vana koutsomitis, vinobyvana - dmx dublin 2016
TRANSCRIPT
Marketing VinobyVana after my experience on The Apprentice PRESENTATION: DMX DIGITAL CONFERENCE
March 9, 2016
What is the product? ◦ AROMATIZED WINE PRODUCT
Our wine is mixed with natural flavours, making for a refreshing, innovative drink;
◦ LOW CALORIE Most glasses of white wine are 135 calories, while reds are on average 150 calories. We have less than 100 calories per glass;
◦ AN APERITIF-STYLE DRINK Our flavoured wine is comparable to an aperitif. It works well on ice and can be mixed with spirits or sparkling water for an enhanced experience;
◦ LOW ALCOHOL We have formulated VinobyVana to have only 8% ABV
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Timing • Using Reality TV exposure to market a
product • I wanted to bring something new to the UK market
• I filmed the Apprentice from April – June 2015 and it aired Sep – Dec 2015
• 8-10 million viewers per week
• 20k followers on Twitter
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The challenges
◦ Breaking into a crowded market
◦ Wine is a very traditional industry
◦ Using media exposure and social media channels to market the product
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What’s our market? • Focused on the UK market
◦Sales of rose currently worth £646 million in Britain
◦Sales of rose have risen by 10% in past decade in the UK
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Breaking the mould
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• Wine industry is hundreds of years old • It is very traditional
• We want to make wine accessible • Wine shouldn’t be scary or intimidating
• How we are engaging with millennials
Our competition Direct and Implicit competitors focusing on flavored beverages
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Marketing approach Branding
•Our bottle is young, hip and fresh
Social Media
•Engage with wine bloggers, such as Winerist, to create content around the product
•Utilise #vinobyvana to encourage virality
•Monthly, we conduct competitions to engage our users and provide giveaways
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Choosing partners Crucial marketing decision
•Keeping brand integrity
•Speed and efficiency
Focus on innovation and entrepreneurship
•Aligning ourselves with big brands
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Major press achieved
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Daily Mail, Online Cosmopolitan, Print
Woman & Home, Print
Staying relevant
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Follow me on Twitter
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My handle is :
@vana_cristina