Winey Kids in McLaren Vale – Putting Locals at the Centre of Destination Marketing
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Transcript of Winey Kids in McLaren Vale – Putting Locals at the Centre of Destination Marketing
Winey Kids in McLaren Vale – Putting Locals at the Centre of Destination Marketing
What I hope you’ll get out of the next 45 minutesI hope you’ll be inspired in one of the following ways –
Some ideas for how you manage your social media activity
Ideas for taking a ‘bottom up’ approach to destination marketing That you need to spend more time relaxing
at wineries with your family
The story so far…
The story so far…
The story so far…
The story so far…
The story so far…
The story so far…
A kid was born!
The World of Primary Colours
The World of Elegance10 major motivations of people visiting wine regions –
1)To taste wine2)To gain wine knowledge3)To experience the wine setting (meet winemaker, tour cellars &
vineyards)4)To be in a rural setting (beauty of vineyards, learn about
farming)5)To match food and wine6)To have fun (wine festivals and events)7)To enjoy wine culture (romance and elegance)8)To appreciate the architecture 9)To learn about the ‘green’ aspects and ecotourism10)To enjoy the health aspects of wine
It feels soooo good
Can you recommend…?
Celebrating, not judging
Drink Driving?
The Stats!A very very local fan base!
The Stats!
Significant fan base of women aged between 25-44
The Stats!Two distinct peak times of engagement –
Between 9.30-11am Between 7.30-11pm
Tool selection
• Blogger• Facebook
Also dabble with…• Pinterest• Instagram• Twitter
What do we talk about?Places to goPlaces we likePlaces we visit
What local wine I’m drinking
7-10pm timeslot
What do we talk about?
Funny stuffWhat do we talk about?
What’s on
What do we talk about?
What do we talk about?Competitions
The occasional hot winemaker!
What do we talk about?
Questions from “Winey Mums”
What do we talk about?
“Rules of engagement”• At least 2 posts per day – ideally one
around 9.30/10am and one between 7-10pm
• The give-give-take rule • Keeping Elsie anonymous most of the
time • Celebrating, not judging • Slow and steady growth for genuine
engagement
What’s so special about this?• Winey Kids is run by a real family, not a
Government or advertising agency• We’re committed • Even though we live and breathe it, we
don’t preach about our favourite places all the time – we get people talking - facilitate conversations
• We’ve created a ‘tribe’ who are actively engaged followers, promoting places they love
We’re making a difference
Keys to our success• The ability to ‘dabble’ and take risks • The ability to be a little bit naughty – combining both
parent humour and wine ‘stuff’• We’re a real family – people like to aspire to something
– I’m the same with other pages • Not being afraid to put the questions ‘out there’ –
people LOVE recommending places, helping each other out
• Forming a genuine community of interest – steady growth
• Local people who love where they live
What hasn’t worked• Some jokes – some hit, some miss!• Anything not related to wine or kids – tried
sharing a solar panel competition for another clients business – not a peep; mention of state elections was a flop
• Facebook algorithms changing can be annoying – realisation of need for paid posts
• Getting ‘brand identity’ wrong – the competition about a stomach wrap just didn’t look right
Top down vs bottom up
Top down vs bottom up
Top down vs bottom up
Wine for ThoughtCould there be an alternative, supplementary approach to traditional destination marketing?
• Niche special interest markets• Using local passion, knowledge and
insight• Facilitating real conversations• Using local people to lead or engage
with the process to create ownership and pride
Could destination marketing become something you do with people, not to people?
For example, how about a competition between advertising professionals and locals to create a promotional video for a destination?
Wine for Thought
Could you recruit local people to be ambassadors for destinations? Giving them the freedom to run their own campaigns?
How can tourism campaigns link with other sectors? Are there potential partners we are missing by using traditional marketing approaches? Are there key messages we are missing?
Wine for Thought
What next for Winey Kids?
• Developing an online resource – free listings• Introducing advertising opportunities• Next 12 months: Winey Kids McLaren Vale• Next 3 years: Expand to 5 Australian wine regions
– Hunter Valley next, then Margaret River• Next 10 years: Have a distant dream of a total of
10 wine regions featured across the world! Yeah baby!
www.facebook.com/wineykidsmclarenvale www.beckyhirstconsulting.com.au
www.strawberrywoo.com.au
www.wineykids.com.au
Or give me a call to chat more… Becky Hirst 0449 190125@beckyBHC
Thank you!