Anderson Valley Winegrowers Digital Marketing Presentation

Transcript

1. 1 Anderson Valley Winegrowers Association Direct-to-Consumer Marketing Seminar Presented by: Ron Scharman March 11th. 2020
2. 2 1 Who am I and Why am I here? 2 Where Are We Headed 3 The Past, Present, and Future of Wine DTC and eCommerce
3. 3 • Currently CEO Astra Digital and FlyWithWine • Instructor, SSU Wine Business Institute – 7 Years • Previously COO of Chatterbox Wine Marketing/VinoVisit.com • Previously President/Owner of eWinery Solutions(VinSuite) • Previously COO of New Vine Logistics (Now Wine Direct) • Previously CEO of Morrell Wine Group • 15 years as a specialty retailer • MBA Cornell University Johnson School of Management • Lover of all things food & wine • Passionate about direct to consumer wine marketing • More info on LinkedIn at http://bit.ly/2cRRL5C Who am I and Why am I here?
4. 4 TIME TO LEARN ABOUT YOU!
5. 5 Wine eCommerce vs Wine Commerce
6. 6 GOT WINE?
7. 7 QUESTION #1 FOR TODAY: How do we sell a 3-dimensional story in a 2-dimensional world?
8. 8 THE TRUTH IS, ITS HARD. VERY HARD. It is hard to capture the essence of your brand online. This is everyone’s challenge. Visitors are exposed to a number of stimuli that help frame their experience at your winery. They breathe fresh warm air that blows across the valley floor as they enjoy expansive views, marvel at architectural details, and soak in the overall ambiance of your tasting room during their visit. All of these things help engage and interest them.
9. 9 Tell your story + tell it well (the magic 15%)
10. 10 It’s Not Only Me… “Marketing is no longer about the stuff you make, but the stories you tell.” Seth Godin Best Selling Author, Entrepreneur and Marketer
11. 11 GROWTH STATS The consumer direct channel of the wine industry is the fastest growing and most profitable channel. Do you have all the tools necessary to be successful and ride the wave?
12. 12 GROWTH STATS *Source: U.S. Commerce Dept., Internet Retailer Total retail value of wine sales in the United States from 2000 to 2018 (in billion U.S. dollars)
13. 13 GROWTH STATS • The U.S. has been the largest wine consuming nation in the world since 2010. • Direct to Consumer (DTC) shipments by US wineries grew in value at the rate of 7.4% in 2018, hitting a record $3.2BB. This followed average annual growth of 14% over the prior 5 years, and represents 28 consecutive years of volume growth for this channel. *Wine Institute, Wines&Vines, & ShipCompliant
14. 14 EFFECTS OF 2005 SUPREME COURT RULING Supreme Court decision on May 16, 2005 changed forever the wine landscape for the direct-to-consumer wine market. ▪ The Court’s majority opinion stated, "If a state chooses to allow direct shipments of wine, it must do so on evenhanded terms." ▪ The Court ruling: Regulate, But Do Not Discriminate ▪ The States response: Regulate, Don’t Discriminate, But Do Complicate
15. 15 WINE INSTITUTE LATEST UPDATE ➢ 45 States out of 50 have some provision for winery direct shipping to consumers (9% of consumer markets) ➢ Importers and internet retailers are restricted to fewer states, depending on method of shipment and licenses held.
16. 16 How important is the DTC channel to the majority of the 11,000+ wineries… and wine brands?
17. 17 HOW IMPORTANT ARE SMALL WINERIES? 2020 Direct to Consumer Wine Shipping Report
18. 18 Digital Trends 2019
19. 19 Technology has transformed how people live, work, shop, and play. Businesses need to adapt.
20. 20 What’s changed? Bigger, More Complex Sites The evolution from early 2000’s to present day, “personal computing” has changed 10 fold. 2019
21. 21 LOOKED AT ANOTHER WAY The faithful gather in 2005 near St. Peter's to witness Pope John Paul II's body being carried into the Basilica for public viewing. St. Peter's Basilica at the Vatican, on March 13, 2017
22. 22 Physical Retail Growth = Solid +2.0% vs/ +1.6% (Y/Y – Q1 vs. Q4) Physical Retail Sales s. Y/Y Growth, USA Source: BOND Internet Trends 2019
23. 23 E-Commerce Share = Gains Continue @15% of Retail vs. 14% Y/Y E-Commerce as % of Retail Sales, USA Source: BOND Internet Trends 2019
24. 24 MOBILE COMMERCE SOARS
25. 25 MORE DESKTOP COMPUTERS GATHER DUST *Source: U.S. Commerce Dept., Internet Retailer 44% 11% 45% Percentage of time on retail web sites Smartphone Tablet PC
26. 26 Digital Media Usage = Accelerating +7% vs. +5% Y/Y Daily Hours Spent with Digital Marketing per Adult User, USA Source: BOND Internet Trends 2019
27. 27 Adults ‘Almost Constantly’ Online = 26% vs. 21% Three Years Ago % Adults Online ‘Almost Constantly’ Source: BOND Internet Trends 2019
28. 28 Online Platform Time = YouTube + Instagram Gaining Most % Internet Users Using Select Platforms > 1x per Day, Global Source: BOND Internet Trends 2019
29. 29 Internet Ad Spending (Annual) = Accelerated +22% vs. +21% Y/Y Internet Advertising Spend Source: BOND Internet Trends 2019
30. 30 Internet Ad Platforms = Google + Facebook Lead but Others Gaining Share Select USA-Based Advertising Platform Revenue, Global Source: BOND Internet Trends 2019
31. 31 Video Time = Digital +2x in Five Years @ 28% of Total (vs. TV) Video Watching Daily Minutes - Digital vs. TV, USA Source: BOND Internet Trends 2019
32. 32 People = Increasingly Telling Stories via Edited Images & Videos
33. 33 People have always been visual - our brains are wired for images. Writing was a hack, a detour. Pictorial languages are how we all started to communicate - we are coming full circle. We are reverting to what is most natural. Instagram challenges the notion that beauty comes in a traditional, artsy form… it’s not about beauty, it’s about the story you tell. Kevin Systrom - Instagram Co-Founder, 5/19 “ ”
34. 34 Picture or 1,000 Words?
