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WMTC20: The Future of Wine Tourism: What We are Doing Wrong and How We Can Better Move Forward

Zephyr Conferences
March 05, 2020
34

WMTC20: The Future of Wine Tourism: What We are Doing Wrong and How We Can Better Move Forward

Join Paul Wagner, Founder of Balzac Communications, for an in-depth discussion of where we are today, what pitfalls we have experienced, and where we can go in ten years with proper planning and marketing. He will provide a list of “The Top Five Things Every Marketer Should Do Now” to help you correct your path and spur you on your way to a successful future.

Zephyr Conferences

March 05, 2020
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Transcript

  1. Paul Wagner
    Napa Valley College/Balzac Communications
    WHAT WE DO WRONG

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  2. WE DON’T HAVE A KEY MESSAGE, AND
    WE DON’T COMMUNICATE IT, EITHER
    What’s different about our winery or region? Who knows?

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  3. WE ARE A SMALL FAMILY WINERY…
    Yadda yadda yadda
    WE MAKE GREAT WINE...
    Yadda yadda yadda

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  4. WE LECTURE OUR CUSTOMERS
    Because they
    NEED to
    learn!

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  5. WE TEACH GEOLOGY

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  6. 6
    ▪ 33 Different Soil Series
    ▪Over 100 Soil Variations
    ▪ Half of the Soil Orders on
    Earth exist in the Napa
    Valley
    Napa Valley
    Soil Diversity
    Soils

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  7. WE TEACH VITICULTURE

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  8. 8
    BORDEAUX: CLIMATE
    – Maritime climate
    – Moderating influences from
    the Atlantic and Gironde
    Estuary
    – Coastal pine forests protect
    Médoc from harsh winds
    – Rain – a worry at harvest
    – Wet Spring and humidity
    – Varied climate creates
    vintage variation
    8

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  9. WE TEACH ENOLOGY

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  10. SHERRY
    TYPES:

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  11. WE TEACH SENSORY ANALYSIS

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  12. WE PROVIDE TASTING NOTES
    For every wine

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  13. WHAT DOES IT MEAN?
    Scents of bacon; fresh cherry and red raspberry shadowed by
    their distilled counterparts; violet, honeysuckle, and acacia;
    musk; lavender and other resinous herbs; along with
    pungently bittersweet citrus oils, all capture one’s attention.
    Their counterparts on an infectiously juicy, fine-grained and
    strikingly buoyant palate are mingled with veal stock and
    mouthwateringly savory pan drippings. Cardamom and black
    pepper add yet greater complexity. The clean, marrow-like
    meatiness that extends all the way through this Syrah’s
    lusciously long finish is anything but gamey.

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  14. OUR STAFF IS VERY WINE
    KNOWLEDGEABLE
    But they don’t know to talk to people

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  15. WE DON’T KNOW HOW TO SELL
    Who Teaches Sales Techniques?
    WSET NO
    Court of Master Sommeliers NO
    Society of Wine Educators NO
    Sonoma State NO
    UC Davis NO

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  16. WE “TALK” TO THE TARGET MARKET
    Propaganda ends where dialogue begins.

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  17. WE ALWAYS GIVE THE SAME DAMN
    PRESENTATION
    No matter who the audience is

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  18. WE TRY TO IMPRESS PEOPLE
    But do we seduce
    them?

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  19. WOULD YOU LIKE
    TO KNOW MORE
    ABOUT HER?

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  20. SHE IS:
    • Oxygen 61%
    • Carbon 23%
    • Hydrogen 10%
    • Nitrogen 2.6%
    • Calcium 1.4%
    • Phosphorus 1.1%
    • Trace elements .9%

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  21. MERITXELL FALGUERAS
    • Journalist
    • Top sommelier of Catalunya
    • Third best sommelier in Spain
    • Author
    • Television commentator
    • Firth generation owner of Celler de
    Gelida

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  22. NO QUESTIONS, PLEASE!
    Propaganda ends where dialogue begins.

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  23. WE DON’T WANT TO LISTEN
    • Who are our customers?
    • What do they want?

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  24. WHY DO THEY ASK THOSE TECHNICAL
    QUESTIONS?
    Because they want to belong.
    We need to make that easier, not harder.

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  25. WHAT’S THE BENEFIT?
    • Why do consumers buy wine?
    • Is wine a luxury or a commodity?
    • “We don’t sell watches to tell the time”
    • “People buy luxury articles to be recognized”
    Alain-Dominique Perrin,
    Cartier, Paris

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  26. FIVE STEPS IN THE RIGHT DIRECTION
    Solutions!

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  27. #1: BENCHMARK
    How do you compare?
    First Impressions
    Customer Service
    Staff Training:
    What is your
    Curriculum?

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  28. #2: HIRE PROFESSIONALS
    WHO WRITES YOUR MESSAGING?
    WHO DELIVERS IT?

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  29. #3: DON’T JUST
    SERVE YOUR
    CUSTOMERS:
    CREATE
    MISSIONARIES

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  30. #4: COMMUNICATE!
    We don’t follow up
    We think our
    customers don’t
    want
    to hear from us.
    And why isn’t your
    WIFI free?

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  31. #5: CREATE
    A HUMAN
    CONNECTION
    • Sell wine with joy
    • And humanity!

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  32. • Don’t tell me you’re passionate. Talk about what you love.
    • Don’t convince me with facts, seduce me with stories.
    • Don’t educate me, make me your friend.
    • Don’t tell me; show me. Don’t show me; let me participate.

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  33. WE LOVE MUSIC
    • We love it
    • We embrace it
    • We share it

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  34. WE LOVE WINE
    • We are intimidated by it
    • We worry about it
    • We fear sharing it

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  35. WINE AND MUSIC
    • Each winemaker dances to the
    rhythm that nature plays for us.
    • And each winemaker adds a
    melody.
    • But no winemaker works alone.
    • Wine is the communal expression of joy.
    • Share that joy

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