(This post is an executive summary from an exclusive VitaBella Luxury Wine report written by Guillaume Jourdan)
How good are you at Edgar Poe? Since 2009, this is a question I keep asking when I visit wine estates that decided to boost their international communication. “Taking wine estates to the next level” is VitaBella Luxury Wine’s motto and it is consequently necessary for us to know where these wine brands come from and where they stand now. For that reason I decided to create the EDGAR POE model that can help any wine brand. And my prediction for the wine industry in 2014 is that more and more brands will take this EDGAR POE exam to boost their marketing and communication efforts.
2013 comes to an end and it’s now time for predictions. What should we expect from 2014? In terms of social media strategy, 2014 may be the end of some measurements, such as Facebook “Likes,” but there will be a stronger emphasis on “engagement”. In fact, we are living in a complex interactive marketing space and I believe a model is useful to structure thinking and better communicate a strategy adapted to these new challenges. I believe a clear, simple model gives a framework to assess how we’re doing things now compared to other brands and plan growth strategies for the future. In our full report “Why EDGAR POE will boost brand communication in 2014?”, I define and analyze a full set of techniques and tools that were used by wine brands to implement successful Marketing/Communication strategies. The EDGAR POE model was developed for VitaBella Luxury Wine’s clients since 2009 to improve the efficiency of their actions, reach new consumers and increase ROI. It uses a set of management methods that include ratings.
This EDGAR POE model helps wine brands to make decisions on the basis of verifiable data and statistical methods, rather than assumptions and guesswork. EDGAR POE’s projects follow a methodology composed of five phases: Define, Measure, Analyze, Improve, Control. As new issues will be raised in this fast moving interactive marketing space, wine brands will have to rethink their marketing/communication strategy in 2014 and ask themselves: How good are we at EDGAR POE?
E for Engagement: How do you engage your community? What social media strategy did you define? What kind of content do you propose? Short form content versus long-form, niche interest communities…
D for Data: Big Data offers new opportunities for the wine industry. What kind of data do you use now? How valuable are they?
G for Generation: Are you talking to the millenials? Wine brands may sometimes be reluctant to change the messages and the way they communicate them. Mobile, Social media have changed all that. Talking to your existing customer base is a great achievement. Reaching now your “future customer base” and building a strong brand among new generations is even greater.
A for Analytics: How do you analyze the information flow generated by new tools? How do you measure the performance of your communication? Analytics also help you to better manage and protect your brand reputation.
R for Real time: How do you act in a 7/7 and 24/24 world? In 2014, we will start to see real-time content chosen by viewers on TV. Real time is now. For more virality, real time marketing is key.
P for Paid Media: How good are you at “Traditional advertising”, banner ads, paid search marketing, sponsorships or content syndication?
O for Owned Media: How did you manage the content over which your brand has complete control such as the corporate website, blogs, communities, email newsletters as well social media channels like Facebook, Twitter, YouTube?
E for Earned Media: Did you measure the natural result of public/media relation’s efforts, ad campaigns, events and the content that you create within your owned media channels?
In this new period when Customer-driven strategies are key in the future of wine brands, it is necessary to start with knowing how good you are at EDGAR POE before thinking if 3-D Printing will revolutionize (or not) the way we sell wine and communicate it…
(*Since 2003, Guillaume Jourdan has been advising more than 200 prestigious wine estates for their international communication strategy incl. Chapoutier, Hugel, Dr Loosen, Famille Perrin, Cos d’Estournel, Brad Pitt & Angelina Jolie’s Miraval…Write to Guillaume info@vitabella.fr)
