Services 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?
Past, present, future overview of direct to consumer channel • Analyze the DTC channel ecosystem • Learn about Omni-Channel 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 marketing strategies and execution • 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
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.
been the largest wine consuming nation in the world since 2010. • Direct to Consumer (DTC) shipments by US wineries grew at an 8% in 2015, hitting a record $1.97BB (vs +15% growth in 2014). Total volume was 4.3 million cases, up 8.8% over the prior year. This represents 23 consecutive years of volume growth. • 2016 Increase of 17% over 2015 *Data from Wine Institute, Wines&Vines, & ShipCompliant
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
States 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.
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, 2013
THAN STORES…. *Source: U.S. Commerce Dept., Internet Retailer Note: All other retail sales excludes auto dealers, gasoline stations and fuel dealers, and restaurants and bars.
single 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
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
Apps SMS Text Commerce Anywhere Pop Up Virtual Commerce Social Commerce Facebook/Instagram/Twitter Crowdsource In Home POS Mobile POS Kiosk Tasting Room Wine Club Allocation/Mailing List Email
Number of Wine Commerce Business Models Winery Retailer – 9,300+ wineries in North America Internet Retailer – www.wine.com, www.elanvineyards.com(17/20) Discount Internet Retailer – www.wineaccess.com Crowdsourced Production – www.nakedwines.com Marketplace – www.amazon.com Community Member Site – www.winecommune.com Flash Sale/Daily Deal Site – www.winestillsoldout.com Affiliate Marketing Site – www.bottlenotes.com Wine Auction Site – www.winebid.com Cause Marketing Wine Site - www.onehopewine.com Mileage Redemption – www.worldshopmarket.com Loyalty Programs - www.foleyfoodandwinesociety.com
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.
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
STORY ✓ 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!
Consider • Software platform • Compliance Solution • Design/Project Management • Features • Why websites fail to perform Software/Compliance • CMS/Cart Options • Cost • Training/Ease of use • Integrations -ShipCompliant, CRM, Marketing options • Designer considerations, data • User experience, SEO 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 Features • Ease of shopping – “1 Click” • Ease of navigation • Compliance made easy • Rich, relevant content –SEO • Multiple data capture opportunities • Promotional marketing tools Design • Designer/template • Site Map/Navigation • Wire frames/sketches • Functionality testing • Brand relevance • User Experience
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
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!
Search engine • Word of mouth • Advertisement • Social Media 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
grow your customer base? Inbound Marketing is a system that allows interested buyers to actually FIND YOU via a combination of: ✓ Content Marketing ✓ Search Engine Optimization ✓ Social Media ✓ Lead Generation & Nurturing Discovery: Getting Found
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).
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 Bricks & Mortar Source: www.tripadvisor.com, Ram’s Gate Winery
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 Bricks & Mortar Source: www.tripadvisor.com, Ram’s Gate Winery
already writing reviews • Opportunities to connect directly with customers • Helps search engines find you and increases ranking • 90% of local searches = purchase or visit
million 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.
than 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
Million 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
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 Bricks & Mortar Source: www.tripadvisor.com, Ram’s Gate Winery
Million 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
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 • 8 Years in Wine Tourism Media Communications • 100% Foamer! • No Occasion is Started Properly Unless With Bubbles!
It 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.
still 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
A 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.
Content 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
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.
Stats 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.
MARKETERS 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?
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
This is the thing a searcher types in. In the example above, someone is looking for information or products relating to Apple computers. •Organic SERP Listings - These are the "natural" listings. To produce these results, Google uses a series of metrics to ensure that your site is relevant. To have your site show here, you have to effectively "score well" on that algorithmic test. •Paid SERP Listings - These are advertisements, or "sponsored links." You can have your ad displayed here by launching a pay- per-click search campaign, and by ensuring that your maximum CPC bids and Quality Score allow you to secure a high enough ad position for the keyword you're targeting. SERP Basics – 3 Key Components
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.
• Research Key words • Organize (group) the keywords • Manage your SEO workflow • Manage your Ad Words workflow • Act on the analytics • Observe the results • Repeat!
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.
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.
