Oregon Wine Month Webinar

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Transcript of Oregon Wine Month Webinar

  • OREGON WINE MONTH

    MAY 2017

    Industry webinar:

    Tools, Tips and Examples

  • PRESENTING TODAY

    Carrie Hardison Education Manager

    Jess Willey Director of Marketing

    Kai McMurtry Assistant Manager Consumer Marketing

    Christina DeArment Assistant Manager Trade Marketing

  • All attendees are on mute.

    To ask a question use your question tool in the task bar.

    We will answer questions as they come up but there will also be time at the end for Q&A.

    The webinar slide show and a recording of the presentation will be available to view or share on our website at:

    industry.oregonwine.org/resources

    Follow-up email: survey, link to webinar, toolkit and checklist.

    HOUSEKEEPING

    http://industry.oregonwine.org/resources/filter=combo%3A.webinars.oregon-wine-month

  • EDUCATION RESOURCES

    industry.oregonwine.org

    Click on Resources

  • EDUCATION RESOURCES

    industry.oregonwine.org

    Filter your search to reveal all OWM webinars

    The 2017 OWM webinar can be found here once it is complete

  • Oregon Wine Month campaign overview

    Direct-to-consumer examples and strategies

    Trade programming

    Off-premise strategies

    On-premise strategies

    Wholesaler engagement

    Toolkit Review

    Q&A

    WEBINAR AGENDA

  • PROGRAM OVERVIEW

  • OBJECTIVES

    1. Build the Oregon wine brand with consumers

    2. Encourage a swell of trade support

    3. Create a platform for winery programs

    OREGON WINE MONTH

  • Consumer-facing messaging and promotion

    Point of sale materials

    Spotlight on regional events

    Press outreach

    Trade programming: on-premise

    off-premise accounts

    distributors

    Ideas, inspiration and checklists

    WHAT IS THE OWB PROVIDING IN 2017?

  • CHECK OUT THE TOOLKIT!

    INDUSTRY.OREGONWINE.ORG/MARKETING

    Read more about the program

    Order POS for your tasting room

    Get sell sheets for your distributor

    Post an event to the calendar

    Download digital images and templates

    and much more!

  • CAMPAIGN OVERVIEW

  • Continuing style of past two years

    Personality-centric campaign

    Intriguing photography

    Bold, modern treatment

    Layering on culinary theme

    Oregon Wine A-List chefs

    Food and wine pairings

    Culinary-themed sweepstakes

    CAMPAIGN

  • CASE CARD AND POSTER: PINOT NOIR

  • CASE CARD AND POSTER: PINOT GRIS

  • CASE CARD AND POSTER: CHARDONNAY

  • CASE CARD AND POSTER: SYRAH

  • CASE CARD AND POSTER: RIESLING

  • CASE CARD AND POSTER: PINOT NOIR

  • POSTERS: BOTTLE GRAPHIC

  • SMALLER FORMAT POS

  • Bar-top signage and customizable menu inserts are available for download in a variety of sizes. Perfect for restaurants and tasting rooms.

    DOWNLOADS: MENU AND SIGNAGE TEMPLATES

    Its Oregon Wine Month! Were celebrating with 2-for-1 tastings all month long. Cheers!

  • MESSAGING & MEDIA

    STRATEGY

  • MESSAGING STRATEGY

    Start thinking about a trip to Oregon wine country

    Order a free Touring Guide

    Imagine yourself taking a culinary getaway to Oregon wine country

    Enter the sweepstakes

    Discover for yourself how well Oregon wine goes with food Explore recipes and

    pairings from Oregon chefs

    Make your Oregon Wine Month plans Check out events and plan your itinerary

    Participate in Oregon Wine Month! Reserve your table and get out to wine country

    Drive traffic to oregonwine.org

    Capture contact information

    Create shareable content to extend impact

  • CONSUMER MARKETING

    MULTI-CHANNEL Digital, radio, social

    TARGETED OUTREACH High end wine consumers

    MULTI-MARKET Oregon, Seattle, San Francisco

    BROAD EXPOSURE Early March to end May

  • Five weekends of dedicated content (April 29 May 28)

    Two interviews per week All major regions represented

    Interviewees talk about Oregon at large not only their winery

    Focus will be on wine and food experiences throughout Oregon

    Provides content for Oregon Wine website, social, etc.

