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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.
  +   Wi...
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
  +   So...
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 c...
De-mystify Wine
+ Increase the "pull" for CWUS products
+ A learning partner
+ Provide socially meaningful value to people...
Our Team
+ Strategy - small
+ 7
  + Content experts...
     + 2 MW's
     + 2 Field Educators (FWS too)
  + 1 Instructiona...
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 ado...
Why Mobile?
+ Initial audience - Sales
  + Always in motion
  + Binder
  + Version control
+ Trends
  + Pace of mobile ado...
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 di...
Mobile v.1
Mobile v.1
Additions...
+ Audio files
    + Podcasts, wine pronunciations
+   Regional profiles
+   Wine 101
+   Project Genome
+   F...
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
...
Analytics
Analytics
Mobile v.1 - What We Learned
+ Successful
+ Low-cost, low-res prototype
  + Feedback - valued, excitement, interest
  + An...
+ v.2
Mobile v. 2
Mobile v. 2
+ Your turn...
  + http://www.aowmobile.com
+ Find the "Profiles -> Wine Profiles" link
+ Select the "Simi Win...
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 ...
Courses
Retail Location
+ Provide consumers with knowledge and
  communication at the point of purchase
+ Performance improvement ...
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 informa...
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 ...
Restaurant
+ The "Wine List"
Restaurant
Restaurant
+   Personal rating system ->social
+   CRM?
+   Geo-position promotion alerts
+   Waitstaff education and cust...
Apps... (some ideas)
  +   what is wine, and how is it made? (fermentation, process, aging...)
  +   what is special about...
+ 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/ part...
Blogging / Tweeting
+ Knowledge sharing, communication,
  performance improvement
+ Share information real-time about init...
Closing
+ When we can be always connected, what are
  the implications?
+ Creativity/ Innovation -> greatest opportunity
+...
Discussion
+   What have others done?
+   Consider your business...
+   Ideas on how you might use mobile
+   What might y...
+ Q+A
+ Thank You
Contact
+ Rob Hennigar
  + robert.hennigar@cwine.com
  + twitter: robhennigar
Resources
+ The Constellation Academy of Wine
  + www.academyofwine.com
+ Academy of Wine Mobile Content
  + www.aowmobile...
Presentation
+ Download a copy of this presentation here
M learncon 2010
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M learncon 2010
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M learncon 2010

  1. 1. mLearnCon Digital Wine: Sales and Consumer Education Via Mobile June 16, 2010
  2. 2. 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
  3. 3. Introduction + Robert Hennigar + Director of Education, Constellation Wines U.S.
  4. 4. History + RMW (7) + In-market/ winery education + IEU (4+) + On-line + CAOW (3) + In-market + On-line + Social + Mobile!
  5. 5. Our Business + Largest premium wine company + Approximately 45 million annual case sales (U.S.) 17 wineries in the U.S.
  6. 6. 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
  7. 7. De-mystify Wine + Increase the "pull" for CWUS products + A learning partner + Provide socially meaningful value to people/ communities/ partners
  8. 8. Our Team + Strategy - small + 7 + Content experts... + 2 MW's + 2 Field Educators (FWS too) + 1 Instructional Developer + 1 Coordinator + RH
  9. 9. Our Team + SME's...
  10. 10. Our Audiences + Internal + 2,500+
  11. 11. Our Audiences + Trade + 25,000+
  12. 12. Our Audiences + Consumers + ?
  13. 13. Blended Learning Approach
  14. 14. Wine...
  15. 15. And More
  16. 16. And More
  17. 17. + Story
  18. 18. Inniskillin Ice Wine
  19. 19. Why Mobile? + Initial audience - Sales + Always in motion + Binder + Version control
  20. 20. 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
  21. 21. 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
  22. 22. Approach + Divergent -> convergent thinking + "Building up" + Rapid + Low-cost + Prototyping - "build to think"
  23. 23. Rapid Development
  24. 24. + Iterative - cyclical, time or money...
  25. 25. + v.1
  26. 26. Mobile v.1 + Original version + http://www.old.aowmobile.com + Internal need - Sales job aid
  27. 27. Mobile v.1 + "Prototype" + Needed flexiblity + Low-cost development tools + Multiple iterations + Added different forms of content + Wine Profiles...
  28. 28. Mobile v.1
  29. 29. Mobile v.1
  30. 30. Additions... + Audio files + Podcasts, wine pronunciations + Regional profiles + Wine 101 + Project Genome + Fine Wine, Fine Service + And more...
  31. 31. Tools + Adobe CS4 + Dreamweaver (.css) + Photoshop + Illustrator + Google Analytics + Media Temple Hosting + No IT
  32. 32. 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...
  33. 33. Analytics
  34. 34. Analytics
  35. 35. 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
  36. 36. + v.2
  37. 37. Mobile v. 2
  38. 38. 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?
  39. 39. Mobile v. 2 + Your turn... + http://www.aowmobile.com + Media->Pronunciations...
  40. 40. + Web/Mobile
  41. 41. Web and Mobile
  42. 42. + Discussion
  43. 43. + Current / Next / Future
  44. 44. 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
  45. 45. Courses
  46. 46. Retail Location + Provide consumers with knowledge and communication at the point of purchase + Performance improvement and education
  47. 47. Simple - SMS/ MMS
  48. 48. QR Codes - Web/ Video
  49. 49. QR Codes - Web/ Video
  50. 50. Barcode Scanning - "Shopper"/ "Red Laser"
  51. 51. Mobile Search + Product information without code scanning
  52. 52. Digital Coupons + Intel/ efficiency through reduced costs + CRM data gathering
  53. 53. Retail Mobile - Working With Partners
  54. 54. Location-Based/ Augmented Reality + Direct consumers to outlets in their vicinity while simultaneously providing information about our products
  55. 55. Geo-Position Promotion Alerts + $12.7 B by 2014 (Juniper Research)
  56. 56. 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
  57. 57. Restaurant + The "Wine List"
  58. 58. Restaurant
  59. 59. Restaurant + Personal rating system ->social + CRM? + Geo-position promotion alerts + Waitstaff education and customer support + modules...
  60. 60. 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...
  61. 61. + Old World/ New World
  62. 62. + Old = Telling + Selling
  63. 63. + New = Sharing + Listening
  64. 64. + Mobile
  65. 65. 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
  66. 66. Blogging / Tweeting + Knowledge sharing, communication, performance improvement + Share information real-time about initiatives, sales efforts, strategies, success stories
  67. 67. 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 ...
  68. 68. Discussion + What have others done? + Consider your business... + Ideas on how you might use mobile + What might you test/ prototype?
  69. 69. + Q+A
  70. 70. + Thank You
  71. 71. Contact + Rob Hennigar + robert.hennigar@cwine.com + twitter: robhennigar
  72. 72. 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/
  73. 73. Presentation + Download a copy of this presentation here

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