According to my expertise on the subject of the world of wine and education, I observe that the new consumption trends and the permanent interaction in social networks make brands rethink their communication strategies and find themselves in a continuous search for innovation, with the objective of reaching new digital consumers.
We are facing more demanding consumers, who live very informed and are surrounded by an oversupply of wines everywhere they look.
Knowing our consumer in depth is a prerequisite when wanting to put together a communication strategy that brings us closer to our sales objective.
Here are some aspects to take into account to facilitate this arduous task.
- Storytelling is still in fashion
A marketing technique that works very well when communicating. All wineries have something different to offer, no wine is the same as another and you have to know how to tell it and convey it with a story. Translating sensations and seducing at the same time is the secret.
The consumer values ”immediacy”, smartphones have led to all purchases, consultations and access to services being carried out “now, here and now”.
Communicate new distribution channels; Facilitate access to purchase products, it is an added value to pay close attention.
- Easy access to information
QR labels on wine bottles are an easy and free way that allows the consumer, with a single click, to have all the information at their fingertips, opening up multiple possibilities for the information that they want to transmit to the consumer, who can access the contents that the winemaker wants to show you: for example, an institutional video of the winery, how the wine has been made, tasting notes, scores and all the extended information you want.
The important thing is to accompany the action with good digital communication, in order to ensure that the client enters to read the QR code and does not go unnoticed.
To be the God of wines! be everywhere. It consists of distributing content on different digital channels in which our target audiences are found in such a way that they integrate with each other and enhance communication.
- Highlight the beneficial aspects of wine
Wine is health! Wine is considered as one more food and, above all, as a key part of a healthy and balanced Mediterranean diet, as long as it is consumed in moderation.
Transmit values, and above all, trust.
Transmitting brand values to other spaces, becoming an opinion leader and building, above all else, a relationship of trust must be one of our main objectives.
The wine consumer is our protagonist: having information about their tastes, experiences, moments of purchase and consumption, will help us offer what they are looking for, they will repeat their purchases and generate engagement if the experience has been the best possible.
What we are looking for is that everyone enjoys our wines! For this reason, you must make it easy for them to find what they are looking for, and whatever they do, all roads lead them to our wines.
Director of Wineexperts Argentina.
Source: Ambito
I am an author and journalist who has worked in the entertainment industry for over a decade. I currently work as a news editor at a major news website, and my focus is on covering the latest trends in entertainment. I also write occasional pieces for other outlets, and have authored two books about the entertainment industry.
