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How to tell your story?
What’s this?
’How to tell your story?’ is an online wine marketing course. The goal is to assist you in finding the basic elements of your brand and also the right words to express them. These are the essential building blocks of any successful marketing strategy.
By the end of this course, through a mix of theoretical knowledge and practical activities, you’ll master the skills you need to present your winery efficiently and memorably. You will be able to identify the essential elements on that you can build your communication. And you will create your brand book.
Who is it for?
The course requires no prior knowledge. We will guide you through the process step by step, and you will learn about the most important concepts and current trends. The course is aimed primarily at the managers and marketing staff of small and medium-sized wineries.
How does it work?
Following the online registration, you’ll get access to the lessons and it’s up to you how fast you want to progress. You can learn at home or your workplace whenever you can find the time. You don’t have to adapt to other people’s schedules and there are no travel costs.
What does the price of the course include?
– access to all course materials without time limit
– regularly reviewed and updated content
– theory highlighting the most important new ideas and methods
– practical tools how to implement the theory in your daily work making it a great success
Price: 180 Euro + VAT
Introduction
Module 1 / Lesson 1 - New ideas in business communication
Module 1 / Lesson 2 - Storytelling
Module 1 / Lesson 3 - Why?
Module 1 / Lesson 4 - Focus on the customer
Module 2 / Lesson 1 - Get to know your customer!
Module 2 / Lesson 2 - Survey your customers!
Module 2 / Lesson 3 - What do you know about your customers?
Module 2 / Lesson 4 - How to make a questionnaire?
Module 2 / Lesson 5 - Let’s make a sketch of your persona!
Module 2 / Lesson 6 - Let’s make a sketch of your persona!
Module 3 / Lesson 1 - How to tell a story?
Module 3 / Lesson 2 - How to tell the story of your wines?
Module 3 / Lesson 3 - Storytelling on social media
Module 3 / Lesson 4 - Tips on writing
Module 4 / Lesson 1 - How to build your brand book
Module 4 / Lesson 2 - Mission and values
Module 4 / Lesson 3 - Target group and competition
Module 4 / Lesson 4 - Strategic communication planning
Before we say good bye
How is the course structured?
The course has four modules and each module is made up of 4-6 lessons.
Module 1 – You’ll learn about the most important communication trends today and find out that many of them are particularly well suited to the special needs of wineries. In this module you will also find out about the importance of focusing on customers, storytelling, two-way communication, the „Why?” concept and the role of emotions in customer decisions.
Module 2 – You’ll learn about a system that enables you to map out your customers, to find out about their characteristics and their needs. You’ll identify your most important segments, create their personas and explore their characters. This module will give you guidance in how to prepare questionnaires and in-depth interviews.
Module 3 – This module helps you to identify your most important stories. The ones that will enable you to strengthen the ties with your customers and partners. You’ll work out how to present your wines to your professional partners and also to your customers. You’ll apply the power of storytelling on social media platforms. We’ll give you tips on how to express and present your brand values.
Module 4 – Based on the skills and knowledge you have acquired during the course you’ll create your brand book. You will find out about the concept of internal brand and its elements: you’ll identify your purpose, vision, mission and values. You’ll also position yourself among your competitors and revise your key segments and personas. Finally, you’ll summarize your major messages, main characteristics and identify your tone. By doing so you will get a reliable compass to guide you through any future marketing related decision-making processes.