35. 35 2019 WINE DIGITAL MARKETING SCORECARD Sonoma State University April 2019
36. 36 So Where Do We Go From Here?
37. 37 It’s All About the Customer: Omni-Channel Marketing
38. 38 OMNI-CHANNEL MARKETING Transforming the customer journey across all channels
39. 39 Transforming the Customer Journey
40. 40 Today’s shoppers expect a single shopping cart that follows them on their customer journey THAT MEANS through multiple touchpoints – in-store, online or on the move – so that customers have a seamless experience. Omni- Channel Retail Direct to Consumer Retailers Digital Sales Marketing Wine Club Events eCommerce OMNI-CHANNEL MARKETING
41. 41 QUESTION #2 FOR THE DAY: What is digital marketing?
42. 42 Digital Marketing Defined A discipline within marketing that makes use of electronic devices to engage with audiences, applying technologies like websites, e-mail, mobile devices, apps and social networks.
43. 43 Fundamental Question Digital marketing helps answer very common questions & business problems, such as: ⮚“What’s our growth strategy?” ⮚“Organic growth and visitation has slowed…” ⮚“What can we be doing online…?”
44. 44 Looked at another way…
45. 45 How is Your Customer Experience At Your Winery?
47. 47 How is Your Customer Experience When Finding Your Winery Online?
49. 49 Where Do We Go From Here?
50. 50 Let’s Clear Something Up First… “Just as you cannot not communicate, you cannot not market - Every time you answer the phone, it’s marketing. - Every time you send an email, it’s marketing. - Every word on your website is marketing. - If you build software, your error messages are marketing. - If you’re in the restaurant business, the after-dinner mint is marketing.” Rework by 37signals
51. 51 eCommerce Basics The digital footprint is increasingly important for small-to-medium-size wineries that are shut out of the three-tier distribution channel. It starts with a great website…………
52. 52 Why Wineries Fail at eCommerce Merchants at heart, who won’t play the part Read my Blog at http://bit.ly/2l9GrWJ
53. 53 Top 5 Reasons • Magic: Wine is approximately 85% water, and 15% magic. • Stories worth reading: There may be stories worth telling in the winery DNA, but they are rarely found on winery websites. • Differentiators : Why do so many winery websites look alike? Most winery websites look like cookie cutters of most other winery websites on a gallery wall. • What’s in it for me: As a consumer, there is no compelling reason I should care about the brand, the user experience, or why I should stay browsing on the site. It’s all about “them”. • Mobility: Recent national all industry data shows that only 45% of website traffic now occurs on a desktop computer. Yet most winery sites give a poor mobile user experience.
54. 54 This Time It’s Me “The bottom line is that making great wine has nothing to do with creating a great visual palate and making me care about the brand online. It needs to be relevant to my life, not just the vintner’s.” Ron Scharman Wine Consumer Advocate
55. 55 So how do I build a great website?
56. 56 USING YOUR WEBSITE TO TELL YOUR STORY ✔Strong branding is key ✔Include rich content including quality images/video ✔Use the tools built into your website to improve your SEO ✔Gather data and market smart ✔Go Mobile!
57. 57 Understanding Where I Have Been and Where I am Going. What am I Trying to Achieve With My Online Presence?
58. 58 Answer the Important 3 Questions: 1) Why do I exist? (My Brand) 2) Why should you care? (The Consumer) 3) How do I measure success? ($$, Visitors)
59. 59 What’s the Difference Between Good & Bad? GREAT AD TERRIBLE WEBSITE
60. 60 60
61. 61 Building Blocks for Websites Factors to Consider • Software platform • Compliance Solution • Cost • Design/Project Management • User Experience • Features Why Winery Websites Fail • Design by committee, boring • Hard to navigate, hard to buy • Not engaging brand story or user experience • Bad Q/C, stuff doesn’t work • Browser incompatibility • Content/Data not updated • SEO an afterthought
62. 62 “Mobile is the glue that holds omni-channel shopping experiences together, enabling marketers to continuously engage with consumers as they move through an increasingly non-linear sales funnel.” And Don’t Forget Mobile
63. 63 Consumers are on-the-go and want quick and easy access to basic information. 99% of the time, they want to do one of five things: ✔ Call Winery ✔ Find Tasting Room ✔ Locate Wine ✔ Buy Wine ✔ Join Wine Club Go Mobile!
