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GATEKEEPER PR STRATEGY PowerPoint Presentation
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GATEKEEPER PR STRATEGY

GATEKEEPER PR STRATEGY

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GATEKEEPER PR STRATEGY

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  1. GATEKEEPER PR STRATEGY 2 September, 2014

  2. Agenda • Strategy • Programs • Gatekeeper education tools • Press releases • Media section of website • Online winemaker videos • Participating in industry programs • Inbound hosting • Outbound visitation • Gatekeeper outreach program

  3. Gatekeeper PR is important • Consumers increasingly rely on personal recommendations and ‘independent’ third party endorsement • So we need strong relationships with the media in order that they endorse our brands • And this will become more important in the future as our access to paid media is restricted in more markets 3

  4. Gatekeepers are bombarded • Gatekeepers suffer from information overload • They’re constantly sent releases, samples, etc. • To cut through the clutter and stand out from the crowd, we need a single-minded message • Wyndham Estate is an upscale Shiraz specialist • We have great Shiraz wines, Shiraz people, Shiraz knowhow & Shiraz stories • If you’re reviewing Shiraz or writing about Shiraz, contact Wyndham Estate 4

  5. Gatekeeper PR strategy OBJECTIVE: Reinforce the brand’s position as an upscale Shiraz specialist CREATING NEWS • Innovation • Shiraz Tempranillo • Shiraz Malbec • Adding regional pointers • Strategy to drive awards • Shiraz Academy • Information on Shiraz • Events (e.g. verticals) • Content renewal via the AWRI & Uni of Adelaide • Proactively searching the net for stories (WAWWJ) SPREADING NEWS • Regular press releases • Media section on website • Online winemaker videos • Pushing to participate in industry programs/events • Inbound hosting • VIP room at the estate • Outbound visitation • 12 month travel calendar • New outreach program • As in person / by phone • Bs via newsletter 5

  6. Agenda • Strategy • Programs • Gatekeeper education tools • Press releases • Media section of website • Online winemaker videos • Participating in industry programs • Inbound hosting • Outbound visitation • Gatekeeper outreach program

  7. Overview of the 4 education tools

  8. Education tools • For more information on our education tools and how to run a gatekeeper education session (e.g. props, wines, etc.), please review the 21 slides in appendix A (at the back of this presentation)

  9. Agenda • Strategy • Programs • Gatekeeper education tools • Press releases • Media section of website • Online winemaker videos • Participating in industry programs • Inbound hosting • Outbound visitation • Gatekeeper outreach program

  10. Press releases • Brand owner will produce a press release whenever there is • A significant show award • A new product launched • A significant change to the packaging, regions, etc. • A newsworthy story (e.g. being ranked as the world’s leading Shiraz in terms of show awards)

  11. Agenda • Strategy • Programs • Gatekeeper education tools • Press releases • Media section of website • Online winemaker videos • Participating in industry programs • Inbound hosting • Outbound visitation • Gatekeeper outreach program

  12. Media section of brand website • Journalists can visit the media section of the consumer website to see the topics that will interest them and access images

  13. Agenda • Strategy • Programs • Gatekeeper education tools • Press releases • Media section of website • Online winemaker videos • Participating in industry programs • Inbound hosting • Outbound visitation • Gatekeeper outreach program

  14. Online winemaker videos • We intend to produce a small selection of videos featuring the winemaker talking through the wines • While these may be of limited use to high end gatekeepers, they will engage low end gatekeepers • e.g. super consumers

  15. Agenda • Strategy • Programs • Gatekeeper education tools • Press releases • Media section of website • Online winemaker videos • Participating in industry programs • Inbound hosting • Outbound visitation • Gatekeeper outreach program

  16. Industry programs • Until now, Wyndham Estate has not been involved in many Australian wine industry programs • We will work with the international team to track participation in all programs (benchmarked against similar sized competitors) and demand a fair level of support through regular meetings with AWBC representatives

  17. Agenda • Strategy • Programs • Gatekeeper education tools • Press releases • Media section of website • Online winemaker videos • Participating in industry programs • Inbound hosting • Outbound visitation • Gatekeeper outreach program

  18. Inbound hosting • To make an impact with inbound visitors, we will • Always run dedicated WE tasting and education sessions (rather than combining JC & WE wines) • For top gatekeepers, transfer to the Hunter Valley by helicopter • Give the estate a cost efficient makeover and build a VIP room • Specifically for gatekeepers • AV equipment • Tasting facilities • Use our brand tools • PowerPoint presentations • Press kits (hard copy + stick) • Branded tasting mats • Roller banners and other POS

  19. Agenda • Strategy • Programs • Gatekeeper education tools • Press releases • Media section of website • Online winemaker videos • Participating in industry programs • Inbound hosting • Outbound visitation • Gatekeeper outreach program

