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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
Robert Joseph
Editor at Large, Meininger’s Wine Business Intl,
Director, Robert Joseph Consulting
Partner, Hugh Kevin & Robert Wines.
.
Social media
The 2014 US Wine Market
Volume: 341m cases
Value: $35-38bn
Imports: 78m cases
Italian Imports 27m cases
Prosecco up ≥32%
Gallo
The Wine
Group Constellation
3 Companies
produce and/or sell
over half the wine in the US
Gallo
The Wine
Group Constellation
70% of growth
Came from top 4 companies
Trinchero
Seven brands
Barefoot, Sutter Home, Franzia,
Woodbridge by Robert Mondavi,
Yellow Tail, Kendall Jackson,
Beringer
represent
25% of all the wine in the US
The US Tobacco and Alcohol Tax &
Trade Bureau processes 130,000
applications for new wine label
approval every year.
Your wine is one in 130,000
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
The 3 biggest distributors
Southern, Republic, Charmer
Sunbelt,
represent over HALF the US
wine market
THE US DOES NOT NEED YOUR WINE
NO ONE NEEDS YOUR WINE
IF YOUR WINE DID NOT EXIST
THE PEOPLE DRINKING IT TODAY
WOULD HAPPILY DRINK SOMETHING ELSE
Space is Finite: Be Remarkable
Lesson 1
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?
Or do you insist that your lover
chooses who they want to be with?
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
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.
“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”
So, what makes your wine so special
– and so much better than the one it
is going to replace?
The Journey of the Bottle
Lesson 2
Even if you have communicated all
of the precious information about
your wine to the wine shop
manager… What happens then?
Tell your customers
that my wine is named
after my horse
January 1
The
Loser
The manager isn’t here,
but I think it’s something
to do with a horse
June 1
The
Loser
Good to drink with
horsemeat? I’ll give it
to George. He’s
adventurous with
foodJune 2
The
Loser
June 2- August 5
I wonder where
I got this
strange wine
The
Loser
August- 5
Don’t just think about the person
who is going to buy your wine. Think
about the person who is going to
drink it.
Even if you got the correct
information into the ultimate
consumer’s brain, how sure are you
that she’s going to remember it?.
Target
Most normal people
have a limited interest
in wine
And plenty of other things
on their mind
Capturing their
attention isn’t easy.
Appropriate Costume
Lesson 3
Would you be happy to receive this?
Or this?
And how about this?
Words change their impact, depending
on how they are expressed
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
Would Italian
consumers buy this
wine?
Food is simpler than wine
We know that sandwiches are
cheap and eaten with our hands
– unlike soufflé
Two similar looking IGT
Sangioveses. One costs
over 80 times as much as
the other
In a logical world, $5 wine would
come in cardboard
If you have a range of wines, reflect
the price and quality in the
packaging.
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.
And, maybe be
adventurous
This Paperboy brand was crteated
by my business partner Kevin Shaw
of Stranger & Stranger. It’s doing
really well in the US.
This transgressive packaging
attracted interest to Piper Heidsieck.
And think of wine as
a gift
Those bottles were
on sale in
Frankfurt Duty Free
Which would
you buy?
This Penfolds
wine costs
$300 at Sydney
Airport Duty
Free
Make Yourself Clear
Lesson 4
These bottles
were on sale in
Selfridges in
London
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?
Most Americans have probably
never heard of your region
The Back Label
Lesson 5
The
useless
back label
What is it made from?
Where was it produced?
Is this
much
better
?
Where is this?
What do these words mean?
What does it taste like?
Your URL/QR Code
Lesson 6
Have you been into the private
rooms here?
Nor have I. Because I haven’t been
invited.
Do you invite people to visit your
website?
Some people forget to print their
URL? Others print it in very small
type.
The Wine Thinker © 2013
Wine producers complain that no
one scans their QR Code. What
reason do they give consumers to
do that?
The Wine Thinker © 2013
The Wine Thinker © 2013
Where’s
the call to
action?
This label by Reka Haros, one of my
fellow speakers today, is much
better.