64. 64 The Self-Fulfilling Prophesy of Fear Marketing: Please Cancel Me From Your Ecosystem
65. 65 DTC Best Practice: 360-Degree Customer View eCommerce Wine Club Allocations Tasting Room Recipe Engine Social Media (Social Commerce) Mobile Telesales (inbound & outbound) SMS (Text) Email Marketing Visitor Reservations Newsletter Mobile POS Search Engine Optimization (SEO) Fax Winery DTC Ecosystem Apps
66. 66 Transforming the Non-Linear Customer Journey
67. 67 D-E-A-L Model of Customer Progression
68. 68 MODEL OF CUSTOMER PROGRESSION DISCOVERY • Search engine • Word of mouth • Advertisement • Social Media • Wine List ENGAGEMENT • Visits website • Visits tasting room • Social Media • Mobile ACQUISITION • Purchases wine online • Buys wine in tasting room • Joins wine club LOYALTY/LOVE • Email communication • Facebook shares • Special events • Ratings D E A L
69. 69 The Science of Discovery DISCOVERY • Events/Restaurant/Retail •Search engine •Word of mouth •Advertisement • Social Media •Location
76. 76 MAYBE…
77. 77 Attracting Visitors • Videos • Blogs • Social media • Newsletters • Articles on other websites • Events • Reviews
78. 78 Discovery: Content Marketing 1. Create useful, usable content that adds value to the customer experience with your brand. 2. Perform outreach, and determine the best outlets to publish (high-profile guest blogging, social networks, your own website). 3. Identify influencers who will share your content and further discussion. 4. Pay attention to the responses, and engage your audience. 5. Analyze the results, measure the impact (new links to your website, new visitors, increased social media activity, more sales).
79. 79 ✔ Wine, food, travel forums ✔ Existing customers ✔ Referrals from local businesses ✔ Social media channels ✔ Friends and family ✔ Special events ✔ Wine publications and blogs? ✔ Search Engine Optimization ✔ Search Engine Marketing ✔ Ratings and Reviews Getting Found Building Advocates Discovery: Socializing Brick & Mortar Source: www.tripadvisor.com, Ram’s Gate Winery
80. 80 Ratings and Discovery Why Should I Care?
81. 81 Here is One Reason… Robert Parker formally retires from The Wine Advocate. Robert Parker, arguably the most influential wine critic in history, has formally retired from The Wine Advocate at the age of 71. May 17, 2019
82. 82 People-To-People • People are already writing reviews • Opportunities to connect directly with customers • Helps search engines find you and increases ranking • 90% of local searches = purchase or visit
83. 83 THE PLAYERS
84. 84 Heavy Traffic • More than 145 million visitors to the Yelp website each month. • 171 Million reviews • 55% of the visits are on a mobile device • 42% of users are in the 18 -34 age group and 20% over 55. • 34% have household income less than $59k and 39% over $100K.
85. 85 • More than 455 million travelers visit TripAdvisor each month • More than 702 reviews • TripAdvisor offers a wide range of marketing opportunities, advertising and content solutions Heavy Traffic TRIPADVISOR – TOP 5
86. 86 Heaviest Traffic – It’s Google
87. 87 • Google has 63,000 searches per second worldwide • Put another way, it’s at 5.5 Billion per day • 75.2% of all searches in U.S. on Google • 89.2% of all mobile search in U.S. on Google Heavy Traffic
88. 88 Newest Traffic – It’s Waze ⮚ Owned by Google since 2013 ⮚ 90 Million active users as of October 2018 ⮚ Target drivers who are on the go near your business location with a meaningful local ad experience
89. 89 • Targeted local advertising • Premium placement on search and competitor business pages • Displays on mobile devices too Advertising Options
90. 90 Make It Personal
91. 91 Consumers are on-the-go and want quick and easy access to basic information. 99% of the time, they want to do one of five things: ✔ Call Winery ✔ Find Tasting Room ✔ Locate Wine ✔ Buy Wine ✔ Join Wine Club Mobile Discovery
92. 92 Specialized Wine Discovery Tools 92 Apps for the consumer
93. 93 Specialized Wine Discovery Tools 93
94. 94 Specialized Wine Discovery Tools 94
95. 95 And More… 95
96. 96 Specialized Winery Discovery Tools 96 Apps for the consumer
97. 97 Cellarpass.com Discover Me Now
98. 98 Yelp SeatMe Discover Me Now
99. 99 TOCK
100. 100 Visiting Media
101. 101 ✔ Wine, food, travel forums ✔ Existing customers ✔ Referrals from local businesses ✔ Social media channels ✔ Friends and family ✔ Special events ✔ Wine publications and blogs? ✔ Search Engine Optimization ✔ Search Engine Marketing ✔ Ratings and Reviews Getting Found Building Advocates Discovery: Socializing Brick & Mortar Source: www.tripadvisor.com, Ram’s Gate Winery
102. 102 SEO BREAK
103. 103 SEO is one of the biggest trust building investments your business can make. The problem is people don’t know where to start… Michael Stelzner - Social Media Examiner “ ”
104. 104 Where is the best place to hide a dead body?
105. 105 The best place to hide a dead body is page 2 of Google search results.
