Integrated Marketing: Case Studies in Wine Promotion [USA] · and tactics around a single marketing...
Transcript of Integrated Marketing: Case Studies in Wine Promotion [USA] · and tactics around a single marketing...
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APP.ETITE
Bologna Business School
September 20, 2014
by Erica Nonni
Integrated Marketing:
Case Studies in Wine Promotion [USA]
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the application of consistent messaging across
multiple channels, leveraging each channel to drive
success within another in pursuit of a defined goal
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the intentional blending of online and offline tools
and tactics around a single marketing strategy - John Jantsch, Duct Tape Marketing
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not all media, all the time, equally
tactics depend on goals
goals depend on brand strength and structure
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1. Energize a sales force, drive scale
2. Increase distribution
3. Create/amplify local brand loyalty
4. Drive event attendance
trade
strategy
consumer
strategy
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Bra
nd
In
stit
uti
on
1. drive scale, energize sales force 2. create brand affinity
3. increase distribution 4. drive awareness
Trade fewer marketing levers
Consumer more marketing levers
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public company: brand acquisition, organic growth
60+ brands, heritage and lifestyle portfolios
lifestyle portfolio focus on trends and innovation,
shorter lifecycle
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$8 - $12/bt
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Goal: energize sales force, drive retail sales quickly
Challenges: scale, timing
Strategy: USO charity sponsorship, focus on national
accounts
Primary media:
• in-store display
• national media relations
Supporting media:
• local social media
• local launch party
• wine club direct mail
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Results:
• easy message for sales reps
• in-store display uptake met expectations
• a model for future innovation portfolio brands
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create brand affinity
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Francis Ford Coppola Winery (FFCW) • private company
• organic growth
• single brand, several collections, 45+ SKUs
• focus on winery, family, hospitality experience
• integrated branding, longer brand lifecycle
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Goal: create and amplify local brand affinity
Challenge: engage consumers nationwide
Strategy: amplify a unique winery experience with
national media program
Example: a tasting experience designed by blind
chemistry graduate student, Hoby Wedler
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Integrated media amplification:
1. experiential road show
2. media pitching/sampling
3. social media
Supporting media:
1. stealth retail trade program
2. Wine Family direct mail
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Results:
• press coverage across all media in local,
national and road show markets
• successful retail trade promotion
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Wines from Don Quixote’s Spain, Castilla-La Mancha
Situation: wines from a wide, diverse section of Spain
known for bulk wine
Goal: source importers, increase distribution in
major US wine markets
Challenge: message consistency
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Strategy: hire a reputable brand representative,
develop a coherent value proposition, design
program around importer target, choose prime
tasting locations
Primary media: trade advertising, advertorial
Supporting medium: media relations
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Educator,
Karen MacNeil
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Bazaar by Jose Andres, Los Angeles
Versace Mansion, Miami Beach
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Results:
• 30% increase in distribution among
participating wineries after the first year
(six roadshow events)
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Goal: drive awareness, retail sales through tasting events
Challenge: commercialization of tasting events Strategy: 1. present South African wine through multifaceted
cultural experience in secondary markets 2. engage retail partner in each market Primary media:
• local media relations • social media
Supporting media: • local advertising • charity partnerships
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Results:
• sold-out events across the country
• increased retail distribution
• press coverage in local markets
• social media content generation and
engagement
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