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mLearnCon
Digital Wine: Sales and Consumer Education Via Mobile
June 16, 2010
Agenda
+ Mobile learning to increase knowledge and drive business+ Introduction/ history/ background/ etc. + Wine+ Process and approach+ Creativity and innovation+ Mobile iteration 1(a,b,c...) and 2+ Mobile and web+ Apps+ Current / Next / Future...+ Discussion/ Q+A
Introduction
+ Robert Hennigar+ Director of Education, Constellation Wines U.S.
History
+ RMW (7)+ In-market/ winery education
+ IEU (4+)+ On-line
+ CAOW (3)+ In-market+ On-line+ Social+ Mobile!
Our Business
+ Largest premium wine company+ Approximately 45 million annual case sales
(U.S.) 17 wineries in the U.S.
Background
+ When everyone is making good wine...+ Stimulate interaction and engagement+ Develop and deliver effective content that
helps people learn and communicate the stories of our wines.
+ When they need to know -> Mobile
De-mystify Wine
+ Increase the "pull" for CWUS products+ A learning partner + Provide socially meaningful value to people/
communities/ partners
Our Team
+ Strategy - small+ 7
+ Content experts...+ 2 MW's+ 2 Field Educators (FWS too)
+ 1 Instructional Developer+ 1 Coordinator+ RH
Our Team
+ SME's...
Our Audiences
+ Internal+ 2,500+
Our Audiences
+ Trade+ 25,000+
Our Audiences
+ Consumers+ ?
Blended Learning Approach
Wine...
And More
And More
+ Story
Inniskillin Ice Wine
Why Mobile?
+ Initial audience - Sales+ Always in motion+ Binder+ Version control
Why Mobile?
+ Initial audience - Sales+ Always in motion+ Binder+ Version control
+ Trends+ Pace of mobile adoption+ Pace of mobile innovation
+ 3G/ social/ video/ audio/ devices+ Reach
Why Mobile?
+ Initial audience - Sales+ Always in motion+ Binder+ Version control
+ Trends+ Pace of mobile adoption+ Pace of mobile innovation
+ 3G/ social/ video/ audio/ devices+ Reach
+ JIT Learning + when you need it = value
Approach
+ Divergent -> convergent thinking + "Building up"
+ Rapid+ Low-cost+ Prototyping - "build to think"
Rapid Development
+ Iterative - cyclical, time or money...
+ v.1
Mobile v.1
+ Original version + http://www.old.aowmobile.com
+ Internal need - Sales job aid
Mobile v.1
+ "Prototype"+ Needed flexiblity+ Low-cost development tools+ Multiple iterations+ Added different forms of content
+ Wine Profiles...
Mobile v.1
Mobile v.1
Additions...
+ Audio files+ Podcasts, wine pronunciations
+ Regional profiles+ Wine 101+ Project Genome+ Fine Wine, Fine Service+ And more...
Tools
+ Adobe CS4+ Dreamweaver (.css)+ Photoshop+ Illustrator
+ Google Analytics+ Media Temple Hosting+ No IT
Mobile v.1 - What We Learned
+ Successful + Why not an App?
+ Dynamic content+ Updating/ adding more+ Flexibility
+ Low-cost, low-res prototype+ Feedback - valued, excitement, interest+ Analytics...
Analytics
Analytics
Mobile v.1 - What We Learned
+ Successful + Low-cost, low-res prototype
+ Feedback - valued, excitement, interest+ Analytics
+ Extensible and flexible+ Vision - distributed authoring...
+ Content creation and updating + DreamWeaver required all editors to have licenses
+ Fixed location
+ Solid prototype + Need for additional authoring capacity
+ v.2
Mobile v. 2
Mobile v. 2
+ Your turn...+ http://www.aowmobile.com
+ Find the "Profiles -> Wine Profiles" link+ Select the "Simi Winery -> Vineyard Designate
link + Choose the Simi 2006 Landslide Cabernet
Sauvignon link+ Where is the Landslide Vineyard located?+ Where does the vineyard get its name from?
Mobile v. 2
+ Your turn...+ http://www.aowmobile.com
+ Media->Pronunciations...
+ Web/Mobile
Web and Mobile
+ Discussion
+ Current / Next / Future
Current/ Next/ Future
+ Wine education courses 150++ Create consumer - "pull"
+ Address their interests/ needs, desire to know...+ Retail + Restaurant+ CRM+ Web+ Social/ discovery
+ Invert the development model
Courses
Retail Location
+ Provide consumers with knowledge and communication at the point of purchase
+ Performance improvement and education
Simple - SMS/ MMS
QR Codes - Web/ Video
QR Codes - Web/ Video
Barcode Scanning - "Shopper"/ "Red Laser"
Mobile Search
+ Product information without code scanning
Digital Coupons
+ Intel/ efficiency through reduced costs+ CRM data gathering
Retail Mobile - Working With Partners
Location-Based/ Augmented Reality
+ Direct consumers to outlets in their vicinity while simultaneously providing information about our products
Geo-Position Promotion Alerts
+ $12.7 B by 2014 (Juniper Research)
Retail Mobile - Connect More Deeply
+ Opportunity to extend the purchase experience (wine club)
+ Create communities of purchasers with similar interests
+ Social - ratings/ comments
+ Provide service and support
Restaurant
+ The "Wine List"
Restaurant
Restaurant
+ Personal rating system ->social+ CRM? + Geo-position promotion alerts+ Waitstaff education and customer support
+ modules...
Apps... (some ideas)+ what is wine, and how is it made? (fermentation, process, aging...) + what is special about wine? - History of, complexity, aromas, etc.+ factors affecting wine style, quality and price+ how to read a wine label - what does the information mean? + how to select, how to help someone choose, a wine at retail + how to store wine properly+ how to taste -sight, aromas, faults, taste + primary tastes in wine - acid, sweet, tannin, oak + terminology of wine+ how to read a wine list/ choose a wine in a restaurant + how to pair wines with food + what do I need to know about the major wine regions in the world? (where
are they? what is old world/ new world? why do I care?)+ Vineyard cycle - annual + where to find a wine I'm looking for + how to navigate a wine shop? + which of these wines are on sale/ special/ rare/ new? + and more...
+ Old World/ New World
+ Old = Telling + Selling
+ New = Sharing + Listening
+ Mobile
Sharing and Listening
+ Desire of consumers to interact...+ Web/social designed to support education of
consumers/ partners+ Social supports the building of a community
of people engaged in learning about wine
Blogging / Tweeting
+ Knowledge sharing, communication, performance improvement
+ Share information real-time about initiatives, sales efforts, strategies, success stories
Closing
+ When we can be always connected, what are the implications?
+ Creativity/ Innovation -> greatest opportunity+ Ubiquitous/ broadest reach+ JIT learning+ Mobile CRM opportunity+ Tablet computing+ Create "pull"+ Pace of innovation+ More ...
Discussion
+ What have others done? + Consider your business... + Ideas on how you might use mobile+ What might you test/ prototype?
+ Q+A
+ Thank You
Resources
+ The Constellation Academy of Wine+ www.academyofwine.com
+ Academy of Wine Mobile Content+ www.aowmobile.com
+ Academy of Wine Social Network+ www.academyofwine.ning.com
+ Mobile CMS/ site revision+ www.knowledgesource.com
+ Media Temple+ www.mediatemple.net
+ QR code generator+ http://qrcode.kaywa.com/
Presentation
+ Download a copy of this presentation here