106. 106 CONSIDER SEO YOUR SECRET WEAPON Unless you’re ranking in the Top 10,... ...you’re likely not being seen
107. 107 Goals of SEO #1 on SERP Increase in Organic Traffic Increase in Ranking Keywords Quality Traffic & Conversions Tasting Room Visitors
108. 108 Glossary of Terms: SEO - Search Engine Optimization SEM - Search Engine Marketing SERP - Search Engine Results Page Search Engine Rank - The position a site appears in search results Keyword - The words or phrases that make it possible for people to find you H Tags - Header Tags are used to define the title and heading of related content Meta Description - A text summary of the page’s content that search engines find
109. 109 •The User's Search or Query - This is the search term(s). •Organic SERP Listings - These are the "natural" listings. •Paid SERP Listings - These are sponsored advertisements SERP Basics – 3 Key Components
110. 110 Why Does SERP Matter to Me? Because ranking your site in the proper SERP position will be the difference between success and failure in your search marketing campaigns. Consider the following insights provided by recent Google published stats: • 68% of searchers select a result on the first page of search results. • There is a disproportionate number of clicks (approximately 40%) on the number one listing. • Reaching the first page in paid search is equally important. • In other words, most people click on the first page, and most of those people click on earlier results. The higher your search engine results page ranking, the more traffic you'll get.
111. 111 Search Algorithms are Changing... Each year, Google changes its search algorithm 500-600 times... RankBrain Panda Penguin Hummingbird Pigeon
112. 112 SEO Principles 1.Build Trust 2.Quality vs. Quantity 3.Content is ALWAYS King 4.Link Building 5.Mobile Optimized 6.Speed 7.User Experience
113. 113 Search Volume Competition OCTR - Organic Click Through Rate Choose Keywords Relevant to your winery
114. 114 Your Website is a Marketing Tool 3 Traffic Sources you must cultivate: ✔ Organic search engines. ✔ Referral sites, especially from local regional sites. ✔ Local maps search results. Varietals •Cabernet, Rose, Muscat Regional •Carneros, Willamette, Rutherford Others •Wine tasting/tours •Weddings •Boutique Build a relevant list of keywords • Your website should be a flytrap for tourists looking to plan their vacation, or visit that special winery with a picnic area, great view, or wedding venue. • Create a list of keywords that you can associate that go beyond your brand name. ⮚ Branded search traffic accounts for about 95% of most winery websites traffic.
115. 115 Common on page optimization elements Page Titles Page Meta Description H1, H2, & H3 Tags Image Alt Tags Image Names Content, Content, Content!
116. 116 Pathways to BAD SEO... 1. Not paying attention to algorithm updates 2. Not having a clearly defined keyword strategy 3. Creating content without optimizing for SEO 4. “Stuffing” pages with keywords
117. 117 Don’t assume… Don’t rely on your Website Technology Provider Don’t rely on your designer/developer…
118. 118 DON’T FORGET GOOGLE MY BUSINESS Consumers may find what they need without ever clicking your site
119. 119 ONGOING SEO
120. 120 SEO and SEM… 1+1=4
121. 121 User Acquisition Year over Year - Percentage of Traffic 27.4% 19.6% THEN NOW
122. 122 HOW BIG IS PAID SEARCH? Grew by 18% in 2017 and 19% in 2018 Source: Direct Marketing Association 2016
123. 123 PAID GOOGLE ADS PUSHING OUT LESS THAN PERFECT SEO Your best bet is to make sure you are doing both well.
124. 124 NEW CUSTOMER ACQUISITION STRATEGIES FOR WINERIES - WHY GOOGLE ADS IS A TOOL WORTH CONSIDERING Read my Blog at https://bit.ly/2NGUd21
125. 125 Remember, the journey is non-linear
126. 126 Questions?
127. 127 ✔ Wine, food, travel forums ✔ Existing customers ✔ Referrals from local businesses ✔ Social media channels ✔ Friends and family ✔ Special events ✔ Wine publications and blogs? ✔ Search Engine Optimization ✔ Search Engine Marketing Getting Found Building Advocates Discovery: Socializing Bricks & Mortar Source: www.tripadvisor.com, Ram’s Gate Winery
128. Winning Social Marketing Strategies & Tactics for Driving Sales Why marketing matters now more than ever...
129. The Number One Question in Wine Marketing Is Facebook still relevant?
130. Facebook under scrutiny • Violation of privacy • An exodus of users on the platform • The advent of ”fake news” and those manipulating misleading content
131. How did Facebook respond? • A new mission on privacy and transparency • A major emphasis on stories and “authentic content” • Focus on community groups as trusted sources
132. How the market responded • 2.8 billion users use one of their services daily (Messenger, Facebook, Instagram, WhatsApp) • Advertisers continue to support Facebook and the user base continues to expand • Facebook profit was up 19% with revenue growing 29% to $17.65 billion • Quarterly users were up 8% to 2.45 billion users
133. What this means for wineries • Relationship-based marketing must be at the core of your outreach ◦ Facebook remains one of the most relevant platforms to reach consumers ◦ Use your data to reach current and prospective buyers ◦ Market to individuals based on the relationship you have with them ◦ Get past behavior and go deep into custom audiences
134. Are you focused on your customers?
135. Social media and wine are a perfect pairing…
136. Stats as of February 2017 •234 Million Adults in U.S. •14% High Frequency Drinkers •= 33 Million HF Drinkers •24% Occasional Drinker •= 56 Million Occasional Drinkers •Total = 89 Million Prospects
138. Remember that the customer journey is not linear...
140. Sell while you engage and entertain… Inspirational edutainment…
142. Actionable Takeaways...
143. Part 1 Segmentation
144. Segmentation Should allow you to focus 90% of your efforts on the 10% of your customers that generate the most value for your winery...
