sydney Airport Duty Free
  49. 49. Make Yourself Clear Lesson 4
  50. 50. These bottles were on sale in Selfridges in London
  51. 51. But how much easier is this? Will a US consumer know where it comes from? Or how it is likely to taste like? Sweet? Dry? Rich? Steely?
  52. 52. Most Americans have probably never heard of your region
  53. 53. The Back Label Lesson 5
  54. 54. The useless back label
  55. 55. What is it made from? Where was it produced? Is this much better ? Where is this?
  56. 56. What do these words mean? What does it taste like?
  57. 57. Your URL/QR Code Lesson 6
  58. 58. Have you been into the private rooms here?
  59. 59. Nor have I. Because I haven’t been invited.
  60. 60. Do you invite people to visit your website? Some people forget to print their URL? Others print it in very small type.
  61. 61. The Wine Thinker © 2013
  62. 62. Wine producers complain that no one scans their QR Code. What reason do they give consumers to do that?
  63. 63. The Wine Thinker © 2013
  64. 64. The Wine Thinker © 2013 Where’s the call to action?
  65. 65. This label by Reka Haros, one of my fellow speakers today, is much better.
  66. 66. Your bottle and your label offer free/cheap way to communicate with consumers. Use them
  67. 67. Dr. Damien Wilson BAg.Bus BWMktg (Hons) MBus PhD Associate Professor – Dijon School of Wine and Spirits Business and Programme Head – MSc Wine Business Social media
  68. 68. EFFECTIVE WINERY WEB PAGE DESIGN – BY DAMIEN WILSON Rectifying theWine Sector's fascination with its own press… Monday, 23 March 2015 Presented at VinItaly, Verona, Italy
  69. 69. OBJECTIVES OF GOOD WEB SITE DESIGN Hardly anyone has managed to put together a good website in the wine sector… "…It's been 15 years since wineries have started using the Internet as a means to communicate with customers, we still can't get that right" - Mike Paul, For the argument against using Social Media in the wine sector,WineIntelligence debate, Prowein 2012 SCHOOL OF WINE & SPIRITS BUSINESS 75
  70. 70. GOOD DESIGN ≠ GOOD VISUAL DESIGN Unfortunately, winery sites strongly focus on the visual design, while best usability practices are often ignored. Your website is a tool to connect your business with the world 1. It has to represent your image 24 hours a day, across the globe So, you also must understand 2. How it is found, and 3. How it is used Only number 1. is done with any kind of success in the wine sector But good webpage design attracts viewers, and encourages interaction so you can measure what your viewers do, and improve the service of your web-site over time. 76SCHOOL OF WINE & SPIRITS BUSINESS
  71. 71. WINE CAN DO BOTH SCHOOL OF WINE & SPIRITS BUSINESS 77 Here's proof.An example that conveys a clear image of the producer, and is user- friendly 1. Clear branding 2. Well linked from related sites 3. Designed for usage From 2009!
  72. 72. TODAY’S VERSION SCHOOLOFWINE&SPIRITSBUSINESS 78 Recognisable style; Linked to related sites; More efficient for use SCHOOL OF WINE & SPIRITS BUSINESS
  73. 73. YET MOST OF THE WINE SECTOR ARE DOING THIS SCHOOL OF WINE & SPIRITS BUSINESS 79 TAKEN FROM: MOVIESAYINGS SCHOOL OF WINE & SPIRITS BUSINESS
  74. 74. LESSON 7 – DESIGN FOR YOUR AUDIENCE  Almost nobody has ever heard of you or your wine…  The Cruel fact is that almost all wine businesses have poor awareness in consumer's minds  You, have been making your network in the image of Spacey’s ‘Devil’  And you don't believe that because you are surrounded by people who know you…  And they tell you how good, and how successful your wines are, or will be…  Just remind yourself how much of your wine they all actually buy… SCHOOL OF WINE & SPIRITS BUSINESS 80SCHOOL OF WINE & SPIRITS BUSINESS
  75. 75. LESSON 7 – DESIGN FOR YOUR AUDIENCE  And these 'colleagues' are familiar to you  And they don't buy enough, often enough, for enough for you to sell all you need to sell, at a margin that's profitable in which to sell.  So, think about how hard it is to sell to those who don't know you  And most of you are trying to get into new markets  With different culture, and language, and time, and geography…  Good luck with that!  The way to succeed is to learn what your customers (B and C) and web- site viewers say and do that can help you appeal to them. SCHOOL OF WINE & SPIRITS BUSINESS 81SCHOOL OF WINE & SPIRITS BUSINESS
  76. 76. LESSON 8 – METRICS  There are innumerable tools for learning about how well your web-site is working for your business.  Don’t get distracted by fancy, expensive ‘all solution’ tools  If you’re starting out, you need to identify two key benchmarks 1. What are our base-line values 2. How do we compare to others  Make it something you understand, and will monitor  The right metrics will depend on your market salience  Start by generating a set of useful metrics to help you figure out what works for you SCHOOL OF WINE & SPIRITS BUSINESS 82SCHOOL OF WINE & SPIRITS BUSINESS