Your bottle and your label offer
free/cheap way to communicate with
consumers.
Use them
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
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
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
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
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!
TODAY’S VERSION
SCHOOLOFWINE&SPIRITSBUSINESS
78
Recognisable style; Linked to related sites; More
efficient for use
SCHOOL OF WINE & SPIRITS BUSINESS
YET MOST OF THE WINE SECTOR ARE DOING
THIS
SCHOOL OF WINE & SPIRITS BUSINESS
79
TAKEN FROM: MOVIESAYINGS
SCHOOL OF WINE & SPIRITS BUSINESS
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…
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80SCHOOL OF WINE & SPIRITS BUSINESS
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.
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81SCHOOL OF WINE & SPIRITS BUSINESS
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
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82SCHOOL OF WINE & SPIRITS BUSINESS
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
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
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
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
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
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
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….
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89SCHOOL OF WINE & SPIRITS BUSINESS
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
Reka Haros
Ex Danone Brand Manager, ex Leo Burnett Account
Executive, now doing
wine marketing, communications and business
development at Sfriso Winery.
.
Social media
Wine Communications
&
Advertising
@RekaHaros
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
Why do you think the consumer
wanted to divorce?
@RekaHaros
My next 6 lessons will hopefully
help you focus better on the
what, when, where, how and why
of your wine communication.
@RekaHaros
Lesson 13:
Make your communication
a conversation
@RekaHaros
A conversation is NOT the same as product broadcasting.
@RekaHaros
Glorification of
the product
I wonder why wineries are still advertising and
communicating as we were in the last century.
@RekaHaros
Broadcasting
your product is
old fashion
advertising
@RekaHaros
Now we are in the age of empowered consumers who choose
the time and place of their interactions with brands!
@RekaHaros
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
This is the essence of the digital age advertising!
@RekaHaros
Advertising needs to be content that encourages interaction between
brands and its consumers.
You need to join the conversation!
@RekaHaros
Lesson 14:
Know your audience and go
after them
@RekaHaros
• 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
Know what forms of advertising work for them
@RekaHaros
It is useless to
talk about scents
and aftertastes if
your consumers
are not wine
experts.
@RekaHaros
Make it simple for them to
understand your brand
@RekaHaros
Instead of saying why they should buy your product, you need
to say why you have made your product for them.
@RekaHaros
Lesson 15: Be Authentic
@RekaHaros
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
We live in a world where
people can judge brands by
what they do. So being
believed means far more than
being noticed.
@RekaHaros
Lesson 16: Engage through
experiences and emotions
@RekaHaros
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!
Like [yellow tail] asking people to tweet their toasts for their
live billboard campaign (2011)
@RekaHaros
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
Cathy Huyghe’s blog does that to me
@RekaHaros
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
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
Lesson 17: Advertise in
the right places
@RekaHaros
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
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
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!
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!
Lesson 18: You can only succeed
if you have a well defined
communication strategy!
@RekaHaros
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
Without it you are just doing business as usual!
@RekaHaros
Thank you!
Reka Haros
@RekaHaros
Rebecca Hopkins
Rebecca Hopkins is Vice President Communications
& Partner FOLIO Fine Wine Partners.
Social media
FOCUS USA:
30 Lessons of Wine Communication
Public Relations
Presented by Rebecca Hopkins | @beckhopkinswine | www.foliowine.com
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)
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?
Lesson 19:
Relying on Scores
vs Telling Real Stories
@beckhopkinswine | www.foliowine.com
“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!
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
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
Lesson 20:
Three points in 30 seconds
@beckhopkinswine | www.foliowine.com
• 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
Lesson 21:
Ditch The “bcc” Pitch
@beckhopkinswine | www.foliowine.com
• 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
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”
Lesson 22:
Sampling? Save your Money!
@beckhopkinswine | www.foliowine.com
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!
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
Lesson 23:
Follow-up, Don’t Frustrate
@beckhopkinswine | www.foliowine.com
• “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
Lesson 24:
Research > Relationship
> Resource
@beckhopkinswine | www.foliowine.com
• 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
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
Lesson 25:
WIIFY
Social media
WIIFY:
What’s In It For You
The YOU is not the Winery.