145. • Use Google Analytics and eCommerce/POS CRM data to analyze your website traffic and customer base • Focus on your most loyal customers, wine club members, and frequent purchasers first. • What to do: ▪ Define what segments are relevant to your winery • Wine club • Past purchasers • General email subscribers • Event attendees 1. SEGMENT YOUR DATA WITH RELEVANCE
146. WHO ARE THESE PEOPLE? Winery Client #1: High-quality, approachable wine from Amador County Winery Client #2: Prestigious Cabernet producer in Santa Barbara
147. 2. Clean Your Data • The cleaning of your data is beneficial in many ways. It increases opening rates, connects you with forgotten customers, and saves money on storage. • What to do: ▪ Identify records to clean • Current and Previous members • Current email list • Bounces
148. 3. Segment Your Traffic • Using the Facebook Pixel allows you to separate traffic on your site into specific events that can be targeted later. • What to do: ▪ Install Facebook Pixel on your site ▪ Create custom labels for actions that people perform
150. Custom Audiences
151. Track Actions That Matter
153. Part 2 How to create strategic content
154. 1. Identify Social Media Platforms
155. 2. Define The Content Mix A strategy is only effective if the content is compelling.
157. Use A Content Calendar
159. Use High Quality Photos The difference between an average picture and a great one can sometimes boil down to two words, “Crop” and “Enhance”. So you don’t have a full-time graphic designer at your fingertips. No problem! Most smartphones have the ability to take average photos and make them great.
160. THE BAD THE GOOD
161. Promote Your Content
162. If You Do Not Pay to Advertise on Facebook, It Is Estimated That You Reach less than 1% of Your Fan Base... Forbes.com
164. Once you have mastered these areas, you are ready for part 3…
165. Part 3 Steps for taking action to find new customers
166. Where are you targeting your efforts?
168. 1. Create Targeted Campaigns Remind people why they fell in love with you in the first place……….
169. CREATE TARGETED ADS FOR EACH SEGMENT
170. Example of segmented content
171. 2. Create Retargeting Campaigns inside and outside of FaceBook • Don’t let the relationship end if someone visits your website and leaves. • What to do: ◦ Clicked on a Merlot - Serve a Merlot ad ◦ Clicked on your blog - Serve an ad for your next blog ◦ Shopping Cart Abandonment ▪ If someone filled their cart and left, serve them a special discount to return and purchase.
172. Example of good retargeting
173. 3. Find Potential Customers in Lookalikes • Mirror your most loyal wine club/frequent purchasers by building Facebook Custom Audiences with your existing email list. Lookalike Audiences Your Customers/Users/Visitors Facebook Users Find more customers like your best ones
174. Here is how finding lookalikes works...
175. 4. Track Your Stats • The only way to know if you have a positive ROI is if you track your progress. • What to do: ▪ Make sure Google Analytics and your Facebook Pixel are set up properly • Setup your goals and ecommerce funnels. ▪ Use UTMs to monitor the source of your traffic.
176. Urchin Tracking Module is a simple code that you can attach to a custom URL in order to track a source, medium, and campaign name. This enables Google Analytics to tell you where searchers came from as well as what campaign directed them to you
178. Example of quality stat tracking
179. 1. Set Goals 2. Strategize 3. Execute 4. Analyze and Pivot Overall Methodology
180. Part 3 Case Studies
181. Part 3 Case Studies
182. Remember that the customer journey is not linear...
183. 1. Segment your data 2. Create strategic content 3. Maintain and execute a consistent social engagement 4. Create targeted and integrated email, social marketing, and retargeting campaigns 5. Find new lookalike potential customers 6. Track your stats Actionable Takeaways:
184. Questions?
185. 185 MODEL OF CUSTOMER PROGRESSION DISCOVERY • Search engine • Word of mouth • Advertisement • Social Media • Wine List ENGAGEMENT • Visits website • Visits tasting room • Social Media • Mobile ACQUISITION • Purchases wine online • Buys wine in tasting room • Joins wine club LOYALTY/LOVE • Email communication • Facebook shares • Special events • Ratings D E A L
186. 186 The Art of Engagement ENGAGEMENT • Visits website •Visits tasting room •Calls winery • Social Media • Mobile
187. 187 What’s the Difference Between Good & Bad? GREAT AD TERRIBLE WEBSITE
188. 188 Engagement is about “What’s in it for me?” ie: The consumer
189. 189 Engagement: Online Shopping Experiences Sources: KJ.com, LaCrema.com, Lindemans.com and UnderdogWine.com
190. 190 Lifestyle Source: www.kj.com
191. 191 Classic
192. 192 Aspirational
193. 193 Contemporary
194. 194 Inspirational Kosta Browne
195. 195 Mystical
196. 196 Think “making a difference in people’s lives”! ✔ Videos ✔ Blogs ✔ Recipes ✔ Special offers ✔ Invitations to special events ✔ Charitable causes ✔ Downloadable relevant content ✔ Gamification ✔ Sharable experiences Online Engagement Tools – Build Relationships
199. 199 Final Words on Engagement… “Don’t just focus on your product. Think about who your customers are, what they care about, and where they hang out. Embracing and engaging with your customers means understanding them, their needs and desires. The goal is to become part of your customers’ everyday lives, not just a company at the other end of a financial transaction.” Jacek Blout, Blogger
200. 200 So What’s New?
201. 201 Visual Communication: The Next Step in Marketing If you haven't already heard, visuals can play a big part in boosting the performance of your marketing messages.
202. 202 Facebook predicts all video and no text by 2021...