5 Things 1. Expand company profiles on both local and national travel and tourism sites like Fodors, Wine Travel Guides, Virtual Tourist, and Lonely Planet. 2. Encourage visitors and fans to leave reviews at Trip Advisor, Zagat, Google+, Facebook. 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.
Search engine • Word of mouth • Advertisement • Social Media 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
potential customer ✓ Collect email addresses ✓ Personally invite to Tasting Room Events and Winemaker Dinners ✓ Welcome “Check ins” via FourSquare, Facebook ✓ Promote reviews of your business (Yelp, TripAdvisor) and wines (Cellartracker) ✓ Communicate Club benefits and incentives ✓ Convey your winery’s story ✓ Don’t be afraid to ask for the sale Engagement: Build Relationships
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
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.
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.
Search engine • Word of mouth • Advertisement • Social Media 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
• 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
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
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?
– 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 – With click-to-call email digital campaign • Direct Mail, Catalog – Can still be effective; can drive ecommerce conversions • Social media, events, other
– 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 – With click-to-call email digital campaign – Let’s discuss • Direct Mail, Catalog – Can still be effective; can drive ecommerce conversions • Social media, events, other
• Minimum 6 bottles per year • You choose the wines you wish to receive (increments of 3 bottles) • 1 year commitment • Additional orders do not count toward your annual allocation
– 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
– Most traditional tasting room business model Newsletter signup form – Critical best practices – • 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
recent consumer marketing data by ExactTarget (a Salesforce company), most large companies outside the wine industry still view email marketing as a better return on investment. • Better than SEM, content marketing, social media, offline direct marketing, affiliate marketing, online display advertising, and mobile marketing. • Success in this channel starts with higher deliverability and conversion rates that lead to greater profitable wine sales.
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
Landing pages It’s critical that your customer arrives at a specific landing page that is responsive in design, and that streamlines their path to purchase. And regardless of device or operating system.
the world • Has become the standard bearer for ad supported, consumer email services. • Currently has more than 600 Million users worldwide.* • Adding more than 1 Million new users per week.* • 66% of Gmail users open their email on a mobile device. ** • One Billion people have downloaded the Gmail Android App as of 2015.*** * Quora 2015 **Mashable 2015 ***Digital Trends 2015 Gmail Achieves World Domination
“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?
Owner: “Hi Ron: I appreciate you bringing this issue to my attention. Apparently, our team is not aware of the compliance infraction nor the potential downside. I will discuss it with everyone and moving forward avoid doing this again in the future.”
abandonment — when shoppers put items in their online shopping carts, but then leave before completing the purchase — is the bane of the online retail industry, and that includes the wine industry.” BusinessInsider.com
worth of merchandise will be abandoned in online shopping carts this year = approximately 68% of all shopping cart transactions • 63% of these are potentially recoverable, according to BI Intelligence. • Shopping cart abandonment continues to increase as more consumers shift to online and mobile shopping. BusinessInsider.com
cart does not automatically translate to a “lost sale”. • Three-fourths of shoppers who abandon shopping carts say they plan to return to the retailer’s website or store to make a purchase. • Initial emails, sent 1 - 3 hours after a consumer abandons a cart, average a 40% open rate, and 20% click through, according to Listrak. • You can expect up to a 20% recovery rate on abandoned carts with a well executed retargeting program BusinessInsider.com
fast – 50% of carts are typically recovered in the first few hours after abandonment. • Produce a series – typically 3 emails over a 7 day period. • Stage your incentives for returning – increase the discount or other incentives through the series of emails. • Segment and test different creative, subject lines, offers, calls to action, and messaging to see what works best. • Appreciate the value of an email address – no recovery possible without it.
Search engine • Word of mouth • Advertisement • Social Media 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
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.
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.
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
experience we are so very carefully cultivating stops at delivery. We don’t need to accept that. I think we can extend that luxury experience and fill the gap.” Jason Eckenroth Founder/CEO ShipCompliant
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
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.
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.
