1
GATEKEEPER PR STRATEGY
April 10, 2023
2
• Strategy• Programs
– Gatekeeper education tools
– Press releases
– Media section of website
– Online winemaker videos
– Participating in industry programs
– Inbound hosting
– Outbound visitation
– Gatekeeper outreach program
Agenda
33
Gatekeeper PR is important
• Consumers increasingly rely on personal recommendations and ‘independent’ third party endorsement
• So we need strong relationships with the media in order that they endorse our brands• And this will become more important in the future as our access to paid media is restricted in
more markets
44
Gatekeepers are bombarded
• Gatekeepers suffer from information overload• They’re constantly sent releases, samples, etc.• To cut through the clutter and stand out from the crowd, we need a single-minded message
– Wyndham Estate is an upscale Shiraz specialist– We have great Shiraz wines, Shiraz people, Shiraz knowhow & Shiraz stories– If you’re reviewing Shiraz or writing about Shiraz, contact Wyndham Estate
55
Gatekeeper PR strategy
CREATING NEWS• Innovation
– Shiraz Tempranillo
– Shiraz Malbec
• Adding regional pointers• Strategy to drive awards• Shiraz Academy
– Information on Shiraz
– Events (e.g. verticals)
• Content renewal via the AWRI & Uni of Adelaide
• Proactively searching the net for stories (WAWWJ)
SPREADING NEWS• Regular press releases• Media section on website• Online winemaker videos• Pushing to participate in
industry programs/events• Inbound hosting• VIP room at the estate• Outbound visitation• 12 month travel calendar• New outreach program
– As in person / by phone
– Bs via newsletter
OBJECTIVE: Reinforce the brand’s position as an upscale Shiraz specialist
6
• Strategy• Programs
– Gatekeeper education tools
– Press releases
– Media section of website
– Online winemaker videos
– Participating in industry programs
– Inbound hosting
– Outbound visitation
– Gatekeeper outreach program
Agenda
7
Overview of the 4 education tools
Target audience Tool Presenter Duration
High end gatekeepers (e.g. wine writers, wine educators, MWs, etc.)
Intensely flavoured
Shiraz
Winemaker Up to 3 hours
Mid level gatekeepers (e.g. fine wine trade, Pernod Ricard sales
people, etc.)
Shiraz Academy
Winemaker Up to 4 hours
Mid level gatekeepers and high end gatekeepers
Wyndham Estate
Experience
Pernod Ricard Pacific
employees
Up to 1 hour
Distributor sales teams (e.g. USA where we might only have a 10 minute slot)
Wyndham Estate Selling
Points
Pernod Ricard distributor employees
10 minutes
8
• For more information on our education tools and how to run a gatekeeper education session (e.g. props, wines, etc.), please review the 21 slides in appendix A (at the back of this presentation)
Education tools
9
• Strategy• Programs
– Gatekeeper education tools
– Press releases
– Media section of website
– Online winemaker videos
– Participating in industry programs
– Inbound hosting
– Outbound visitation
– Gatekeeper outreach program
Agenda
10
• Brand owner will produce a press release whenever there is– A significant show award
– A new product launched
– A significant change to the packaging, regions, etc.
– A newsworthy story (e.g. being ranked as the world’s leading Shiraz in terms of show awards)
Press releases
11
• Strategy• Programs
– Gatekeeper education tools
– Press releases
– Media section of website
– Online winemaker videos
– Participating in industry programs
– Inbound hosting
– Outbound visitation
– Gatekeeper outreach program
Agenda
12
• Journalists can visit the media section of the consumer website to see the topics that will interest them and access images
Media section of brand website
13
• Strategy• Programs
– Gatekeeper education tools
– Press releases
– Media section of website
– Online winemaker videos
– Participating in industry programs
– Inbound hosting
– Outbound visitation
– Gatekeeper outreach program
Agenda
14
• We intend to produce a small selection of videos featuring the winemaker talking through the wines
• While these may be of limited use to high end gatekeepers, they will engage low end gatekeepers– e.g. super consumers
Online winemaker videos
15
• Strategy• Programs
– Gatekeeper education tools
– Press releases
– Media section of website
– Online winemaker videos
– Participating in industry programs
– Inbound hosting
– Outbound visitation
– Gatekeeper outreach program
Agenda
16
• Until now, Wyndham Estate has not been involved in many Australian wine industry programs
• We will work with the international team to track participation in all programs (benchmarked against similar sized competitors) and demand a fair level of support through regular meetings with AWBC representatives
Industry programs
17
