Using Live Streaming to Turn your Brand Website into a Virtual Cellar Door

Life Impact | The University of Adelaide

Using Live Streaming toTurn your Brand Website into a

Virtual Cellar Door

Wine as a social bondBuilding brand attachment and

enhancing WOM through virtual communities


What we’re talking about today• What is brand engagement and brand attachment?• Why do we care?• Consumer empowerment – what does that mean to me?• Assessing your web presence• What can an online wine brand community achieve?• How do we build one, what do we know?

– Making sure we have a pro-active attitude to co-creation

• Hosting a meaningful event:– Topic and wine selection– Camera set up– Who’s on camera– Active engagement with customers– Q & A


What is it that consumers buy?• Nobody buys ‘products’ or ‘services’ – and they never have.

– Consumers buy ‘benefits’ – real or imagined

• Products are a ‘bundle’ of attributes that consumers assess in a holistic way.– Wading through the attributes to determine where (if anywhere) the

‘value’ is for THEM. – People ‘trade off’ to get what they deem important.– Don’t think there are many knowledgeable consumers – there aren’t.


Extrinsic cues that matter• How the wine tastes should be the most important thing...

• Cues that consistently cue wine ‘quality’ for example:– Price– Packaging– Retailer– Country-of-origin– Brand– Referral– Associated products


Let’s talk about price…People choose the cheapest product for these reasons:

1.They are demographically constrained (no money…).2.They have an ‘attitude’ towards spending money (have the first dollar they ever made) – think of shopping as ‘combat’.3.They see all products in a range as the same… hence go to the lowest price because it really doesn’t matter.

This is where brand values driving attachment come into play – loyal and ‘attached’ consumers are much less price sensitive.

We’ll come back to this….


The ‘empowered’ consumerC2C interaction is facilitated by the Internet.•Consumers are culturally and technically ‘savvy’ and ever more resistant to brand lead, traditional message channels.•Empowered consumers build strong stakeholder groups,with a louder ‘voice’.•Very active in co-creating brand meanings; marketing managers exert far less direct control than in the past.•Looking also for co-created experiences, on and off line.•Some risks, but greater opportunities too….


What is brand attachment• Consumers have ‘moved on’ from feeling loyalty alone…

– Used to be measured by behavioral and attitudinal behaviour– E.g. repeat purchases and brand preferences

• Consumers now identify strongly with many brands, to the point where they use products and brands as a form of communication of their‘ideal-self’.

• Consumers become ‘attached’ both emotionally (they love and trust and defend their brands) and cognitively (get functional satisfaction).

• Attachment is a welcome ‘heuristic’ or ‘cognitive shortcut’ now – when ‘time’ is the ultimate currency and choices are endless….


Attached consumer lead groupsWhen the product brand, category or activity becomes highly meaningful for consumers, forms of “communities” emerge around it (this is nothing new):

•High level of ‘attachment’ - involvement, interestand personal significance.

•Substantial amount of time thinking, communicatingand gathering information about the product category or activity.

•High degree of interaction, face to face or online.


OutcomesWhat are the benefits and risks to brands?• Consumers attached to a brand are ‘loyal’attitudinally

and behaviorally.• Advocates and ‘defenders’.• Less price sensitive.• Generate strong and positive WOM – but demand a ‘say’.• Low cost per sale (obviously).• Source of ideas and other forms of valuable feedback.• Not all communications are positive…• Not all C2C communications will reflect reality ….


Wine – an interesting context….Brand attachment can be established in a number of ways…• Wine is a highly socially oriented product anyways.• Some people become ‘involved’ - but are unlikely to become

truly ‘knowledgeable’. – The more involved the more a referral means.– The more involved the more likely to be influenced by extrinsic cues.

• Country of origin• Brand• Price

• A tourism experience can be a catalyst and/or reinforce beliefs and ‘set-up’ the propensity to seek community membership.


A recent international studyPlace

Attachment

Pleasure

Arousal

Satisfaction

Wine TourismExperience

PlaceBrandAssoc

BrandAttributions

BrandAttachment

Data from wine regions in Australia,the USA, France and Italy

Resulting in positive influences in loyalty and

willingness to pay a premium price.


Building brands• Building brand values is easy if you have unlimited funds and

world-wide reach.– A little tougher for smaller players– Have to use funds wisely and with imagination– Have to seek to find a unique ‘place’ in the minds of customers

• Brands are like people…– None are perfect – you can’t please everyone!– Think about the group that you want for your own– What are your strengths and weaknesses?– What is your over-riding competitive advantage?– How can you make sure your values are communicated consistently?


