Speakers
Lorenzo Biscontin PhD
Lorenzo Biscontin is one of the founders and CEO of the innovative start-up Labhornet srl.
After graduating in Animal Production Sciences at the University of Bologna, he continued his training in marketing and management of agri-food companies in Italy, Canada, and Spain. He obtained the Postgraduate Specialization Diploma in Economics of the Agri-Food System at the SMEA of the Catholic University, the Master of Science in Marketing of Agri-Food Products at the IAMZ of Zaragoza (Spain), and a PhD in Zooeconomics issued by the MIUR.
He has worked for twenty years in the food & beverage sector, in a wide range of business contexts: family-owned, managerial, cooperative, national, international, and multinational.
After joining the Santa Margherita Group in 2007 as Group Marketing Director, he continued working in the wine industry, progressing to General Management at Bosco Viticultori (Vi.V.O. Group) before transitioning to freelance consultancy.
In his decade-long experience as a general management and strategic marketing consultant, he has worked with over 30 clients of different types and sizes, developing specific expertise in the identification, definition, and development of company-brand identity and strategic planning.
He regularly collaborates with various paper and digital wine media on topics of market analysis and wine marketing management.
He teaches Wine Business Management at the MIB in Trieste and International Wine Marketing at the IED in Florence.
A fan of Philip Kotler’s Marketing Management concept, in 2014 he defined a new approach called “Total Marketing”, in which the “P” of “Presence” and “Perception” replace those of “Place” (Distribution) and “Promotion” to create a strategic tool capable of better interpreting the changes brought about by the digital evolution of society and markets.
In 2014, together with the Squadrati Research Institute of Milan, he also created the first and, to date, only semiotic square of wine lovers.
He is convinced that success comes from strategies born from the wildest imagination, applied with maniacal attention to detail.
official event
AI + 3D = CantinaItalia.com - Digital innovation to engage consumers | Verdicchio Room - 1
Description
PLEASE NOTE: to attend this session, registration is required and is only available to users who already hold an access pass for the wine2wine Business Forum 2024. After purchasing your ticket, click the "Register to attend" button on this page and follow the simple step-by-step instructions. Please note that seats are limited: registration guarantees your spot until all seats are filled.
The Italian wine industry is characterized by its breadth and heterogeneity, often seen as a weakness due to the resulting complexity.
At the same time, the emergence of the digital society has changed the relationships and dynamics between brands and people (consumers), leading to increasing disintermediation across all sectors.
This trend also affects the wine business, as evidenced by the growth of DTC sales in all its forms.
In 2014, Lorenzo Biscontin defined the Total Marketing approach, in which the “P” of “Presence” and “Perception” replace those of “Place” and “Promotion.” Over the next ten years, he applied this approach across a wide range of contexts in the wine industry, from multinationals to small wineries, from cooperatives to Consortia. Each time, this vision proved highly effective in capturing and interpreting the shifts within the digital society.
Combining this approach with the integrated use of closed generative AI and 3D immersive reality allows us to turn the sector’s fragmentation from a weakness into an asset, and ultimately into a strength.
The main advantage of closed generative AI is its ability to make vast quantities of unstructured content easily accessible. That is, it provides timely and precise answers from a mass of fragmented information.
3D immersive reality creates environments where people’s interaction with content is more immediate and enjoyable compared to two-dimensional settings. Additionally, the use of avatars makes interaction between people much easier than in two-dimensional environments. Finally, these environments are particularly suited to web usage by consumers under 40 (7 million Italians aged 18 to 44 play online games weekly).
The integration of these two technologies will enable the creation of the cantinaitalia.com platform, to become the one-stop spot for Italian wine. Here, people (consumers, operators, and opinion leaders) will find all Italian wineries, Consortia, events, media outlets, etc., with all this information available in an easy, fast, and fun way.
