Ep. 2052 Why you should clone your marketing manager | wine2wine Business Forum 2023

Aug 15, 2024

Michele Bertuzzo, a marketing expert specializing in the wine industry, shares his insights on the complexities of modern marketing. He emphasizes the critical role of a marketing manager in building brand vision amidst a myriad of media channels. Bertuzzo discusses the need for strategic audience engagement and digital interaction, detailing how effective marketing hinges on adaptability and authenticity. He also explores multicultural branding in the restaurant sector, stressing the importance of local partnerships to boost recognition and customer loyalty.

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Intro

00:00 • 3min

The Vital Role of Marketing Management in Modern Business

02:38 • 9min

Building Effective Marketing Strategies Through Digital Interaction

11:17 • 3min

Navigating Media Strategy and Social Engagement

14:13 • 14min

Navigating Multicultural Branding in the Restaurant Industry

27:54 • 4min

Welcome to Episode 2052, where we present the session recordings from the wine2wine Business Forum 2023. In today's episode, we delve into- Why you should clone your marketing manager. Five actions to reorganize the department in the company with Michele Bertuzzo

Italian Wine Podcast is proud to be a media partner of wine2wine Business Forum and we are pleased to present this series of market focus sessions, recorded during the Forum held in Verona in November 2023.

wine2wine Business Forum is an international wine business event, held annually in Verona, Italy since 2014. The event is a key annual reference point for wine producers and wine professionals from around the world, providing an opportunity to network, develop and expand their wine business worldwide.

About the session:

Posting on social, maintaining press relations, organizing visits, updating the website, coordinating graphics. Caught up in a thousand commitments, the marketing manager often forgets the most important thing: having a strategic brand vision.

In the last 15 years, communication - in general, not just wine communication - has experienced an explosion in the number of channels. Different social media have appeared (in the beginning it was Facebook…), blogs, portals, and platforms have proliferated. Youtubers and influencers have flourished. Guides, sommelier associations, competitions, and fairs have divided and multiplied.

But the old media have not died out. On the contrary, they have been enhanced. Today, a journalist receives many more press releases and invitations to events than he did just five years ago. This whole rush has produced one result: there is no more time to think. There is no longer the energy to inject creativity into the work and differentiate one’s communication from that of competitors. To overcome the impasse, we have to go back to the fundamentals and start over: understand our brand positioning, define competitors, identify and know our audience. Only a good strategic foundation allows creativity to fly high and implement original, attractive, memorable, but always consistent actions. Even with small budgets.

This session will examine how the marketing manager of a winery (large, medium, or small) can structure an original and effective strategy through five simple moves. Without resorting to cloning.

Find more about wine2wine Business Forum: https://wine2wine.net/

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