  20. Outbound visitation • Manage domestic & international winemaker travel through a rolling 12 month calendar (extranet) • Allow us to see all commitments (e.g. travel, leave, judging, classifications) and avoid clashes • When travelling overseas, the priority activities are training Pernod Ricard sales teams and meeting A list journalists • In B10,invest more time with PRA • Jul-09 SA sales team • Aug-09 QLD, WA and NT • Sep-09 NSW • Oct-09 VIC and QLD • Still visiting key export markets • Canada/US/Nordics/Asia/UK/ROI

  21. Agenda • Strategy • Programs • Gatekeeper education tools • Press releases • Media section of website • Online winemaker videos • Participating in industry programs • Inbound hosting • Outbound visitation • Gatekeeper outreach program

  22. Gatekeeper outreach program • What? Put Nigel Dolan in regular contact with world’s top gatekeepers • Why? Drive endorsement more effectively and efficiently • How? Build a database comprising the world’s top gatekeepers • The A list = quarterly telephone contact (+ face-to-face when visiting markets) • top wine writers, wine educators, MWs, buyers, key distributor sales staff • The B list = initial phone or face-to-face followed by quarterly e-newsletter • Second tier wine writers, lifestyle journalists, other distributor staff, second tier buyers, fine wine retail staff, F&B managers, sommeliers, restaurant owners, wait staff, bartenders, chefs, etc. • First newsletter was sent out Aug-09 with a good initial response • First round of phone contact to “A” list gatekeepers will be made from Sep-09 • Refer to a separate presentation on the program for the full detail

  23. Summary • Gatekeepers are important and their importance will continue to grow • Aim is for WE to be seen as a genuine, credible, upscale Shiraz specialist • Focused message and a sound strategy to engage gatekeepers • Along with a range of tools and programs to create and spread news 23

  24. Agenda • Strategy • Programs • Gatekeeper education tools • Press releases • Media section of website • Online winemaker videos • Participating in industry programs • Inbound hosting • Outbound visitation • Gatekeeper outreach program • Appendix A – detailed review of education tools

  25. Appendix A – education tools • We developed these four gatekeeper education programs to • Connect with gatekeepers by offering something new and unique • Demonstrate Wyndham Estate’s expertise with Shiraz • Demonstrate Wyndham Estate’s heritage, passion and integrity • Communicate relevant brand messages • Make gatekeepers feel more warmly towards the brand • Compel gatekeepers to endorse the brand • Each of the four programs can be presented at the winery or in market

  26. Intensely Flavoured Shiraz • This is a presentation that the winemaker gives to high end gatekeepers (e.g. wine writers) • It goes for up to 3 hours and is modular so it can be tailored to fit the amount of time available

  27. Intensely Flavoured Shiraz • The 6 modules are… • Wyndham Estate winemaking philosophy (10 minutes) • This module reviews Wyndham Estate’s heritage along with its generous, intensely flavoured wine style. • BIN to Black Cluster (45 minutes) • In this module, we learn about and taste Wyndham Estate’s full range of Shiraz wines. • Making great Shiraz (15 minutes) • This module reveals the things that Wyndham Estate does in the vineyard and the winery to create distinctively generous Shiraz. • BIN 555 vertical tasting (40 minutes) • This is a tasting of the last 10 vintages of BIN 555 – the number one Shiraz sold in Ausralia. • Sensory profiling (10 minutes) • This modules explains the use of consumer sensory panels to show the differences between various Wyndham Estate wines – against each other and versus their major competitors. • Shiraz and food (30 minutes) • This module looks at the different flavours in food that complement different styles of Shiraz – from Shiraz Rose to sparkling Shiraz. As well, the module covers the principles of food and wine matching with a focus on Shiraz.

  28. Example slides in this program

  29. Shiraz Academy • This is a presentation that the winemaker gives to mid level gatekeepers (e.g. trade) • It goes for up to 4 hours and is modular so it can be tailored to fit the amount of time available

  30. Shiraz Academy • The 8 modules are… • Shiraz around the world (40 minutes) • This module reviews the world’s top Shiraz growing regions– France, USA, South Africa, Chile, Argentina and Australia along with some of the emerging Shiraz regions. Attendees taste Shiraz from each region and compare then with the Wyndham Estate Bin 555 Shiraz. • Australian Shiraz regions (15 minutes) • In this module we study Australia’s best known Shiraz producing regions; the Hunter Valley, Barossa Valley, Heathcote, Great Southern, Margaret River, Langhorne Creek, etc. • Wyndham Estate winemaking philosophy (10 minutes) • This module reviews Wyndham Estate’s heritage along with its generous, intensely flavoured wine style. • BIN to Black Cluster (45 minutes) • In this module, we learn about and taste Wyndham Estate’s full range of Shiraz wines. • Making great Shiraz (15 minutes) • This module reveals the things that Wyndham Estate does in the vineyard and the winery to create distinctively generous Shiraz. • BIN 555 vertical tasting (40 minutes) • This is a tasting of the last 10 vintages of BIN 555 – the number one Shiraz sold in Ausralia. • Sensory profiling (10 minutes) • This modules explains the use of consumer sensory panels to show the differences between various Wyndham Estate wines – against each other and versus their major competitors. • Shiraz and food (30 minutes) • This module looks at the different flavours in food that complement different styles of Shiraz – from Shiraz Rose to sparkling Shiraz. As well, the module covers the principles of food and wine matching with a focus on Shiraz.