The YOU is the consumer.
Put yourselves in the shoes
of the consumer.
And ask, why would I be
interested in this?
Why would I care?
That’s where Social Media Starts.
The best part of social media?
It’s SOCIAL.
Meaning the conversation
is a two-way street.
It’s a dialogue.
Not a broadcast.
Lesson 26:
YouTube
Social media
For younger people, it’s often
the FIRST search.
YouTube is the second biggest
search engine on the internet.
Three Goals of YouTube:
1. Instruct
2. Entertain
3. With content that clearly
communicates what’s in it for
the viewer.
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.
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.
Lesson 27:
Instagram Impact
Social media
Photo-heavy platforms like Instagram
and Pinterest are enormously popular.
Use visuals – video, photos, graphics –
to tell your story.
Visuals bring people to life!
Non-wine platforms used to document wine:
• Instagram
• Pinterest
• Facebook
• Twitter
• etc.
Wine platforms used to document wine:
• Delectable
• Drync
• Hello Vino
• Vivino
• etc.
They are all:
• Community-focused
• Highly interactive
• Usable for research
Is Your Label Ready for That?
Social media
They permit you to be authentic.
As Reka Haros was when she shared
the challenges of a harvest with her
customers
Lesson 28:
Mobile Mobile Mobile
Social media
The impact of mobile is only growing!
To document and share the wine
experience (as we’ve just seen).
And to influence online purchasing
behaviors.
Especially from phones.
Especially while the consumer is
standing in the wine store.
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.
Mobile App Example: HelloVino
The most frequent food HelloVino is
asked to pair?
Pizza.
Does your wine show up in those
recommendations?
Is your website mobile-optimized?
Lesson 29:
Listening
Social media
Use social media to LISTEN to what
people are saying about your brand.
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.
Different social media platforms are
best used for listening to different
things.
Examples:
Facebook: communities like #winelover
Twitter: individuals like Tim Atkin and
Eric Asimov
WeChat: Chinese consumers
Lesson 30:
Online + Offline
Social media
Nothing Beats Face to Face
The Voice of the person who
shows up at an event has to
be the same voice of the
person online.
It’s about…
Authenticity
Consistency
Engagement + Dialogue
Thank You
Reka Haros @rekaharos
Rebecca Hopkins @beckhopkinswine
Cathy Huyghe @cathyhuyghe
Robert Joseph @robertjoseph
Damien Wilson @winebusprof
Social media
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
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30 Lessons for Marketing Italian Brands

  • 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. Robert Joseph Editor at Large, Meininger’s Wine Business Intl, Director, Robert Joseph Consulting Partner, Hugh Kevin & Robert Wines. . Social media
  • 3. The 2014 US Wine Market Volume: 341m cases Value: $35-38bn Imports: 78m cases Italian Imports 27m cases Prosecco up ≥32%
  • 4. Gallo The Wine Group Constellation 3 Companies produce and/or sell over half the wine in the US
  • 5. Gallo The Wine Group Constellation 70% of growth Came from top 4 companies Trinchero
  • 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. The US Tobacco and Alcohol Tax & Trade Bureau processes 130,000 applications for new wine label approval every year.
  • 8. Your wine is one in 130,000
  • 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. The 3 biggest distributors Southern, Republic, Charmer Sunbelt, represent over HALF the US wine market
  • 11. THE US DOES NOT NEED YOUR WINE
  • 12. NO ONE NEEDS YOUR WINE
  • 13. IF YOUR WINE DID NOT EXIST THE PEOPLE DRINKING IT TODAY WOULD HAPPILY DRINK SOMETHING ELSE
  • 14. Space is Finite: Be Remarkable Lesson 1
  • 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. Or do you insist that your lover chooses who they want to be with?
  • 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. 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. “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. So, what makes your wine so special – and so much better than the one it is going to replace?
  • 21. The Journey of the Bottle Lesson 2
  • 22. Even if you have communicated all of the precious information about your wine to the wine shop manager… What happens then?
