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
Marketing strategy – Promotion
AWAY FROM THE POINT OF SALE- Events & Festivals
Disadvantages?
There are a lot of other producers represented so there is competition for visitor attention.
Need to be distinct - eg food pairing, a more formal tasting specific range of wines or run by winemaker vs. just staff
Producers are competing for visitors.
-consumer may have the perspective of right to drink (rather than taste) w/ regrettable results.
-vouchers to taste handed by staff.
Marketing strategy – Promotion
AWAY FROM THE POINT OF SALE- Reviews and awards
Producer may target particular critics and send them samples
- send samples to wine competitions Decanter World Wine Awards or International Wine Challenge
- if medal - then possible to put stickers on bottles for point of sales
- this can influence purchase decision especially amongst lower involvement & less knowledgeable consumers
Marketing strategy – Promotion -AWAY FROM THE POINT OF SALE
Aim of Public Relations?
Aim of ____ is to give the business the most favorable image possible in the mind of the consumer
Activities include:
-representatives of co attending public events
-press releases
-newsletters
-social media
-brand ambassador
Marketing strategy – Promotion -AWAY FROM THE POINT OF SALE
Public Relations’ Brand ambassador
Often a full-time employee
Has excellent brand knowledge, social and presentation skills
Shares the values & image of the products
0ften is featured in advertising campaigns
Implementing and monitoring the marketing strategy
strategy needs to be under constant review for working as intended
- success measured in sales, profits, number of hits on website
- co should consider, at intervals, if changes to strategy need to be made
Ways marketing strategy can be measured?
asking customer directly for feedback individually or in focus groups
More complex includes eye-tracking analysis
- see how consumers look at websites/ layouts, adverts and virtual
- estimates the % specific communication will transmitted throughout social network
Marketing options?
Large companies with global presence may have teams in all their markets to ensure they fully understanding of the market & identify new trends
Smaller co may be able to afford outsourcing marketing functions and may do the work themselves
- one person’s role or part of a role
- hopefully this person has marketing knowledge
Marketing options – industry organizations
Producers can be members of an ______
Eg: Consorzio in Italy or VDP in Germany
Generic trade body – Eg Wines of Australia or Wines of South Africa
Informal Trade group: VIGNO Vignadores de Carignan in Chile
- aims of these orgs to help promote members’ produces
- may have marketing team
- group’s combine knowledge & experience benefit together
- increase exposure as a larger portfolio of wines
