This was originally presented at Vinitaly 2015 as part of 30 lessons in Wine Communications for Italian Brands (US focused) presented together with Rebecca Hopkins, Cathy Huyghe, Robert Joseph and Damien Wilson. The 30 lessons cover packaging, website design, advertising, PR and social media.

1. Wine Communications
&
Advertising
@RekaHaros

2. 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
https://www.youtube.com/watch?v=D3qltEtl7H8

3. Why do you think the consumer
wanted to divorce?
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4. My next 6 lessons will hopefully
help you focus better on the
what, when, where, how and why
of your wine communication.
@RekaHaros

5. Lesson 1:
Make your communication
a conversation
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6. A conversation is NOT the same as product broadcasting.
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Glorification of
the product

7. I wonder why wineries are still advertising and
communicating as we were in the last century.
@RekaHaros

8. Broadcasting
your product is
old fashion
advertising
@RekaHaros

9. Now we are in the age of empowered consumers who choose
the time and place of their interactions with brands!
@RekaHaros

10. 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

11. This is the essence of the digital age advertising!
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12. Advertising needs to be content that encourages interaction between
brands and its consumers.
You need to join the conversation!
@RekaHaros

13. Lesson 2:
Know your audience and go
after them
@RekaHaros

14. • 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

15. Know what forms of advertising work for them
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16. It is useless to
talk about scents
and aftertastes if
your consumers
are not wine
experts.
@RekaHaros

17. Make it simple for them to
understand your brand
@RekaHaros

18. Instead of saying why they should buy your product, you need
to say why you have made your product for them.
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19. Lesson 3: Be Authentic
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20. 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

21. We live in a world where
people can judge brands by
what they do. So being
believed means far more than
being noticed.
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22. Lesson 4: Engage through
experiences and emotions
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23. Consumers hate being interrupted by brands, they want to be
engaged and entertained by them.
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Make your ad a call for action and participation!

24. Like [yellow tail] asking people to tweet their toasts for their
live billboard campaign (2011)
@RekaHaros

25. 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

26. Cathy Huyghe’s blog does that to me
@RekaHaros

27. 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

28. 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

29. Lesson 5: Advertise in
the right places
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30. 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

31. 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

32. 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!

33. 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!

34. Lesson 6: You can only succeed if
you have a well defined
communication strategy!
@RekaHaros

35. 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

36. Without it you are just doing business as usual!
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37. Thank you!
Reka Haros
@RekaHaros