  • 23. Tell your customers that my wine is named after my horse January 1
  • 24. The Loser The manager isn’t here, but I think it’s something to do with a horse June 1
  • 25. The Loser Good to drink with horsemeat? I’ll give it to George. He’s adventurous with foodJune 2
  • 27. I wonder where I got this strange wine The Loser August- 5
  • 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. 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. Target Most normal people have a limited interest in wine And plenty of other things on their mind Capturing their attention isn’t easy.
  • 32. Would you be happy to receive this?
  • 34. And how about this?
  • 35. Words change their impact, depending on how they are expressed
  • 36.
  • 37. 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
  • 39. Food is simpler than wine We know that sandwiches are cheap and eaten with our hands – unlike soufflé
  • 40. Two similar looking IGT Sangioveses. One costs over 80 times as much as the other
  • 41. In a logical world, $5 wine would come in cardboard
  • 42. If you have a range of wines, reflect the price and quality in the packaging.
  • 43. 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.
  • 45. This Paperboy brand was crteated by my business partner Kevin Shaw of Stranger & Stranger. It’s doing really well in the US.
  • 46.
  • 47. This transgressive packaging attracted interest to Piper Heidsieck.
  • 48.
  • 49. And think of wine as a gift
  • 50.
  • 51. Those bottles were on sale in Frankfurt Duty Free Which would you buy?
  • 52. This Penfolds wine costs $300 at Sydney Airport Duty Free
  • 54. These bottles were on sale in Selfridges in London
  • 55. 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?
  • 56. Most Americans have probably never heard of your region
  • 59. What is it made from? Where was it produced? Is this much better ? Where is this?
  • 60. What do these words mean? What does it taste like?
  • 62. Have you been into the private rooms here?
  • 63.
  • 64. Nor have I. Because I haven’t been invited.
  • 65. Do you invite people to visit your website? Some people forget to print their URL? Others print it in very small type.
  • 66. The Wine Thinker © 2013
  • 67. Wine producers complain that no one scans their QR Code. What reason do they give consumers to do that?
  • 68. The Wine Thinker © 2013
  • 69. The Wine Thinker © 2013 Where’s the call to action?
  • 70. This label by Reka Haros, one of my fellow speakers today, is much better.
  • 71.
  • 72. Your bottle and your label offer free/cheap way to communicate with consumers. Use them
  • 73. 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
  • 74. 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
  • 75. 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
  • 76. 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
  • 77. 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!
  • 78. TODAY’S VERSION SCHOOLOFWINE&SPIRITSBUSINESS 78 Recognisable style; Linked to related sites; More efficient for use SCHOOL OF WINE & SPIRITS BUSINESS
  • 79. YET MOST OF THE WINE SECTOR ARE DOING THIS SCHOOL OF WINE & SPIRITS BUSINESS 79 TAKEN FROM: MOVIESAYINGS SCHOOL OF WINE & SPIRITS BUSINESS
  • 80. 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
  • 81. 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
  • 82. 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
  • 83. 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
  • 84. 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
  • 85. 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
  • 86. 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
  • 87. 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
  • 88. 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
  • 89. 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
  • 90. 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
  • 91. Reka Haros Ex Danone Brand Manager, ex Leo Burnett Account Executive, now doing wine marketing, communications and business development at Sfriso Winery. . Social media
  • 93. 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
  • 94. Why do you think the consumer wanted to divorce? @RekaHaros
  • 95. My next 6 lessons will hopefully help you focus better on the what, when, where, how and why of your wine communication. @RekaHaros
  • 96. Lesson 13: Make your communication a conversation @RekaHaros
  • 97. A conversation is NOT the same as product broadcasting. @RekaHaros Glorification of the product
  • 98. I wonder why wineries are still advertising and communicating as we were in the last century. @RekaHaros
  • 99. Broadcasting your product is old fashion advertising @RekaHaros
  • 100. Now we are in the age of empowered consumers who choose the time and place of their interactions with brands! @RekaHaros
  • 101. 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
  • 102. This is the essence of the digital age advertising! @RekaHaros
  • 103. Advertising needs to be content that encourages interaction between brands and its consumers. You need to join the conversation! @RekaHaros
  • 104. Lesson 14: Know your audience and go after them @RekaHaros
  • 105. • 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
  • 106. Know what forms of advertising work for them @RekaHaros
  • 107. It is useless to talk about scents and aftertastes if your consumers are not wine experts. @RekaHaros
  • 108. Make it simple for them to understand your brand @RekaHaros
  • 109. Instead of saying why they should buy your product, you need to say why you have made your product for them. @RekaHaros
  • 110. Lesson 15: Be Authentic @RekaHaros
  • 111. 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
  • 112. We live in a world where people can judge brands by what they do. So being believed means far more than being noticed. @RekaHaros
  • 113. Lesson 16: Engage through experiences and emotions @RekaHaros
  • 114. 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!
