dwcc slide share how wineries should be paying for reviewer content

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How wineries should be paying for on-line contentDamien Wilson | Martin Wiederkehr | Winsor Dobbin | Richard Siddle

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Todays WIPE list

The two sides of this dichotomyWine Businesses want publicityWine Communicators want ???Be clear about what youre looking forA wine criticA wine bloggerA wine journalistIf you arent clear on what youre after, then dont expect someone else to be responsible for telling you

Damien Wilson/DWCC2015-Content-Value

Wine communicators want wine? Remuneration for their wine expertise? Or recognition for their wine expertise?2

Wine Critics Someone pays them to drink and review wine


If you want to get paid for this job, you need to be BOTH of a talented taster, and recognised for these skills with a defined audience. There has to be a measurable value to your tasting skills. 3

Wine Blogger People read because of the articles written on wine


Bloggers start because of a desire to express their passion, or because they feel that their interests could be of use to others. They have an audience, and their audience is active.4

Wine Journalist Someone pays them to create interest in wine


If you want to get paid for this job, you need to be good at communicating with the capacity to create an audience based on a specific topic. Here we see Natural Wine Advocate, and award-winning author, Alice Feiring. Former travel journalist for NYT, SFC and Cond Nast5

Todays panel discussion

Youre all either in one of those categories, or you have been/want to beHeres the view of what is expected of you from the other sideWine producer Martin WIEDERKEHR, CEO of Cave de Genve, and representative of Swiss Wine PromotionFood and Travel blogger Winsor Dobbin, a three-decade journalist who has one of the most popular Food, wine and travel blogs in AustraliaWine journalist Richard Siddle, an almost decade-long editor of one of the UKs leading publications in the wine tradeThey will present the sectors perspective on how valuable you are as communicators.


The session will be followed by Q&A.6

Wine Producer Martin WIEDERKEHR



Does a winery needs journalists and bloggers etc. ?20.10.2015

Copyright by Martin Wiederkehr


2Do I need journalists, bloggers, etc. for my business ?

Are my wines bad, not interesting or just uniform? Am I not a very interesting person?

Am I am at the right production place?

YES, but why ?YES, we need journalists, bloggers etc. as much as the other parts from the marketing mix. 21/10/2015Copyright by Martin Wiederkehr


3Yes I want... but why lets work with a modelTimelineMargin % of the products (hypothetique)100 years agoViticul turistClient25-5050 years agoViticul turistCellarmasterClient30-6030 years agoViticul turistCellarmasterWinetraderClient40-9015 years agoViticul turistCellarmasterWinetraderMarketingspecialistClient45-150TodayViticul turistEnologistMarketing specialistWinetraderDistributorClient50-300TomorrowViticul turistEnologistMarketing specialistLogisticspecialistDistributorMarketing specialist TradingClient?

The complexity of Wine Buisiness Model has been treamendously increased in the past 50 years. 21/10/2015Copyright by Martin Wiederkehr


4Analysis of the changes

Into a more sophisticated added value chain

From a simple producer into an complex multi-wine-artist (Viticulturist to Cellarmaster to Enologist) at the Tech Departements

From a Farmer to a Agro - Marketing Entrepreneur (Economic. Dept.)

From a simple manufacture to sell company to a complexe Taylor principal company (Scientific management)

In the last hundred years a wine company moved :Changement also meant CHANGE MANAGEMENT in Education etc.

21/10/2015Copyright by Martin Wiederkehr


5Difference between Promotion and Sales easy to understand if you LEARNT itEducation in this complex Wine Business is not following as quick as the market evolves.



6Promotional Impact for a company like La Cave de Genve SA

Implement the connections with journalists, bloggers, etc.Implement the connections with the Editors and Propietors of the MagazinesCoordinates the advertising campaigns

Put the wines ahead as Swiss WinesOrganizing Promotional Activites

Makes sure that the financial substrates is generated (Growers & Politics)sells the product Swiss Wine in the best possible wayDefines Strategies (Domestic and Export Markets) with the regional DirectorsSwiss WinePromotion = Make Swiss Wines succesful21/10/2015Copyright by Martin Wiederkehr


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7Promotional Impact for a company like La Cave de Genve SACopyright by Martin Wiederkehr

Implement the connections with journalists, bloggers, etc.Implement the connections with the Editors and Propietors of the MagazinesCoordinates the advertising campaigns

Put the wines ahead as Swiss WinesOrganizing Promotional Activites

Makes sure that the financial substrates is generated (Growers & Politics)sells the product Swiss Wine in the best possible wayDefines Strategies (Domestic and Export Markets) with the regional DirectorsSwiss WinePromotion = Make Swiss Wines succesfulImportantVery important for everybodyVery important for me21/10/2015Copyright by Martin Wiederkehr


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Measuring succes for a wine company like La Cave de Genve SA

8SurveysCostful but interesting

Emotional measuringReturning by clientsFeeling (look and feel)

Rational measuringClicks, Likes, Fans, Rebounds, frequency of the pages, etc.Measurement of number of medals (Inflation of wine tastings around the world)Value measurement by reader (print products)TURNOVER of the COMPANY



9And by the way

Are we talking too much

And drinking less and less.