203. 203 Global Online Video Viewing and Ad Spending Forecast Daily minutes spent watching online videos Advertising spend on online video
206. 206 Don’t be preoccupied with perfection, be real
207. 207 FIVE THINGS TO CONSIDER 1. 33% of viewers will stop watching a video after 30 seconds, 45% by one minute, and 60% by two minutes. (Ad Age) 2. 85% of Facebook videos are watched without sound, while 60% of Instagram Stories are watched with the sound on. (Instagram) 3. Social video gets shared 1200% more than text and images combined. (Wordstream) 4. 92% of users watching video on mobile will share it with others. (Wordstream) 5. Emails with video content increase click-through rates (CTR) by 200-300%. (Forbes)
208. 208 So What Else is New?
209. 209 Engagement Experiences
210. 210 Engagement Experiences: Science and Magic
211. 211 Engagement Experiences: Science and Magic
212. 212 Engagement Experiences: Feel It
213. 213 Engagement Experiences: Food and Culture
214. 214 Engagement Experiences: Food and Culture
215. 215 Engagement Experiences: Food and Culture
216. 216 Engagement Experiences: Food and Culture ($$$)
217. 217 Engagement Experiences: Build It and They Will Come
218. 218 And What Else?
219. 219 Virtual Reality
220. 220 Augmented Reality
221. 221 WineryTales
222. 222 Tell your story + tell it well (the magic is 15%)
223. 223 Questions?
224. 224 D-E-A-L Model of Customer Progression
225. 225 MODEL OF CUSTOMER PROGRESSION DISCOVERY • Search engine • Word of mouth • Advertisement • Social Media • Wine List ENGAGEMENT • Visits website • Visits tasting room • Social Media • Mobile ACQUISITION • Purchases wine online • Buys wine in tasting room • Joins wine club LOYALTY/LOVE • Email communication • Facebook shares • Special events • Ratings D E A L
226. 226 Remember, the journey is non-linear
227. 227 ANOTHER QUESTION FOR THE DAY: How do you I measure success?
228. 228 The Results Speak for Themselves ACQUISITION • Signs up for Newsletter/Blog • Purchases wine online • Buys wine in tasting room • Joins wine club • Signs up for wine event • Purchases from catalog or telephone driven by email
229. 229 Web Analytics: Customer Preferences
230. 230 23 The Results Speak for Themselves – Google Analytics
231. 231 There is a difference between knowing what stats mean and knowing which stats are meaningful. It all comes down to one thing: Does the metric help you make decisions? Final Word on Analytics
232. 232 Customer Acquisition • Acquisition – Where do you get traffic from? • Behavior – What are visitors doing on your website? – How engaged are they? – What content is most interesting to them? • Outcome – What is the result of their visit? (purchase, signup) – What is the per visit value of a traffic source?
233. 233 • Wine club signup – Most traditional tasting room business model • Newsletter signup form – Critical best practices – Let’s discuss • Email Campaigns – Critical best practices – Let’s discuss • Telesales – Very effective when tied to click-to-call email digital campaign • Direct Mail, Catalog – Can still be effective; can drive ecommerce conversions • Social media, events, other – Use your imagination; can drive ecommerce conversion Customer Acquisition
234. 234 Please read my blog:https://bit.ly/2l93rVS
235. 235 “In today’s world, the concept of winery wine clubs must change and evolve, but the importance of continuity programs and relationship annuities lives on.” Ron Scharman Blog The Future
236. 236 Rob McMillan SVB Blog March 2017 http://bit.ly/2nQHeeC “If wineries insist that clubs can only be built from people visiting the tasting room, you are purposefully ignoring the other 99% of the population that won’t ever visit your tasting room.” The Future
237. 237 • Wine club signup – Most traditional tasting room business model • Newsletter signup form – Critical best practices – Let’s discuss • Email Campaigns – Critical best practices – Let’s discuss • Telesales – Very effective when tied to click-to-call email digital campaign • Direct Mail, Catalog – Can still be effective; can drive ecommerce conversions • Social media, events, other – Use your imagination; can drive ecommerce conversion Customer Acquisition
238. 238 Newsletter Best Practices – Make It Easy! 1 - 5 1. Your registration form should request the user’s email and as little else as possible. 2. Present the opportunity to sign up on every page on your site, and in the same spot. 3. Try to show an actual sign-up form on each page instead of just a link. 4. A one-time pop-up requesting visitors to sign up is okay. 5. Include a link to your Privacy Policy as close to the form as possible.
239. 239 Newsletter Best Practices – Make It Easy! 6 - 10 6. Include an example of what your customers are signing up for. 7. Present a clear confirmation after your customer signs up. 8. Wait until AFTER the initial sign-up to ask more detailed questions. 9. Send an email confirming the user’s registration. 10. Consider a discount code for a future purchase in the Confirmation Email.
