International Team Consulting was undertook the development of a project to promote and increase public awareness of several Wine Producers from the DO Ribeiro Region and to induce local and international distributors to get to know and taste the wines personally. The meeting points were the stand of the Consejo Regulador (Regulating Authority) at ProWein the fair of worldwide reference for the wine industry held annually in Düsseldorf and Alimentaria in Barcelona.
The processes involved in the project were divided into two phases:
The first of these was to publicise the event and gauge interest through telephone surveys. To this end, a meeting was set up with the Consejo Regulador of the DO Ribeiro Region the object of which was to gather as much information as possible about the wine itself, the current channels of distribution and customer profiles. Once this was established, a written summary was drawn up of the target profiles which were local and international wine distributors. A calendar was established so that the timing of all activities during the two fairs would run smoothly. ITC also advised the Consejo on several commercial and marketing aspects that should be taken into account when exhibiting at an international fair.
This initial work culminated in the creation of a Data Base of distributors, importers, large retailers and distributors to the HORECA industry. The creation of an explanatory e-mail (in English, French and German) providing general information on the Consejo itself, the participation in the fairs and more specific details of each of the cellars involved.
The DB base was then used to phone each of the prospects personally to acquaint them with the DO Ribeiro and to brief them about the forthcoming participation in the two fairs.
This was completed by sending the contacts the explanatory e-mail and then follow-up telephone contacts to confirm times and dates of meetings.
The second phase of the project included on-fair personal back-up. This was carried out by a senior English speaking member of the ITC team whose job, amongst others, was to double-check and reconfirm the meetings that were to take place between the producers and the distributors on the DO Ribeiro stand.
If you wish to receive further information on how we can help you to maximise results when attending international exhibitions, please do not hesitate to contact us:
Managing Partner – International Team Consulting