Social media has overtaken porn as the #1 activity on the web.
If YouTube were a country it would be the 3rd largest in the world.
Facebook would be #4.
Got your attention? Steve Raye, of founder of Brand Action Team, certainly got ours when he began his presentation on using new social media (Facebook, Twitter, You Tube, etc.) for marketing wine to today’s technology-savvy consumers.
Wines of Chile and its member wineries are very aware of the need to be creative and up to date in their marketing strategies, and as a step toward getting everyone on the same page, WoC hosted a seminar on “US Consumers: New In-store and On-line Trends” for its members. Guest speakers Edwin Aquino, of IRI , and Steve Raye, of Brand Action Team, gave the group of sixty winery representatives plenty to think about with respect to the market situation in the current US economy, putting web and new social media to work for them, and selling win online.
Edwin Aquino presented an IRI Consumer study on “Understanding the Wine Shopper in Today’s Economy.” He discussed the effects that the current economic crisis has had on lifestyle, consumer spending, wine drinking, dining out, travel, etc. People are staying home and invite friends over more often. They have cinched up their belts and paying more attention to the difference between “must haves” and “want to haves,” between necessities and indulgences. They have become much more price/quality conscious, and even though the economy is expected to turn around in the coming year, the belief is that this new trend will continue for quite some time to come.
That’s good news for Chilean wine, which has always presented an excellent price/quality ratio. His study closely tracked consumer behavior and allowed him to share the findings about what people buy, where, when, why, and how often, as well as to make solid suggestions as to how Chilean wineries can take advantage of its ability to offer consumers excellent quality at highly affordable prices.
Steve Raye‘s presentation “Marketing Wine on the Web: Using New Social Media to Connect with Consumers,” brought the Web 2.0 phenomenon into focus with a down-to-earth, step-by-step definition, description, and analysis of what it is and how it can be put to use for effective wine marketing. He started with the basics of the history of communications (print media goes from one source to many, with no direct feedback; telephone goes one to one, Web 1.0 opened the flow from many to many, and today, Web 2.0 allows veritable networks of interconnection that allows communications to flow in many directions-and to a much wider audience-much faster and much more effectively than ever before.
Raye also presented “Selling Wine On-line in the US” in which he discussed e-commerce models, including price search tools, e-tailers, on-line wine clubs, direct winery to consumer sales, and the proposed Amazon model.
Wines of Chile members can access these three presentations in full in the Studies and Reports / Seminars section (requires log-in). As a special bonus, we also include a fourth document, VinTank’s Whitepaper on Social Media.