50 Innovative and affordable wine marketing initiatives - a brief taster of the 250 to be found in the Robert Joseph Wine Marketing Toolkit (to be published in late 2014)

DWI - Oppenheim, June, 2014
A Wine Thinker Presentation
50 innovative, affordable
ways to improve your
wine business

From the 250
In my
Wine Marketing
Toolkit
(To be published in late 2014)

Art
There are lots of things you can
do: local artists’ works on your
walls; artist in residence;
sponsor galleries and shows…
#1

Label (& back label)
Big food companies review
their labels every few years.
Do you?
#2

We’re on our third label review in 10 years

What is it made from?
Where was it produced?
Does your back label really offer useful information?

Use your back label to invite
consumers to visit your website to
find the answers to their questions
– or to ask new ones
#2

Be a winemaker -
lease/adopt a vine
Sell a 10-year “lease” on 6
vines (shown on a vineyard
map) and deliver 12 bottles
per year.
#3

allow consumers to pay you
to let them help you pick your
grapes. Believe me, they’ll do
it…

So this is
what they
mean by a
vineyard
experience!
The Wine Thinker © 2013

I thought I’d
be harvesting
with nubile 18
year olds in
t-shirts!

books/leaflets – and
ebooks…
#4

What do you think really happens to all
the expensively printed brochures?

Ebooks (on memory stick) are a
better idea
Offering a link to an online ebook is
cheaper and better still

Here’s a little ebook project we created
for Wines of Brasil.
(accessed via QR codes on almost all
bottles shipped to the UK and US)

But real books can be a very good concept.
(Nobody throws them away)

Soil
Two clever ideas I saw at
Vinitaly…
#5

Gifts
Some wineries make as
much money at cellar door
from non-wine as from wine
#6

Cartons
Your carton is not just a way
of getting your wine to your
customer. It’s part of your
marketing campaign. Or
should be.
#7

Children
If you have a cellar door,
what do you offer the non-
drinkers? Keep them happy,
and you’ll keep their parents
happy.
#8

You could be right
son… That winery
does look as
though it has a
play area

colour code capsules
Learn from Nespresso. Make
recognising and
remembering your styles
easy.
#9

consumer comment
Consumers are the opinion
formers of today. Give them
the chance to share their
opinions of your wine and
cellar door.
#10

Communicate
Don’t just talk at customers.
#11

Use your website and/or social
media to communicate with your
customers

consumer competitions
People like winning things.
So why not let them do so…
#12

consumer research
Australia’s wineries are
getting good at testing out
new styles and packaging on
cellar door visitors – and at
public tastings
#13

cosmetics / perfume
Most people have some skin
cream/soap/scent in their
bathroom. Maybe it could be
yours. And you could remind
them of your brand every
morning. Profitably.
#14

Crowd
Crowd-sourcing and funding
are hot. Why not invite your
customers to help you shape
a wine? And its packaging.
#15

Distribution
How much do you question
what your distributors tell you
about the market? How much
research do you do for yourself?
#16

Facebook
Use Facebook as your
website. Keep it fresh.
#17

Family
People like buying wine from
families. As Hardy’s and
Gallo realise.
#18

Fashion
Wine is a luxury – like
clothing. Both reflect personal
taste. So why not work with a
fashion brand?
#19

Food & Wine
People who never think to
match food and wine at home
love doing it when visiting
wineries.
#20

gift cartons
Champagne comes in gift
boxes and is given as a gift.
Pricy wine doesn’t. And isn’t.
#21

A great notion – from my business partner,
Kevin Shaw -doing well at Safeway in the
US

So which would you pick up to take as
a gift?

Sydney Airport
Duty Free has
lots of nicely gift-
packed wine

…Because of all
the Chinese
tourists, who are
used to wine gift
packaging in their
country.

Group
Appellations are dragged
down by the poorest
members. Small groups of
like-minded producers make
more sense
#22

iphone and ipad covers,
mousemats etc
Put your brand in front of
your customers when they’re
not thinking about wine…
#23

jump the table
People who stand among the
visitors rather than behind the
table tend to have the
greatest success
#24

library release
You believe your wine is
worth cellaring. Prove it – by
selling old bottles at high
prices.
#25

logo
#26
How many
French/Italian/Spanish labels
can you recall?

What can can you remember
of these labels?

Our little sheep helps to get the
first bottle into people’s hands.
And then it helps them to
recognise the bottle when they
want another one

Music
#27
People like
music. You
can play
on that.

number bottles
If you don’t make huge
numbers of each of your
wines, why not tell customers
– by numbering your labels.
#28

photographs / instagram / dropbox
Use imagery. People remember it.
Encourage Instagram and
Pinterest. Put your pics onto Flickr.
Encourage people to use them (eg
on blogs etc)
#29

Postcards
Give postcards to cellar door
visitors. And a postbox.
And/or offer e-postcards
#30

Print a message on your cork
It’s a free space on which to
say all sorts of things…
#31

product placement
It can cost a fortune to get
your wine onto a screen. But
some have managed it
simply by sending a few
bottles to the studio
#32

However you get it, don’t trust viewers
to notice/recall your wine’s appearance.
You have to promote it yourself.