  • 115. Like [yellow tail] asking people to tweet their toasts for their live billboard campaign (2011) @RekaHaros
  • 116. 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
  • 117. Cathy Huyghe’s blog does that to me @RekaHaros
  • 118. 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
  • 119. 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
  • 120. Lesson 17: Advertise in the right places @RekaHaros
  • 121. 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
  • 122. 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
  • 123. 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!
  • 124. 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!
  • 125. Lesson 18: You can only succeed if you have a well defined communication strategy! @RekaHaros
  • 126. 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
  • 127. Without it you are just doing business as usual! @RekaHaros
  • 129. Rebecca Hopkins Rebecca Hopkins is Vice President Communications & Partner FOLIO Fine Wine Partners. Social media
  • 130. FOCUS USA: 30 Lessons of Wine Communication Public Relations Presented by Rebecca Hopkins | @beckhopkinswine | www.foliowine.com
  • 131. 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)
  • 132. 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?
  • 133. Lesson 19: Relying on Scores vs Telling Real Stories @beckhopkinswine | www.foliowine.com
  • 134. “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!
  • 135. 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
  • 136. 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
  • 137. Lesson 20: Three points in 30 seconds @beckhopkinswine | www.foliowine.com
  • 138. • 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
  • 139. Lesson 21: Ditch The “bcc” Pitch @beckhopkinswine | www.foliowine.com
  • 140. • 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
  • 141. 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”
  • 142. Lesson 22: Sampling? Save your Money! @beckhopkinswine | www.foliowine.com
  • 143. 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!
  • 144. 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
  • 145. Lesson 23: Follow-up, Don’t Frustrate @beckhopkinswine | www.foliowine.com
  • 146. • “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
  • 147. Lesson 24: Research > Relationship > Resource @beckhopkinswine | www.foliowine.com
  • 148. • 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
  • 149. 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
  • 151. WIIFY: What’s In It For You The YOU is not the Winery. The YOU is the consumer.
  • 152. Put yourselves in the shoes of the consumer. And ask, why would I be interested in this? Why would I care?
  • 153. That’s where Social Media Starts. The best part of social media?
  • 154. It’s SOCIAL. Meaning the conversation is a two-way street. It’s a dialogue. Not a broadcast.
  • 156. For younger people, it’s often the FIRST search. YouTube is the second biggest search engine on the internet.
  • 157. Three Goals of YouTube: 1. Instruct 2. Entertain 3. With content that clearly communicates what’s in it for the viewer.
  • 158. 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.
  • 159. 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.
  • 161. Photo-heavy platforms like Instagram and Pinterest are enormously popular. Use visuals – video, photos, graphics – to tell your story. Visuals bring people to life!
  • 162. Non-wine platforms used to document wine: • Instagram • Pinterest • Facebook • Twitter • etc.
  • 163. Wine platforms used to document wine: • Delectable • Drync • Hello Vino • Vivino • etc.
  • 164. They are all: • Community-focused • Highly interactive • Usable for research
  • 165. Is Your Label Ready for That?
  • 166. Social media They permit you to be authentic. As Reka Haros was when she shared the challenges of a harvest with her customers
  • 167. Lesson 28: Mobile Mobile Mobile Social media
  • 168. The impact of mobile is only growing!
