Is it possible to connect with over 3 million wine tourists every day?
Any wine tourism marketer would leap at the opportunity if there was a very simple and very cost effective way they could put a wine tourism brochure directly into the hands of three million wine tourists - every day.
It sounds totally impossible - but it’s not!
It sounds totally impossible - but it’s not!
If you’ve ever attended a large tourism market you’ll know how busy these are and that destinations face intense competition, making it challenging to stand out and attract visitors.
In our hyper-connected world, utilising digital marketing, social media and mobile apps are essential for reaching and engaging with potential travellers but the digital landscape is constantly evolving which requires tourism marketers to constantly adapt and keep up with new technologies, platforms and opportunities.
Niche tourism, such a Wine Tourism, becomes more challenging when you’re trying to find and reach a specific target market. Social media platforms are flooded with vast amounts of information, making it challenging to cut through the noise and capture attention.
Reach and return on investment are key when investing in tourism marketing but these digital platforms frequently change and update their algorithms, affecting the organic reach of posts.
So, how can we reach three million wine tourists every day?
In our hyper-connected world, utilising digital marketing, social media and mobile apps are essential for reaching and engaging with potential travellers but the digital landscape is constantly evolving which requires tourism marketers to constantly adapt and keep up with new technologies, platforms and opportunities.
Niche tourism, such a Wine Tourism, becomes more challenging when you’re trying to find and reach a specific target market. Social media platforms are flooded with vast amounts of information, making it challenging to cut through the noise and capture attention.
Reach and return on investment are key when investing in tourism marketing but these digital platforms frequently change and update their algorithms, affecting the organic reach of posts.
So, how can we reach three million wine tourists every day?
Every day, around the world, over three million bottles of South African wine is opened to be enjoyed. That’s over three million people every day who enjoy wine and who are the target market to promote wine tourism to our winelands.
By including a dynamic, media rich QR Code on every wine bottle, wine lovers simply scan the QR code and get more information in the form of videos, audio clips, photo’s, virtual reality experiences and more - and more importantly, a direct link to book or make an inquiry.
The QR Code will not only be used to promote wine tourism. When it’s scanned a personal voice note from the winemaker will play automatically, creating an immediate personal connection with a wine lover.
The QR Code also displays eight interactive links and some of these can be used to promote wine tours and some can be used to promote and market the winery and drive direct to consumer sales.
Try out the Bruce Jack QR Code and see how it works. The eight interactive links are:
By including a dynamic, media rich QR Code on every wine bottle, wine lovers simply scan the QR code and get more information in the form of videos, audio clips, photo’s, virtual reality experiences and more - and more importantly, a direct link to book or make an inquiry.
The QR Code will not only be used to promote wine tourism. When it’s scanned a personal voice note from the winemaker will play automatically, creating an immediate personal connection with a wine lover.
The QR Code also displays eight interactive links and some of these can be used to promote wine tours and some can be used to promote and market the winery and drive direct to consumer sales.
Try out the Bruce Jack QR Code and see how it works. The eight interactive links are:
- Link to Visit our Winelands Website
- View Visit our Winelands Video
- Sense of Africa - Book a Trip to our Winelands
- Bruce Jack Website
- Bruce Jack Facebook
- Bruce Jack Instagram
- Bruce Jack Twitter
- Bruce Jack Online Store - Purchase Wine
The QR Code can be included on the label or it can be a sticker, poster or brochure. It can be designed to compliment the label design and in various styles.
It’s a simple, cost effective and very efficient way to distribute over three million wine tourism brochures worldwide…every day! There’s no printing or distribution of printed brochures required. There’s also no logistics and costs to deliver them.
Why is this important?
65% of the 528 wineries in South Africa are micro enterprises with an annual turnover of under R10 million and they are reliant on wine tourism for 41% of their revenue. These wineries don’t have huge wine tourism marketing budgets so including a QR code on their wine labels would deliver the best result for them.
Info: SA Wine Tourism Visitor Research Report 2022
Why is this important?
65% of the 528 wineries in South Africa are micro enterprises with an annual turnover of under R10 million and they are reliant on wine tourism for 41% of their revenue. These wineries don’t have huge wine tourism marketing budgets so including a QR code on their wine labels would deliver the best result for them.
Info: SA Wine Tourism Visitor Research Report 2022
Would there be any reason for a winery not to include a dynamic QR Code on their label to promote wine tourism and also provide more information about their winery?
What other brands are using QR Codes effectively?
What other brands are using QR Codes effectively?
Coca-Cola products are loved around the world. They sell over 1,9 billion products every day and have an ambitious plan to double its number of customers in the next few years.
With a global marketing spend of over R72 billion, and with more and more brands embracing the metaverse, what amazing new technology will they be using to help them reach their goal?
It’s most probably the last thing you’d think of.
They’re going to be using QR Codes.
With a global marketing spend of over R72 billion, and with more and more brands embracing the metaverse, what amazing new technology will they be using to help them reach their goal?
It’s most probably the last thing you’d think of.
They’re going to be using QR Codes.
“We’re in the process of deploying QR codes in every package available for all of our brands in the next three years,” says Coca-Cola’s Global chief marketing officer Manuel Arroyo. “QR codes are arguably the most unexploited and under-leveraged media vehicle that exists out there. Even if you only get a 3% redemption, imagine the return on 1.9 billion per day, what we can do in terms of first, second and third-party data moving forward. One strategy at a global scale, and it’s going to take us to very different places.”
There were some interesting comments with regards QR Codes and augmented reality labels from the recent Wine Industry Sales Symposium in the USA.
Leah Varvaro, new product development lead at O’Neill Vintners & Distillers, described how they combined augmented reality and QR codes to provide an immersive experience. She found that connected experiences delivered a five-fold increase in QR code scans and revealed that 81% of consumers were more likely to use connected packaging to learn more about products, 72% to scan it at retail and 84% to purchase a product with a connected experience.
Mike Wangbickler, owner and president of Balzac Communications and Marketing said, “An engaging story starts with the label. Augmented reality labels are cool; consumers don’t have to read a long label to learn about your wine.”
Katie Calhoun of Calhoun & Company Communications agreed, “Sustainability is key to consumers and cause marketing on a QR code lets consumers see what the wine delivers to the planet. The language of wine and the words we’re using are changing.”
Leah Varvaro, new product development lead at O’Neill Vintners & Distillers, described how they combined augmented reality and QR codes to provide an immersive experience. She found that connected experiences delivered a five-fold increase in QR code scans and revealed that 81% of consumers were more likely to use connected packaging to learn more about products, 72% to scan it at retail and 84% to purchase a product with a connected experience.
Mike Wangbickler, owner and president of Balzac Communications and Marketing said, “An engaging story starts with the label. Augmented reality labels are cool; consumers don’t have to read a long label to learn about your wine.”
Katie Calhoun of Calhoun & Company Communications agreed, “Sustainability is key to consumers and cause marketing on a QR code lets consumers see what the wine delivers to the planet. The language of wine and the words we’re using are changing.”
It’s now time for the wine industry to fully leverage this simple but very effective tool by adding them to their wine labels and reaching wine tourists.
It will benefit everyone.
For more information about adding a QR Code to your wine label, please contact:
Stanley Edwards
Mobile: +27 82 458 3356
Email: [email protected]
It will benefit everyone.
For more information about adding a QR Code to your wine label, please contact:
Stanley Edwards
Mobile: +27 82 458 3356
Email: [email protected]