How to Make Your

website Viral &

Profitable

Inbound Marketing Explained

Talk is Sheep

Marketing Philosophy

Audience RevenueEngagement

New Media vs Traditional Media

New Media Vs

Traditional Media

Traditional Media Audience Development

•Radio: Radio Waves•Newspaper: Newspaper Stands•Television: Cable Networks•Newspapers: Subscriptions

New Media Audience Development

•Social Media Fans & Followers•Blog Subscribers•Search Engine Traffic•Inbound Links (bloggers, trade journals, etc)•Online Review Sites

New Media Vs

Traditional Media

Traditional Media Engagement

•Newspapers: Editorial Content•Newspapers: Comics•Newspapers: Coupons•Radio: Music, Sports, News

New Media Engagement

•Blog Posts•Promotion•Video•Ebooks•Podcasts

New Media Vs

Traditional Media

Traditional Media Revenue

•Newspapers, Radio, Television: Advertising•Newspapers: Classifieds•Newspapers: Subscriptions

New Media Revenue

•Leads•Direct Purchases

New Media Marketing

Revolution

Sales are now directly linked and measured with the marketing process

Sales Funnel

Awareness

Credibility

Need

Evaluation

Fulfillment

“Content is King”

Search Engine

Optimization is

now a Misnomer

• The Industry Expert website on SEO changed their name to moz.org from seomoz.org in 2013

• Search Engine website Traffic is the only source of web traffic - social media and inbound links are just as important

Talk Is Sheep Marketing’s

November 2013 Traffic Sources

• Direct Traffic is also “organic search” but by users with privacy settings.

• “referrals” are traffic from website visitors who click on a link to my blog post via another website. For example, a blogger who is blogging about my content. I.E “inbound links”

• The 4th column, “Contacts” are the leads, but for producers the leads would be sales and would be a much higher # because the sales process is much shorter and privacy concerns are lower.

• Website traffic would be magnified for a wine producer because their audience is much much larger. TISM audience 3,800 bonded wineries in the US, but a wine producer audience is 35% of Americans.

Website Optimization is about optimizing all website traffic sources; this is done 95% through quality content

Content is Key

New Media Content is

•Public Relations•Social Media•Search Engines Optimization•Email Marketing

Content For PR

Content for PR

• Referral links from traditional and online media, e.i writers blogging about your own content and website and linking to your website

• Builds trust because wine write is advocating for your product

Unpaid Media Traffic

Content for Google

Wine enthusiasts now learn about wine via blog posts that they find search Google & Bing.

Content for Social

Media

• David Carr the media critic at The New York Times describes Twitter as “a personalized "human-enabled RSS [feed]" that allows him to follow what his friends are reading and thinking about at any given moment.

• Facebook builds loyalty. Facebook content is generally about the people - producers and fans. Not wine bottles and food.

• 25% - 50% of social media posts should include links to your website

Gary “V”, social media superstar, understood the value $$$ of content

Content for Email

Marketing

• Nurture leads and customers with educational content, promotions, video, food pairings, etc

• Always host content on your website - only link to it in your emails.

• Segment, Segment, Segment!

30% - 50% open rates is utterly unheard of but the most important metric

Sales Funnel

Awareness

Credibility

Need

Evaluation

Fulfillment

Awareness

• Twitter Shares• Facebook Shares• Bloggers & Journalists sharing and writing about your content• Search Engine Traffic

Sales Funnel

Awareness

Credibility

Need

Evaluation

Fulfillment

Credibility• Twitter Shares• Facebook Shares• Bloggers & Journalists sharing and writing about your Product• Product & Yelp Reviews• Targeted Email Marketing - No SPAM allowed • Blog Content

Sales Funnel

Awareness

Credibility

Need

Evaluation

Fulfillment

Need• Email Nurturing• Proper Call to Actions on Website•Clear messaging on Value Proposition•Promotions

Sales Funnel

Awareness

Credibility

Need

Evaluation

Fulfillment

Evaluation• Wine Club Benefits Page Design• Wine Club Benefits• Intuitive Design (coveys good customer service)•Promotions

Sales Funnel

Awareness

Credibility

Need

Evaluation

Fulfillment

Fulfillment

• A intuitive and easy checkout system.

Design Is Queen

Navigation• Navigation that Addresses each buyer persona’s needs.

•Visual Modules for the visual navigator

Design Is Queen

Lead Nurturing• Email Signup

SEO• Address & AVA in footer• Ease of Use

Design Is QueenPromos

•Free Shipping on a Case

Social Media• Share Icons

•No Scroll•Fast Load Time

Usability

Reviews

Brand Consistency

Complete Logo

FONTS

BUSINESS COMMUNICATIONS: Garamond (Faxes, Memos, Letter, Emails etc.)

COLLATERAL DESIGN

CENTAUR MT TITLES: ALL CAPS

Adobe Garamond Pro Text: Title Case, +1pt Leading, Tracking - 10, Vertical Scale

- 90%, Horizontal Scale - 103%, 0.625” Paragrah space.

SUBTITLES: SMALL CAPS, TRACKING - , VERTICAL SCALE - , HORIZONTAL SCALE - )

Acceptible Substitute: Garamond Premier Pro

OTHER LOGOS

LOGOSComplete Logo No Duck

N A PA VA L L E Y

Complete Logo no Duck or AVAComplete Logo Reversed

N A PA VA L L E Y

Logos, Titles, BordersC=49 M=48 Y=81 K=26R=115 G=103 B=63

Primary Text ColorC=54 M=47 Y=58 K=119R=113 G=110 B=98

Subtitle Color (Primary Background only)C=27 M=22 Y=36 K=0R=189 G=185 B=164

TEXT AND BORDERS

Background (PMS 7500)C=0 M=2 Y=15 K=3R=247 G=237 B=212

Background (Rather than White)C=0 M=0 Y=2 K=0R=255 G=254 B=249

Watermark DuckC=9 M=9 Y=24 K=0R=231 G=222 B=196

BACKGROUNDS AND WATERMARKS

Titles/Accent RedC=43 M=79 Y=76 K=62R=78 G=35 B=29

COLLATERAL DESIGN COLORS

DV Yellow (PMS 7402 U)C=0 M=6 Y=30 K=0R=255 G=240 B=178

DV Label Red (PMS 202 U)C=0 M=100 Y=61 K=243R=152 G=0 B=46

DV Label Green (PMS 362 U)C=70 M=0 Y=100 K=9R=74 G=170 B=66

LABEL COLORS (for reference)

© 2010 Duckhorn Wine Company, St. Helena, California

DUCKHORN VINEYARDS1000 Lodi Lane

St. Helena, California 94574(707) 963-7108

www.duckhornvineyards.com

N A PA VA L L E Y

Founded by Dan and Margaret Duckhorn in 1976, Duckhorn Vineyards has been crafting classic Bordeaux

varietals from the Napa Valley for over 30 years. This winemaking tradition has grown to include seven

meticulously farmed Estate vineyards, located throughout the various microclimates of the Napa Valley. Focused

on quality and consistency, these Estate vineyards are an essential element in making wines of distinction. One of the first wineries to pioneer Merlot as a premium

varietal, Duckhorn Vineyards now makes several elegant Merlot and distinctive Cabernet Sauvignon bottlings

that showcase the characteristics of its various vineyard sites. In addition, the winery is known for its acclaimed

Sauvignon Blancs. Beginning with the 2006 vintage, Duckhorn Vineyards unveiled The Discussion, a Cabernet

Sauvignon-based blend representing the pinnacle of the Duckhorn Vineyards portfolio.