10 Flashcards
Marketing strategy – Promotion
AWAY FROM THE POINT OF SALE- list
W A S P S S W E a R
Websites Smartpones Apps
Advertising Wine Tourism
Sponsorship Events and Festivals
Public relations Reviews and Awards
Social Media
Marketing strategy – Promotion
AWAY FROM THE POINT OF SALE- goal of Advertising?
well designed can be very powerful tool for promoting a product
- attractive to potentially a large, varied group of consumers
- successful can remain in consumer’s mind for long time
- global adverts can be translated into other languages
- check cultural differences don’t cause the message to be lost
Marketing strategy – Promotion -AWAY FROM THE POINT OF SALE
Advertising campaigns are conducted through what channels?
Television/ Cinema—powerful, large reach, expensive, product placement in program/ film
Radio—slightly less effective than TV, slightly less $ too, -lacks image which make less memorable
Press Advertising—striking full page, designed to promote brand image, text helpful for story… -newspaper & mag to reach largest / specialty mag for target
Online—social media, website, YouTube
Billboards- found on roadside- picture must be memorable can read it long as pass by, if at railway stations then can be more detailed
Marketing strategy –Promotion -AWAY FROM THE POINT OF SALE
Potential advertising issues?
-translating message into different language -lost or offensive
- change add for different audience
- laws may restrict ad in some countries due to health concerns
Total prohibition in UAE, Qatar
Very strict controls in Lio Evin France
Laws against promoting to younger people - can add below minimum drinking age
Marketing strategy – Promotion
AWAY FROM THE POINT OF SALE- Sponsorship
Sporting events and cultural events are supported financially
- French Champagne house Carbon – Formula One Podium
- could be inform of logo on billboards, or clothing
- Exclusive rights to be served in the bar/ hospitality venue
- TV ad, logo appears beginning / end of sponsored programing
- treated as form or ad therefore subject to legal restrictions
- can be controversial in sporting areas intended to promote health and well being
Marketing strategy – Promotion -AWAY FROM THE POINT OF SALE
Website are able to do what?
- Wide range of promotional possibilities
- communicate with large # people
- give great deal of info about business,
- tells story which is enhanced with pictures, video, and food pairing suggestions
- inviting for customers when it is easy to navigate
Marketing strategy – Promotion -AWAY FROM THE POINT OF SALE
From the retail/ restaurant’s perspective, what characteristics are included on a website to make it effective?
-easy for customers to navigate
- display brand imaging & must be consistent w/ over marketing strategy
- cost of having an IT expert, but able to recoup some of the costs by selling advertising space on site
-search engine optimization
-need to ask visitor is of legal drinking age in their country of residence
Marketing strategy – Promotion -AWAY FROM THE POINT OF SALE
Social Media- how is it used on the retail/ restaurant side?
Make it possible to have a dialogue with consumers vs. to consumers
- younger customer’s communication
- used to share adverts, positive reviews, other promotions
- studies suggest that non-promotional activity is equally important
- use account to share news, articles, photos, and videos
Marketing strategy – Promotion -AWAY FROM THE POINT OF SALE
Social Media- how it is used on the customer side?
- customers share experiences- reviews, tasting notes
- recent statistics show younger people are turning away from Facebook & Twitter to more visual media like YouTube & Instagram
- Co need to manage social media presence frequently and carefully and react to any negative content in a positive way.
Marketing strategy – Promotion
AWAY FROM THE POINT OF SALE- Smartphone apps
Allows user to find, read about and comment on individual wines
- intended for high involvement consumers who want to read reviews from other enthusiasts or professionals
- opportunities for free publicity
- other apps tell consumer where to find a wine, store pays a commission to the app operator if consumer clicks through to buy the wine
Marketing strategy – Promotion -AWAY FROM THE POINT OF SALE
Wine Tourism -what is the experience customer are looking for?
Particularly beneficial for new producers & those in growing wine regions -opportunity to engage with public
-tasting rooms, vineyard and winery tours, visitor centers, café, restaurants, accommodations, weddings, event spaces
- either at winery or contract with tour co, restaurants, hotels near by -wine trails link producers
- tour of day to day operations of vineyard / winery
Marketing strategy – Promotion - AWAY FROM THE POINT OF SALE
Disadvantages of wine tourism from the winery’s view
- expensive to build infostructure and staff to manage tourist
- tourists in the way of daily operations
- winery may not have the staff to deal with large number of tourists
Marketing strategy – Promotion - AWAY FROM THE POINT OF SALE
High involvement wine tourists engagement?
Likely to travel to wine regions to visit wineries & sample local foods
- widen their knowledge,
- enjoy tours of vineyards & wineries
- opportunity to talk to people involved in production wine
Marketing strategy – Promotion - AWAY FROM THE POINT OF SALE
Low involvement wine tourist engagement?
-visit a winery because it is in the region, they are visiting
Eg. Visit to Barcelona then might also take a trip to a Cava producer
-happy for a brief tour or simply a tasting
-even these tourists make purchases and can recommend wines to others
Marketing strategy – Promotion
AWAY FROM THE POINT OF SALE- Events & Festivals
Advantage?
____ bring together produces from a region
- consumer can taste a variety of producers w/out travel
- likely to attract high involvement consumers & broader range
- usually include local foods & entertainment
- benefits of making sales & winning new customers
- Cost for staff, samples, preparing the stand, props, seating
