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WMTC17: Digital Marketing for the Wine Industry

Zephyr Conferences
November 06, 2017
100

WMTC17: Digital Marketing for the Wine Industry

We all know digital marketing has been the focus of the marketing world for the past decade. Digital marketing tends to be more trackable than traditional advertising and can often be more easily tailored to a specific audience. But most companies in the wine industry still question their own practices: Are we engaging in the right forms of digital marketing in the right way? In this three-hour workshop, experts Ron Scharman and Ryan Neergaard from Astra Digital Marketing Services will cover all aspects of direct-to-consumer digital marketing from a wine industry perspective. At the conclusion of this workshop, participants will be able to:

Understand how direct-to-consumer digital marketing plays an integral role as part of a your overall omni-channel marketing strategy.
Recommend strategies for building customer engagement, retention, and loyalty for existing customers and prospects through digital marketing.
Develop a DTC digital marketing strategy and budget to integrate into an overall marketing plan
Effectively communicate with customers through all digital channels including web, email, mobile, and social media marketing.
Have an understanding of the key marketing concepts of content marketing, SEO/SEM, digital advertising, CRM, and other related topics

Zephyr Conferences

November 06, 2017
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Transcript

  1. 1 Digital Marketing Presented by Ron Scharman, CEO Digital Marketing

    for the Wine Industry November 6, 2017 Winery Marketing and Tourism Conference
  2. 3 Digital Marketing • Currently CEO Astra Digital Marketing 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?
  3. 5 Digital Marketing Where are we headed today? • Past,

    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
  4. 7 Digital Marketing QUESTION FOR THE DAY: How do we

    sell a 3-dimensional story in a 2-dimensional world?
  5. 8 Digital Marketing 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.
  6. 10 Digital Marketing 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
  7. 12 Digital Marketing GROWTH STATS The consumer direct channel of

    the wine industry is the fastest growing and most profitable channel. Do you have all the digital tools necessary to be successful and ride the wave?
  8. 13 Digital Marketing WINE INSTITUTE LATEST UPDATE • 44 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.
  9. 14 BUS-843W-101-17-SP Wine eCommerce The evolution from early 2000’s to

    present day, “personal computing” has changed 10 fold. What’s changed? Bigger, More Complex Sites 2003 2015 2007 2016 Amazon Dash/Echo Dot
  10. 16 Digital Marketing 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, 2013
  11. 20 Digital Marketing THE WEB HAS BEEN GROWING FASTER THAN

    STORES…. *Source: UPS 2016 Annual Survey
  12. 23 Digital Marketing People have transformed how they live, work,

    shop, and buy. Businesses need to adapt…….
  13. 25 Digital Marketing OMNI-CHANNEL RETAIL Today’s shoppers expect a 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
  14. 26 Digital Marketing Remember That the Journey is Non-Linear Find

    the customer where they want to be found…
  15. 27 Digital Marketing 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
  16. 28 Digital Marketing 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.
  17. 29 Digital Marketing Fundamental Question Digital marketing helps answer very

    common questions & business problems, such as: “What’s our growth strategy?” “Organic growth has slowed…” “What can we be doing online…?”
  18. 30 Digital Marketing 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
  19. 32 Digital Marketing 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…………
  20. 38 Digital Marketing Why Wineries Fail at eCommerce Merchants at

    heart, who won’t play the part Read my Blog at http://bit.ly/2fFbFV4
  21. 39 Digital Marketing 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.
  22. 40 Digital Marketing Bottom Line “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
  23. 41 Digital Marketing USING YOUR WEBSITE TO TELL YOUR 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!
  24. 43 Digital Marketing Understanding Where I Have Been and Where

    I am Going. What am I Trying to Achieve With My Online Presence?
  25. 44 Digital Marketing 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)
  26. 47 Digital Marketing 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
  27. 48 Digital Marketing 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 And Don’t Forget Mobile
  28. 51 Digital Marketing MODEL OF CUSTOMER PROGRESSION DISCOVERY • Search

    engine • Ratings • Word of mouth • Advertisement • Social Media • Location ENGAGEMENT • Visits website • Apps • Visits tasting room • Social Media • Mobile ACQUISITION • Purchases wine online • Buys wine in tasting room • Joins wine club • Buy a ticket LOYALTY/LOVE • Email communication • Facebook shares • Special events • Ratings • Referrals
  29. 52 Digital Marketing The Science of Discovery DISCOVERY • Events/Restaurant/Retail

    •Search engine •Word of mouth/Ratings •Advertisement • Social Media • Location
  30. 60 Digital Marketing Discovery: Getting Found • Videos • Blogs

