and FlyWithWine • Instructor, SSU Wine Business Institute – 4 Years • Previously 2 years as COO of Chatterbox Wine Marketing Services and VinoVisit.com • Previously 7 years as President of eWinery Solutions • Previously 2 years as COO of New Vine Logistics • Previously 4 years as 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?
present, future overview of digital marketing • Analyze the DTC digital ecosystem • Learn about Omni-Channel digital marketing • Explore the D-E-A-L model of customer progression to Connect/Collect/Convert customers and prospects • Discuss web, mobile, social, email and other DTC digital marketing strategies and tactics • Break out customer retention, loyalty and engagement strategies • Dive in to customer relationship management (CRM) • Learn how to build an effective digital marketing plan and budget
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.
out of 50 have some provision for winery direct shipping to consumers (95% of consumer markets) • Importers and internet retailers are restricted to fewer states, depending on method of shipment and licenses held.
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, 2013
shopping cart that follows them on their customer journey THAT MEANS through multiple touchpoints – instore, online or on the move – so that customers have a seamless experience. Omni- Channel Retail Direct to Consumer Retailers Direct Sales Marketing Wine Club Events eCommerce
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
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.
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
Strong branding is key Include rich content Use the tools built into your website to improve your SEO Gather data and market smart Go Mobile!
• 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
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 And Don’t Forget Mobile
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).
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 Bricks & Mortar Source: www.tripadvisor.com, Ram’s Gate Winery
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 Bricks & Mortar Source: www.tripadvisor.com, Ram’s Gate Winery
writing reviews • Opportunities to connect directly with customers • Helps search engines find you and increases ranking • 90% of local searches = purchase or visit
visitors to the Yelp website each month. • 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.
84 million members, and more than 350 million reviews • More than 340 million travelers visit TripAdvisor each month • TripAdvisor offers a wide range of marketing opportunities, advertising and content solutions
searches per second worldwide • Put another way, it’s at 100 Billion per month, 1.17 Billion unique users per month • 75.2% of all searches in U.S. on Google • 89.2% of all mobile search in U.S. on Google
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 Bricks & Mortar Source: www.tripadvisor.com, Ram’s Gate Winery
Adults in U.S. • 14% High Frequency Drinkers • = 33 Million HF Drinkers • 24% Occasional Drinker • = 56 Million Occasional Drinkers • Total = 89 Million Prospects *Wine Market Council – 2016 High Frequency Wine Consumer Study
of Business Development and Social Media, Astra Digital Marketing Services • Currently lead a team responsible for customer acquisition, engagement, and conversion on website, social media, and blog platforms • 9 Years in Wine Tourism Media Communications • 100% Foamer! • Every occasion should be started with bubbles!!! • My band – HighNoon – Is playing at the Napa Valley Film Festival!
is critical to know your audience. Do they want to see pictures? Use Instagram. Do they want behind the scenes video? Use YouTube. *Mistakes Wineries Make – Taking on too many platforms before they are ready. Content takes time to generate. It is much better to master 1-2 platforms than to be mediocre on 5-6.
want to learn most about Facebook: • 95% of marketers are using Facebook • 73% plan to use video and FB Live • 68% want to learn more about it • 62% plan on increasing Facebook activities • 55% of marketers Facebook is the most important • 35% don’t know if their ads are effective
strategy is only effective if the content is compelling. The content may be the same but should be delivered differently depending on the platform. (Ex - #WineWednesday) Relevant on Twitter and Instagram, but almost considered a nuisance on Facebook.
Take the necessary time to organize and plan content. Many businesses start well but fail to remain consistent. If the content delivery slows, becomes sporadic or stops, your social media strategy becomes stale and your audience will too. Good Tools: 1.A Simple Content Posting Calendar 2.Automated Posting/Monitoring Services
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.
Social media platforms and automated services are not always perfect. Follow up posts by double- checking that the message(s) intended for that day on the platform it was intended for. Verify that the links contained actually work. Take note of the amount of time it takes to load images and videos. Also, record any comments that are generated by a particular post. This will give you immediate feedback as to what might be working.
WANTED ANSWERED? • What social tactics are most effective? • What are the best ways to engage my audience on social media? • How do I measure return on my social marketing?
