12.5: Devising the Marketing Strategy - Promotion (away from the Point of Sale) Flashcards
Name the 5 main channels for advertising campaigns.
- Television or cinema
- Radio
- Press advertising
- Online
- Billboards
How is online advertising carried out?
may take the form of:
- the company’s website
- an advert on another website (for example that of a magazine or a supermarket)
- a YouTube video (see below for more detail on the use of social media)
Give examples of wine companies that sponsor events.
- Chilean wine brand Cono Sur (Tour de France)
- Mouton Cadet (golf’s Ryder Cup)
- French champagne house Carbon (supplier of Champagne for Formula One podium celebrations)
What does a sponsorship deal entail?
- (events) some cases simply involves display of a business’s logo on billboards or participants’ clothing
- (events) other deals give the sponsor exclusive rights to be served in the bars and hospitality venues at the event
- (television programme) the product or company logo appears briefly at the beginning and end of the sponsored programme
What, generally, is the benefit of having a website?
- allows companies to communicate with large numbers of people throughout the world, including markets in which they are not otherwise present
- can give consumers a great deal of information about a business, enhanced through the use of photographs and videos
What are wine-specific benefits of having a website?
- can tell the story of the wine
- give details of the wines produced
- offer food and wine pairing suggestions
- incorporate an online shop
- provide details of upcoming events
- can provide different levels of information to satisfy different types of consumer
What other ways can social media be used for promotion?
- ordinary consumers can share their thoughts on a particular wine
- ‘peer reviews’ have become an increasingly important on wine purchase decisions, especially amongst millennials, many of whom trust these more than reviews by established critics
How are smart-phone apps used in wine promotion?
smartphone apps that allow users to find, read about and comment on individual wines
How can producers take advantage of smart-phone apps?
- Free advertising
- engage with these apps to promote their business
What activities are included in more sophisticated wine tourism experiences?
- tasting rooms
- vineyard and winery tours
- visitor centres
- shops (often selling local produce, art and wine-related paraphernalia as well as the producer’s wine)
- cafés
- casual dining and even fine dining restaurants
- accommodation
- experience packages (e.g. participate in the harvest or to become a winemaker for the day)
- venues for weddings and parties
What is one way to encourage wine tourism to a particular region?
- Regions bring together not just producers but also other tourist businesses (e.g. tour companies, restaurants, hotels)
- created wine trails which link up a number of producers and which visitors can follow
Give two examples of a wine regions with solid wine tourism strategies.
- Alsace (cycle routes)
- Napa (Napa Valley Wine Train which includes a gourmet dining experience with Napa Valley wines aboard vintage rolling stock and includes the option of winery visits)
When it comes to wine tourism, what are high-involvement tourists more likely to do?
- travel to wine regions to visit wineries and sample the local food
- they enjoy tours of vineyards and wineries and like the opportunity to talk to the people involved in producing the wine
When it comes to wine tourism, what are low-involvement tourists more likely to do?
- more likely to visit a winery because it is in the region they are visiting
- will usually be happy with a brief tour or simply just a tasting
Give an example of a popular low-involvement wine tourism trip.
visitors to Barcelona might take a day trip to a Cava producer in Sant Sadurní d’Anoia
