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Don’t Judge a Wine by its Cover
Using New Media In Traditional Market
Michal [email protected]+972.523.530.507
Traditional Power Groups
• Strong Distributors (19th century)
• Ranking Systems - vineyards/chateaux (19th – 20th century)
• Opinion Leaders -Robert parker, Wine spectator (late 20th)
Robert Parker - Wine Critic
Wine Spectator – Magazine
Anyone can be an opinion leader
Wine Social Network
Stormhoek Winery South Africa
“Wine is a social lubricant”
gapingvoid : Hugh MacLeod
Broad Customer Connection
Social Network Marketing
• A new and different story that the supermarket buyers and the importers wanted to hear.
• Telling the story made the sales process easier. With easier sales, the curve was raised.
Using
Bonny Doon Vineyard
Randall Graham
Wacky Labels
The Flying Saucer
Screwcaps vs Cork
http://www.youtube.com/watch?v=RSlmjxQkJRE
Randall Graham
Château Smith Haut Lafitte
Bordeaux wine, Pessac-Léognan appellation
Traditional marketing beats Tradition
VinexpoVinexpo
Bottom-up buzzPower Groups influencers
Web 2.0 influencers
Social marketing for social lubricant
Hilarious humor creates buzz
Traditional marketing beats Tradition
www.gapingvoid.com - Hugh MacLeod
Hugh MacLeod
Thank You
Michal Geva
Does social media fits every winery?
Will Robet Parker be out of business?
Will distributors take advantage of social media?
How successful can wine social network be?