Slogans de campañas de comunicación en websites de bodegas
Me he encontrado con una página web en la que se recogen slogans de campañas de comunicación para muy diversos sectores. Y me he detenido a leer aquellos que están relacionados con las campañas de comunicación que realizan distintas bodegas. El análisis me ha parecido interesante y he querisdo compartirlo con vosotros.
¿Qué es un slogan?
Según Wikipedia:
Un eslogan o slogan publicitario (viene del inglés slogan, del gaélico escocés sluagh-ghairm) es una frase memorable usada en un contexto comercial o político (en el caso de la propaganda) como expresión repetitiva de una idea o de un propósito publicitario para englobar tal y representarlo en un dicho.
Se dice que los eslóganes publicitarios son el medio más efectivo de atraer la atención del público sobre uno o varios aspectos del producto. Típicamente, lo que hacen es proclamar las cualidades y/o que el producto es de la mejor calidad, proporciona el mayor beneficio o solución o es el más adecuado para el consumidor potencial.
Según Encarta:
Fórmula breve y original, utilizada para publicidad, propaganda política etc.
Una de las cosas más admirables que hay en la comunicación es la capacidad de decir las cosas de forma atractiva, escueta y precisa.
¿Son importantes los slogans para una campaña de comunicación de una bodega?
Lo son. Vivimos en un mundo en el que los consumidores reciben continuamente una enorme cantidad de impactos publicitarios. Una campaña de comunicación tendrá éxito si logra que gran parte de su público objetivo recuerde la marca y el slogan de la campaña.
Desde el punto de vista del consumidor el slogan es algo que percibimos sin darnos cuenta de que lo hacemos, es algo que entra en nuestro subconsciente. Es lo primero que debería de aparecer en nuestro recuerdo cuando evocamos una determinada marca.
¿Cómo debe ser el slogan?
¿Pegadizo? Coca Cola, “la chispa de la vida”. No está mal. Escueto, preciso, fácilmente recordable, que nos permita diferenciarnos de nuestros competidores, que consiga convertirse en un generador de imagen y hasta promotor de nuestras ventas.
¿Qué aplicación tiene todo esto para una bodega? Debemos aprovechar cualquier acción de comunicación que realicemos para hacer llegar nuestro slogan.
¿En el rediseño web en qué se concreta?
Muchas páginas lo que hacen, y lo hacen bien a mi criterio, es la de mostrarlo antes de mostrar cualquier otra cosa.
Según se abre la home, presentan una página muy limpia que se descarga muy rápidamente, en la que se muestra poco más que el logo, la división en los distintos idiomas en las que está presentada la página web y el mencionado slogan. Con ese uso del slogan consiguen el mismo efecto que se busca en la publicidad convencional. Para pasar muy rápidamente al resto de contenidos de la página web. Con esto consiguen mostrar sin mostrar, el visitante lee sin mirar, pero el mensaje le llega
¿Cuáles son los slogans más llamativos en el mundo del vino?
He hecho una selección de los que más me han llamado la atención.
Ernest & Julio Gallo wines
Slogan: Everything we know is everything you taste
Wine Market of California campaign
Marketing Slogan: Wine. Since 6000 B.C
Clos du Bois wines:
Slogans: Clos du Bois. All the French you need to know (US campaign)
Black Swan wine brand, Australia
Ad slogan: Black Swan. Let your senses Take Flight
Codorniu, brand of cava wines from Spain
Advertising slogan: Codorniu. The Culture of Pleasure
Bolla, Italian wine brand
Slogan: Bolla. Wine is a little love; when the right one comes along, you know it.
Fleur du Cap brand, South Africa
Advertising slogan: Fleur du Cap. Wines inspired by Nature.
Argentinean wine industry campaign in England
Marketing slogan: Wines with Rithm
Osborne Solaz Spanish wine
Marketing slogan: Osborne Solaz. A wine with its own style.
Campo Viejo, Spanish wine brand
Motto: Campo Viejo. Pure Spanish character.
Goiya wine brand
Advertising slogan: Goiya… bring a bottle.
Marqués de Riscal brand, Spain
Tagline: Marqués de Riscal. Not only with fish (for white wine)
Si alguno os animáis a comentar este post me gustaría que me dijérais cuál es el que más os gusta y por qué. Y es que quiero seguir aprendiendo.
Hasta pronto
Analisis de un Club de Vino con éxito
Los clubes de vino contribuyen significativamente al conjunto de las ventas directas de una bodega. Las claves para mantener la vida de los miembros están en la organización de su club, en la gestión de bases de datos y la comunicación. Por Verónica Barclay, en Wine Business Monthly
Anatomy of a Successful Wine Club
With wine clubs now contributing significantly to total direct sales, the keys to maintaining lifelong members are in your club’s organization, database management and communication.
