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SUSANA ALONSO | Storytelling del vino & Enoturismo | Meet Forum 2019

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Meet Forum 2019 | Mediterranean European Economic Tourism Forum

Laboratorio Food and Wine Tourism
Forte Village, in Sardegna | Sabato 5 ottobre
Banco di Sardegna Hall | 10.15 : 11.00
https://www.meetforum.it/programma-2019/

Storytelling del vino & Enoturismo

Susana Alonso
Founder Sorsi di web
https://www.meetforum.it/speaker/susana-alonso/

Meet Forum 2019 | Mediterranean European Economic Tourism Forum, a Forte Village, uno dei resort più premiati al mondo: sabato 5 e domenica 6 ottobre un formidabile appuntamento con conference, Laboratori d'Innovazione Turistica e Tavoli al Lavoro, il tema è lo sviluppo economico delle Destinazioni Turistiche del Mediterraneo.
https://www.meetforum.it

Veröffentlicht in: Lebensmittel
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SUSANA ALONSO | Storytelling del vino & Enoturismo | Meet Forum 2019

  1. 1. Storytelling del vino & Enoturismo Susana Alonso – Sorsi di web Cagliari, 5 ottobre 2019
  2. 2. Chi sono? • Fondatrice di Sorsi di web • Consulente Web Marketing & Project Manager • Docente Ninja Academy • Blogger • Sommelier • @sorsidiweb • @SusanaAlonso8
  3. 3. “Il vino non si beve soltanto, si annusa, si osserva, si gusta, si sorseggia e… Se ne parla.” Edoardo VII Susana Alonso© - Sorsi di web
  4. 4. Lo spazio è limitato. Bisogna essere straordinari, unici, fuoriclasse. E, soprattutto, bisogna saper trasmettere nel modo giusto! Susana Alonso© - Sorsi di web
  5. 5. Unique Selling Proposition Susana Alonso© - Sorsi di web
  6. 6. Non pensare (solo) ai buyer. Pensa a chi berrà il tuo vino. Susana Alonso© - Sorsi di web STORYTELLING
  7. 7. “Una grande storia che duri riguarda tutti, altrimenti non dura. Ciò che è strano ed estraneo non è interessante; solo ciò che è profondamente personale e familiare lo è.” - John Steinbeck, author Susana Alonso© - Sorsi di web
  8. 8. Il grande racconto È basato sulla verità. Ha una narrativa ben costruita. Va oltre i fatti e i numeri. È riconducibile, memorabile e ha personalità. Susana Alonso© - Sorsi di web
  9. 9. Il grande racconto Crea una connessione personale. Si può adattare ai diversi pubblici. Cerca di colpire sia l’emotività sia la razionalità del lettore. Si adatta alle differenze culturali, nazionali, regionali e di mercato. Susana Alonso© - Sorsi di web
  10. 10. Susana Alonso© - Sorsi di web
  11. 11. Susana Alonso© - Sorsi di web
  12. 12. Andrew Reagan, Computational Story Lab, University of Vermont • Dalla polvere alle stelle (ascesa) • Tragedia (caduta) • Dentro e fuori dal tunnel (caduta e ascesa) • Icaro (ascesa e caduta) • Cenerentola (ascesa, caduta, ascesa) • Edipo (caduta, ascesa, caduta) Susana Alonso© - Sorsi di web
  13. 13. Babich Nuova Zelanda Susana Alonso© - Sorsi di web
  14. 14. Susana Alonso© - Sorsi di web
  15. 15. Susana Alonso© - Sorsi di web
  16. 16. Susana Alonso© - Sorsi di web
  17. 17. Susana Alonso© - Sorsi di web
  18. 18. Buyer Personas Susana Alonso© - Sorsi di web
  19. 19. Buyer Persona Teresa Sobbene 40 anni Sommelier esigente • La Sig.ra Sobbene lavora alla sera in un ristorante stellato. Teresa è orgogliosa del suo traguardo: sono ancora poche le donne che ricoprono queste posizioni. Prima, Teresa lavorava come consulente tecnico della sicurezza sul lavoro. Ma il vino è da anni la sua passione, e la nuova occupazione al ristorante (selezione dei vini in carta, consulenza ai clienti, degustazioni, ecc.) la riempie di soddisfazione. • Teresa si tiene sempre ben informata sul mondo del vino e sui nuovi lanci. Usa fonti diverse, sia offline sia online. Legge soprattutto nel pomeriggio, fino all’ora del suo servizio in ristorante. • Amante di Barbera, Barbaresco e Nebbiolo, Teresa cerca novità in ambito vitivinicola ed è particolarmente attenta allo studio degli abbinamenti con il cibo. Susana Alonso© - Sorsi di web
  20. 20. Buyer Persona Anna Bianco 27 anni Amante di bianchi e spumanti • Anna ha scoperto il vino da poco, e si è subito innamorata dei vini bianchi e delle bollicine. Anna è single, e fa la commessa per un importante brand del fashion. • Mangia spesso pesce e insalate, e in generale predilige un’alimentazione a baso impatto ambientale (perciò non ama la carne). Beve vino specialmente quando è fuori con amici, per apertivi o al ristorante, e quando riceve ospiti a cena. • Ultimamente, Anna ha anche iniziato a bere vino a casa sua, la sera davanti alla TV. Lo trova rilassante, e in generale ha scoperto nel vino un elemento centrale del suo lifestyle giovane e dinamico. • Anna legge i social post quasi sempre da mobile, in diversi momenti della giornata. È molto attratta dalla comunicazione visual elegante e passionale. Susana Alonso© - Sorsi di web
