Published in Mercados del Vino y la Distribución nº 62 from february 15th, 2010 to march 15 th 2011

I am constantly surprised when I speak to winery marketing and sales people, because many of them still see the market as a single block. They talk about engaging the whole market; or maybe a segment of it which as a percentage may be tiny but which is enormous if considered in absolute terms.

Many of these people still haven’t realized that:

1)     the internet is vital for the creation of their corporate image

2)     in the internet, it’s not about the winery looking for customers, but customers looking for a winery

3)     if certain people are interested in them, they should make a special effort to respond appropriately to them, ie by posting information that is interesting or useful to them. Because this type of information is immensely valuable

4)     social media tools are perfect tools for showing their uniqueness, personality and positioning

5)     social media tools are excellent tools for increasing their audience, and for undertaking image creation and promotional activities

6)     the flow of information is so huge that final clients (actual or potential) tend to use certain people, with whom they are in contact via social networks and in whom they place their trust and use as filters. These ‘filter-people’ are the new trend indicators. Engaging with these filter-people or trend-indicator-people is vital

The internet has revolutionized communications for a number of reasons:

a)     communication cost via social media of practically zero

b)     search engines and social media allows the existence of an infinite number of niche markets that can be covered by different players

c)     word-of-mouth communication via social media is infinitely more powerful than physical face-to-face presence

d)     the above three factors make an amazing combination that blows previous ‘rules’ out of the water and creates new ‘rules’ that we are all just discovering and learning how to use

Nowadays it’s much more difficult to reach a significant number of consumers or clients, but it’s possible to be number one in a manageable niche that big enough to be profitable. Number one? How can a winery be number one? It can. Our client bought our wines because for them we were the best in the world, or rather, the best in ‘their’ world. And what’s their world? The offers and information that they receive! Those wineries that engage them with interesting information. Before, a winery could be number one in its geographical area. Now, a winery may still sell to its near neighbour but it could well have a closer relationship with a client on the other side of the planet! This is the wonder and miracle of social media.

So what should a winery look for? Try to be all things to all people? Or be the best for a limited number clients, distributors and consumers?

Is it not a good idea to maintain a database of followers, distributors, consumers, clients and to concentrate on providing an excellent service to these few, so that they consider you to be the best? This is what is technically defined as CRM.

The world has become more just. Now it’s not so important to be well considered by the top prescribers. It may be better if you find, engage and keep a certain number of dedicated followers, distributors, opinion-shapers, and clients.

With social media, there’s no such thing as ‘one market’ – there are now thousands of inter-related ones.

This post in Spanish: ¿A quién debe dirigirse una bodega en su comunicación?

Published in Mercados del Vino y la Distribución  nº 60 from december 15th, 2010 to january 15 th 2011

It is a terrible moment in time. We are going through a deep crisis in which everything is unstable and nothing is safe.

However, it is at the same time an exciting moment because we are living in a period of history in which changes are to be major. And in times of change, there are great opportunities for those who are able to identify them.

In the past there have been important turning points in the wine sector. Some time ago, with thousands of wineries in Spain and worldwide, the need to organize this sector was a priority. And Wine Guides known to all appeared to play a vital role in making a subjective concept as quality into something objective. With such guides, all buyers were more certain of being able to resell the goods they bought. They could do it following the ratings of the above guidelines. This fact alone caused an exponential increase in exports. But it also caused a loss of heterogeneity among the different wines to be somehow forced to follow their guidelines in assessment.

 With the advent of Internet and Social Media there are new trends and wine tasting leaders with widely varying criteria, whose strength lies in the number of followers reading their entries over the network and the reputation gained every day.

 Where once there were few who dictated the criteria for wine assessment, now there are many more who determine the value and quality of wines. And most of them with far less individual influence. Because there are many more. Because followers follow no longer a single prescriber, but many, and they are all just a click away. Because that leadership is something that varies with time. The absolute truths about the world of wine disappear. Everything becomes much more complex.

In addition, the wineries can now contact with end consumers and tell them in detail their characteristics, and understand their tastes at first hand. It is not necessary to understand the whole process to succeed in this new situation. What is needed is to understand what specific things work.

 And the essential truths are, above many others in this moment … commitment to quality, differentiation, undertake new projects, have personality, the way these factors convey to the market, find new markets, using new technologies and the Internet, having direct contact with end customers to tell your uniqueness and understand first-hand how customers receive our products and what are their preferences.

Darwin has a phrase that comes to my mind that says, “not the strongest nor the most intelligent will survive, but those who can best adapt to change” At the moment, we are going through the greatest change in history. What are you doing to adapt to these changes?

This image comes from: docencia.izt.uam.mx

This post in Spanish: La clave está en diferenciarse y en algo más.

Posted in Mercados del Vino y la Distribución in Issue No. 59 of November 15 to December 15, 2010

This has always been so. But, who are your customers? Are they those who buy directly from you? Before the apperance of the Internet, almost all of them bought yuor product to be resold later. In general  terms, your partners knew a lot about wine. You met them any time it was possible - at fairs or events, through your salesmen or during visits to your winery.

You used to look for support from the major prescribers, who were few and very powerful (wine guides, awards, etc.). If you managed to persuade them to play in your favour, sales could increase quickly, but if they played against …

Globalization and the increase of your exportations placed customers in a more distant position. With the crisis, their sales went down so they reduced their stocks and purchases decreased even more.

Internet gets in. There are new intermediaries who sell directly to final consumers. And you realize that their purchases to you are increasing. They tell you that you can finally connect directly with the consumer. You create a website. You do it just because your competitors have it too. But nothing changes in terms of results.

And you realize that some wineries and intermediaries move smoothly in this new environment. Something very important is happening. You know that something has to be done. You open your winery to meet the growing wine tourism, you improve your facilities. You hear about Facebook and Social Media, but you do not know how to use them.

In this new world people speak different languages. There are those who have a vast knowledge -such as important prescribers or buyers, and others who know less or have a different type of knowledge.

How can you connect with them if you are in an environment completely new to you? There is a different language in Social Media. It is an environment you should analyze carefully before jumping in. 

You must do what you have done on other occasions when you go to a foreign country and you do not speak the local language. You listen through interpreters. And when you learn the language, you keep listening. Listen a lot, and then begin to join the conversation because they are talking about you and your brands. Maybe many times they are right in what they are saying and mayge sometimes not. Aren´t you looking forward to join the conversation?

One thing you are beginning to learn is the importance of the amount of sales from your direct clients, which will certainly result in more purchases from final consumers who do not buy directly from you. And now is your turn to convince them (the final connsumers) about the splendid characteristics of your product, not only through traditional means, but also through the Internet.

Get into the way. Join the conversation. Find yourself an interpreter, listen, speak and talk.

Get into the way. Join the conversation. Find yourself an interpreter, listen, speak and talk.

This post in Spanish: La suma de tus ventas es la suma de las compras de cada uno de tus clientes (finales).