MARKETING ANALYSIS OF THE WINE SPECIALITIES OF THE TOKAJ WINE REGION
Wine marketing in digital age
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Transcript of Wine marketing in digital age
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Wine Marketing in the Digital Age
Jordan Vineyard & Winery
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1976: Looking Back Jordan Vineyard & Winery
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Reality Check• Consumers have many
more quality wine choices now than they did when John Jordan's parents founded the winery
• The role of wine distributors and the three-tier system has changed
• Being agile and adaptive is the only way for an independent family winery to succeed
• Old-world artistry and new technology are converging
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Core Principles
• Have mission clarity, focus
• Challenge assumptions
• Refuse to compromise quality
• Change with authenticity
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Storytelling Platforms
Jordan Vineyard & Winery
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Digital Magazine Jordan Vineyard & Winery
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Digital Brand Essence Jordan Vineyard & Winery
“A product can be quickly outdated, but a successful brand is timeless.”
- Stephen King
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Communications• Videography
• Marketing
• Public Relations
• Social Media
• Photography
• Copywriting (all audiences)
• Advertising
• Sales Tools
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New Media Strategy• Prepare culture
• Hire/train skilled professionals
• Research/understand brand/markets
• Develop plan• Tone, content, platforms, frequency, audiences (trade, consumer)
• Build architecture
• Determine workflows
• Integrate across departments
• Execute
• Listen
• Respond
• Adapt
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Telling our Story
“If a picture is worth a 1,000
words, then a video is
worth 300,000.”- Nadira Hira,
Direct to Consumer Wine Symposium
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Telling our Story
• High-definition videos
• Added value to the customer/tips, advice
• Types of content
• Winemaking, viticulture, culinary, hospitality, design
• When to drink videos
• How to videos
• People behind the wines
• Family/history stories
• Ongoing training to stay ahead of competition
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Video and Your Brand
• Equipment
• Look
• Sound
• Lighting
• Bandwidth
• Audience
• Advance Planning
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iPad and Our Brand
• Elegant
• Contemporary
• Dynamic
• Interactive
• Attention-getting / high-quality
• Fast
• Efficient
• Productive
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Sales Tools
• Distributor meetings
• Video streaming live from Jordan
• Winemaker virtual tasting videos
• Personalized videos from Jordan staff
• Off-premise
• iPad Keynote sales presentations (also for PC)
• Wine videos for online retail websites (ready-made or custom)
• Staff training videos
• QR Codes (ready-made or custom)
• Shelf talkers
• UPC code scanning
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Sales Tools (continued)• On premise
• Live video streaming
• Staff training
• For list of videos, click here
• UPC code scanning for smartphone access to technical information
• Stickybits
• When to Drink video series
• For list of videos, click here
• Digital Wine Lists
• Custom videos with winemaker
• Ready-made winemaker videos
• Chardonnay 2007-2009, Cabernet Sauvignon 1999-2007
• Custom sommelier videos
• Printed wine lists
• QR Codes for wine feature page
• iPad Keynote sales presentations (also for PC)
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Other Marketing Tools• Jordan Brochures
• Digital Press Kit
• New Releases Introduction Letter with QR Codes
• QR Code wine list features
• Wine dinner welcome letter
• Wine dinner QR code wine disk giveaway
• Mobile website
• Video integration into website
• Interactive vineyard map
• Swag (corkscrews, glasses, hats, shirts)
• USB drives
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Apple iPad Profile Jordan Vineyard & Winery
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Cooking Video Jordan Vineyard & Winery
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Tasting Note Video Jordan Vineyard & Winery
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Discussion Jordan Vineyard & Winery