  77. 77. LESSON 9 – MONITORING  Most wine business lack any sort of market awareness  Start with your benchmark figures on your level of awareness (eg…)  # of mentions over time (google trends) 83SCHOOL OF WINE & SPIRITS BUSINESS
  78. 78. LESSON 9 – MONITORING  Remember that these mentions are for a well-known region…  What if you come from one that's not well known?  Then there's your town,  Your brand, and/or sub-brand  And the plots of land that some of you like to add to your labels…  Each adding an extra layer of obscurity to your wine's awareness….  So, measure, and compare at all levels  The goal is to start by measuring how well this is all known, and then build from that point 84SCHOOL OF WINE & SPIRITS BUSINESS
  79. 79. LESSON 10 – ADAPTATION  Then look at who/where/when your peer references did well  Overlay your trend with theirs  Identify the events that create spikes in mention, and assimilate into your strategy  # Chianti v Barolo mentions over time (google trends) 85SCHOOL OF WINE & SPIRITS BUSINESS
  80. 80. LESSON 11 – CREATING AWARENESS  Without you actively creating awareness for your wines, consumers won't discover them  Learn to utilise the ‘Gravity principle’  The closer your market is to your business, the greater the effect you have on it  Gravity is increased by having a larger presence or greater influence (influence options shown) 86 TAKEN FROM: CHAD BARR’S BLOG SCHOOL OF WINE & SPIRITS BUSINESS
  81. 81. LESSON 12: WEBPAGES AND EMAIL ARE COMPLEMENTS  Email, like social media, can be used to drive traffic to your webpage.  A webpage is part of a search. So you need to know how, and for what your viewers are searching.  Make it easy for your customers to find, and interact with you (in the way they want to) SCHOOL OF WINE & SPIRITS BUSINESS 87
  82. 82. WHY THIS IS IMPORTANT  Any good marketer knows these terms, and  Your business should be recording and measuring these values over time  If you don't know what works for you, how do you know what to do to improve your business? SCHOOL OF WINE & SPIRITS BUSINESS 88
  83. 83. TO ACTION To conclude, let’s review the 3 key points that these lessons help you achieve 1. Despite the protests of your friends and business partners, your brand's awareness and reputation are substantially smaller than you realise 2. Find out what, by who, and how frequently your brand is being mentioned 3. Use these details as benchmarks, and monitor change over time Implement your finding into a coherent, and consistent brand image, message, and communications strategy through your website. This is not that easy to do, and can be time-consuming if you don't know what you're doing…. SCHOOL OF WINE & SPIRITS BUSINESS 89SCHOOL OF WINE & SPIRITS BUSINESS
  84. 84. ITWEET @WINEBUSPROF I can be contacted via email or my LinkedIn profile in this QR code. Twitter users are welcome to contact me at the above address Now you need to pay some attention to Réka Haros to help you with your Communication Strategy
  85. 85. Reka Haros Ex Danone Brand Manager, ex Leo Burnett Account Executive, now doing wine marketing, communications and business development at Sfriso Winery. . Social media
  86. 86. Wine Communications & Advertising @RekaHaros
  87. 87. 8 years ago “The break up” - Consumer divorces Advertising - • This video was published by Geert Desager on May 2007, just few months after Facebook became available for the general public • It perfectly shows the disconnect between consumers and advertising brands. • Unfortunately the situation in the wine sector isn’t different at all. @RekaHaros
  88. 88. Why do you think the consumer wanted to divorce? @RekaHaros
  89. 89. My next 6 lessons will hopefully help you focus better on the what, when, where, how and why of your wine communication. @RekaHaros
  90. 90. Lesson 13: Make your communication a conversation @RekaHaros
  91. 91. A conversation is NOT the same as product broadcasting. @RekaHaros Glorification of the product
  92. 92. I wonder why wineries are still advertising and communicating as we were in the last century. @RekaHaros
  93. 93. Broadcasting your product is old fashion advertising @RekaHaros
  94. 94. Now we are in the age of empowered consumers who choose the time and place of their interactions with brands! @RekaHaros
  95. 95. So as a brand at a dinner party, would you prefer to be a guest speaker who walks away after their speech, or would you rather be an attendee whose interesting conversations result in a new friendship? @RekaHaros
  96. 96. This is the essence of the digital age advertising! @RekaHaros