  31. Example slides in this program

  32. WE Experience • If you only have an hour to present, the Wyndham Estate Shiraz Experience is perfect • The presentation covers • Winemaking philosophy • This module reviews Wyndham Estate’s heritage along with its generous, intensely flavoured wine style. • BIN to Black Cluster • In this module, we learn about and taste Wyndham Estate’s full range of Shiraz and non-Shiraz wines. • Making great Shiraz • This module reveals the things that Wyndham Estate does in the vineyard and the winery to create distinctively generous Shiraz. • It has been created so the Pernod Ricard Pacific International Sales team or Pernod Ricard distribution companies (e.g. IDL) can present the brand to sales teams, trade, wine clubs, etc.

  33. WE Experience Sample slides …..

  34. Setting up for an education event Presentation / AV • Download the relevant ppt file from the extranet and load onto a USB or CD • You will also need • A laptop and laptop speakers • Data projector • Projector Screen or white wall to project onto • Microphone (if required in a large space) • Hardcopy of presentation (in case of a power outage)

  35. Setting up for an education event Venue • How will the room be set up for the number of guests? Liaise with the venue about how the room should be set up (i.e. classroom / U shaped / round tables) • Ensure snacks and beverages are available for guests during breaks • Decide when the break(s) will occur and make this clear to everyone (e.g. after which module?) • Glasses of water • Napkins • Shot glasses (for Shiraz and food) • Food platters (for Shiraz and food)

  36. Setting up for an education event Tasting Modules • Tasting mats (extranet download) • XL5 glassware (does the venue have these or will you need your own?) • Food (if presenting the Shiraz and Food module) Other • George Wyndham Diaries (if the session is at the Wyndham Estate winery in the Hunter Valley)

  37. Setting up for an education event MC / Host duties • Download the winemaker biography from the extranet • Introduce the winemaker and give the audience a brief history on the winemaker (1 or 2 sentences using content from the bio)

  38. Setting up for an education event Presenter duties • Ensure all wines, glassware and tasting mats have been arranged before you arrive at the venue • Taste all of the wines before they’re poured • Ensure MPEGs are linked to the relevant PowerPoint presentation • George Wyndham video • Intense Sensation video (which is part of WE Selling Points) • Test all AV equipment • Ensure you allow set-up time for all the tastings (and especially the Shiraz and Food module) • If possible, have two rooms that you can switch between for tastings and PowerPoint

  39. Setting up for an education event

  40. Setting up for an education event

  41. Setting up for an education event

  42. Prep for Shiraz and food module Food platter presentation (left to right) • 1 shot glass of freshly squeezed lemon juice (2 parts lemon juice, 1 part water) • 1 shot glass of Miso soup in a shot glass (must be warm) • 2 green olives • 1 shot glass of soy sauce (with small slice of bread) • 2 pieces of bread with redcurrant jelly spread • 2 pieces of bread with Moroccan seasoning • 2 pieces of bread with cracked black pepper • 1 piece of dark chocolate • Refer adjacent images of how the food platter should be set up

  43. Prep for Shiraz and food module Direction to prepare food platters • These directions are for preparing 15 platters (1 for the winemaker and 14 for audience members • Cut crusts of white bread and cut into squares (no bigger than 2cm x 2cm) • Take a freezer bag and place 30 small squares of bread • Shake Moroccan seasoning into bag and close top of bag tightly and shake so that all the bread is now covered with Moroccan seasoning • To make bread coated with pepper, repeat the previous 3 steps and use pepper instead of Moroccan seasoning + using a new freezer bag • Take the 3 trays and put 15 shot glasses on each tray

  44. Prep for Shiraz and food module Direction to prepare food platters • Make one tray the shot glasses with lemon juice. Cut open and squeeze each shot glass with a third lemon juice. Top the rest of the glass up with water • The next tray make up of the soy sauce and pour each shot glass half full with soy sauce • The last tray of shot glasses is for the miso soup. Make the soup in a big jug and pour the miso soup into the shot glasses just before the session begins • Spread red currant jelly on 30 pieces of bread • Break off 15 pieces of dark chocolate

  45. Prep for Shiraz and food module Shopping list for Shiraz and Food module (for 15 people) • 3 x bottles of Kikkoman soy sauce  • 10 x fresh lemons (soft ones as we need the juice) • Miso soup (packets in powder to be made with hot water) • 2 x jar of green olives (not stuffed) ones with pits • 2 x grinder of cracked black pepper • 2 x small jars of Moroccan spices  • 2 x jars of redcurrant jelly  • 4 x blocks of Lindt dark chocolate must be no more than 70% cocoa  • 3x loaves of white bread (buy on the day of the tasting or buy ahead and freeze to retain freshness)