Sales • Goal – Sell tickets to event “Food and wine pairing event” and sell wine with discounts • Timeline – 3 Weeks • Segmented Call to Action: –Wine club member discount –General public offer
• Goal – Gain New Email List Members and Drive Traffic to BottleRock Site • Timeline – 3 Weeks • Call to Action – Ticket Giveaway • Segmented Call to Action: –SF Bay Area targeted offer –Rest of Nation offer
Sales • Goal – Sell wine to current purchasers and generate new purchasers • Timeline – 2 Days • Call to Action – One Day Sale • Segmented Call to Action: –All previous purchasers got inclusive shipping –All others did not get shipping included
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
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
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.
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.
T0 Attract More Visitors In order to rank well in the local search results, you need a two things. A verified Google+ Local page for your business. www.Google.com/places. Multiple NAP (name, address, phone) listings on site like citysearch.com, yp.com, hotfrog.com and others. For a more complete list of sources to get business citations, visit Getlisted.
– Top 5 Things 1. Expand company profiles on both local and national travel and tourism sites like Trip Advisor, Fodors, Wine Travel Guides, Virtual Tourist, and Lonely Planet, and reservation sites like Cellarpass and VinoVisit. 2. Encourage visitors and fans to leave reviews at Trip Advisor, Yelp, Google+, Facebook, etc. 3. Create useful and usable website content that includes resources, things to do, local knowledge, and popular destinations near your winery. 4. Claim your Google+ Local page. 5. Contribute guest blog posts on travel blogs and websites to increase exposure from new audiences.
“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
to Cisco Systems, up to 82% of all consumer web traffic will be video by 2020. • According to Facebook, the News Feed will be “mostly video” by 2019. • Current Facebook content with images sees up to a 94% increase in page views versus content without images. • As technology advances, we gravitate towards the mediums that best enable us to share our experiences. • Visuals do that, so it's worth including images and considering the role visuals play in your outreach efforts.
Out In the Future Communicating to the customer has become considerably more challenging as a result of the transformation from word to visual. It’s all about the execution.
engine • Word of mouth • Advertisement • Social Media • Location ENGAGEMENT • Visits website • Visits tasting room • Social Media • Mobile ACQUISITION • Purchases online • Buys in tasting room • Joins wine club • Buys ticket • Signs up newsletter • Signs up wine event LOYALTY/LOVE • Email communication • Facebook shares • Special events • Ratings • Referrals
• Signs up for Newsletter/Blog • Purchases wine online • Buys wine in tasting room • Joins wine club • Buys a ticket • Signs up for wine event • Purchases from catalog or telephone driven by email
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
– 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
http://bit.ly/2nQHeeC The Future “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.”
– 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
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.
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.
Hard 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
– 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
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
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. **Wine Club Can Be Higher
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
of how you can make the user love your mails rather than how to land in the Inbox." • Know your audience • Find Out What Subscribers Want and Honor and Deliver on That • Have a clear value proposition for subscribers and customers • Don’t just batch and blast – segment your list and use preference based marketing data • Think “responsively” – make sure your emails are mobile optimized
of how you can make the user love your mails rather than how to land in the Inbox.“ • Test different types of content and promos to see what generates the best engagement rates • Look beyond opens and clicks to measure success – spam complaints, unsubscribes, etc. • Test your promos carefully before blasting away • Use designated landing pages or guide customers to relevant product pages • Use an email marketing platform that guarantees high deliverability rates
beautiful everywhere? Litmus software lets you preview your campaigns across 40+ real email clients and devices in minutes. It’s make email testing easy.
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
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. Gmail Achieves World Domination DMR Business Statistics August 2017
“Content Dialysis” software to check your content for spam inducing results. Ex. Content Detective • 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?
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.
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
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……..
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.
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
Both Retention and Loyalty are two different types of marketing campaigns. You need both campaigns working in tandem as part of the on-going customer conversations. Without these campaigns, businesses miss critical communication points that could result in bigger returns and long lasting relationships.
three results that reflect the general components of customer “emotional” loyalty programs are: • Retention – keeping customers • Advocacy – getting new customers through recommendation • Life Time Value – increasing spend and frequency from existing customers
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
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
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.
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.
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)?
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.