  97. 97. Advertising needs to be content that encourages interaction between brands and its consumers. You need to join the conversation! @RekaHaros
  98. 98. Lesson 14: Know your audience and go after them @RekaHaros
  99. 99. • Ask yourself what kind of customers you want to attract, and make sure your ads speak to them on a personal level • Understand their true motivations and their “why-s” behind their actions • Don’t create generic ads that do not speak the language or grab the attention of your potential customers @RekaHaros
  100. 100. Know what forms of advertising work for them @RekaHaros
  101. 101. It is useless to talk about scents and aftertastes if your consumers are not wine experts. @RekaHaros
  102. 102. Make it simple for them to understand your brand @RekaHaros
  103. 103. Instead of saying why they should buy your product, you need to say why you have made your product for them. @RekaHaros
  104. 104. Lesson 15: Be Authentic @RekaHaros
  105. 105. To be an effective communicator, you must be believed. To be believed, you must be credible. To be credible, you must be authentic. To be authentic, you must be genuine. @RekaHaros
  106. 106. We live in a world where people can judge brands by what they do. So being believed means far more than being noticed. @RekaHaros
  107. 107. Lesson 16: Engage through experiences and emotions @RekaHaros
  108. 108. Consumers hate being interrupted by brands, they want to be engaged and entertained by them. @RekaHaros Make your ad a call for action and participation!
  109. 109. Like [yellow tail] asking people to tweet their toasts for their live billboard campaign (2011) @RekaHaros
  110. 110. Another way to engage consumers is by telling a story to which they can relate. Push the emotional buttons of your audience, make them have goose bumps! @RekaHaros
  111. 111. Cathy Huyghe’s blog does that to me @RekaHaros
  112. 112. The future of storytelling is story-making Invite your customers to tell the story of how your brand is part of their life story! Enable their stories! @RekaHaros
  113. 113. Barefoot Wines’ Beach Rescue Project is a perfect example of engagement through shared values - just imagine how many love stories, new friendships and funny stories come out of these events? @RekaHaros
  114. 114. Lesson 17: Advertise in the right places @RekaHaros
  115. 115. The right content in the right context So you must be sick and tired of hearing “The right content in the right context”. But if you care about reaching your target audience you better hang- out where they hang-out. @RekaHaros
  116. 116. Source: Nielsen @RekaHaros “Americans now own four digital devices on average, and the average U.S. consumer spends 60 hours a week consuming content across devices.” And where you can make it work http://www.nielsen.com/us/en/insights/news/2015/connecting-with-the-cosmos-the-total-audience-media-universe.html
  117. 117. What Nielsen’s report says about how US citizens consume content across platforms: • The average American adult spent • nearly a week (149 hours 14 minutes) on average watching traditional television each month • almost 30 hours using the Internet on a computer • over 43 hours using any app/web on a smartphone! • listening to radio was also a resounding 58 hours and 36 minutes. @RekaHaros Know where you can reach your target audience!
  118. 118. Some platforms may not suit your purpose @RekaHaros At the Venice Airport right at the security check point, people are preoccupied in getting their bags and shoes back on, they will never look at these ads!
  119. 119. Lesson 18: You can only succeed if you have a well defined communication strategy! @RekaHaros
  120. 120. It will help you stay focused on the what, when, where, how and why of your communication, but most importantly will help you in keeping your consumers in love with your brand! @RekaHaros
  121. 121. Without it you are just doing business as usual! @RekaHaros
  122. 122. Thank you! Reka Haros @RekaHaros
  123. 123. Rebecca Hopkins Rebecca Hopkins is Vice President Communications & Partner FOLIO Fine Wine Partners. Social media
  124. 124. FOCUS USA: 30 Lessons of Wine Communication Public Relations Presented by Rebecca Hopkins | @beckhopkinswine | www.foliowine.com
  125. 125. Source: 2013 Tom Wark Fermentation.com Types of US Wine Press • Complex market with varying levels of targets & experience • Wine Critic or Wine Reviewer (eg: Bruce Sanderson) • Wine Author (eg: Jancis Robinson) • Wine Writer (eg: Ray Isle) • Wine Blogger (eg: Alder Yarrow) • Wine Expert or Wine Authority (eg: Alan Meadows) • Wine Personality / Influencer (eg: Leslie Sbrocco)
  126. 126. Importer / Agency Press Relations Sample Submissions Events & Sponsorships Story Pitching Supplier & Press 1:1 Estate Hospitality Trade Shows Industry Association Participation What PR Does YOUR Winery Need?