240. 240 Newsletter Signups - Good
241. 241 Acknowledge and Reward
242. 242 If you want someone to sign up for your newsletter, make it easy. Do not: 1. Hide your newsletter link 2. Ask for huge amounts of information 3. Demand more information after the user submitted what was asked for. 4. Force customers to enter all their information all over again if they make a mistake in one particular field 5. Forget about thanking them for subscribing Newsletter Signups - Difficult
243. 243 Newsletter Signups - Not So Good
244. 244 • Wine club signup – Most traditional tasting room business model – Let’s discuss • Newsletter signup form – Critical best practices – Let’s discuss • Email Campaigns – Critical best practices – Let’s discuss • Telesales • Direct Mail, Catalog – Can still be effective; can drive ecommerce conversions • Social media, events, other Customer Acquisition
245. 245 Email Marketing for Success
246. 246 Email Still Rules: How Money is Spent vs. ROI *Source: Direct Marketing Association 2018
247. 247 Some Basic Terminology Opening Rate = Total Opens / # Recipients Click through Rate = Total Clicks / # Recipients Click to Open Rate = Total Clicks / Total Opens** Cost per Click = Total Cost / Total Clicks Conversion Rate = Total Conversions / Total Visits Average Order Value (AOV) = Total Value / Total Conversions Cost Per Email Acquisition (CPA) = Total Spend / Total Conversions Return on Investment (ROI) = (Total Value / Total Spend) - 1
248. 248 Important Email Metrics: Performance Benchmarks A Good Open Rate 15 - 30%** A Good Click To Open Rate 15 – 30% **Wine Club Can Be Higher
249. 249 Important Point of Clarity ⮚ Open Rate is just a measure of the subject line and time of day. ⮚ Click to Open Rate is a measure of the effectiveness of the actual content of the email. Please Note: Many ESP’s use Click Rate (# Clicks / Total Recipients)instead of Click to Open Rate. Make sure you are using the right metric.
250. 250 Volume vs. Conversion Wine Club Red Whit e Cart Abandonment • Low volume • High conversion Browse & Process Abandonment • High volume • Lower conversion { {
251. 251 Making Sense of the Types of Marketing Emails Typically branded affair, less personalized, predictable cadence. Triggered by a purchase, shipment, download, or registration (simply a confirmation) Triggered by pages viewed, emails opened, cart value, buttons clicked, video played, downloads. Triggered by # of days that have passed since a strategically important action (e.g. last purchase) Newsletters Transactional Behavioral Lifecycle
252. 252 Email Marketing 1 - 5 "Think of how you can make the user love your mails rather than how to land in the Inbox." 1. Know your audience 2. Find Out What Subscribers Want and Honor and Deliver on That 3. Have a clear value proposition for subscribers and customers 4. Don’t just batch and blast – segment your list and use preferenc- based marketing data 5. Think “responsively” – make sure your emails are mobile optimized
253. 253 "Think of how you can make the user love your mails rather than how to land in the Inbox." 6. Test different types of content and promos to see what generates the best engagement rates 7. Look beyond opens and clicks to measure success – spam complaints, unsubscribes, etc. 8. Test your promos carefully before blasting away 9. Use designated landing pages or guide customers to relevant product pages 10.Use an email marketing platform that guarantees high deliverability rates Email Marketing 6 - 10
254. 254 Ideas to Consider
255. 255 Less is More
256. 256 Mobile-friendly
257. 257 Not Mobile-friendly
258. 258 Hall Winery – Great Execution with Retargeting 1st Image Scroll Scroll
259. 259 A-B Testing
260. 260 Browser Compatibility Does your email look beautiful everywhere? Litmus software lets you preview your campaigns across 40+ real email clients and devices in minutes. It makes email testing easy.
261. 261 • Make each email personalized to address the winery customer. • Examples – Use first name in greeting/offer – Reference customer state in shipping offer – Reference customer purchase history – Birthday or other special occasion emails Personalization
262. 262 ReachMail 2017 + Social Media Marketing
263. 263 The Changing of the Guard and What It Means for You
264. 264 *Source: Etail and Critio, Trends in Digital Retail Report 2018
265. 265 • Largest Web-based email service in the world • 1.2BB Users • 20% of the World Market • 68.4% of incoming email messages are promotional • 75% of Gmail users open their email on a mobile device. • Has become the standard bearer for ad supported, consumer email services. DMR Business Statistics August 2018 Gmail achieves world domination
266. 266 Current World of Gmail
267. 267 • Clean your data • Use “Headline Analyzer” or similar software to test headlines • Stop using the word “Free”, all caps, colored fonts, etc. • Try sending text format emails vs images. • Go light on imagery, links, and heavy content. • Provide a clear unsubscribe option • New – Test using emojis in subject lines … So what do I do now?
268. 268 Please read my blog from February 2020 https://bit.ly/38t637D WHAT’S THE VALUE OF AN EMAIL? HERE’S HOW TO CALCULATE THE $ VALUE
269. 269 Loyalty Coefficient
270. 270 Key Metric Benchmarks Annual Campaign 2X Emails per Month Emails Sent 1,000 24,000 Delivery Rate >95% Emails Delivered(Assume) 1,000 24,000 Open Rate >30% Opens 300 7,200 Click To Open Rate >20% Clicks 60 1,440 Conversion Rate >5% Orders 3 72 1,440 clicks x 5% conversion = 72 sales x $200 avg. sale = $14,400 sales = $14.40 per email annual value Winery Email ROI
271. 271 • Your net revenue for the year equals $14,400/1,000 emails, or $14.40 per email subscriber. • Assuming an average 3 year tenure for an email subscriber (LTV), net revenue jumps to $42.40. • Discount LTV by weighted average of Loyalty Coefficient. • Does not include value of email for promoting winery and offsite tasting events, etc. Let’s Summarize
272. 272 Questions?
