CIVB - The Communication strategy of Bordeaux in Germany @wbis2014

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CIVB - The Communication strategy of Bordeaux in Germany @wbis2014

  1. 1. Bordeaux Wines – communication strategy in Germany
  2. 2. Conceil Interprofessionnel des Vins de Bordeaux Founded  in  1948     Brings  together:  vi5culture,  trade  and   brokerage     3  missions:  economic,  technic,  Marke5ng  /   communica5on     110.200  hectares  of  vineyards,  60   Appella5ons  d‘Origine  Contrôlée     8000  winegrowers  and  300  wine  merchants  
  3. 3. Strategic approach Create synergies between Social Media, PR and event Load up the brand Bordeaux with a young and uncomplicated image Show new occasions for winedrinking Provide wine knowledge, storytelling about Bordeaux and its wines Let the ambassadors speak
  4. 4. Basis for communication Selection „100 Bordeaux für jeden Anlass“: shows accessibility and diversity of Bordeaux wines (5-29 €) Brigitte Issue: 26.03.13 / 08/2013 Circulation: 577.049
  5. 5. Our target group Wine unexperienced Taste and quality are not main interests Distinctive price consciousness Entrants, students 18  Januar  2014   Neo epicureans Eating and drinking part of their leasure activities, higher quality consciousness Social Web affine, image heavy Young families, foodies Wine experts Wine important part of their lifestyle, high quality consciousness Share their experiences in the Social Web, argumentative Blogger, (Bordeaux) experts -­‐  5  -­‐  
  6. 6. Meet our target groups 18  Januar  2014   -­‐  6  -­‐  
  7. 7. Event
  8. 8. Apéros Bordeaux – concept and idea •  After-Work event series: 4 events in Germany with wines of the selection, live music and DJs, winemakers from Bordeaux, sommeliers and aromaparcours •  Create a „Bordeaux wine“ experience: focus on “enjoying life/ leisure time“ rather than wine expertise, show the accessibility and easiness of Bordeaux wines •  Promotion on all social media channels •  Creation of incentives for bloggers •  Exclusive workshops •  Integration in invitation process •  Encourage sharing by event guests –  WiFi –  #aperosbdx •  Target group: wine unexperienced and bloggers   18  Januar  2014   -­‐  8  -­‐  
  9. 9. Apéros Bordeaux – results Munich Quantitative results •  450 guests in Munich, between 25 and 45 years old •  27 bloggers and journalists •  High interaction and reach on major networks with #aperosbdx Qualitative results •  Established Apéro as a concept and introduced Bordeaux wines as affordable, special and fun wines in our target group •  Successful link between on- and offline promotion activities •  The events and wines are now more tangible for the online community •  Attendees expressed their enthusiasm and satisfaction via Social Media before, during and after the event 18  Januar  2014   -­‐  9  -­‐  
  10. 10. Vinocamp 2013
  11. 11. Vinocamp - concept and idea •  Barcamp for wine blogger and experts in Germany •  Refresh blogger contacts face-to-face and get insights into relevant topics of “wine onliners” •  Focus on Bordeaux’s huge variety and foodpairing with a session including a tasting. Offered an aromaparcours incl. a raffle •  Target group: wine experts, wine and food blogger 18  Januar  2014   -­‐  11  -­‐  
  12. 12. Vinocamp - results •  Bordeaux differed from other sponsors in terms of active involvement during sessions •  High interest in session and the aromaparcours with a lot of competitiveness going on •  High interaction in Social Media by mentioning „Bordeaux Wein“ •  The feedback online and offline was positive and blogger relations have started to benefit from making that big of an impression •  The Vinocamp 2014 will have a food & wine focus, explicitly thanks to the great reception of our session 18  Januar  2014   -­‐  12  -­‐  
  13. 13. Flaschenpost
  14. 14. Flaschenpost – concept and idea •  Online raffle on blog and Facebook •  food & wine pairing and fun wine knowledge •  Each Flaschenpost week has a thematic hook, presented in a teaser video (e.g. aromas and flavours, cuisine bordelaise, herbs and white wines...) •  Present 6 wines with matching blogger recipes. Comment on one of the blog posts to win the wines •  FB ads promote the special •  Target group: neo-epicureans, foodies   18  Januar  2014   -­‐  14  -­‐  
  15. 15. Flaschenpost – results Quantitative results (#3) •  Blog –  345 interactive comments on the blog –  Average duration of stay 3:24 min. –  Notable peak (over +200%) in blog views –  Bouncing rate 50% •  Facebook –  Reach and interaction increased –  Better ad performance Qualitative results •  Could identify the engaged 1 % to enter into a long-term dialog – brand ambassadors •  Using the synergies of all channels works well   Januar  2014   18   -­‐  15  -­‐  
  16. 16. Merci! @bordeaux_wein @segmentapr @AlenaMohr

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