Direct Wine Digital Marketing

Digital Wine Marketing Plan

Building a Digital Wine Marketing Plan

2016 DIRECT ConferenceJune 2016


Ron Scharman• Chatterbox Wine Marketing

and VinoVisit.com

• SSU Wine Business Institute

• eWinery, New Vine Logistics, Morrell Wine Group

Pete Harrison• Internet Startup Marketing

Advisor • Barnraiser, Freebird,

NerdWallet, TripIt, WGT Gaming

• Limerick Lane, Napastyle, Seghesio, Williams-Sonoma Wine

Today’s Presenters

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Question For The Day:

How do we sell a 3-dimensional story in a 2-dimensional world?

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Tell your story + Tell it well

(the magic 15%)

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Must Have’s• Good Wines

• Wine Awards

• Happy Customers

Nice To Have’s• Tasting Room

• Unique Angle

• Winemaker Personality

Digital Marketing Pre-Requisites

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Digital Trends For Wineries

Mobile First>50% Mobile

Think Mobile & WiFi

The Top MobileSearch/Social

Apps

Key Customer Groups

Millennials 18-34Gen X 35-50

Boomers 51-69

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Vatican 2005 Vatican 2013

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Remember the Journey is Non-LinearFind your customer where they want to be found…

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1. OBJECTIVE

2. STRATEGY 3. TACTICS 4.

SCHEDULE

Building a Digital Marketing Plan

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• Your objective should come from:• A company-wide KPI (drive new customers or more visitors)• Ownership/Senior marketing lead/DTC manager (CMO)• The closest senior member of your team

1. OBJECTIVE (*Why*) The over-arching business problem you were tasked with solving

• Your objective should be:• Clear and Actionable• Map directly to a company-wide KPI

Objective & Strategy

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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 databaseIncrease visitor traffic/wine club signups at the winery tasting room

Examples:


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• Your strategies should come from:• You• Should always answer how you plan to take action before you

know anything about executing

2. STRATEGY

• Your strategies should be:• Clear and Actionable• Map directly to your objective (how they solve 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.


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Target your demographic audience on the social networks they visit most with best selling wines, offers and contentEncourage new site visitors to redeem an introductory offer for their email address, and promote in tasting roomDrive traffic by promoting off-site tasting events and community-oriented events, focusing on Bay Area residents

1. OBJECTIVE 2. STRATEGY

Increase website visitors/conversions

Increase email list in our database

Increase traffic/signups in tasting room

Let’s Marry Them Together

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1. OBJECTIVE

2. STRATEGY 3. TACTICS 4.

SCHEDULE

Tactics & Schedule

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Winery Digital Marketing Tactics

WEBSITE– concise, visual, ecommerce,

mobile

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CONTENT– target topics, landing pages

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WEBSITE



SEARCH– target keywords

– organic SEO, paid SEM

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WEBSITE

CONTENT



EMAIL– list, frequency, concise, mobile

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WEBSITE

CONTENT

SEARCH



SOCIAL– Facebook (Instagram, YouTube,

Twitter)– Yelp local, TripAdvisor tourist

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EMAIL



ANALYTICS– Google Analytics

- Email/Search/Social Metrics

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EMAIL

SOCIAL



EMAIL– list, frequency, concise, mobile

SOCIAL– Facebook (Instagram, YouTube,

Twitter)– Yelp local, TripAdvisor tourist

ANALYTICS– Google Analytics

- Email/Search/Social Metrics

WEBSITE– concise, visual, ecommerce,

mobile

CONTENT– target topics, landing pages,

test

SEARCH– target keywords

– organic SEO, paid SEM

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Winery Digital Marketing Schedule

Email OrganicSocial

Analytics

Website

Content

OrganicSearch

PaidSearch

PaidSocial Wine Club

Typical Winery Constraints = Resource + Time + Budget

Q1 Q2 Q3 Q4

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Paid Advertising MetricsKey Metric Example Test CampaignOnline Sales 1 100

Avg Online Sale $100 $10,000

Sale Conversion Rate 2%

Visits Required 50 5,000

Cost per Click (CPC) $1

Cost per Sale $50 $5,000

Click thru Rate (CTR) 1%

Impressions Required 5,000 500,000

Cost per Thousand (CPM) $10

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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 networks and partners, how much, when and for how long

Building a Digital Marketing Plan

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What’s the Difference Between Good and Bad?

GREAT AD TERRIBLE WEBSITE


• Companies view email marketing as a better return on investment than PPC, content marketing, social media, offline direct marketing, affiliate marketing, online display advertising, and mobile marketing

• Email Marketing has an ROI of 4,300% (Based on marginal cost)

• 66% of in-house marketers rate email as having “excellent” or “good” ROI

Source: ExactTarget & HubSpot

BONUS - Email Still Rules

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How Money is Spent vs.Return on Investment

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Winery Email ROIKey Metric Benchmarks Annual Campaign

2X Emails per MonthEmails Sent 1,000 24,000

Delivery Rate >95%Emails Delivered 950 22,800

Open Rate >30%Opens 300 7,200

Click Rate >5%Clicks 50 1,200

Unsubscribe Rate <1%

Unsubscribes 10 240

1,200 clicks x 5% conversion = 60 sales x $200 avg sale = $12,000 sales= $12 per email annual value

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Suggested Reading

The Cost/Benefit Analysis of Building Your Email Subscriber List

Read my Blog at http://bit.ly/1K9dpZY

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http://bit.ly/1K9dpZY

http://bit.ly/1K9dpZY


Ultimately, In Email Less is More

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Mobile Friendly


Not Mobile Friendly

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A-B Testing

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Important factors to consider in your DTC marketing strategy:

• What makes you different or your story compelling?

• How do you deliver the message to visitors in person or digital?

• Why should they care?

• What is your plan for building and maintaining customer loyalty?

Final Thoughts

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Ron [email protected]

Pete [email protected]

Q&A

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Direct Wine Digital Marketing

Marketing

Transcript of Direct Wine Digital Marketing