  • 169. To document and share the wine experience (as we’ve just seen).
  • 170. And to influence online purchasing behaviors. Especially from phones. Especially while the consumer is standing in the wine store.
  • 171. 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.
  • 172. Mobile App Example: HelloVino The most frequent food HelloVino is asked to pair? Pizza.
  • 173. Does your wine show up in those recommendations?
  • 174. Is your website mobile-optimized?
  • 176. Use social media to LISTEN to what people are saying about your brand.
  • 177. 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.
  • 178. Different social media platforms are best used for listening to different things.
  • 179. Examples: Facebook: communities like #winelover Twitter: individuals like Tim Atkin and Eric Asimov WeChat: Chinese consumers
  • 180. Lesson 30: Online + Offline Social media
  • 181. Nothing Beats Face to Face
  • 182. The Voice of the person who shows up at an event has to be the same voice of the person online.
  • 184. Thank You Reka Haros @rekaharos Rebecca Hopkins @beckhopkinswine Cathy Huyghe @cathyhuyghe Robert Joseph @robertjoseph Damien Wilson @winebusprof Social media
  • 185. 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

Editor's Notes

  1. READ AFTER KEY POINTS IN TEXT: Because if you get people to view your website, you can measure what they do when they get there!
  2. Visual appeal – Clearly Randall Grahm…. Artistic, Intellectual, his signature (Flying cigar), and wine oriented (rows, and looking down over three overlapping glasses). There are clear brand elements in the name and the images, and there are icons to show what the visitor can do on the site. Leads to …. Usability; 1 How did someone get here? For me, a search on good winery web page design. Links from high-readership magazines in graphic design, bloggers, wine trade and local press (these details can be measured through paid tools, or manually estimated for free if you’re prepared to give up the time to search. Usability: ‘Search feature at the top of the page’. Tab to buy immediately in case that’s all you’re interested in doing (but note that it wasn’t the landing page – the visitor can indicate when they are ready to buy). There are two parts to this front page – a detailed list for the browser, and a fast-find interface for those who know what they want. At this point, Randall would have known that trade/media, tasting room visits, and membership sign-ups were the most frequently used features on his page. Other details like events, meeting him, contact details could be found easily, but were not the premier usage experiences at the time. How many of you know the bounce rate, average time spent on your page(s), and/or have analysed or changed your site lay-out as a result of analysing your customer usage patterns? He was. And this was six years ago!
  3. Visual appeal – Clearly Randall Grahm…. Note the Flying cigar… Images illustrate his contemporary, sci-fi angle on very traditional images. Clearly and obviously BoonyDoon. Found in any number of ways. Usability: ‘Search feature at the top of the page’, but less important now – streamlined design based on usage over time. Click to buy immediately in case that’s all you’re interested in doing (but note that the visitor can indicate when they are ready to buy). There are two parts again to this front page – a detailed list for those wanting details, and a fast-find interface for the most frequently used elements of his page. Other details like meeting him, and events could be found easily, but were not the premier usage experiences at the time. This page evolves based on a consistent and memorable image, and optimisation of links to, and usage patterns. It should be a template for those thinking about the features your website should contain for the US market.
  4. Kevin Spacey’s portrayal of the mythical crime-boss, Kayser Sozé, in the film ‘The usual suspects’ represents the perfect analogy of what the wine sector has been doing with its image over time. As producer numbers have increased over time, they’ve fought hard to carve out their own niche. But, all that focus on being unique has done is convince the world that they don’t exist. Ask yourself ‘who has ever heard of my wines?’
  5. Start by generating a set of useful metrics to help you figure out what works
  6. READ AFTER BULLET POINTS: This is for Chianti mentions in web-pages… Probably less than you were expecting to see, right? It was never very high, but dropped after the GFC. There is an annual spike in interest around the end of each year. Any suggestions on why? You can identify the influential articles/event/people by moving your cursor over the letters where significant events are identified on the trend line. Remember, this is for a well-known region. … Individual producers may not like the results when they do it for their brands…. But, it will provide you with a base-line, and benchmark in which to start.