  127. 127. Lesson 19: Relying on Scores vs Telling Real Stories @beckhopkinswine | www.foliowine.com
  128. 128. “Securing Great Scores CAN’T be that hard?!” 130,000 NEW wines in US market 2,000 – 15,000 + tasted per year 5 outlets = 90% trade voice RELATIONSHIPS ARE KEY!
  129. 129. Source: 2013 Fermentation.com • Score = One critic’s opinion | One vintage | One wine • Scores are a tool but NOT a replacement • Diminishing power of single critic • Critic preferences & changing influence • Know your magazines & submission requirements • It takes time! Lesson 19: Wine Scores vs. Brand Stories
  130. 130. Example: Scoring Magazine Submission Timeline June ’13 July ‘13 Aug. ‘13 Sept. ‘13 Oct. ‘13 Nov. ‘13 Dec. ‘13 Jan. ‘14 Feb. ‘14 Mar. ‘14 Shipment plan, COLA waiver* & air freight to US importer Wines arrive to importer Send request for approval to wine magazine Attain, print & assemble vintage notes Create SRP/contact stickers for bottles Create freight shipping form Make boxes, stickers, pack wines, vintage notes, & forms Notify FedEx of pick-up needed, send shipping form. ( Wine is shipped to magazine Score Published online & / or print 93 points
  131. 131. Lesson 20: Three points in 30 seconds @beckhopkinswine | www.foliowine.com
  132. 132. • Press attention span is VERY limited • Make them FALL in LOVE with you! • Use of video & imagery • Be concise, clear & consistent • Be compelling, relevant & timely Lesson 20: Three points in 30 seconds
  133. 133. Lesson 21: Ditch The “bcc” Pitch @beckhopkinswine | www.foliowine.com
  134. 134. • 80% of PR releases are deleted without being read • Research your targeted press • Read their columns • Understand their focus • Target your communication Lesson 21: Ditch the “bcc” Pitch
  135. 135. Source: http://www.1winedude.com/the-release-of-your-wine-is-not-news/ Joe Roberts 6/17/2014 Your wine is released Your wine release is news! Bask in the public’s fascination. Your wine release is NOT news. That press release makes you look like an idiot. Is Your Name “Brad Pitt” OR “Angelina Jolie?” YES NO “The Release of your Wine is NOT News”
  136. 136. Lesson 22: Sampling? Save your Money! @beckhopkinswine | www.foliowine.com
  137. 137. Source: 2013 Fermentation.com • NEVER send samples without asking • Your agency MUST know state shipping laws • KNOW What the writer is focused on • Pre-screened writers = better ROI • Price, release date & contact details MUST be on bottle • It takes time! Lesson 22: Sampling? Save your Money!
  138. 138. Case Study: Consumer Press Mailing Timeline Apr. ‘14 May ‘14 June ‘14 July ‘14 Aug. ‘14 Sept. ‘14 Oct. ‘14 Schedule send as part of marketing activities Agreement on final vintages, angle/theme of send Drafts & edit pitch / letter & identify target press Send pitch to select Trade Press list Order wines & prepare collateral & shipping materials. Responses collected & followed up with confirmation of shipment date. Attain, print & assemble personal letter and vintage notes. Create SRP/contact stickers for bottles & FedEx needs Make boxes & sticker bottles. Pack wines, vintage notes, include copy of approval form. Notify FedEx of pick-up needed, send shipping form. Schedule pick up Wine sent to Press contacts Press coverage in magazines
  139. 139. Lesson 23: Follow-up, Don’t Frustrate @beckhopkinswine | www.foliowine.com
  140. 140. • “Please don’t call unless I ask you to & don’t be aggressive “ • Press have obligation to their readers & editors (not you) • Do not assume your interview will become a story • Every journalist is beholden to someone else Lesson 23: Follow-up Don’t Frustrate
  141. 141. Lesson 24: Research > Relationship > Resource @beckhopkinswine | www.foliowine.com
  142. 142. • Identify a core group & NURTURE that relationship • GOOD relationships take time • Make the time and effort to meet face to face • Press Relationships are not friendships • PR is not free! • Become a resource beyond your own brand Lesson 24: Research > Relationship > Resource
  143. 143. Cathy Huyghe Cathy Huyghe writes about the business and politics of the wine industry for Forbes online. She is also working on her first book, Hungry for Wine. Social media
  144. 144. Lesson 25: WIIFY Social media
  145. 145. WIIFY: What’s In It For You The YOU is not the Winery. The YOU is the consumer.