  21. 21. Buyer Persona Matteo Rossi 40 anni Wine lover • Matteo è un commercialista. Ha frequentato i tre livelli del corso di Sommelier AIS. • Avido lettore di thriller e di libri di storia, Matteo dedica anche parte del suo tempo libero al mondo del vino. • La mattina, mentre fa tappa al bar sotto il suo studio per fare colazione, legge social post e blog post che parlano di cantine, vini, degustazioni, ecc. Dopo il lavoro torna a casa in treno, e durante il viaggio dedica dell’altro tempo a questi materiali online. Gli capita di fare lo stesso a letto, prima di addormentarsi. • Matteo è sposato, ha due bambini e una moglie che reclamano la sua attenzione. Per questo motivo, non è raro che sia costretto a interrompere le sue letture per riprenderle più tardi. Con i libri gli è più facile farlo, ma con i post online spesso non ci ritorna più. • Amante del Sangiovese nelle sue diverse espressioni, Matteo apprezza molto degustare nuovi vini di carattere e cerca di partecipare a quanti più eventi e incontri di degustazione o presentazione che può. Susana Alonso© - Sorsi di web
  22. 22. Buyer Persona Giuseppe Ciccio 55 anni Ristoratore • Da circa trent’anni, Giuseppe ha un ristorante di cucina italiana tradizionale. È sposato con tre figli, e lavora tantissimo. Ha poco tempo per il web, ma, come tante persone, anche lui ama dedicare qualche ora serale ai social. Giuseppe ama specialmente condividere su un gruppo di wine lover foto e brevi note degustative di bottiglie che gli capita di provare sul lavoro. Sui social scopre nuove etichette ed esplora cantine. • Giuseppe ha una lunga esperienza di vini e cantine ma è da poco che sta davvero approfondendo l’arte dell’abbinamento. Così, ha deciso di ridurre la sua carta di vini e di puntare solo su prodotti selezionati che si sposano bene con i piatti del suo ristorante. Susana Alonso© - Sorsi di web
  23. 23. Tono di voce Susana Alonso© - Sorsi di web
  24. 24. Scegliere un tono di voce Per distinguersi dagli altri e rimanere impressi nella mente del consumatore, è essenziale trovare una voce coerente e riconducibile al brand. Susana Alonso© - Sorsi di web
  25. 25. Il tuo tono di voce Con il tono di voce aziendale puoi esprimere la personalità del brand. Susana Alonso© - Sorsi di web
  26. 26. Le domande da farti • Se il tuo brand fosse una persona, quali aggettivi la descriverebbero meglio? • Sempre pensando al brand come a una persona, quale sarebbe la relazione fra il brand e il consumatore? • Quali FRASI e termini rappresentano meglio il modo di parlare del brand “personificato”? Susana Alonso© - Sorsi di web
  27. 27. Sicuro; affidabile; sostenibile; divertente; solare; vicino; energico, ecc. Susana Alonso© - Sorsi di web Ti interesserà avere un brand associabile ad aggettivi come: …
  28. 28. Gli argomenti Susana Alonso© - Sorsi di web
  29. 29. Susana Alonso© - Sorsi di web
  30. 30. BRAND IDENTITY Susana Alonso© - Sorsi di web
  31. 31. Susana Alonso© - Sorsi di web Tutti possono avere un marchio, ma pochi possono essere una marca. Gaetano Grizzanti
  32. 32. Il marchio è l’insieme degli elementi visivi e testuali che identificano l’azienda. Susana Alonso© - Sorsi di web
  33. 33. Susana Alonso© - Sorsi di web UN BRAND "È un insieme di idee coerenti nella mente del consumatore.» Bianca Cowthorne
  34. 34. Susana Alonso© - Sorsi di web UN BRAND Non è quello che dice di essere…
  35. 35. Susana Alonso© - Sorsi di web
  36. 36. Le regole del brand building • Differenziati • Collabora • Innova • Testa • Coltiva • Sii coerente Susana Alonso© - Sorsi di web
  37. 37. Crios di Susana Balbo - Argentina Susana Alonso© - Sorsi di web
  38. 38. Convivialità Susana Alonso© - Sorsi di web
  39. 39. Susana Alonso© - Sorsi di web
  40. 40. Susana Alonso© - Sorsi di web
  41. 41. Susana Alonso© - Sorsi di web
  42. 42. Susana Alonso© - Sorsi di web
  43. 43. Susana Alonso© - Sorsi di web
  44. 44. Strategia! - Obiettivi - Budget - Tempistica - Risorse Susana Alonso© - Sorsi di web
  45. 45. I canali: gli irrinunciabili Sito web (almeno bilingue) Pagina Facebook Instagram Twitter LinkedIn Susana Alonso© - Sorsi di web
  46. 46. Comunicazione integrata SEO/SEM Digital PR Local PRSusana Alonso© - Sorsi di web
  47. 47. Un sorso più impegnativo Degustazioni virtuali -> Youtube Newsletter in più lingue Video racconti Diventare un magazine sul vino Susana Alonso© - Sorsi di web
  48. 48. Takeaway for restaurants & wine bars Offri allo staff le note degustative in formato digitale. Assicurati di raccontare il vino in maniera semplice e chiara. Munisciti di un wine menu digitale, e tienilo aggiornato! Degustazioni virtuali per lo staff. Susana Alonso© - Sorsi di web
  49. 49. Grazie per l’attenzione! • susana@sorsidiweb.com • @SusanaAlonso8 • 3487998864 Susana Alonso© - Sorsi di web

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