Upload
reka-haros
View
609
Download
0
Embed Size (px)
Citation preview
Wine Communications
&Advertising
@RekaHaros
8 years ago “The break up” - Consumer divorces Advertising -
• This video was published by Geert Desager on May 2007, just few months after Facebook became available for the general public• It perfectly shows the disconnect between
consumers and advertising brands. • Unfortunately the situation in the wine sector isn’t
different at all.
@RekaHaros
https://www.youtube.com/watch?v=D3qltEtl7H8
Why do you think the consumer wanted to divorce?
@RekaHaros
My next 6 lessons will hopefully help you focus
better on the what, when, where, how and why of
your wine communication.
@RekaHaros
Lesson 1: Make your
communication a conversation
@RekaHaros
A conversation is NOT the same as product broadcasting.
@RekaHaros
Glorification of the product
I wonder why wineries are still advertising and communicating as we were in the last
century.@RekaHaros
Broadcasting your
product is old fashion advertising
@RekaHaros
Now we are in the age of empowered consumers who choose the time and place of their
interactions with brands!
@RekaHaros
So as a brand at a dinner party, would you prefer to be a guest speaker who walks away after their speech, or would you rather be an attendee whose interesting
conversations result in a new friendship?
@RekaHaros
This is the essence of the digital age advertising!
@RekaHaros
Advertising needs to be content that encourages interaction between brands and its consumers.
You need to join the conversation!@RekaHaros
Lesson 2: Know your
audience and go after them
@RekaHaros
• Ask yourself what kind of customers you want to attract, and make sure your ads speak to them on a personal level
• Understand their true motivations and their “why-s” behind their actions
• Don’t create generic ads that do not speak the language or grab the attention of your potential customers
@RekaHaros
Know what forms of advertising work for them
@RekaHaros
It is useless to talk about scents and
aftertastes if your consumers
are not wine experts.
@RekaHaros
Make it simple for them to understand your brand
@RekaHaros
Instead of saying why they should buy your product, you need to say why you have made your product for them.
@RekaHaros
Lesson 3: Be Authentic
@RekaHaros
To be an effective communicator, you must be believed. To be believed, you must be credible. To be credible, you must be authentic. To be authentic, you must be genuine.
@RekaHaros
We live in a world where people can judge brands
by what they do. So being believed means far more than being
noticed.
@RekaHaros
Lesson 4: Engage through experiences
and emotions
@RekaHaros
Consumers hate being interrupted by brands, they want to be engaged and entertained by them.
@RekaHaros
Make your ad a call for action and participation!
Like [yellow tail] asking people to tweet their toasts for their live billboard campaign (2011)
@RekaHaros
Another way to engage consumers is by telling a story to which they can relate. Push the emotional buttons of
your audience, make them have goose bumps!
@RekaHaros
Cathy Huyghe’s blog does that to me
@RekaHaros
The future of storytelling is story-making
Invite your customers to tell the story of how your brand is part of their life story!
Enable their stories!
@RekaHaros
Barefoot Wines’ Beach Rescue Project is a perfect example of
engagement through shared values
- just imagine how many love stories, new
friendships and funny stories come out of these
events?
@RekaHaros
Lesson 5: Advertise in the
right places
@RekaHaros
The right content in the right context
So you must be sick and tired of hearing “The right
content in the right context”. But if you care about reaching your target
audience you better hang-out where they hang-out.
@RekaHaros
Source: Nielsen
@RekaHaros
“Americans now own four digital devices on average, and the average U.S. consumer spends 60 hours a week consuming content across devices.”
And where you can make it work
http://www.nielsen.com/us/en/insights/news/2015/connecting-with-the-cosmos-the-total-audience-media-universe.html
What Nielsen’s report says about how US citizens consume content across platforms:
• The average American adult spent• nearly a week (149 hours 14 minutes) on average
watching traditional television each month • almost 30 hours using the Internet on a computer• over 43 hours using any app/web on a smartphone! • listening to radio was also a resounding 58 hours and 36
minutes.
@RekaHaros
Know where you can reach your target audience!
Some platforms may not suit your purpose
@RekaHaros
At the Venice Airport right at the security check point,people are preoccupied in getting their bags and shoes back on, they will never look at these ads!
Lesson 6: You can only succeed if you have a well defined
communication strategy!
@RekaHaros
It will help you stay focused on the what,
when, where, how and why of your
communication, but most importantly will help you in keeping
your consumers in love with your brand!
@RekaHaros
Without it you are just doing business as usual!
@RekaHaros
Thank you!Reka Haros
@RekaHaros