{"id":83271,"date":"2022-03-16T10:27:10","date_gmt":"2022-03-16T09:27:10","guid":{"rendered":"https:\/\/www.bbs.unibo.it\/?p=83271"},"modified":"2022-04-10T18:13:14","modified_gmt":"2022-04-10T16:13:14","slug":"leadership-talks-marketing-wine-to-the-next-generation-how-to-develop-a-strategic-communications-plan-in-2022-juliana-colangelo","status":"publish","type":"post","link":"https:\/\/www.bbs.unibo.it\/en\/leadership-talks-marketing-wine-to-the-next-generation-how-to-develop-a-strategic-communications-plan-in-2022-juliana-colangelo\/","title":{"rendered":"Leadership Talks – Juliana Colangelo, Marketing Wine to the Next Generation"},"content":{"rendered":"

Juliana Colangelo, <\/b>VP Digital, Colangelo & Partners, an international communication agency specializing in<\/span> Food, Wine and Spirits, <\/b>has held a new<\/span> Leadership Talk<\/b> with the participants of the Global MBA<\/span>.<\/span><\/p>\n

The focus of the speech was the need to understand the challenges of <\/span>marketing<\/b> for a <\/span>new generation<\/b> of consumers, in order to identify a <\/span>framework<\/b> useful in the construction of a structured strategic plan. Colangelo started from the evidence of a specific market, that of the <\/span>United States<\/b>, which provides a helpful scenario to understand global movements. In the USA,<\/span> 45% of Millennials<\/b> and almost half of <\/span>Gen Z<\/b> are not white, <\/span>women<\/b> lead in the decision-making process about wine and <\/span>younger<\/b> consumers have more and more purchasing power. A <\/span>target<\/b> for which <\/span>values<\/b>, first of all, transparency, are fundamental, as well as the <\/span>quality-price ratio<\/b> and aspects related to <\/span>health and wellness<\/b>.<\/span><\/p>\n

Colangelo then explained how today’s quality wine is very attractive for young people, looking for a <\/span>more natural lifestyle<\/b> than in the past. A change that has not gone unnoticed: media give more and more space to young people and wine, while brands\u2019 communication becomes increasingly <\/span>inclusive<\/b> and careful to convey the <\/span>advantages<\/b> of a good glass of <\/span>wine<\/b>. Among these, the most important ones are transparency about <\/span>ingredients<\/b> and <\/span>origin<\/b> and the fact that wine is lower in sugars and additives than other alcoholic beverages.<\/span><\/p>\n

And what about purchases? They are increasingly shifting to <\/span>e-commerce<\/b>, which in 2021 was still at <\/span>+146%<\/b> compared to pre-pandemic numbers. Millennial Americans also rely on digital tools when choosing which wine to buy: <\/span>social media<\/b>, through <\/span>videos<\/b> and other user-generated content, are key to guiding their choice. The <\/span>advice<\/b> of relatives and friends is also important: <\/span>98%<\/b> of Millennials consider this more reliable than what is stated by brands. Wine producers’ <\/span>websites<\/b> and <\/span>apps<\/b> dedicated to wines are also more and more appreciated.<\/span><\/p>\n

Not surprisingly, against this backdrop, businesses in the sector are choosing to invest in digital channels: <\/span>90.7%<\/b> of US companies say they use <\/span>social media<\/b>, while <\/span>79.3%<\/b> actively use an <\/span>e-commerce<\/b> channel. In 2021, <\/span>52.5%<\/b> of companies in the sector have increased the <\/span>budget<\/b> allocated to marketing, while <\/span>42%<\/b> have revamped their <\/span>digital systems<\/b>, using <\/span>external consultants<\/b> (28.7%) or <\/span>hiring <\/b>an<\/span> internal<\/span> resource<\/b> (24.6%).<\/span><\/p>\n

As marketing consultants in a sector that is evolving so rapidly, it is essential to build a strategic plan that integrates <\/span>Paid, Earned, Shared, and Owned Media<\/b>, according to a model that aims to <\/span>enhance content<\/b> and give it space, while building <\/span>trust and reputation <\/b>in the world of wine lovers. In this perspective, also building a solid <\/span>community<\/b> around the brand can be the key to success. To do so, according to Colangelo, it is necessary to work on <\/span>values<\/b> and to promote <\/span>sustainable marketing<\/b> and a <\/span>more inclusive wine culture<\/b>, involving users through authentic and quality content.<\/span><\/p>\n

Juliana Colangelo <\/b>concluded her speech by explaining how if on one hand it is true that there is not only one way to build a wine brand, on the other hand, it is possible to observe that all successful brands use a<\/span> combination <\/b>of<\/span> communication<\/span> tools <\/b>and a model such as the one analyzed. Tools that guarantee results when they are consistently managed and through constant work of<\/span> optimization. <\/b>Because in marketing, not just in wine marketing, there are no magic formulas: positive feedbacks come with <\/span>time<\/b>, they are built through users’ <\/span>trust<\/b> and with the <\/span>constant effort<\/b> in generating <\/span>content<\/b>. Because if it is true that the new digital media can offer the advantage of an almost continuous interaction in a <\/span>hyper-connected world<\/b>, it is also true that <\/span>competition<\/b> is fierce and only time allows to test and optimize the perfect mix for each brand.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Juliana Colangelo, VP Digital, Colangelo & Partners, an international communication agency specializing in Food, Wine and Spirits, has held a new Leadership Talk with the participants of the Global MBA.<\/p>\n","protected":false},"author":27,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[207,92],"tags":[],"rubrica":[],"class_list":["post-83271","post","type-post","status-publish","format-standard","hentry","category-news-en-2","category-news-en"],"acf":[],"yoast_head":"\nLeadership Talks - Juliana Colangelo, Marketing Wine to the Next Generation | BBS<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.bbs.unibo.it\/en\/leadership-talks-marketing-wine-to-the-next-generation-how-to-develop-a-strategic-communications-plan-in-2022-juliana-colangelo\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Leadership Talks - 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