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

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

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 1: 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 2: 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 3: 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 4: 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 5: 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 6: 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