I’m hearing from last week’s Romeo Bragato conference that the way forward for New Zealand wine is a consumer centric approach. As per usual when hearing this over that last decade, it sounds great – but it’s hardly newsworthy. Same old same old really.
Time for a bit of innovative thinking. The secret is in implementation especially in export markets where distributors and retailers control access to consumers. So instead of the same old battle cry, I suggest a new Marketing model; not consumer centric but fan centric:
· activate fans of New Zealand wine worldwide and uses the levers available in a networked world
· help fans to spread the good word – even if these fans are not wine experts and don’t speak the lingo (actually that’s a good thing)
· create a fan sales force driving demand and convincing retailers to stock our wines – call it pull 2.0
Impossible? Don’t think so, has been done successfully in wine and other categories. Hard? Of course, otherwise everybody would be doing it.
Play to your unique strengths and utilize completely new channels that build a global fan community – all that from right here in Aotearoa. It can be done.
Steve Jobs once said “Creativity is just connecting things”
Here Yoga instructor Danielle Abisaab found a clever way to connect yoga and a business card to make herself memorable to potential clients.
All of that is simply a testament to the immense power that the right chart at the right time can wield. But for now, it’s interesting to note how fractured the landscape is, at the point where the gif ends. Downloadable singles dominate the share of downloadable music — but most sales still exist in physical formats. (Granted, most music these days is probably being stolen.) Seeing this, it’s hard not to wonder: What’s going to be after the MP3? You’ve got to think that the Internet will be the mode of exchange for decades and decades to come — and that downloadable files will be MP3s or some newer, higher-resolution replacement. But the gaping thing this gif doesn’t quite get to is the fact that all this assumes that people need to own their music. As Spotify and even Pandora have shown, that might not be the case at all–and the next music-format revolution might not be too far away”
Interesting to see the stats in motion over time (assuming of course they are accurate!)
Think the description “music industry’s death” is a bit over-dramatic (!) – I view it more as a morphing or transition from one business model to another (and those who successfully make the transition will prosper).
“If you were a music executive sitting in a presentation 10 years ago and you’d been presented this chart, would you have any doubt that your CD business was going to die? Moreover, wouldn’t you have seen that in a historical context, the invention of the CD was an effervescent bit of luck? This ugly, animated gif carries a force that you can’t summon in a static line chart.
Classic examples from the adjacent possible – CD’s being impacted by downloadable music. What’s next?