Thursday, March 02, 2006

Il brand nel vino - brand concept in wine

A feature on brand concept in wine marketing, analysing how this differs between different channels of distribution. First published in in March 2006.
Also available on Art Motions.

Monday, February 13, 2006

Blogger oriented strategies and wine - Strategie blogger oriented e vino

While some might say that bearing gifts of wine to journalists and wine writers doesn't mean you'll get an article on your winery any longer, the same technique works wonders when you're giving free bottles of wine to bloggers. This is what claims the South African wine estate Stormhoek, which has doubled its sales in the UK last year, thanks to this very strategy.
This webmarketing-wine marketing feature by Slawka G. Scarso was first published in Briciole di Internet Marketing, and, by syndication, in ADV News, in Feb 2006.

Tuesday, January 31, 2006

Wine and the web's new frontiers - Not mere e-commerce

Original title "Le nuove frontiere di internet per il vino. Non solo e-commerce." In this feature on web-marketing for the wine industry, Slawka G. Scarso examines how e-commerce isn't the only way to increase revenues via the Internet for wine estates. Starting from Italy's Wineshop, the most successful example of online wineshop in Italy, she focuses on cases such as that of Tasca d'Almerita, showing how the web can offer excellent solutions for wine estates, as an intranet web, or in the sales of services attached to the bottles (as for Arnaldo Caprai). First published in Bibenda - January-February 2006.

Saturday, January 28, 2006

Cabernet & Merlot - a couple under exam - Cabernet e Merlot, una coppia in discussione

A feature by Slawka G. Scarso on the propulsive use of the Bordeaux blend in Italy, covering lesser know regions and showing how these two grape varieties, blended together, have helped to improve quality in wines and consequently the image of regions otherwise known for their large production and lesser quality. First published in Bargiornale - Italy's numer one Horeca magazine - in January 2006.

Monday, January 02, 2006

Wine, beer & advergames - Vino, birra e advergame

A feature by Slawka G. Scarso on the use of advergames in the wine, beer and alcopops industries. From Santa Margherita in Italy, to the Miller beer run in the US, the use of this webmarketing tool analysed, with particular reference to alcoholic beverages. First published in Tigullio Vino - January 2006.

While some are crying the premature death of e-mail marketing (as we have known till now), and some others would like to inflict all sorts of tortures to whoever invented pop-up blocking systems, there's one tool which continues to have success and generate positive outcomes, namely advergames. Advergames were in fact introduced only a short while ago and have contributed to the rebirth of Internet advertising investments.
Thanks to this tool, a company offers a free online game, integrated with an advertisement message.

Photo by Stefanie L.

Also hosted by Art Motions

Thursday, December 22, 2005

Physicians, the Internet and new opportunities for medical writers in Europe

A feature on the increasing use of internet by European physicians. A factor likely to develop the demand for medical and scientific online journalists and web editors. First published in Infocity - December 2005.

65% of physicians in Europe consider internet an essential tool for their activity. This is one of the results of Taking the Pulse Europe v5.0, a research which was presented in New York on December 8th, and conducted by Manhattan Research, a research company specialised in exploring synergies between medicine and the web. The study was directed at physicians in various fields of specialization, in the UK, Germany, France, Spain and Italy.

Photo courtesy of Tanya Harding

Thursday, December 15, 2005

Technological Talk Shows. Tim's Primo TV launches //Digitalk - Talk-show tecnologici. Primo Tv di Tim lancia "//Digitalk"

A webtv and digital television feature on the launch of a new format on Italian mobile tv. First published on Infocity - December 2005.

INCIPIT //Digitalk, the programme on digital technology created by Marco Camisani Calzolari, and already broadcasted on E-TV (Sky platform) and on video streaming on will soon be broadcasted on PRIMO TV as well, as an on demand format offered by TIM mobile network.
The above mentioned expansion of the format to mobile tv is a natural step in the light of the sinergies existing bewteen mobile tv and the themes covered during the talk show. It is the result of a partnership signed on december 6th between E-TV and Kelyan Lab - a participated
company of Franco Bernabè' s group and of The Global Mouse (an investment fund in which Telecom Italia is also a participant). ...