Wine Paris buys Prowein and Vinexpo keywords on Google

Wednesday May 01 2019 by Vitisphere

“It's actually a classic communication strategy”, says Pascale Ferranti, director of the Wine Paris exhibition.“It's actually a classic communication strategy”, says Pascale Ferranti, director of the Wine Paris exhibition.

Type the keywords “Vinexpo Bordeaux” or “ProWein” in your Google search engine, and you should see an advertisement for “Wine Paris 2020, the leading wine fair” flash up as the first result. Yet another sign of the tension between trade fairs, it has exasperated Vinexpo's sales departments where the “underhand methods” of buying these keywords cannot be forgiven.

It's actually a classic communication strategy”, says Pascale Ferranti, director of the Wine Paris exhibition (Comexposium group). To develop a young brand, stemming from the merger of Vinovision and Vinisud, “we buy keywords to work on the visibility of our brand among wine professionals on the Internet, social networks, the media and the press...” explains Ferranti. The keyword purchases have been managed for the past year by Comexposium's dedicated teams and have evolved over time to gain visibility among professionals in the wine sector.

Ferranti does not wish to specify the keywords in question, nor reveal the costs involved. But she is delighted with the strategy’s success: “It is bearing fruit. Wine Paris is the leading trade fair in terms of referencing. This is the positioning we wanted”. It certainly validates Wine Paris' innovative strategy and could inspire other trade shows.

 

LEAVE A COMMENT

Processing

COMMENTS

No comments yet.

© Vitisphere 2019 - Tout droit réservé