  7. READ AFTER BULLET POINTS: This is for Chianti mentions v Barolo. Note that Chianti has trended down, but Barolo up… You’d need to check on those letters for further insight as to why this might be the case. Focus on the events/people/formats that lead to spikes in interest, and implement those into your communications efforts...
  8. READ THIS AFTER THE BULLET POINTS: All of these associated tools can help create links, and interest in your wine. You need to ensure that anything you use can be linked to your web-site’s URL. Make it easy for the viewer to find you. And make your brand visible in places where your customers frequent (or potential customers frequent). Then decide on the best tools from this diagram to use… Reka will talk more about that in a few minutes…
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  10. Hello everybody! I will be taking you through the next 6 key points, which will hopefully help you focus better on the what, when, where, how and why of your communication.
  11. I would like to start by showing you this video from 8 years ago, Show Video How many of you can relate to her?
  12. Ask question
  13. Read slide
  14. A conversation is NOT the same as product broadcasting. When you google “wine advertising” this is the page you get. It is all about the glorification of the product!
  15. I wonder why wineries are still advertising and communicating as we were in the last century.
  16. Product broadcasting was fun back in the old times before internet!
  17. Now we are in the age of “The empowered consumers” who choose the time and place where they want to interact with brands.
  18. Read slide
  19. This is the essence of the digital age advertising!
  20. It is about creating content that encourages interaction between brands and consumers. You need to join the conversation!
  21. Read slide
  22. Know what works for them.
  23. Read slide
  24. Just remember that it’s not about you but about them. Instead of saying WHY they should buy your product, tell them why you made your product FOR them
  25. When you are communicating you need to be believed. For that, you need to be credible. And you won’t be credible if you are not authentic and genuine. We live in a world where people can judge brands by what they do; it is a time when being believed means far more than being noticed
  26. Consumers hate being interrupted by brands, they want to be engaged and entertained by brands. Make your ad a call for action for participation!
  27. Like Yellow tail’s tweet your toast live billboard campaign in Canada in 2011. People were asked to tweet their messages that were then shown on live billboards across the major cities of Canada.
  28. Another way to engage consumers is by telling a story to which they can relate. Telling a story is about pushing the emotional buttons of your audience until they have goose bumps all over. Cathy’s storytelling does that to me!
  29. However,, Read slide
  30. A perfect example of story-making is Barefoot Wines’ Beach Rescue Project. They invite people to clean their beaches to make it “barefoot” safe. Who knows how many love stories, new friendships or funny stories come out of these events?
  31. 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. Read slide
  32. And this is where the US adults hang out!
  33. Read slide
  34. Read slide
  35. Read slide
  36. Read slide
  37. Wine Expert or Wine Authority They who are more informed, more learned and more experienced in the subject of wine or a sub-set of wine subject matter than the vast majority of others who possess either a passing or professional interest in the subject. They are often recognized for their expertise by being sought out for their counsel or advice, through the regular publication of their ideas and thoughts, and by often appearing at public events—almost always for a fee. They may not be Wine Writers, but they often do write about wine for publication. Wine Critics are often Wine Experts, but Wine Experts are not always Wine Critics. Wine Blogger In their most basic form, a wine blogger writes about some aspect of wine in a self-published format that is commonly defined by “posts” or articles that appear sequentially, with the latest on the home page or the top o the blog. While not always true for most wine bloggers, it can be said that they generally are not writers first, they generally are unpaid beyond occasional ads on the blog, they have a regular schedule for new posts and they have a relatively small readership compared to established wine media. The Wine Blogger has, however, become established as a part of he wine media. Wine Author: Not a term one sees commonly, but when used it tends to describe a person who has had their work published in book format by a reputable book publisher and they are paid. A Wine Author might be a Wine Authority, but isn’t always a Wine Authority or a Wine Critic. Wine Critic or Wine Reviewer : A Wine Critic has as their primary pursuit the review of individual wines. The term is almost always applied to a person who critiques wines as a profession. They may or may not rate wines on a scale or some sort. A Wine Critic is most commonly also a Wine Expert, but not always a Wine Expert. A Wine Critic is not always a Wine Writer, but they often are. Wine Writer: A generic term that is often applied to Wine Critics, Wine Bloggers, Wine Authors and those who are paid to write about wine in a variety of publications. When the primary moniker used to identify the person, it is likely they get paid for their writing, but it is not a requirement that one be paid in order to be deemed a Wine Writer (See Blogger). A Wine Writer is almost always a Wine Expert, but isn’t always a Wine Expect, nor are they always Wine Critics, but they may also be a Wine Critic. Wine Advocate Influencer for trade and other media outlets, based on reputation. A relatively obscure term, but sometimes used to identify an individual who in one way or another promotes the consumption of wine as a positive thing. They may promote the consumption of wine in professional writing, in blogs, on social media platforms, as a member of the wine trade, or simply in their daily interactions.