By Veronica Barclay. From Wine Business Monthly, 05/16/2005
With increasing wholesaler consolidation and fewer distributors available to carry the entire lineup of a winery’s portfolio, direct sales through wine clubs are one of the highest profit centers for many wineries. Clubs can guarantee regular income and cash flow, allow direct access to end users and increase the potential for repeat purchases.
According to MKF Research‘s «2004 Direct Sales Survey,» wine clubs overall represented about 24 percent of total direct sales in 2003 as reported by the 94 California wineries producing between 2,000 and 2,000,000 cases who participated in their survey. However, MKF also revealed that a marked percentage of participants indicated their biggest challenge was in database management and that they kept few or no records of repeat sales from their wine club customers.
If wineries fail to track club member preferences or purchase patterns, how can they increase sales or obtain re-orders from automatic club subscription shipments? Up-selling to club members requires customer relationship management as well as database analysis.
What follows are the most useful tips on maximizing your wine club’s potential to achieve the highest returns possible.
Self-Assessment: Are You Adequately Equipped?
For those just starting their club, or for wineries who feel their club has grown out of control, it may be time to step back and assess the situation. How much planning was invested before starting up the wine club? Answering the basic Who, What, When, Where and Why questions can sometimes reveal where breakdowns can occur.
Who is expected to manage and oversee your club? What decision making authority will be allowed and who will train and supervise this individual? Invest in a dedicated wine club coordinator and a back-up person. They should be responsible for overseeing wine club promotion, membership development, product selection and/or inventory tracking, and fulfillment. Seek those who are computer literate, with past direct sales or club experience. Our industry has a tendency to hire hospitality-driven or wine knowledgeable personalities instead of the logistics professionals needed to efficiently handle subscription programs. Those also familiar with interstate compliance will become a valuable asset to your company.
Train at least one back-up person. Wine club coordinators will get sick, go on vacation, take personal leave or perhaps quit, but your shipments will still need to go out on time.
Compensate your wine club coordinator fairly and incorporate bonus programs when possible. Remember, this is the one person who sees exactly how much revenue the company regularly receives as a direct result of his or her actions. If he or she feels under-acknowledged, you may experience low morale, high turnover, a collapsed club program or all of the above.
What kind of club are you trying to build and what are you offering? How many wines do you make? Will you offer all of them, special wines only available to club members or a combination of both? Some wineries have found that they can augment cash flow on a regular basis by offering multi-tiered clubs targeted at consumers’ specific preferences, such as reserve wines, reds only, whites only, etc. Another way to achieve the same end result is to diversify the frequency of subscription shipments.
Debra Heibary, wine club manager at Cosentino Winery in Napa Valley, says they offer over two dozen options to wine club members. Because they produce 42 different wines, members canlarger space. Others have multiple warehouses and locations, and inventory control can become a major challenge. Contracting with outside fulfillment houses to store, pack and ship wine club offerings can alleviate some labor, space and packing headaches but will still result in an additional inventory location to manage.
Will you allow members to pick up their subscription shipments from the winery? If so, how will you deal with the pile of club shipments stacked in the corner that never get picked up? Allowing customers to pick up their shipments can save the winery labor and packing costs only if members follow through and actually pick them up. One way to alleviate this potential problem is to have a policy that states, «Members may pick up their club shipments from the winery within 30 days of release, or it will automatically be shipped to them. Applicable shipping costs will be charged to their credit card on file.»
Why start a club that requires all this upkeep? For micro-wineries without the traditional tasting room or for virtual brands custom-crushed at other facilities, wine clubs are often the only source of steady year-round income. For those who already enjoy direct sales through their winery’s tasting room, clubs are becoming an increasingly important profit center. MKF has reported that several wineries in their California survey indicated that some wine clubs account for up to two-thirds of their profitability.
Budget for Proper Tools, Equipment and Training After assessing which elements of club management you’ll be able to handle internally and which ones will require outside support services, a budget should be prepared, based upon anticipated projected revenues.
Visualize your club as a success. Even if your existing club has become an unmanageable monster, visualizing its success (or how you wish it was run) can help you plan for the additional staffing, equipment, wine club software, training, supplies and space considerations you will eventually have to accommodate as the club grows. In an effort to save money, many times wineries try and make existing employees, space, software or equipment dedicated to other primary functions absorb the club’s start-up requirements. Time, dollars and performance levels are often sacrificed when pre-planning and budgeted expenditures could have prevented the resulting resentment and waste.
