Justin Howard-Sneyd: WHAT IS WINE COMMUNICATION AND WHO ARE THE WINE COMMUNICATORS IN 2013?
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Wine book sales are falling; newspaper and magazine wine columns are shrinking or disappearing, and wine television programmes are an endangered species. Would-be wine communicators are turning to blogs and Youtube clips, but how many people are taking any notice of their efforts? Where are consumers getting their information – if they’re getting it at all? Are wine producers and retailers taking over the wine communication business? Or is it being taken over by “lifestyle” media? And how does the picture vary between Europe, the US and developing markets like China? This presentation is owned and copywritten by Justin Howard-Sneyd, 2013
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Justin Howard-Sneyd: WHAT IS WINE COMMUNICATION AND WHO ARE THE WINE COMMUNICATORS IN 2013?
- 1. WHAT IS WINE COMMUNICATION? AND WHO ARE THE WINE COMMUNICATORS IN 2013? Justin Howard-Sneyd MW Global Wine Consultant – Laithwaite’s Wine 1
- 2. Communication happens only when the message gets through 'The single biggest problem with communication is the illusion that it has taken place’ George Bernard Shaw 2
- 3. So, if our target is the general public, what messages have they received? 3
- 4. The primary emotion most people feel when choosing wine is - FEAR 4
- 5. How do we dispel the unhelpful memes? 5
- 6. Effective communication changes behaviour “If anyone orders Merlot I am leaving. I am not drinking fucking Merlot!” 6
- 7. Effective communication changes behaviour Following the film's U.S. release in October 2004, Merlot sales dropped 2% while Pinot Noir sales increased 16% in the Western United States. - Wikipedia 7
- 8. So – what is the solution? 8
- 9. Finally Remember, when you give a man a fish, he eats for the day. When you teach a man to fish, them you get the whole weekend to yourself! 9
Hinweis der Redaktion
- Arguments with Amanda over not communicating wellAnniversary card “can you repeat….Pilots – ‘You have control…’Trying to implement this in my marriage – ‘meet in Costa….’I get accused of being pedantric!
- According to them, Chardonnay is a town in Australia and Guigal is a grape variety.Here's what most people know about wine.'I don't know much about wine, but I know what I like’'Like a good wine, he got better as he got older’'The best partner for cheese is red wine’'Never drink red wine with fish’'Liking sweet wine is unsophisticated’'There is nothing worse than a 'wine snob’’'I hate that JillyGoolden off the telly’How do we dislodge these incorrect and unhelpful memes?
- The primary emotion that most people experience when thinking about wine is - FEARFear of getting it wrongFear of feeling stupidFear of choosing something that others will judge them byFear of liking the wrong thingFear of spending up for a special occasion, and ending up with am expensive bottle THEY DONT LIKE!
- For many people they won't even listen to a 'wine expert' because they don't trust that we have anything useful to say to them.That's why they cheer when evidence proves that we don't know what we are talking about.So they listen to brand-owners and celebrities and non-experts.Most of the 'communicating' we are doing never reaches its target.So, what is the solution?
- So, what is the solution?Teach children the art of tasting and smelling in schools.Teach a language for wine exploration that is simple and universal, and give people confidence in that language.Give people smarter tools to recommend wines to them that match their preference.Help people navigate the world of wine with encouragement, rather than disdain.