Let’s look at some examples…


The Adelaide Hills Wine Region…


What is special about your brand?1. Is your brand ready for, or already engaged in co-

creation activities?2. Are you clear on the pillars of your brand’s

distinctiveness?If yes …. then this strategy of community building will work

incredibly well for you and also the region.– Actively listen and engage with consumers.– Seek their opinions and feedback.– Give them opportunities to also engage with fellow ‘fans’.– Have fun with them – stimulate their interest– Take their ideas on board – let them ‘co-create’ with you (e.g’s later..)



Fostering attachment online• Wine makers perceived to be ‘real’ people.

– Strong attachment between wine makers and their product.– Consumers looking for the chance to interact with them as ask

their own questions .– Consumers crave sincerity – it’s a perfect fit.

• Wine buyers want to feel special.– Premium wine buyers in particular want to have a ‘edge’. – Works well at a dinner party…– This is an in-group experience.

• Wine is a strongly socially oriented product.– A perfect fit for the medium.– Brands build their own group of devotees – it can be done.


How does it work?- Product Info- Product expertise- Product advice- Ease of navigation- Currency- Responsiveness- Social interaction- Peer support- Owner support- Interest and fun- Shared values

Engagement

Functional Benefits

Social Benefits

eWOM

Brand Attachment

A cellar door experience can be a catalyst and/or reinforce beliefsand set-up the propensity for further engagement.


‘Live streaming’• Equipment and accounts.

– Webcam set on a tripod with USB computer connection.– Desk microphone set close to presenters with USB computer connection.– High speed BB – although we have streamed successfully without it.

• Problems with ‘drop outs’, time lags and so forth – not ideal.

– Adobe Flash Media Live Encoder 3.2 (free download).– An account with a streaming provider (e.g. Netromedia) at $148 p/mth.– A place to store the videos (e.g. Vimeo) at $99 p/yr.


The set-Up…


How it looks to consumers


Sharing the Sparkle




A few days later..…Email from a participant:

“The tasting panel was a delight! In fact I took a trip with a friend to the Barossa Valley solely for the purpose of visiting the St Hallett winery and hopefully meeting Stuart in person. Unfortunately, he was not available that day but we left absolutely charmed by the quality of the cellar and personalised customer service. Simply excellent! My friend and I had a wonderful time there! I probably would not have found this gem if it was not for you. So thank you again for this opportunity! I will spread a good word among my friends and anyone who is interested in wines.”


Consumer response

“I liked the website with the links to the tasting notes. The streaming went very smoothly. ““Great concept. Been to similar events with craft beer makers and distillers at a specific site,

but the cyberspace aspect added something more.”“First experience with online forum – I'm not even on Facebook. So took a bit of time to

adjust to what was happening, but found it quite interesting and lively. Enjoyed the presenters' relaxed and friendly down-to-earth style – felt like a personal encounter with nice people.”

“Really great way to learn about local products and be able to ask questions and interact with other people with similar interests.”

“A great idea and a great way to showcase some excellent wines. I had fun and I'd be more than happy to do it again.”

“From the email I got, I didn't understand it's going to be online meeting I was really surprised when I had to sit in front of computer and speak online. It was excellent experience, one I’ve never had before.”


Reseller support


The effect of only 1 event

WPP increase of $2.74 (ave)From $28.68 to $31.42‘Decent’ bottle costs $27.61

With absolutely no promotionAHWR = 400HQ = 350MS = 90


The all powerful‘Brand Ambassador’


Getting people to join in• Building a community takes planning.

– Rome wasn’t built in a day – this is one strategy (albeit a powerful one)that forms one part of a strategic branding and marketing plan.

• Activate your inactive club/emailing list.– Many of our participating brands were shocked at the lack of

reaction to invitations.– Many ‘lists’ are just that – harvested names and email addresses, that’s all.

• Plan a calendar of meaningful events that support your brand values and competitive advantage.– These don’t have to be complex or difficult.– It’s the interaction that consumers are looking for.– 2 to 3 wines works well – wines and food is a winner.


Your Website• For one-way streaming (not chat) insert the Netro-Media

embed code.– For live-chat (What we’re on about) you need to get this facility added to your

website.

• At the same time – you may consider an ‘up-date’of your current site…– Remembering the benefits sought by consumers:

• Clarity! Ease of Navigation! No Clutter! Less is usually more…• Online wine ordering system – or at least where they can buy it.• All info current and up to date.

– What are your brand ‘pillars’?• These will inform the content of your events.


Steps• Plan your calendar.

– 1 event per month perhaps – or per fortnight – whatever works.– Include lead in or ‘teaser’ videos to support events.

• Create your email documents and other media.• Review your email listing.

– Schedule a ‘launch’ email to introduce your community,include the calendar.

– Provide some manner of ‘special’ – this is an in-group privilege.– Promote this off line and on line (advertise/distributor support).

• Reminder emails and other prompters– Link to Facebook, Twitter etc, cellar door promotion.


Questions?

Documents

Using Live Streaming to Turn your Brand Website into a Virtual Cellar Door