• Strategy• Programs
– Gatekeeper education tools
– Press releases
– Media section of website
– Online winemaker videos
– Participating in industry programs
– Inbound hosting
– Outbound visitation
– Gatekeeper outreach program
Agenda
18
• To make an impact with inbound visitors, we will– Always run dedicated WE tasting and education sessions (rather than combining JC & WE wines)– For top gatekeepers, transfer to the Hunter Valley by helicopter– Give the estate a cost efficient makeover and build a VIP room
• Specifically for gatekeepers• AV equipment• Tasting facilities
– Use our brand tools• PowerPoint presentations• Press kits (hard copy + stick)• Branded tasting mats• Roller banners and other POS
Inbound hosting
19
• Strategy• Programs
– Gatekeeper education tools
– Press releases
– Media section of website
– Online winemaker videos
– Participating in industry programs
– Inbound hosting
– Outbound visitation
– Gatekeeper outreach program
Agenda
20
• Manage domestic & international winemaker travel through a rolling 12 month calendar (extranet)– Allow us to see all commitments (e.g. travel, leave, judging, classifications) and avoid clashes
• When travelling overseas, the priority activities are training Pernod Ricard sales teams and meeting A list journalists
• In B10,invest more time with PRA– Jul-09 SA sales team– Aug-09 QLD, WA and NT– Sep-09 NSW– Oct-09 VIC and QLD
• Still visiting key export markets– Canada/US/Nordics/Asia/UK/ROI
Outbound visitation
21
• Strategy• Programs
– Gatekeeper education tools
– Press releases
– Media section of website
– Online winemaker videos
– Participating in industry programs
– Inbound hosting
– Outbound visitation
– Gatekeeper outreach program
Agenda
22
Gatekeeper outreach program
• What? Put Nigel Dolan in regular contact with world’s top gatekeepers
• Why? Drive endorsement more effectively and efficiently
• How? Build a database comprising the world’s top gatekeepers– The A list = quarterly telephone contact (+ face-to-face when visiting markets)
– top wine writers, wine educators, MWs, buyers, key distributor sales staff
– The B list = initial phone or face-to-face followed by quarterly e-newsletter
– Second tier wine writers, lifestyle journalists, other distributor staff, second tier buyers, fine wine retail staff, F&B managers, sommeliers, restaurant owners, wait staff, bartenders, chefs, etc.
• First newsletter was sent out Aug-09 with a good initial response
• First round of phone contact to “A” list gatekeepers will be made from Sep-09
• Refer to a separate presentation on the program for the full detail
2323
• Gatekeepers are important and their importance will continue to grow
• Aim is for WE to be seen as a genuine, credible, upscale Shiraz specialist
• Focused message and a sound strategy to engage gatekeepers
• Along with a range of tools and programs to create and spread news
Summary
24
• Strategy• Programs
– Gatekeeper education tools
– Press releases
– Media section of website
– Online winemaker videos
– Participating in industry programs
– Inbound hosting
– Outbound visitation
– Gatekeeper outreach program
• Appendix A – detailed review of education tools
Agenda
25
Appendix A – education tools
• We developed these four gatekeeper education programs to– Connect with gatekeepers by offering something new and unique– Demonstrate Wyndham Estate’s expertise with Shiraz– Demonstrate Wyndham Estate’s heritage, passion and integrity– Communicate relevant brand messages– Make gatekeepers feel more warmly towards the brand– Compel gatekeepers to endorse the brand
• Each of the four programs can be presented at the winery or in market
26
Intensely Flavoured Shiraz
• This is a presentation that the winemaker gives to high end gatekeepers (e.g. wine writers)
• It goes for up to 3 hours and is modular so it can be tailored to fit the amount of time available
27
Intensely Flavoured Shiraz
• The 6 modules are…– Wyndham Estate winemaking philosophy (10 minutes)
• This module reviews Wyndham Estate’s heritage along with its generous, intensely flavoured wine style.
– BIN to Black Cluster (45 minutes)• In this module, we learn about and taste Wyndham Estate’s full range of Shiraz wines.
– Making great Shiraz (15 minutes)• This module reveals the things that Wyndham Estate does in the vineyard and the winery to create distinctively generous Shiraz.
– BIN 555 vertical tasting (40 minutes)• This is a tasting of the last 10 vintages of BIN 555 – the number one Shiraz sold in Ausralia.
– Sensory profiling (10 minutes)• This modules explains the use of consumer sensory panels to show the differences between various Wyndham Estate wines – against each other and versus their major competitors.
