Over the next few days, thanks to their well established brand and their PR muscle, you’ll probably see several headlines like this one:
Roederer champagne launches new interactive website
I don’t know about you, but the interaction I want with my wine involves drinking it!
I don’t understand these Flash-based websites (you might want to go off and start the page loading, then return to read the article while you wait – but remember to turn the sound off).
The vast majority of people browsing the internet for wine are looking for:
- background details
- stockist information
- a ‘deal’
(check out Able Grape’s take on this too)
Using Flash to promote your wine brand is like hiring a stand-up comedian with ADHD to be your spokesperson – however amusing he may be, he is getting in the way of the message.
Sure, with Flash you get bells and whistles. In fact, the Louis Roederer site is like a unicycling bear that is playing La Marseillaise on his bells and whistles, but what are they doing to address the needs of the customers? What is the goal of the ‘interactivity’ on this site?
(oh, and by the way, that unicycling bear keeps falling off and his bells are out of tune – the sound on the site is awful and I keep getting stuck, unable to go back)
Joel Vincent made an interesting observation on a recent post on his blog Wine Life Today:
My bottom line points are simple. I’ve written about and preached on the “Wine Life Value Chain” where I talk about how the strength of a relationship basically has direct correlation to influencing a wine buyer. The closer you are, sociallogically, to the source of a wine recommendation the faster and more likely you are to buy it. So with that theorum guiding my thoughts we look at social media.
Flash CAN be a great tool to aid this relationship, but all too often it seems to be used to create a barrier between the people behind a wine and its consumers – something akin to a prestidigitator’s distraction technique.
One might argue that this is exactly how Champagne has managed to create a strong stylish brand, separating itself from its plain and homely still wine cousins – we’re missing that ‘magic’ ingredient. Maybe that is why it was used and I’m the one who is missing the point.
In any case, my preference is for sites that engage me in a meaningful relationship, that have answers to my questions and encourage me to commit myself in some way to the brand in the way they are doing with me.
The interactivity I seek is knowing that the winery, or winemaker, cares what I think, and helps me to both taste and understand their wines. Here are a couple I have come across recently that make me feel this way.
Neither of these sites has spent anything like the amount of money Louis Roederer must have done, but I get so much more out of them because I feel I know the wine, the people and the reasons for their existence so much better and on a more personal level.
And talking of interactivity, I’d love to hear your comments on these sites as well. Have I missed the point on the Champagne site, or am I too committed to blogs? Let me know.
(Photo Let it Float, courtesy of hashmil)