There are 3 types of wine
producer
#33
The ones who don’t believe in
QR Codes
The ones who use QR Codes
and get no results

#33
And the ones who use QR
Codes properly

Have you been to
Buckingham Palace?

Why not?
Because you haven’t been
invited

Is there a call to
action?Does it lead
directly to:
• Your website?
• A video clip?
• Your Facebook page?
• A mobile-friendly Microsite
with a menu?
My shaving oil gets it right.

Over 30,000 people scanned
the QR codes we put on
McGuigan wine bottles – and
over 6,000 gave us their
email addresses

SEO is a skilled task. If you
want to attract visitors you
need keywords and
appropriate content on every
page

Including links to (and pics of)
local landmarks, businesses,
recipes, history can all build
traffic from potential visitors

service
(including after-sales)
The more help – and
confidence - you give your
consumers, the more they’ll
like you
#35

If the wine industry made
computers or cameras –
There would be no instruction
manuals
Buyers would be told to buy a
book – or take a class

special cuvée
Add spice to your brand by
creating some limited-release
wines
#36

tasting truck
An easy way to take your
brand on the road
#37

Tattoo
A fun concept at public
events – especially if you
spread the word via social
media
#38

Alsace producer, Etienne
Hugel kidnaps visitors to his
Vinexpo HK stand, tattoos
them – and posts pictures of
what he has done on
Facebook.

teach cooking / offer recipes
People (in the Western world
at least) are readier to learn
about food than wine…
#39

theme menus
Instead of just hosting wine
dinners, why not offer a
focus, such as Bava’s ‘Wines
to Enjoy with Truffles’
#40

Italian producer, Roberto
Bava holds clever dinners
across the world in which he
offers themes such as wines
to go with truffles

tripadvisor
People trust Tripadvisor. So why
not use it to attract visitors to
your winery? By including it on
your website – and encouraging
visitiors to post their views.
#41

Twitter
If you are not watching what
people are saying about your
wines (and your region and
competitors) and responding…
You’re missing a trick
#42

Is your URL on your label?
Is it visible?

Does your website tell visitors:
?
How your wines (including old
vintages) taste?
How to serve them (how
old, what temperature, with
what food)?
Where to buy them?

Because these are the things
they really want to know.
Rather than all the stuff about
soil,
picking dates and your family
history

Vehicle
Use your wheels to promote
your brand
#44

Krug – appropriately, uses a Rolls
to deliver to local customers.
Gouturbe, a family-owned
Champagne house uses an electric
delivery van – which sends out a
nice green message.

wine name
Is your wine name unique?
Or are you relying on a
region or grape variety?
D’Arenberg gets it right…
#45

Watch
Just for fun… a watch we’ll
be giving to winners of le
Grand Noir competitions
#46

Wifi
Do you offer free wifi at your
cellar door? If not, why not?
People using it might say
nice things about your
wines…
#47

wine club
US wineries know that
subscription wine clubs – run
properly – are a tremendous
profit centre
#48

Why have a wine club?
1) To build an ongoing relationship with
consumers
2) To make more money
3) Not to be as beholden to retail customers
5) To create more Word of Mouth promotion
7) To be able to research new concepts –
cheaply

Over 9% of all home-
consumption wine in the US
is now bought direct.
A growing proportion through
wine club subscriptions
Average wine price: $37

The average wine club
member joins several clubs
They remain members for 24
months, on average
They like red wine
They like to choose for
themselves

They like discounts but really
like “unavailable elsewhere”
offers
They like consistently costed
offers
They are best recruited by
properly trained staff

They are worth $1,200-1,700
during their membership
Just imagine: even 500
members at $1,000 each…

wine-cards
Our US distributors Prestige
have business-card sized
cards for each of the wines
they sell – with an image of
the label and relevant
information.
#49

youtube / youku
People increasingly watch
video clips, if they know
they’re there. Tarlant, a small
family Champagne estate
had an audience of 10,000
for this
#50

And this was seen by over 6 million

notebook & phone
Use these… To record what
other clever people (and not just
wine producers) are doing.
Steal their best ideas -
shamelessly
#51 (free supplementary gift)

Why?
#52 (free supplementary gift)
Use this word
Often
(Few other people in the wine world ever do)

why not?
And better still…
Try these two rarely used words

If you would like to know more about the
Wine Marketing Toolkit or talk to me about
consulting or presenting, please get in
touch.
robertjoseph@unforgettable.com
thejosephreport.com
thewinethinker.com
@robertjoseph

50 Innovative and affordable wine marketing initiatives - a brief taster of the 250 to be found in the Robert Joseph Wine Marketing Toolkit (to be published in late 2014)

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50 Innovative and affordable wine marketing initiatives - a brief taster of the 250 to be found in the Robert Joseph Wine Marketing Toolkit (to be published in late 2014)