– Shiraz and food (30 minutes)• This module looks at the different flavours in food that complement different styles of Shiraz – from Shiraz Rose to sparkling Shiraz. As well, the module covers the principles of food and wine matching with a focus on Shiraz.
28
Example slides in this program
29
Shiraz Academy
• This is a presentation that the winemaker gives to mid level gatekeepers (e.g. trade)
• It goes for up to 4 hours and is modular so it can be tailored to fit the amount of time available
30
Shiraz Academy
• The 8 modules are…– Shiraz around the world (40 minutes)
• This module reviews the world’s top Shiraz growing regions– France, USA, South Africa, Chile, Argentina and Australia along with some of the emerging Shiraz regions. Attendees taste Shiraz from each region and compare then with the Wyndham Estate Bin 555 Shiraz.
– Australian Shiraz regions (15 minutes)• In this module we study Australia’s best known Shiraz producing regions; the Hunter Valley, Barossa Valley, Heathcote, Great Southern, Margaret River, Langhorne Creek, etc.
– Wyndham Estate winemaking philosophy (10 minutes)• This module reviews Wyndham Estate’s heritage along with its generous, intensely flavoured wine style.
– BIN to Black Cluster (45 minutes)• In this module, we learn about and taste Wyndham Estate’s full range of Shiraz wines.
– Making great Shiraz (15 minutes)• This module reveals the things that Wyndham Estate does in the vineyard and the winery to create distinctively generous Shiraz.
– BIN 555 vertical tasting (40 minutes)• This is a tasting of the last 10 vintages of BIN 555 – the number one Shiraz sold in Ausralia.
– Sensory profiling (10 minutes)• This modules explains the use of consumer sensory panels to show the differences between various Wyndham Estate wines – against each other and versus their major competitors.
– Shiraz and food (30 minutes)• This module looks at the different flavours in food that complement different styles of Shiraz – from Shiraz Rose to sparkling Shiraz. As well, the module covers the principles of food and wine matching with a focus on Shiraz.
31
Example slides in this program
32
WE Experience
• If you only have an hour to present, the Wyndham Estate Shiraz Experience is perfect• The presentation covers
– Winemaking philosophy• This module reviews Wyndham Estate’s heritage along with its generous, intensely flavoured wine style.
– BIN to Black Cluster• In this module, we learn about and taste Wyndham Estate’s full range of Shiraz and non-Shiraz wines.
– Making great Shiraz• This module reveals the things that Wyndham Estate does in the vineyard and the winery to create distinctively generous Shiraz.
• It has been created so the Pernod Ricard Pacific International Sales team or Pernod Ricard distribution companies (e.g. IDL) can present the brand to sales teams, trade, wine clubs, etc.
33
WE Experience
Sample slides …..
34
Setting up for an education event
Presentation / AV• Download the relevant ppt file from the extranet and load onto a USB or CD• You will also need
– A laptop and laptop speakers– Data projector– Projector Screen or white wall to project onto– Microphone (if required in a large space)– Hardcopy of presentation (in case of a power outage)
35
Setting up for an education event
Venue• How will the room be set up for the number of guests? Liaise with the venue about how the
room should be set up (i.e. classroom / U shaped / round tables)• Ensure snacks and beverages are available for guests during breaks• Decide when the break(s) will occur and make this clear to everyone (e.g. after which module?)• Glasses of water• Napkins• Shot glasses (for Shiraz and food)• Food platters (for Shiraz and food)
36
Setting up for an education event
Tasting Modules• Tasting mats (extranet download)• XL5 glassware (does the venue have these or will you need your own?)• Food (if presenting the Shiraz and Food module)
Other• George Wyndham Diaries (if the session is at the Wyndham Estate winery in
the Hunter Valley)
37
Setting up for an education event
MC / Host duties• Download the winemaker biography from the
extranet• Introduce the winemaker and give the audience a
brief history on the winemaker (1 or 2 sentences using content from the bio)
38
Setting up for an education event
Presenter duties• Ensure all wines, glassware and tasting mats have been arranged before you arrive at the
venue• Taste all of the wines before they’re poured• Ensure MPEGs are linked to the relevant PowerPoint presentation
– George Wyndham video– Intense Sensation video (which is part of WE Selling Points)
