Last Thursday, April 16 I had the privilege to attend the General Assembly of the Institute of Cava and deliver a presentation on Digital Marketing applied to the Cava SectorAt the end of the assembly.
The Cava Institute is an organization that brings together the leading producers of cava in Spain. Its partners include companies both Catalan and the Basque Country, Navarra and Rioja. This prestigious institution was founded in 1991 when the denomination of origin "Cava" was created following the incorporation of Spain to the European Union (1986), although its origins date back to the early twentieth century as small producer associations.
Since its inception, the Institute of Cava has ensured the defense of the interests of their businesses regardless of the size of them, and promotes the culture of cava both nationally and internationally.
During the General Assembly the President of the organization, Magí Raventós (Cavas Codorniu of), she explained the main figures of this sector and the evolution of sales of cava in the various markets where it is marketed. Also the Manager of the Institute, María del Mar Torres, addressed the Assembly summarizing the promotional activities that were carried out during 2008 to promote the cava in several European countries. Some of these actions are really bright and I'm sure they have contributed enormously to raise awareness of this product among new preceptors and new consumers. Actions can be found here: Promotional Activities Cava Institute
In the unique setting of the Brotherhood of Cava (site where was held the Assembly), and a hearing luxury (among other participants: CEOs of companies producing cava), I gave my presentation on Digital Marketing applied to the cava Sector, specifically the 9 Techniques to attract visitors to the website of a company producing cava.
En esta ponencia, además de explicar las técnicas básicas para atraer tráfico a una página web, me centré sobre todo en la necesidad de orientar la página al cliente de la empresa, ya que si bien productores como Codorniu y Freixenet orientan sus páginas a usuario final y por lo tanto dinamizar la demanda de cava, las empresas más pequeñas deberían centrarse en orientar la página web a obtener una buena distribución de sus productos en los principales mercados, además de a dar a conocer su marca y sus productos al gran público. Así que mi recomendación para los pequeños productores fue que crearan una zona en sus webs orientada a captar a quien realmente es su cliente: los intermediarios y distribuidores, sobre todo que la orientaran a conseguir estos distribuidores en todos los países en los que se consume cava. Una vez creada esta zona de la página, entonces pueden empezarse a aplicar las 9 técnicas para atraer visitas.
The presentation which illustrated the paper can be downloaded here: Digital Marketing for companies producing cava.
Specialist Digital Marketing Strategy and Digitization Process. I help businesses and territories to develop thanks to the use of Internet in their business strategies.
Impart conferences, training and consulting for over 20 years. Program Director of the Degree of Entrepreneurship Digital (Digital Business) La Salle - URL.
My digital DNA comes from Intercom (creators of Infojobs, Softonic, eMagister, Solostocks, among other companies). I created my first website in 1994 and started my first online business in 1998.
I am at your disposal for whatever you need. Let's talk.