    • Social media • Newsletters • Articles on other websites • Events • Reviews
  31. 61 Digital Marketing 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).
  32. 62 Digital Marketing  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 Bricks & Mortar Source: www.tripadvisor.com, Ram’s Gate Winery
  33. 63 Digital Marketing  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 Bricks & Mortar Source: www.tripadvisor.com, Ram’s Gate Winery
  34. 65 Digital Marketing 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
  35. 67 Digital Marketing Heavy Traffic • More than 179 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.
  36. 68 Digital Marketing Heavy Traffic • TripAdvisor has more 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
  37. 70 Digital Marketing Heaviest Traffic • Google has 2.3 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
  38. 71 Digital Marketing Advertising Options • Targeted local advertising •

    Premium placement on search and competitor business pages • Displays on mobile devices too
  39. 86 Digital Marketing  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 Bricks & Mortar Source: www.tripadvisor.com, Ram’s Gate Winery
  40. 88 Digital Marketing Latest Stats 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 *Wine Market Council – 2016 High Frequency Wine Consumer Study
  41. 89 Digital Marketing *Wine Market Council – 2016 High Frequency

    Wine Consumer Study 234 Million Adults in U.S. 14% High Frequency Drinkers = 33 Million HF Drinkers
  42. 91 Digital Marketing DISCOVERY & ENGAGEMENT Ryan Neergaard Director of

    Business Development and Social Media Astra Digital Marketing Services LinkedIn Profile: http://bit.ly/RyanNeer
  43. 92 Digital Marketing DISCOVERY & ENGAGEMENT ABOUT ME • Director

    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!
  44. 94 Digital Marketing DISCOVERY & ENGAGMENT SOCIAL MEDIA Social Media

    is comprised of websites and applications that enable users to create and share content or to participate in social networking.
  45. 95 Digital Marketing DISCOVERY & ENGAGMENT SOCIAL MARKETING Social Marketing

    is a process that uses marketing principles and techniques to influence target audience behaviors
  46. 100 Digital Marketing BUILD TRUST, THEN THEY WILL BUY social

    is the best discovery engine, but there are 2 steps 1. Trust 2.Need
  47. 102 Digital Marketing DISCOVERY & ENGAGEMENT DISCOVER, TRUST, BUY FB

    ad friend hotel referral I discover you 1 I trust you 2 I buy when in need 3 FB post tweet email FB post winery visit a closer look…
  48. 108 Digital Marketing STEP 1 Identify Social Media Platforms 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.
  49. 112 Digital Marketing 2016 ANNUAL SOCIAL MEDIA MARKETING REPORT Surveyed

    4,000 Marketers, Solopreneurs, and Small to Medium Sized Businesses
  50. 113 Digital Marketing WHAT IS THE MOST RELEVANT? Marketers 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
  51. 115 Digital Marketing STEP 2 Define The Content Mix 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.
  52. 117 Digital Marketing STEP 3 Organize and Plan Your 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
  53. 120 Digital Marketing STEP 4 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.
  54. 123 Digital Marketing DISCOVERY & ENGAGEMENT If You Do Not

    Pay to Advertise on Facebook, It Is Estimated That You Only Reach 3-5% of Your Fan Base... Forbes.com
  55. 124 Digital Marketing STEP 6 Test and Track Your 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.
  56. 127 Digital Marketing READ THIS 5 Facebook Ad Mistakes That

    Are Failing Your Winery By: Ryan Neergaard https://www.astradms.com/blog-content/2017/4/11/5-facebook-ad- mistakes-that-are-failing-your-winery
  57. 128 Digital Marketing RECAP 1. Identify Social Media Platforms 2.

    Define The Content Mix 3. Organize and Plan Your Content 4. Use High Quality Photos 5. Promote Your Content 6. Test and Track Your Stats
  58. 130 Digital Marketing DISCOVERY & ENGAGEMENT 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 Discovery Tools
  59. 131 Digital Marketing 2016 ANNUAL SOCIAL MEDIA MARKETING REPORT Surveyed

    4,000 Marketers, Solopreneurs, and Small to Medium Sized Businesses
  60. 141 Digital Marketing WHAT WERE THE TOP 3 QUESTIONS 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?
  61. 144 Digital Marketing DIFFERENT APPLICATIONS OF SOCIAL MARKETING • Developing

    Lists Using Contests • Converting Lists Into Purchasers • Creation of Website Traffic
  62. 145 Digital Marketing Case Study - 1 V. Sattui Event

    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
  63. 147 Digital Marketing Results Case - 1 V. Sattui Stats:

    •Event sold out •28,312 people reached •1,657 Clicks to site for ticket sales •Engaged 25% of Fan Base
  64. 148 Digital Marketing Case Study - 2 BottleRock Email Acquisition

    • 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
  65. 150 Digital Marketing Results Case - 2 BOTTLEROCK Stats: •8,800

    Unique Emails Generated •55,000 Clicks To BottleRock Site
  66. 152 Digital Marketing Case Study - 3 E16 – Wine

    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
  67. 154 Digital Marketing Case - 3 - E16 Winery Stats:

    •9 Online Sales in one day • 5 from persons who never purchased before •Reach of 20,556 people
  68. 162 Digital Marketing DISCOVERY & ENGAGEMENT  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
  69. 164 Digital Marketing DISCOVERY & ENGAGEMENT Remember That the Journey

    is Non-Linear Transforming the customer journey across all channels
  70. 165 Digital Marketing DISCOVERY & ENGAGEMENT •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
  71. 166 Digital Marketing DISCOVERY & ENGAGEMENT How Big is Paid

    Search? *Source: Direct Marketing Association 2016
  72. 167 Digital Marketing DISCOVERY & ENGAGEMENT Why Do SERPs 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.
  73. 168 Digital Marketing DISCOVERY & ENGAGEMENT 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
  74. 169 Digital Marketing DISCOVERY & ENGAGEMENT Heart of the Matter

    1. Optimize page title tags 2. Optimize meta descriptions 3. Optimize images – image tags 4. Keywords 5. Sitemaps 6. SSL
  75. 171 Digital Marketing DISCOVERY & ENGAGEMENT 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.
  76. 172 Digital Marketing DISCOVERY & ENGAGEMENT Focus on Local SEO

    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.
  77. 173 Digital Marketing DISCOVERY & ENGAGEMENT Discovery To Do List

    – 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.
  78. 174 Digital Marketing DISCOVERY & ENGAGEMENT Model of Customer progression

    DISCOVERY • Search engine • Ratings • Word of mouth • Advertisement • Social Media • Location ENGAGEMENT • Visits website • Apps • Visits tasting room • Social Media • Mobile ACQUISITION • Purchases wine online • Buys wine in tasting room • Joins wine club • Buy a ticket LOYALTY/LOVE • Email communication • Facebook shares • Special events • Ratings • Referrals
  79. 175 Digital Marketing DISCOVERY & ENGAGEMENT The Art of Engagement

    ENGAGEMENT • Visits website/Apps •Visits tasting room •Calls winery •Social Media •Mobile
  80. 178 Digital Marketing DISCOVERY & ENGAGEMENT Engagement: Online Shopping Experiences

    Sources: KJ.com, LaCrema.com, Lindemans.com and UnderdogWine.com
  81. 185 Digital Marketing DISCOVERY & ENGAGEMENT 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
  82. 188 Digital Marketing DISCOVERY & ENGAGEMENT 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
  83. 191 Digital Marketing DISCOVERY & ENGAGEMENT 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.
  84. 192 Digital Marketing DISCOVERY & ENGAGEMENT Go Visual! • According

    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.
  85. 193 Digital Marketing DISCOVERY & ENGAGEMENT How Not to Lose

    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.
  86. 203 Digital Marketing Model of Customer progression DISCOVERY • Search

    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
  87. 204 Digital Marketing ACQUISITION The Results Speak for Themselves ACQUISITION

    • 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
  88. 207 Digital Marketing ACQUISITION 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
  89. 208 Digital Marketing ACQUISITION Customer Acquisition • 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
  90. 210 Digital Marketing ACQUISITION “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
  91. 211 Digital Marketing ACQUISITION Rob McMillan SVB Blog March 2017

    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.”
  92. 212 Digital Marketing ACQUISITION Customer Acquisition • 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
  93. 213 Digital Marketing ACQUISITION 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.
  94. 214 Digital Marketing ACQUISITION 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.
  95. 217 Digital Marketing ACQUISITION Newsletter Signup – Or Make It

    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
  96. 219 Digital Marketing ACQUISITION Customer Acquisition • 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
  97. 221 Digital Marketing ACQUISITION Email Still Rules: How Money is

    Spent vs. ROI *Source: Direct Marketing Association 2016
  98. 222 Digital Marketing ACQUISITION 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
  99. 223 Digital Marketing ACQUISITION Important Email Metrics: Performance Benchmarks A