• Test all AV equipment• Ensure you allow set-up time for all the tastings (and especially the Shiraz and Food module)
– If possible, have two rooms that you can switch between for tastings and PowerPoint
39
Setting up for an education event
Module Duration Glassware Wines Other
Shiraz Around the World (tasting)
40min (approx)
6 x XL5 glasses per person
France
USA
South Africa
Chile
Argentina
Australia
Note: to order non-Australian wines, contact:
Tasting mats (download from extranet)
Laptop
Projector
Projector Screen
Water glasses and jugs of water
Spitoons
Napkins
Australian Shiraz Regions
20min (approx)
N/A N/A Laptop
Projector
Projector Screen
Water glasses and jugs of water
Wyndham Estate Winemaking Philosophy
10min N/A N/A George Wyndham video is played in this module so you will need speakers connected to laptop
Laptop
Projector
Projector Screen
Water glasses and jugs of water
Bin to Black Cluster (tasting)
40min (approx)
One x XL5 glass per wine per person
All of the wines sold in the relevant market
From BIN 111 to BIN 999
Tasting mat (download from extranet)
Laptop
Projector
Projector Screen
Water glasses and jugs of water
Spitoons
Napkins
40
Setting up for an education event
Making Great Shiraz 15min (approx)
N/A N/A Laptop
Projector
Projector Screen
Water glasses and water
Sensory Profiling 10min (approx)
N/A N/A Laptop
Projector
Projector Screen
Water glasses and water
Bin 555 Vertical Tasting 35min (approx)
10 x XL5 glasses per person
Bin 555 1997 Vintage
Bin 555 1998 Vintage
Bin 555 1999 Vintage
Bin 555 2000 Vintage
Bin 555 2001 Vintage
Bin 555 2002 Vintage
Bin 555 2003 Vintage
Bin 555 2004 Vintage
Bin 555 2005 Vintage
Bin 555 2006 Vintage
Note: to order, contact:
Tasting mat
Laptop
Projector
Projector Screen
Water glasses and water
Spitoons
Napkins
Shiraz and food 30min (approx)
8 x XL5 glasses per person
Bin 505 Shiraz Rose
Bin 555 Shiraz
Bin 555 Sparkling Shiraz
GW Shiraz Grenache
GW Shiraz
Tasting mat
Laptop
Projector
Projector Screen
Water glasses and water
Spitoons
Napkins
41
Setting up for an education event
Module Duration Glassware Wines Other
Wyndham Estate Selling Points
10min (approx)
n/a n/a PowerPoint file (download from extranet)
Intense Sensation MPEG video file (download from extranet)
Laptop
Laptop speakers (to play ‘intense sensation’ video)
Projector
Projector Screen
Pocket guides (available from Nikki Richardson)
42
Prep for Shiraz and food module
Food platter presentation (left to right)• 1 shot glass of freshly squeezed lemon juice (2 parts lemon juice, 1 part water)• 1 shot glass of Miso soup in a shot glass (must be warm)• 2 green olives• 1 shot glass of soy sauce (with small slice of bread)• 2 pieces of bread with redcurrant jelly spread • 2 pieces of bread with Moroccan seasoning• 2 pieces of bread with cracked black pepper• 1 piece of dark chocolate• Refer adjacent images of how the food platter should be set up
43
Prep for Shiraz and food module
Direction to prepare food platters• These directions are for preparing 15 platters (1 for the winemaker and 14 for audience members• Cut crusts of white bread and cut into squares (no bigger than 2cm x 2cm) • Take a freezer bag and place 30 small squares of bread• Shake Moroccan seasoning into bag and close top of bag tightly and shake so that all the bread is
now covered with Moroccan seasoning• To make bread coated with pepper, repeat the previous 3 steps and use pepper instead of
Moroccan seasoning + using a new freezer bag• Take the 3 trays and put 15 shot glasses on each tray
44
Prep for Shiraz and food module
Direction to prepare food platters• Make one tray the shot glasses with lemon juice. Cut open and squeeze each shot
glass with a third lemon juice. Top the rest of the glass up with water• The next tray make up of the soy sauce and pour each shot glass half full with soy
sauce• The last tray of shot glasses is for the miso soup. Make the soup in a big jug and pour
the miso soup into the shot glasses just before the session begins• Spread red currant jelly on 30 pieces of bread• Break off 15 pieces of dark chocolate
45
Prep for Shiraz and food module
Shopping list for Shiraz and Food
module (for 15 people)• 3 x bottles of Kikkoman soy sauce • 10 x fresh lemons (soft ones as we need the juice)• Miso soup (packets in powder to be made with hot water)• 2 x jar of green olives (not stuffed) ones with pits• 2 x grinder of cracked black pepper• 2 x small jars of Moroccan spices • 2 x jars of redcurrant jelly • 4 x blocks of Lindt dark chocolate must be no more than 70% cocoa • 3x loaves of white bread (buy on the day of the tasting or buy ahead and freeze to retain freshness)