telling tales: what is the long term brand impact of wine...
TRANSCRIPT
© Wine Intelligence 2013
Telling tales:
What is the long term brand impact of wine tourism? March 25th, 2013
ProWein
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@wineintell
One of our most powerful survival
mechanisms is to be part of a
tribe
Seth Godin
Whatever I eat, I post the
picture on Weibo. Wherever
I go, I check out the location
on Weibo. Whatever fun
things I see, I talk about that
on Weibo. I was “Weiboing”
on the day when I got
married and the day I gave
birth to my baby!
Shenzhen, female, 26
0 degrees of separation
1 degree of separation
2 degrees of separation
3 degrees of separation Let me tell you
First hand experience
With someone who has been
Friend told me
Third party recommend
Strongest influence
Regulars
Occasionals
Possibles
Rejectors
$ 13%
9%
25%
54%
30%
17%
40%
24%
Beefeater’s London Camden Market in Madrid, 2012
It’s not just about the
wine
…what else are you going to do for
me?
Our perception of
brands
Make me feel
good
Feed me
Transport me to the natural environment that
comforts and grounds me
Help me be comforted by a sense of the past
Tell me a good story and I’ll believe you
I wish I could be here more often
Food is the way to my heart
You need to ensure the time I spend with you is
worth it
Meeting you face to face has more impact on my
view than anything else you can do
The best experiences are those shared with others
After visiting a cellar door…
58%
71%
69%
Change brand perception
Change purchase behaviour
Talk about the experience
19
Do investments in cellar doors pay off?
Past experiences (purchase / visit)
Recommendation
Cellar door experience
Brand perception
Purchase behaviour
WoM
Desire to have the experience and live to tell the tale…many times
Telling tales
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