    Good Open Rate 15 - 30%** A Good Click To Open Rate 15 – 30% **Wine Club Can Be Higher
  100. 224 Digital Marketing ACQUISITION 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. **Wine Club Can Be Higher
  101. 225 Digital Marketing ACQUISITION Volume versus Conversion Wine Club Red

    White Cart Abandonment • Low volume • High conversion Browse & Process Abandonment • High volume • Lower conversion { {
  102. 226 Digital Marketing ACQUISITION 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
  103. 227 Digital Marketing ACQUISITION Email Marketing 1 - 5 "Think

    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
  104. 228 Digital Marketing ACQUISITION Email Marketing 6 - 10 "Think

    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
  105. 235 Digital Marketing ACQUISITION 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’s make email testing easy.
  106. 236 Digital Marketing ACQUISITION • 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
  107. 241 Digital Marketing ACQUISITION • 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. Gmail Achieves World Domination DMR Business Statistics August 2017
  108. 244 Digital Marketing ACQUISITION • Clean your data • Use

    “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?
  109. 245 Digital Marketing ACQUISITION Please read my blog from October

    2016 http://bit.ly/2fdzyQG WHAT’S THE VALUE OF AN EMAIL? HERE’S HOW TO CALCULATE THE $ VALUE
  110. 247 Digital Marketing ACQUISITION Winery Email ROI 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
  111. 248 Digital Marketing ACQUISITION Let’s Summarize • 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.
  112. 249 Digital Marketing MODEL OF CUSTOMER PROGRESSION DISCOVERY • Search

    engine • Ratings • Word of mouth • Advertisement • Social Media • Location ENGAGEMENT • Visits website • Apps • Visits tasting room • Social Media • Mobile ACQUISITION • Purchases wine online • Buys wine in tasting room • Joins wine club • Buys a ticket LOYALTY/LOVE • Email communication • Facebook shares • Special events • Ratings • Referrals
  113. 250 Digital Marketing LOYALTY Tell Me You Love Me LOYALTY/LOVE

    • Email communication • Join Wine Club • Newsletter/Blog • Facebook shares/Referrals • Special events • Ratings • Imagination
  114. 251 Digital Marketing LOYALTY Remember That the Journey is Non-Linear

    Transforming the customer journey across all channels
  115. 252 Digital Marketing LOYALTY 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
  116. 253 Digital Marketing LOYALTY Retention Defined Actions a company takes

    so that their existing customers continue buying the services and products offered by that company in the future.
  117. 254 Digital Marketing LOYALTY Retention vs. Loyalty 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……..
  118. 255 Digital Marketing LOYALTY Retention vs. Loyalty 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.
  119. 256 Digital Marketing LOYALTY 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
  120. 257 Digital Marketing LOYALTY Retention vs. Loyalty 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 on-going customer conversations. Without these campaigns, businesses miss critical communication points that could result in bigger returns and long lasting relationships.
  121. 262 Digital Marketing LOYALTY And Keep Delighting Customers • Wine

    club discounts • Wine club special offerings • Club member events • Loyalty bonuses • Special access • The Unexpected
  122. 263 Digital Marketing LOYALTY 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 • Life Time Value – increasing spend and frequency from existing customers
  123. 264 Digital Marketing LOYALTY 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
  124. 267 Digital Marketing LOYALTY 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
  125. 269 Digital Marketing 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.
  126. 270 Digital Marketing 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.
  127. 271 Digital Marketing Know Thy Customer What kind of relationship

    do you want to build with your target audience?
  128. 272 Digital Marketing Know Thy Customer 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)?
  129. 273 Digital Marketing 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.
  130. 274 Digital Marketing 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)
  131. 275 Digital Marketing 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.
  132. 276 Digital Marketing Google Analytics • Google Analytics is 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.
  133. 281 Digital Marketing NOW WHAT. LET’S TALK ABOUT THE ACTUAL

    COMPONENTS OF A DIGITAL MARKETING PLAN
  134. 282 Digital Marketing WHAT MAKES UP A DIGITAL MARKETING PLAN

    1. OBJECTIVE 2. STRATEGY 3. TACTICS 4. SCHEDULE
  135. 283 Digital Marketing WHAT MAKES UP A DIGITAL MARKETING 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.
  136. 284 Digital Marketing WHAT MAKES UP A DIGITAL MARKETING PLAN

    1. OBJECTIVE 2. STRATEGY 3. TACTICS 4. SCHEDULE
  137. 285 Digital Marketing WHAT MAKES UP A DIGITAL MARKETING 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
  138. 286 Digital Marketing 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 WHAT MAKES UP A DIGITAL MARKETING PLAN
  139. 287 Digital Marketing 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. WHAT MAKES UP A DIGITAL MARKETING PLAN
  140. 288 Digital Marketing LETS MARRY THEM TOGETHER Target your 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
  141. 289 Digital Marketing 5. PRICING 6. COSTING 7. PARTNER SELECTION