While most wineries allocate funds for the obvious staffing, equipment and supplies, many forget about staff training, fuel surcharges or the increasing costs of packaging supplies. Be sure to plan for the hidden expense of returns and mis-shipments. Monitor dates and exact costs of what it takes to correct mistakes; mistakes can kill profit margins. Tracking these unexpected expenditures can help in the budgeting process and keep you from repeating the same errors.
Contracting with temporary employment agencies or third-party fulfillment companies may relieve you of some of the logistical challenges, but expect charges for their services to increase annually as they absorb workers’ compensation hikes and increased fuel prices that will eventually be passed on to you. Expect and budget for at least a 5 to 6 percent annual increase for inflation.
Compliance Issues
In promoting and marketing your wine club to individuals outside of your home state, it’s important to note that there is a difference between «soliciting» sales or wine club sign-ups, and shipping to reciprocal states. Reciprocity laws deal with shipment only. Soliciting club membership in the form of a newsletter or a direct marketing piece mailed to individuals on your hard-earned mailing list is considered solicitation. Although it may be legal r to view this information
www.coalitionforfreetrade.com The Coalition for Free Trade is a non-profit legal foundation seeking to overturn prohibitions against interstate, direct-to-consumer wine shipments. Funded entirely on voluntary contributions from wineries, wine retailers and consumers, their website keeps readers updated on the status and outcome of current litigation.
www.freethegrapes.org Free the Grapes! is a national, grassroots coalition of consumers and wineries seeking to remove restrictions in the 24 states that still prohibit consumers from purchasing wines directly from out-of-state wineries. Click on «Know Your State’s Laws» to access their color-coded legal shipping map (courtesy of Wine Institute). This site also allows easy access to contact state legislators regarding current bills and upcoming hearings.
Continuously Promote
The most important element to consider in marketing and promoting your club or building your membership is to continuously seek new members. Attrition rates can vary from 2 to 20 percent annually, and limited studies over the last five years have revealed that even though members may belong to two or three different wine clubs, their average wine club member lifespan runs between 18-24 months.
Why do members drop out of clubs? Many consumers say it’s because they have too much wine and can’t drink it all. Because we live in a transient society, a large majority move, transfer jobs or take new ones requiring them to relocate. Instead of notifying the winery of their change of address, it’s not unusual for members to cancel their membership altogether.
In your quest to continuously seek and add new members to your club, remember the following:
1. Strive to build club membership at every face-to-face opportunity. This includes offering memberships not just to visitors to the tasting room, but to those at special events, off-site tastings and co-marketing opportunities with local merchants. Regional marketing events, wine festivals and annual industry tastings that include consumers are great venues for adding them to your mailing list or wine club. Even distributor reps and key accounts join wine clubs in an effort to gain first access to limited wines, be included in members-only events and become closer to their favorite wineries
2. Create member rewards, such as one-time additional discounts to existing members who sign up their friends and family. Initiating «Refer a Friend» promotions to current members in exchange for a special benefit are excellent ways to grow clubs because the members advertise, promote, and sign up their friends and family members at their own expense. This will also help automatically extend membership retention when their associates can enjoy mutual benefits, reward programs and wine club activities.
3. Mine your existing database by tracking and using demographics and buyer preferences. Not everyone on your mailing list is a wine club member, so create new membership campaigns and develop direct marketing pieces targeted at specific groups over a specific time frame. Analyze and examine your sales records to identify case buyers, customers who buy only red wines or those with large spending patterns. Once they are identified, act on the data. Create a time-sensitive offering, special event or acknowledgement thanking them for their business, and invite them to join your club to enjoy even more special benefits.
4. Create staff contests or inc or augment your regular club shipments. E-campaigns differ from e-blasts in that they are targeted to specific individuals, have a defined goal or purpose, and solicit a call to action within a limited time frame. Once members respond, be sure you can follow through with what is promised within your published deadlines.
Your campaign message should be compelling, complete and concise. You can self-test your campaign’s content and general tone by reading it aloud or to a coworker in 30 seconds or less. Be sure to add a responder («RSVP to…») or a link («Sign up now») in your call to action.
