Wine tourism 4.0: marketing and digitalization, levers of business success

The winning trends told by communication and strategy experts.

Blinkup, with the collaboration of theAssociation Dama Castellana and the patronage of Coldiretti Treviso, ha organizzato</e m> insieme a Kaos Marketing un free conferencewhich opens the event EnoConegliano  Veneto  Wine  Stars  on 24September 2021 fromhours

5.30 pm 7.30pm presso l’ex Convento San France sco di Conegliano per confrontarsi con Experts on the future of wine tourism.

The meeting will cover important topics, from the concept of simplifying the complexity of implementing digital strategies for all local businesses to the opportunities wine tourism offers for the economic recovery of the areas hardest hit by the post-COVID-19 crisis.

The conference entitled “Enotourism 4.0: digitalization, levers of business success” will be opened by Elio Ceschin, representative of the Dama Castellana EnoConegliano Association, which is hosting the event in the splendid former Convent of San Francesco in Conegliano, illustrating the agenda, the speakers and the topics covered. The first speaker will see the intervention of Luca Colussi – Manager of the province of Agritourism, food and wine tourism and representative of Coldiretti Treviso Wine Tourism with a speech entitled “Hospitality in the cellar between the past and the future, the opportunities of professional wine tourism” who, as an expert in the wine tourism sector for knowledge of national legislation, applicability in the realities business and its correlation with rural “multifunctionality” activities, aims to highlight the importance of an innovative and different approach to wine tourism compared to historical experience. In addition to addressing the important topic of the future of wine tourism post-Covid-19, it will show data on the value of wine in Italy, the potential of wine tourism in the Italian tourism context, what wine tourists are looking for, and how wine lovers’ demands are changing.

Edoardo Dal Negro – CEO Blinkup S.r.l. will speak with a focus on Digital Marketing and the implementation of digital strategies, demonstrating the winning trends of digital evolution and how to apply them in the wine tourism sector, a strategic sector in which – due to the great heterogeneity of existing realities – digital evolution must be simple, adaptable, effective and accessible. With the title “simplification of complexity as the key to recovery”: to address simplification, it will not be necessary to hyper-focus on a specific area or channel, but rather to correctly monitor and balance the fundamental digital contact points of the industrial reality with the Customer Journey of its sector and target audience, defining a clear action strategy with tactics, Actions and performance indicators to cover as many touchpoints as possible. The restart will involve simplifying digital strategies aimed at communicating effectively with the new consumer through competent personnel, digital marketing experts, and companies capable of assisting industrial companies in this simplification. Simplifying complexity will therefore be not only a key to understanding but also a methodology for an efficient restart that involves constant monitoring of the entire

customer journey, defining specific actions in compliance with regulations within a

context undergoing significant change, both current and future.

Anna Zannino – CEO Kaos Marketing – revisits the concept of simplifying complexity to clarify priorities and objectives, and consequently realign resources and commitments. In over 20 years in which Kaos Marketing has worked in marketing and territorial marketing, she has highlighted how too often “pursuing too many goals, thinking of focusing on quantity, is not only costly but also distracting and frustrating for the organization.” The pandemic crisis has also created the need, but also the opportunity, in some respects, to rethink, to reshape one’s business based on the needs, expectations, and purchasing behaviors of consumers, which the crisis itself has irrevocably changed.

The crucial questions for businesses and entrepreneurs, now more than ever in this time of great transition, are: how current is my offering, not only in terms of product or service, but also in terms of the “method” of proposing, communicating, and engaging with my interested audience? What, of what I know how to do and offer commercially, is more interesting for my potential market? What, of what I have to offer, is of benefit to it?

“Simplifying complexity, from a strategic point of view, therefore means for the company having the courage to question itself, but looking at itself through the eyes of its customer (both current and potential).” Only a company capable of making this shift in perspective and shaping itself accordingly can face the opportunities of digitalization with awareness and realistic expectations.

The series of interventions will conclude with the testimony of Enrico Ciciliani – Innovative Solutions Marketing</em > Manager Vodafone Business that will tell some success stories of Vodafone Business dedicated to SMEs.

To register for the event: https://www.eventbrite.it/e/biglietti-enoturismo-40- marketing-e-digitalizzazione-leve-del-successo-aziendale-172794251257

More   information: https://www.blinkup.it/2021/09/15/enoturismo_4-  0_marketing_e_digitalizzazione_leve_de_successo_aziendale/