• 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)
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.
powerful tool for evaluating the effectiveness of your website in getting and keeping user traffic. • Implementing Google Analytics tracking codes on your website helps you gauge the amount of traffic to your site and how consumers behave while visiting your website. • This information from your website appears in your Google Analytics dashboard where you can view this data and use it to optimize your site.
(4 CORE THINGS) 1. OBJECTIVE 2. STRATEGY 3. TACTICS 4. SCHEDULE (*Why*) The over-arching business problem you were tasked with solving (*What*) Your approach, the layer between the business problem, and how exactly you did it. (*How*) The means you took to satisfy your strategy, the actual details of how you executed (*How Much*) Which partners, for how much, and how long.
1. OBJECTIVE (*Why*) The over-arching business problem you were tasked with solving Your objective should be: • Come from a company-wide KPI • Clear • Actionable • Map directly to a company-wide KPI
over-arching business problem you were tasked with solving Increase the number of website visitors and/or conversions Increase the # of email addresses we have in our database Increase visitor traffic/wine club signups at the winery tasting room WHAT MAKES UP A DIGITAL MARKETING PLAN
Clear • Actionable • Map directly to your objective (how are they solving your biz problem?) • The hardest part of a digital media plan. (*What*) Your approach, the layer between the business problem, and how exactly you did it. WHAT MAKES UP A DIGITAL MARKETING PLAN
audience on the social networks they visit most with best selling wines, or other special offers Encourage new site visitors to redeem an introductory offer in exchange for their email address Drive traffic by promoting off-site tasting events and community-oriented events, focusing on Bay Area residents 1. OBJECTIVE 2. STRATEGY Increase the number of website visitors/conversions Increase the # of email addresses we have in our database Increase visitor traffic to the winery tasting room
CAN DO MANY THINGS (DIGITALLY-FOCUSED) BOOK A TASTING BUY WINE JOIN A WINE CLUB POST A REVIEW DOWNLOAD RECIPES RE-ENGAGEMENT SHARES BROWSE - TIME ON SITE VIDEO PLAYS ENTRIES/VOTES
(cost per thousand) CPC (cost per click) Publishers charge you every time: CPL (cost per lead) MOST COMMON (EARLIEST FORM OF PRICING, LEAST RISKY FOR PUBLISHER) INCREASINGLY COMMON (MORE RISK TAKEN ON BY PUBLISHER) RAREST (MOST RISKY FOR PUBLISHER, GENERALLY WILL OWN THE SIGNUP EXPERIENCE) Display/Websites Paid Search Paid Social Lead Gen companies (Lead Genius)
LIKE Inexpensive Average Expensive CPM $1.25 $3.50 $5-$15+ CPC $0.25 $0.50-$0.75 $1.50+ CPL $25 $50 $100+ All these prices completely depend on your site, pricing, and business
(each is an incremental cost) Avg. Untargeted CPC Gender Age Interest Occupation Education Geo $0.35 +$0.25 +$0.25 +$0.30 +$0.25 +$0.15 +$0.45 In other words, a fully loaded CPC would be $2.00
a loss? (spend $10, make $5) Are comfortable acquiring new users & breaking even? (spend $10, make $10) If we break even or lose money now, can we monetize these users in 3, 6, 12 months? How good were we this month at getting our existing customers to come back and spend time on our site? How many new users do you want to acquire, and in what time frame? HINT: “As many as possible ASAP” is not good enough. Be specific. YOUR CHECKLIST FOR RISK & COSTING
Total Cost / Total Clicks Conversion Rate = Total Conversions / Total Visits Average Order Value (AOV) = Total Value / Total Conversions Cost Per Acquisition (CPA) = Total Ad Spend / Total Conversions Return on Investment (ROI) = (Total Value / Total Spend) - 1
HAS THE FOLLOWING CRITERIA: EXAMPLE WORLD’S GREATEST WINES Price $100 Goal ROI 200% Goal New Customers 100 Average Conversion Rate 2.00% Expected Cost Per Click $1.00
Value, and Time Spent for: Our best traffic source Our worst traffic source (with the most visits) Our highest traffic source Do we have appropriate landing pages to make our desired action as simple & easy as possible Are we confident that paid traffic is going to help us do more of the desired action we want Are we maximizing what we are getting out of our organic/free traffic (existing partnerships, search, etc.) YOUR CHECKLIST FOR HOW GOOD YOU ARE
DTC digital 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?