    1. OBJECTIVE 2. STRATEGY 3. TACTICS 4. SCHEDULE WHAT MAKES UP A DIGITAL MARKETING PLAN
  142. 291 Digital Marketing WHAT DOES $1 DO FOR THE DIGITAL

    MARKETER TRAFFIC WEBSITE TASTING ROOM APP 3-Tier PRINT/WEB
  143. 292 Digital Marketing ONCE TRAFFIC IS IN THE DOOR 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
  144. 293 Digital Marketing 5. PRICING 6. COSTING 7. PARTNER SELECTION

    WHAT MAKES UP A DIGITAL MARKETING PLAN 1. OBJECTIVE 2. STRATEGY 3. TACTICS 4. SCHEDULE
  145. 295 Digital Marketing BACKGROUND ON HOW AD PRICING WORKS 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)
  146. 296 Digital Marketing WHAT DOES THE AD PRICING MARKET 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
  147. 297 Digital Marketing AVERAGE CPC GUIDELINES + OBJECTIVES Base 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
  148. 299 Digital Marketing 5. PRICING 6. COSTING 7. PARTNER SELECTION

    1. OBJECTIVE 2. STRATEGY 3. TACTICS 4. SCHEDULE WHAT MAKES UP A DIGITAL MARKETING PLAN
  149. 300 Digital Marketing BUDGETING: HOW MUCH SHOULD I SPEND ON

    ADVERTISING? WHAT MAKES UP A DIGITAL MARKETING PLAN
  150. 301 Digital Marketing Are you comfortable acquiring new users 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
  151. 302 Digital Marketing 5. PRICING 6. COSTING 7. PARTNER SELECTION

    WHAT MAKES UP A DIGITAL MARKETING PLAN 1. OBJECTIVE 2. STRATEGY 3. TACTICS 4. SCHEDULE
  152. 303 Digital Marketing FOR YOUR 1ST DIGITAL PLAN, KEEP YOUR

    PARTNERS SIMPLE Fee’s Social Search B2B Display
  153. 305 Digital Marketing BEFORE COMPLETING A DIGITAL MARKETING PLAN YOU

    HAVE TO PROJECT WHAT YOUR EFFORTS WILL DELIVER
  154. 306 Digital Marketing SOME BASIC TERMINOLOGY Cost per Click =

    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
  155. 307 Digital Marketing Budgeting Worksheet Media Website Return on Ad

    Spend (ROAS) Site Name % of Spend Budget CPC Clicks to Website Conversion Rate Conversions Avg. Order Value Revenue ROAS Goal Delivered ROAS % vs. ROAS Goal Facebook 100% $5,000 $0.65 7,692 1.00% 77 $100 $7,692 50% 54% 8% Twitter 0% $0 $0.50 - 1.00% $100 $0 50% 0% 0% Instagram 0% $0 $0.50 - 1.00% $100 $0 50% 0% 0% Google Search 0% $0 $1.00 - 1.00% $100 $0 50% 0% 0% LinkedIn 0% $0 $1.50 - 1.00% $100 $0 50% 0% 0% Total Budget $5,000 $1.54 7,692 1.00% 77 $100 $7,692 150% 54% -64%
  156. 308 Digital Marketing LET’S SAY YOU RUN A WINERY THAT

    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
  157. 309 Digital Marketing Winery Digital Metrics Key Metric Benchmarks Test

    Campaign Online Sales 1 100 Avg Online Sale $100 $10,000 Sale Conversion Rate 2% 2% Visits Required 50 5,000 Cost per Click (CPC) $1 $1 Cost per Sale $50 $5,000 Click thru Rate (CTR) 1% 1% Impressions Required 5,000 500,000 Cost per Thousand (CPM) $10 $10 30
  158. 310 Digital Marketing LAST BUT NOT LEAST, BEFORE DOING ANY

    ADVERTISING THINK: HOW GOOD ARE WE DOING THINGS NOW BEFORE WE PAY FOR TRAFFIC?
  159. 311 Digital Marketing What is the Conversion Rate, Average 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 YOU ARE
  160. 312 Digital Marketing Final Thoughts Things to consider in your

    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?
  161. 315 Digital Marketing Contact Info Ron Scharman CEO/Astra Digital Marketing

    Services [email protected] 707-681- 5392 Find Me on LinkedIn at http://bit.ly/1WyFHpA