10Results

Marketing and Communication will be more and more important in the future in wine business

YES we need much more MARKETING in the future

And YES we need more quality consumers to taste, drink and appreciate our wines = EXPERIENCE EDUCATION



11Annexes21/10/2015


10How much should I PAY for Journalists or Bloggers?

Nothing, some bottles, cash, holidays, etc.?

Everything exists Should you maybe think of a Charter (Charta) for wine bloggers?

Problems: misunderstanding lack of respect jealousy doubting/lack of trust = lack of communication

And believe me: every one of them lie occasionally!

21/10/2015(Interview with 10 producers and traders in the wine business in CH Turnover ann: approx. 200 Mill. sFr)Copyright by Martin Wiederkehr


12Paid journalists and bloggers in CH - a hypothesis(Interview with 10 producers and traders in the wine business in CH Turnover ann: approx. 200 Mill. sFr)

20 years agoIn 10 yearsTodayJournalistBloggerWineproducer



13Martin Wiederkehr

PERSONALCVKontakt Martin WiederkehrLa Cave de Genve SA1242 SatignySwitzerland

Age 51

NationalitySwissSince 2009CEOLa Cave de Genve SA1242 Satigny (Geneva)

2004-2009Head Category Management & MarketingtransGourmet Schweiz AG Howeg Winterthur400 Mio. CHF annual Turnover

1998-2004Head Purchasing, Production and Logistics, COOC. August Egli AG / Haecky AGZrich-Leimbach and Reinach BL70 Mio. CHF annual Turnover

1992-1998Enologist Researcher and Head WinemakerFederal Institute for Viticulture and Enology, Wdenwil

1983-1991Vitivulture Apprentiship and BS in Enology and in Business Administration21/10/2015Copyright by Martin Wiederkehr


Food and Travel Blogger Winsor DOBBIN



What can wine bloggers do to help improve their perceived value to the wine trade?



Confessions of a Food and travel writer

Start by broadening their [writing] horizonsFew consumers are interested in tasting notes in isolationConsumers want to learn how wine fits in with their everyday lifeThey see wine, food and travel as all going togetherMost writers struggle because they focus on topics that interest a tiny part of the market



So how can bloggers pitch themselves more effectively than they are now?



Think more laterally with who you pitch to

Identify publications beyond the usual suspectsLifestyle overlaps far more effectively than wine journalsStories behind the wines are a source of additional interestRemember that even wine people have travel and other interests as wellWine businesses are complicit in overlooking this area of opportunityRemember that samples are sent with the aim of inducing a saleIf sales arent made by tasting notes, learn to include details that are also of interest to those reading the tasting notesSo, dont focus only on the wine. For wines sake



Next step, how do wine bloggers work at capturing the interest of publishers?



Editors have to be able to rely on you

Your reputation is everythingBloggers already have that if they have an audienceEditors need reliable and professional delivery of copyFit submissions into their formatTime is their lifebloodLess of their attention on your work means more work for you



What about getting your name out to the wine trade?



Work on your awareness with wineries

Theyre not spending their time trying to find youOr not all the time, anywayCommunicate with the regional associations, tourism businesses and restaurantsIf you have a regional identity, make sure that its a well known identityEspecially important if you write for a special interestRemember that theyre only aware of you if you tell them about yourself. Dont rely on word-of-mouth, make it your word-of-mouth



How should bloggers set wineries expectations, and measure their own success?



With the tools that their readers use

Expectations are always highWith experience, you can improve your ability to match expectations with your capabilitiesRemember how your influence may be used in the distribution channelBe seen by consumers, and show your work to wineriesSocial media isnt the latest thing, but you need to know how it works for you and your audience



And how long should all this take for me to create value for my reputation?



Editors want you to work out

So be topicalReliableDependableConsistentAnd youll get there in good time



Wine Journalist Richard SIDDLE



Why Wine Companies Need To Pay For Good ContentRichard Siddle www.richardsiddle.com


Whats happening to content online?

If video killed the radio star

Internet doing the same to journalism

Numbers of journalists going down6,000 fewer journalists in UK in 2015 vs 2014.64,000 journalists against 70,000But 18,000 more PRs in last two years37,000 to 55,000 in last two years

Journalism becoming churnalismMagazines, newspapers, websites: all cutting staff from Daily Telegraph to New York Times

Online has fast become the race to the bottom

Publishers not prepared to pay for quality journalism rely on churning press releases

Click Bait articles to get the most number of hits online.

