robert joseph - why can't we learn to love consumers? @wbis2014
DESCRIPTION
The Wine thinker takes us a very entertaining journey though communication challenges in the wine industryTRANSCRIPT
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Consumers
Why can’t we learnto love them & let
them be our friends?
A Wine Thinker PresentationRobert Joseph
WBIS, Munich, January, 2014
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So how does the wine industry
communicate?
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The wine communicators of the late 20th Century
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The way we were….
Bob
Pepe
Fluffy
Connie
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Barbie
Pepe Bob
Fluffy
Connie
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Bill
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Bill, the wine man
Doris, the ski buff
Terry, the hi-fi nerd
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What happens to my message
on a bottle?
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Wine is named after
my horse
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Something to do with a
horse
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Best served with horse?
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Who bought that strange-tasting wine
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How can we help consumers
get a wine they’ll like?
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Share your views on your favourite foods. And maybe reveal that you don’t eat seafood.Or cake.
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John doesn’t like red wine – so he’s reassured to get a white recommendation with his steak
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A few ways to
engage with the consumer
• A wine club• A newsletter/blog• An offer• At cellar door• Food & Wine• URL / QR Code /
Augmented Reality labels
• User-friendly Website & Microsite
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A few ways to
engage with the consumer
• Be your brand• Wine Tourism• Events• Work with other
products/services they like
• Make them laugh
• Make them believe you care