    SIP NORTHWEST LIVE WITH BRIAN BUSHLACH

    Affluent consumer with passion for wine, fine dining and travel

    50k+ listeners tune in each week in Seattle and Portland

    Coverage extends throughout OR and WA

  • DIGITAL ADVERTISING

    E-NEWSLETTERS

    DISPLAY ADS

  • SOCIAL MEDIA

    What happens when Oregon chefs are tasked with creating

    recipes to pair with Oregon wine? You get a delectable Spring

    Pea Pasta with Bay Shrimp from NedLuddPDX. Get Chef

    Frenchs recipe and try it for yourself and enjoy with a glass of

    Oregon Riesling. Cheers! www.oregonwinemonth.org

  • OREGON WINE MONTH CAMPAIGN HUB

    www.oregonwinemonth.org

    http://www.oregonwinemonth.org/

  • All OWM consumer communications point to OREGONWINEMONTH.ORG

    #1 page visited during Oregon Wine Month 2016 and 2015

    Events calendar available FREE for all Oregon wine events (winery, restaurant, retailer)

    The event submission link can be found in the Toolkit

    EVENTS CALENDAR

  • DIRECT-TO-CONSUMER

    OPPORTUNITIES

  • Winery and AVA/Community Engagement

    Regional / community / AVA events

    Tasting room specials

    Mailing list promotions

    Winery events

    Wine club events

    Resources Available

    Graphics and templates to create your own materials

    Consumer hub for event promotion

    Checklist for ideas

    DIRECT-TO-CONSUMER STRATEGIES

  • Were inviting AVA groups and regional associations to develop a special event or promotion. The following groups have enrolled: Cascade Foothills Winegrowers Chehalem Mountains AVA Eugene Urban Wine Circuit Heart of Willamette Wineries PDX Urban Wineries Ribbon Ridge AVA Southern Oregon Wineries Association Umpqua Valley Winegrowers Association Walla Walla Valley Wine Alliance Willamette Valley Wineries Association

    Contact your AVA or association to participate ASAP

    AVA/REGIONAL EVENT INVITATION

  • Activation examples:

    Single-day tasting event (e.g. Dundee Block Party, PDX Urban Wine Experience)

    Passport program (e.g. Heart of Willamette Wineries)

    Regional self-tour event with winery specials (e.g. Roam the Rogue)

    Tasting room promotion featuring all wineries in your association (e.g. each has a feature wine at special price; charitable donation for every purchase; two-for-one tastings; etc.)

    AVA/REGIONAL EVENT IDEAS

  • EXAMPLE AVA/COMMUNITY EVENTS

    Kick off Oregon Wine Month with some Urban Wine!

    Join our twelve winery members of the PDX Urban Winery Association for an afternoon of wine, food and fun. Each winery will be pouring 2-3 wines and you will have the chance to hear about the wines from the owners and winemakers. Bottles will be available for sale and we will offer discounts on 6 and 12 bottle purchases. Mix and match wines from your favorite wineries for the discounts! Small plates provided. Tickets are $40 at the door so we encourage you to pre-purchase online by April 30th.

  • EXAMPLE AVA/COMMUNITY EVENTS

    Participating Wineries:

    Angela Estate Argyle Winery Aubichon Cellars Four Graces Cathedral Ridge Chapter 24 Vineyards Dobbes Family Estate

    Domain Trouvere Duck Pond Cellars Hyland Estates Le Cadeau Vineyard Panther Creek Cellars Ponzi Vineyards Tertulia Cellars

  • EXAMPLE AVA/COMMUNITY EVENTS

    Roam the Rogue Spring Wine Tour Wind your way through the gorgeous Upper Rogue Wine Trail tasting award winning wines while enjoy nibbles at each winery. This self guided one day tour gives you access to all seven of the participating wineries and includes a commemorative wine glass, two wine tastes at each location, as well as food pairings.

    Offer a special self guided tour through your AVA in May

  • If you choose to participate by creating a joint promotion or event for your region, OWB will help promote it through:

    Placement on Oregon Wine Month Featured Events page on www.oregonwine.org

    Promotion to OWBs consumer audience via social media and consumer newsletter leading up to and during May

    Inclusion in pitches to media as highlights of Oregon Wine Month activity around the state

    AVA/REGIONAL EVENT PROMOTION

    http://www.oregonwine.org/

  • TASTING ROOM SPECIALS

    Celebrate Oregon Wine Month with a Family Affair

    5/1 5/31 Family Cards are just $10

    Good for 2 for 1 tastings at three wineries.

    Use OWM materials to sell something different while offering something exclusive

  • TASTING ROOM IDEAS

    Use OWM materials to communicate unique ideas that promote wine purchase. This template is available

    on the Toolkit

    SUGGESTED PAIRING 2012 Bolton Vineyard Pinot

    Noir Reserve pairs beautifully with this rich and earthy recipe

  • TASTING ROOM POS

    A complimentary suite of tasting room POS material is available for pre-order until Mar. 15. Each suite includes: 3 unique posters (11x17) 5 table tents (4x6) 10 bottle neck hangers

  • TASTING ROOM POS

    These materials are being printed b