Top of the Pops type journalism

Most read articles about wine21 reasons why WINE drunk will always be your favourite drunk 820,200 sharesA glass of wine is equivalent to an hour in the gym, says new study 637,200 sharesWine ice cream is now something you can eat and get drunk on 601,300 sharesWine as a bedtime snack helps with weight loss 600,500 shares

Falling standards in wine media Wine magazines are cutting staff, costsHappy to reprint press releases. Demand just to fill spaceRely on Top 10 and Did you know?articles to drive traffic Pressure from commercial interests taking over from editorial integrity

So to stand out you have to be good

Master of wine? Master of writing?Smaller budgets & less commissionsPotentially bad news for wine writersWe will all have to work a lot harder Need to look at the skills you have How good are you at selling them?

Dont expect a fortune250 per 1,000 words for mag featureWebsite stories 40-100 dependingDay rates for subbing/writing 150 a dayReporter 20-24k a yearSenior/News editor 28k-30kDeputy 30-34Editor 35kupwards depending on frequency

But there are new publishers in town

Wineries are now content makersNot good enough to just make great wine. Thats the day job.Success will be based on how they communicate. Tell their story How they promote themselvesHow they stand out and be heard

Technology changing everything73% of people in world own mobile phone51% of content read online is via mobile

75% of online activity be via a smartphone by 2018 (Enders)

One in two online orders will be via mobile phone by 2016 (LeShop)We use our smartphone to carry out 221 daily tasks.

Everything is getting smarter

Smartphone: connecting everythingSmartphone is becoming the remote control of our livesConnected technology is becoming the norm in fridges, ovens, washing machines, carsBefore you get home from work can can put a wash on, run a bath and get food ready

Were becoming personal data banksEverything we do, buy & search is going to be recorded on our own personal data banksRetailers, brand owners, wine producers will want to get their hands on that dataOffer incentives based on our personalised deals, offers based on your individual needsBut do you know what to do with that data?

Ill tell you want I want, what I really want

Demand for personalised contentConsumers will expect to receive personalised communications relevant to themThey wont go looking for itThey will either: 1) expect you to find them. Need to improve IT 2) Rely on social media/friends to share it with them

Do you have the skills in your business?

Who are you going to call?

Get it wrong and you dont existWhen it comes to online content. You get what you pay forGo cheap and risk not being seen at all Only 38.5% of online content is created by humans62.5% comes from robots, spammers and hacking toolsHalf of all TV adverts on the internet are never seen (Solve Media)

Need for us all to raise our gameThere is going to be a massive new opportunity for quality content onlineBig wins for those who get it right based on consumer experience and knowledgeLosers will be those who dont take it seriously. Fail to invest, fail to exist

Wineries & writers working togetherThat big opportunity is there for both wine writers/journalists and wine companiesBut both have to change the way they behaveWriters need to think about not just writing about wineries, but FOR them. Big changeIn the past journalists have looked down at commercial writing. Not real journalism.

Blurring of journalism/PR is normal

Rules are changing fastFewer opportunities in traditional journalismBlurring between editorial and advertorialHave to re-think our role as writers Use our skills in new commercial waysWe have the ability to make a big differenceWine businesses use PR to do PR and journalists/writers to tell their story

You need a Clark Kent in your business

Thanks

Cant promise SupermanBut can try to help [email protected]@richardsiddle

Each communicator role has a value

Critical reviews can be effective for interested consumersBut, most are ignoredAnd this service is increasingly being provided for freeThe blogger already has a specialized audienceWho are activeWho exhibit loyaltyThe wine journalist is valued by their ability to generate an audienceBlending wine into fascinating storiesJournalism is the skill, wine is the medium


So, critical reviews have to be available, valued and utile during the purchasing process. Limited opportunities, time-sensitive value

The journalist has to show the capacity to create an audience creating awareness Must illustrate a capacity to create awareness.

The blogger has to know and act in the interests of their audience. targeted and active.65

Talk Consumer on wineThree images taken from a trade members timeline illustrates the pointImage 1 Wine reviewImage 2 Less information, much more traction: Wine interestingImage 3 Its not only wine. Remember that youre a person, so try to communicate like one. You cant be all wines for all people. Focus on communicating with those who like what you can make interestingStart by talking with them, instead of at them


Wine is the third most popular subject on Pinterest 66

Remember that everything on the web is freely availableThis was from last yearHarpers: You need to be professionalAttracted 15 comments, & 2 more articlesWas the most read and commented article for more than a week!Two high profile bloggers in the US felt compelled to join in the conversationBut bloggers didnt like being told that wineries expect more than comping press tripsYour credibility is key: Bloggers are very influential. If you cant find a story after your visit, just be frank and honest about it. They deserve as much, and you gain credibilityThe messenger has your interests at heart


Wine is the third most popular subject on Pinterest 67

For further details, photograph this slideYoure a communicator so communicateNo-ones telling you to forego your principlesBut if you receive hospitality or payment, there is a tacit expectation that connecting with you will help the winery develop a more public profileUnderstand your influence and audience, and communicate these with the wine trade for a better relationshipImage taken from: https://goo.gl/CTVLf4


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