Robert Joseph - Why can't we learn to love Consumers? @wbis2014

Consumers

Why can’t we learnto love them & let

them be our friends?

A Wine Thinker PresentationRobert Joseph

WBIS, Munich, January, 2014

So how does the wine industry

communicate?

The wine communicators of the late 20th Century

The way we were….

Bob

Pepe

Fluffy

Connie

Barbie

Pepe Bob

Fluffy

Connie

Bill

Bill, the wine man

Doris, the ski buff

Terry, the hi-fi nerd

What happens to my message

on a bottle?

Wine is named after

my horse

Something to do with a

horse

Best served with horse?

Who bought that strange-tasting wine

How can we help consumers

get a wine they’ll like?

Share your views on your favourite foods. And maybe  reveal that you don’t eat seafood.Or cake.

John doesn’t like red wine – so he’s reassured to get a white recommendation with his steak

A few ways to

engage with the consumer

• A wine club• A newsletter/blog• An offer• At cellar door• Food & Wine• URL / QR Code / 

Augmented Reality labels

• User-friendly Website & Microsite

A few ways to

engage with the consumer

• Be your brand• Wine Tourism• Events• Work with other 

products/services they like

• Make them laugh

• Make them believe you care

Thank You

@robertjoseph

robertjoseph@unforgettable.com