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?
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.
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
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
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.
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
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 “ ”
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
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
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.
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
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!
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
together, enabling marketers to continuously engage with consumers as they move through an increasingly non-linear sales funnel.” And Don’t Forget Mobile
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!
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
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).
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
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
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.
month • More than 702 reviews • TripAdvisor offers a wide range of marketing opportunities, advertising and content solutions Heavy Traffic TRIPADVISOR – TOP 5
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
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
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
- 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
search term(s). •Organic SERP Listings - These are the "natural" listings. •Paid SERP Listings - These are sponsored advertisements SERP Basics – 3 Key Components
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.
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.
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
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
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
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
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
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
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.
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.
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
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.
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
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:
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
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
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)
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
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
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?
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
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
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
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.
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.
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
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
# 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
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.
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
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
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
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
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
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?
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
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
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
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
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
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
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
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
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
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.
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
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.
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)
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.
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?
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