  146. 146. Put yourselves in the shoes of the consumer. And ask, why would I be interested in this? Why would I care?
  147. 147. That’s where Social Media Starts. The best part of social media?
  148. 148. It’s SOCIAL. Meaning the conversation is a two-way street. It’s a dialogue. Not a broadcast.
  149. 149. Lesson 26: YouTube Social media
  150. 150. For younger people, it’s often the FIRST search. YouTube is the second biggest search engine on the internet.
  151. 151. Three Goals of YouTube: 1. Instruct 2. Entertain 3. With content that clearly communicates what’s in it for the viewer.
  152. 152. Examples of Effective YouTube Videos: • How to make a recipe that pairs great with your wine • How to drive to your winery and the landmarks along the way • Introducing a new social media campaign, with a Call to Action as the last frame.
  153. 153. An In-Effective YouTube Video is: • Airbrushed • Highly produced • Perfect pan shots of your vineyards or someone riding a tractor Why This is In-Effective: • It matters to you. But it does not matter to the consumer. (Remember WIIFY.) • Perfection isn’t realistic.
  154. 154. Lesson 27: Instagram Impact Social media
  155. 155. Photo-heavy platforms like Instagram and Pinterest are enormously popular. Use visuals – video, photos, graphics – to tell your story. Visuals bring people to life!
  156. 156. Non-wine platforms used to document wine: • Instagram • Pinterest • Facebook • Twitter • etc.
  157. 157. Wine platforms used to document wine: • Delectable • Drync • Hello Vino • Vivino • etc.
  158. 158. They are all: • Community-focused • Highly interactive • Usable for research
  159. 159. Is Your Label Ready for That?
  160. 160. Social media They permit you to be authentic. As Reka Haros was when she shared the challenges of a harvest with her customers
  161. 161. Lesson 28: Mobile Mobile Mobile Social media
  162. 162. The impact of mobile is only growing!
  163. 163. To document and share the wine experience (as we’ve just seen).
  164. 164. And to influence online purchasing behaviors. Especially from phones. Especially while the consumer is standing in the wine store.
  165. 165. Mobile App Example: HelloVino One of the most downloaded apps One of the most frequent operations it’s asked to do – often while the user is standing in the wine store – is to recommend a wine to go with a particular food.
  166. 166. Mobile App Example: HelloVino The most frequent food HelloVino is asked to pair? Pizza.
  167. 167. Does your wine show up in those recommendations?
  168. 168. Is your website mobile-optimized?
  169. 169. Lesson 29: Listening Social media
  170. 170. Use social media to LISTEN to what people are saying about your brand.
  171. 171. Use social media to LISTEN to what social communities, critics, and bloggers are saying about your brand and the topics that matter to your brand.
  172. 172. Different social media platforms are best used for listening to different things.
  173. 173. Examples: Facebook: communities like #winelover Twitter: individuals like Tim Atkin and Eric Asimov WeChat: Chinese consumers
  174. 174. Lesson 30: Online + Offline Social media
  175. 175. Nothing Beats Face to Face
  176. 176. The Voice of the person who shows up at an event has to be the same voice of the person online.
  177. 177. It’s about… Authenticity Consistency Engagement + Dialogue
  178. 178. Thank You Reka Haros @rekaharos Rebecca Hopkins @beckhopkinswine Cathy Huyghe @cathyhuyghe Robert Joseph @robertjoseph Damien Wilson @winebusprof Social media
  179. 179. Thank You Reka Haros harosreka@gmail.com Rebecca Hopkins rhopkins@foliowine.com Cathy Huyghe huyghe@post.harvard.edu Robert Joseph robertjoseph@unforgettable.com Damien Wilson dr.damien.wilson@gmail.com Social media

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