273. 273 MODEL OF CUSTOMER PROGRESSION DISCOVERY • Search engine • Word of mouth • Advertisement • Social Media • Wine List ENGAGEMENT • Visits website • Visits tasting room • Social Media • Mobile ACQUISITION • Purchases wine online • Buys wine in tasting room • Joins wine club LOYALTY/LOVE • Email communication • Facebook shares • Special events • Ratings D E A L
274. 274 LOYALTY/LOVE • Email communication • Join Wine Club • Newsletter/Blog • Facebook shares • Special events • Ratings • Imagination Tell Me You Love Me
275. 275 Retention: The Heart of the Matter AT THE CORE OF DIGITAL RETENTION: USERS CAN LEAVE YOUR BRAND FOR SOMEONE ELSE. ALWAYS REMIND CUSTOMERS WHY THEY FELL IN LOVE WITH YOU IN THE FIRST PLACE
276. 276 Retention Defined Actions a company takes so that their existing customers continue buying the services and products offered by that company in the future.
277. 277 Loyalty is About Growth Loyalty and loyalty marketing programs work to transform a customer’s positive interactions with a winery into positive outcomes for the customer on an ongoing basis. They recognize the right behaviors and result in a higher value customer for the winery and higher value experience for the customer. Think rewards points, wine club member discounts… Retention vs. Loyalty
278. 278 Retention is About Decline Retention is about the preservation, rather than growth of a customer. Retention campaigns are focused on a positive indication that this customer is on their way out the door. It’s no longer about growth or what could be, it’s about knowing what is about to happen to your customer and doing something about it. Retention vs. Loyalty
279. 279 Examples of Retention Tactics Email Email a digital gift card to wine club members still on the books after 12 months and 24 months MailChimp, Constant Contact New products or service announcements, curated content, member only special events Social/Blog Retargeting Sale events, targeting all traffic or purchasers only Facebook, Twitter, Wordpress Facebook, AdRoll
280. 280 You Should Do Both Retention and Loyalty are two different types of marketing campaigns. You need both campaigns working in tandem as part of the ongoing customer conversations. Without these campaigns, businesses miss critical communication points that could result in bigger returns and longlasting relationships. Retention vs. Loyalty
281. 281 Remember Reciprocity?
282. 282 So Where Does Loyalty Begin?
283. 283 Hopefully It Starts With: “You had me at hello…”
285. 285 And Delighting Customers Make Me Feel Special
286. 286 The DNA of Customer Loyalty The three results that reflect the general components of customer “emotional” loyalty programs are: • Retention – keeping customers • Advocacy – getting new customers through recommendation • Lifetime Value – increasing spend and frequency from existing customers
287. 287 Emotional loyalty demands: 1) Consistency across channels 2) Relevant and timely promotions 3) Customer intimacy; and 4) A real excite and delight element built on top of a standard “I’ve got great wine to sell at a good price” story. The DNA of Customer Loyalty
288. 288 Delight Customers • Wine club discounts • Wine club special offerings • Club member events • Loyalty bonuses • Special access • The Unexpected
289. 289 LOVE IS SHARING WITH OTHERS
290. 290 Get Social - Build Your Brand Advocacy
291. 291 Whether a customer buys wine in your tasting room, or on your website, their information flows to one central location. Tangible benefits: ✓ Full purchase history in one system ✓ Segmenting customers for marketing ✓ Customer can access their profile online ✓ Access customer information from anywhere ✓ One central customer record shared across multiple systems Tasting room Wine club Website Customer Relationship Loyalty: One Customer, One Database
292. 292 CRM: Customer Relationship Management
293. 293 CRM – Customer Relationship Management Simply put, CRM is putting customers at the heart of a business. Today it is more important than ever to build better relationships with customers as, in this day and age of social media, they now talk to ???? people at a time. With the support of technology, the goal of CRM is to have a 360-degree view of the customer which will enable you to improve the quality and satisfaction of each customer interaction and maximize the profitability of customer relationships.
294. 294 360-Degree View of Your Customer Information about your members collected at each touch point outside your website should be attached to the member profile record, creating a complete view of your customer.
295. 295 Know Thy Customer What kind of relationship do you want to build with your target audience?
296. 296 1. How do you define your target audience (age-group, gender, education, income, likings, ethnicity, lifestyle etc) and where majority of them live? 2. Who are your best customer types in terms of revenue generated and why? 3. What are the desires and expectations of your target audience? 4. What is the level of product use? Are your customers loyal to you? 5. What are the most common objections raised by your customers? 6. Who are the actual decision makers (who has the final say)? Know Thy Customer
297. 297 Filter and Segment Data • CRM tools filter and segment data. • The first step to understanding how to market and sell to your customers and prospects is to first build custom fields to segment by preferences, buying habits and behaviors. • Filtering tools are used to create custom marketing lists so that the right message is delivered to the right customer at the right time.
298. 298 Email List Segmentation • Content is Primary • Segmentation comes next – Varietal preferences (Special offer on Reds) – Locals (Come to our next event) – Order history (We’ve missed you) – Club join date (One year anniversary together) – Credit card set to expire (Update your profile)
299. 299 Manage Member Data • The integrity of your member data is the key to successful CRM. • Member maintenance tools allow you to consolidate duplicate member records, keeping your data clean and accurate. • Match your potentially duplicated member records, then merge the suggested matches, consolidating address, payment and order history. • Clean data is useful data. Find duplicate data and merge records.
300. 300 Final Thoughts Things to consider in your DTC marketing strategy: • What makes you different or your story compelling? • How do you deliver the message to visitors in person or digital? • Why should they care? • What is your plan for building and maintaining customer loyalty?
301. 301 Tell your story + tell it well (the magic is 15%)
302. 302 Questions?