CIVB - The Communication strategy of Bordeaux in Germany @wbis2014
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Transcript of CIVB - The Communication strategy of Bordeaux in Germany @wbis2014
B"deaux Wi&s – co(unication stra,gy in Germany
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
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
Stra,0c a2r34
Selection „100 Bordeaux für jeden Anlass“: shows accessibility and diversity of Bordeaux wines (5-29 €)
B56 f" co(unication
Brigitte
Issue: 26.03.13 / 08/2013 Circulation: 577.049
18 Januar 2014 -‐ 5 -‐
Taste and quality are not main interests Distinctive price consciousness Entrants, students
Eating and drinking part of their leasure activities, higher quality consciousness Social Web affine, image heavy Young families, foodies
Wine important part of their lifestyle, high quality consciousness Share their experiences in the Social Web, argumentative Blogger, (Bordeaux) experts
Our target group
Wi& u&x8rien:d
Neo epicureans Wi& ex8rts
18 Januar 2014 -‐ 6 -‐
Meet our target groups
Event
• 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 -‐
Apéros Bordeaux – concept and idea
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 -‐
Apéros Bordeaux – results Munich
Vinocamp 2013
• 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 -‐
Vinocamp - concept and idea
• 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 -‐
Vinocamp - results
?54en- post
• 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 -‐
Flaschenpost – concept and idea
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
18 Januar 2014 -‐ 15 -‐
Flaschenpost – results
@segmentapr @bordeaux_wein @AlenaMohr
Merci!