Your customer strategy identifies the customers the organization intends to serve and articulates the desired customer experience to be delivered. 2. Process. Business processes are comprised of the practices associated with major customer facing business functions in the organization. For example, marketing, eCommerce, wine club, hospitality, customer service, and field service. 3. Technology. Your technology environment plays an important role in enabling the CRM business processes and is comprised of customer analytics, customer data management, and technology infrastructure. 4. People. How people are organized and led has a large role in determining success with CRM. You must pay attention to the organization’s corporate culture, leadership practices, collaboration methods, training programs, and performance measurement approaches.
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 generation and why? 3. What kind of relationship you want to build with your target audience? 4. What are the desires and expectations of your target audience? 5. What is the level of product use? Are your customers loyal to you? 6. What are the most common objections raised by your customers? 7. Who are the actual decision makers (who has the final say)?
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.
data should not be limited to just online sales and wine club members. • As the direct to consumer sales channel grows customers are finding more and more touch points to interact with wineries or wine brands. • Information about your members that is collected at these touch points outside your website is easily fed into the member profile creating a complete detailed profile of each of your customers preferences.
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)
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.
Tap into real-time critical business data to increase your ROI on sales and marketing initiatives. • Business intelligence reporting delivers key point-of-sale, ecommerce, club member, inventory, CRM, and telesales information on-demand, with responsive mobile ready reporting capabilities.
a 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.
of the Datarati. “Big data” is one of the most over-used and over-hyped words in 2016. While much of it is hype, what is not are companies’ continued focus on data analysis. Companies continue to invest in measuring social media, understanding customer value and modeling customer behavior. If you do not use your data to talk to your customers, others will.
PLAN (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.
PLAN 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
PLAN EXAMPLES OF OBJECTIVES: 1. OBJECTIVE (*Why*) The 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
PLAN 2. STRATEGY Your strategies should be: • 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.
demographic 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
IT 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
CPM (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)
LOOK 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
Additions (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
RIGHT FOR YOU ROI VOLUME • You are looking to acquire as many new customers as possible in an effort to gain traction and grow wine brand awareness. • Or you are have fewer metric constraints (spending our budget is more important than measuring it!) • This strategy means being comfortable with a higher cost per acquisition in exchange.
• Looking to maintain the best profit margin possible, • You are much more metrics-driven, or potentially cash-strapped. • This strategy comfortable with simply acquiring less new customers.
at 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
– Most traditional tasting room business model • Digital and Social Marketing • Email Campaigns • Telesales • Direct Mail, Catalog – Can still be effective; can drive ecommerce conversions • Social media, events, other
THAT HAS THE FOLLOWING CRITERIA: EXAMPLE WORLD’S GREATEST WINES Price $100 Goal ROI 200% Goal New Customers 1,000 Average Conversion Rate 2.00% Expected Cost Per Click $1.00
Order 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 WE ARE
– Most traditional tasting room business model • Digital and Social Marketing • Email Campaigns • Telesales • Direct Mail, Catalog – Can still be effective; can drive ecommerce conversions • Social media, events, other
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.
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?
Project” Constellation Brands released in 2014 the results of a comprehensive study identifying six segments of wine drinkers based on their purchase behavior, motivations and preferences. The study follows up on a similar study conducted ten years ago. Please read the article on the study in Wine Business Daily: http://www.winebusiness.com/news/?go=getArticle&dataid=134683
of Today's Wine Consumers Consumer Segment - Consumer Profiles Price Driven (21% of consumers) • I believe you can buy good wine without spending a lot • So price is a top consideration Everyday Loyals (20% of consumers) • Wine drinking is part of my regular routine • When I find a brand I like, I stick with it Overwhelmed (19% of consumers) • I drink wine, but it does not play an important role in my life • I don’t enjoy shopping for wine, and find it complex and overwhelming Image Seekers (18% of consumers) •How others perceive me is important •I want to live a life that impresses others •I want to make sure the wine I choose says the right thing about me Engaged Newcomers (12% of consumers) •I'm young and new to an intimidating category •Wine is a big part of the socializing I do •I’m interested in learning more Enthusiasts (10% of consumers) • I love everything about the wine experience • I love researching purchases, reading reviews, shipping, discussing, drinking, sharing with others
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