  38. Different brands require different types of PR activities - no single PR activity will be appropriate for every brand and not every brand requires the same level of investment in each activity. Choose activities wisely as you are best to invest well in fewer tools than spread yourself too thin across the group with limited impact.
  39. Submitting your wines for scoring is only the first step and editors taste an enormous number of wines per issue (eg: Wine Spectator – taste 15,000 wines each year recommending 400 to 1,000 wine reviews each issue - 2x month) Wine Spectator & The Advocate still carry the most influence in the US market; Wine & Spirits being more closely followed by young sommeliers and trade, so build our relationships, don’t just send wine.
  40. Scores are a snapshot of your wine, one tool, and primarily important to the trade - distributors, wholesalers and buyers. The traditional power of one critic voice is diminishing as we see the diminishing power of the single critic, it is becoming far more important to be able to tell a story to a wider audience in a way that is translatable and adaptable. So while they are a tool for communication, they should never be considered a “fast track” to brand building.   Be sure to read your submission requirements as it changes from outlet to outlet. Simple mistakes can mean wines are not successfully submitted. Remember a submission does NOT guarantee a score. It can take up to 9 months to secure a score, so release dates ex cellar are important to plan.
  41. It can take months to arrange shipment of wines for scoring submissions, so release dates are important to plan for Take the time to read editorial deadlines for key dates (eg: Italy issue is twice per year) and plan your shipments accordingly.
  42. Distill your story so it can be told in 30 second segments. Think about visual aids as giving context, particularly with lifestyle media in the US we are working with people who have never been to Italy, they have never traveled to wine regions or their reference point is California. Video is a great tool for this – whether as a series of short snapshots, time delays over harvest, or simple hand made messages from the winery on your website, be as visual as possible, to help convey your message. Keep your communication (esp. visual) current – timely and relevant information is important to an audience with limited attention span.
  43. Do not send generic emails with your announcements – please. Do your research on your targets and personalize your written and verbal communication. Every writer target has a different need – they live differently, have different readerships, different outlets and different abilities to tell your story. So do your research (and be aware of current news events) to see who your writers are, what they are writing about (and for whom), how your brand can meet that need. Read their columns and see what they are interested in.
  44. Samples are a common tool used across the industry to build awareness, particularly for new brands and products but again, tailor your approach and be aware of the US shipping laws. They change across states and breaches can put licenses at risk. Targeting your list will mean fewer press receive your sample bottles, but ROI should be higher as you have already pre-screened for interest. Add stickers to bottles detailing price, availability & contact details.
  45. Calling to ask if wine was received by press contact is not okay, unless the journalist requested the wine, and it is for a deadline. (you can find out arrival through other means – FedEx etc) They have your contacts and can ask for further information. Never ASSUME any form of press interview (sit down, phone call etc) will result in a story – many conversations are research and may be for a bigger storyline.
  46. You cannot physically reach every press contact (there are 800+ “wine bloggers in US alone) so identify a core group of press and nurture that over time. It will take time and is not free. Respect the press contact’s time and be time effective; good press don't need to go to another 5-course dinner they have deadlines, commitments and their own careers so be respectful. Build a trusting relationship to the point where you are a resource, but know they are not your friend.
  47. All Reka’s photo here