Regular, online communications can save significant time, labor and money, especially in reducing printing and postage expenses. Varying subject lines, inserting small graphics or splashing color can encourage readers to open email. If you are not creatively inclined or don’t have the time or staff to create ongoing direct mail or e-campaigns for your club members, a new web tool called iBuilder is available from Vertical Response (www.verticalresponse.com), a San Francisco-based, Web marketing company. Through a variety of self-service tools, users can build email lists, publish wine club announcements using templates and stock photos, and manage their email campaigns from their own computer. Users can select from hundreds of templates with borders, backgrounds, photos or graphics to help build professional looking HTML email. After inserting text messages, logos or customized graphics, the campaign is assigned a name, tested and ready to send to those on your uploaded list of member email addresses. A special «Spam Check» link scans the email and a report is generated, listing any trigger words that may cause your email to be blocked by spam filters, allowing you to make changes or send your message «as is.» Users purchase «email credits» (starting at just over a penny per address) and can either «pay as you go» on a per-campaign basis, or «buy in bulk» and have email deliveries subtracted from the total email credits previously purchased.
Vertical Response also offers a similar self-service postcard tool which helps users create 4×6 and 6×9 full-color business postcards (no minimums) that are printed and mailed to customers. Pricing varies with the volume of postcards purchased, but includes full-color printing on card stock, UV coating, mailing and first-class postage. Postcards are an efficient way to announce special member appreciation events or club promotions.
Select Appropriate Software
Invest in software tools and equipment that can grow with you as your club grows. While it is tempting to start clubs armed with Outlook or an Excel spreadsheet, how long will it be before membership levels, double entries or sales tracking become impossible to control? Your club’s success will become dependent upon a database system that is consistently updated and easy to use. Club shipment histories, inventory tracking, notes on consumer preferences and automatic credit card processing become critical elements for a smooth operation.
Small wineries operating on off-the-shelf Quickbooks or Quickbooks Pro 2005 small business accounting software can now integrate Intuit’s new Customer Manager module or combine it with Quickbooks POS retail program to develop and manage a small wine club. It uses existing product codes (items) and chart of accounts, tracks inventory movements and provides automatic credit card processing. Multi-tiered clubs can be built and separated by class, customers (members) can be grouped by sales rep (handy for tracking incentives), and customized reporting and contact management features can be helpful in database management.
Bre>www.vinnow.com), TCA’s WineryPro (www.tcaalliance.com), Anacapa Systems (www.winewaresoftware.com), and POS Resources (www.posr.com). Acquiring wine club software will certainly help streamline club operations, but don’t forget to allocate funds for the additional maintenance support, hardware, staff training and updates that will be required to operate these programs.
20 Essentials of Wine Club Software:
1. Invest in the best you can afford and budget for updates.
2. Appoint a software administrator (and a back up person).
3. Club software should grow with you as the club grows.
4. Security levels should match your needs.
5. Easy menu navigation and screens that are kind on the eyes
6. Expandable database set-up and administration
7. Database tracking and analysis tools
8. Automatic credit card (single or batch) processing
9. Ability to mix wine, non-wine and combo pack items
10. Configurable multi-tier pricing
11. Auto discount calculations (with overrides)
12. Automatic and multiple tax calculations
13. Compliance and interstate shipping safeguards
14. Multiple fulfillment options (downloadable?)
15. Automatic & multiple shipping calculations
16. Ability to dovetail with UPS and FedEx software
17. Real-time inventory tracking in multiple locations
18. Easy integration with POS and back office accounting
19. Customizations available
20. Seven-day, reliable, fast vendor support
Acknowledge your members regularly. It costs less time, money and energy to retain members than to regain lost ones. Solicit their feedback for possible new member benefits and activities that interest them. Scheduling online chats between the winemaker or other winery principals and club members can also strengthen member relationships.
Post or publish complimentary testimonials and photos (with permission) whenever possible, especially after member appreciation events. This helps build camaraderie and loyalty.
Reward your members with appreciation events that are memorable. Annual wine club dinners, picnics, BBQs and parties are usually well attended. Members will often bring unexpected guests, family and friends to these special events, which can challenge even the most experienced event planner.
In order to avoid potential use permit violations, food shortages or parking problems, always have members RSVP for a member appreciation event. If attendance is limited, state it on the invitation and encourage early responses in order to ensure admission. Chateau Morrisette in Meadows of Dan, Virginia now splits its member appreciation events over a two-day period, rather than turn away any of their 500+ members who wish to attend.
Don’t be afraid to charge a fee for a member party. Lisa Macek, wine club coordinator for Sonoma County’s J Winery, stated, «We charge $10 per person for admission to our annual wine club party for about 300 guests and have had few complaints. Half of this money pays for the cost of the party, but our main reason for charging was to eliminate a problem we had in prior years when members would bring seven or eight unexpecte
Veronica Barclay