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Word of Mouth Impulses. Evidence from Wines of Germany

Frank R. Schulz

No 231137, Working Papers from American Association of Wine Economists

Abstract: After decades of inflationary applied advertisement investments in tv-, print and online media, todays’ consumers are exhausted. They switch tv-channels when commercials are being broadcasted, they bin promotion material when checking the letter box, they erase onlinenewsletters without having read them. ‘Wines of Germany’ (Deutsches Weininstitut DWI) conquers the given situation with word-of-mouth (WOM) marketing and –communications work. Presentations, seminars, press-, online- and social media work as well as conceptual sales impulses for the on- and off trade or gastronomy all serve a common goal: credible WOM recommendations. Combined with innovative and emotional communications work, the WOM action led to an increase in public awareness for Wines of Germany. It correlates with a moderate but steady increase in domestic and export value in an extremely competitive market. On the long run, memorable encounters of real people in real life situations (WOM) play a more effective and therefore central role in the sought-after awareness upswing then solely advertisements.

Keywords: Agribusiness; Marketing (search for similar items in EconPapers)
Pages: 19
Date: 2015-12
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DOI: 10.22004/ag.econ.231137

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