Technology in Wine Tourism: What's Working Now

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Transcript of Technology in Wine Tourism: What's Working Now

TRANSMEDIA RISING

Presented by: Ryan NeergaardTechnology in Wine Tourism:What is Working Now?

November 19th, 20152015 Wine Tourism Conference

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Thanks To Zephyr Adventures

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DTC MarketingPresentation Available in Digital Format

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Currently Business Development and Social Media Manager of Chatterbox Wine Marketing Services and VinoVisit.comLover of all things food & winePassionate about social marketing & technologyAm a foamerJust rode my first 100 mile bike ride Tour de Cure

Who am I and Why am I here?

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DTC MarketingTIME TO LEARN ABOUT YOU

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DTC MarketingWhere are We Going Today?

1. Look at the historical perspective of winery tourism outreach

2. Show current ways technology is being used to drive tourism and give actionable takeaways that you can use now

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DTC Marketing1. Historical Look At Wine Tourism Outreach

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DTC MarketingQuestion for the day:

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Question for the day:How do we use technology to drive winery visitation and engagement?

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Lets find out how

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The Past, Present, and Future of Wine Tourism and Technology

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DTC MarketingHopefully It Starts With:

You had me at hello.

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Maybe

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The evolution from early 2000s to present day, personal computing has changed 10 fold.

Whats changed? Bigger, More Complex Sites2003

2015

2007

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My phone is my lifeNot mobile-only, but mobile-first

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DTC MarketingThings to watch PERIOD

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Its All About Discovery and Engagement

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DTC MarketingRemember That the Journey is Non-LinearTransforming the

customer journey across all channels

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DTC MarketingDTC Best Practice: 360 Degree Customer View

eCommerceWine ClubAllocationsTasting RoomRecipe EngineSocial Media (Social Commerce)MobileTelesales (inbound & outbound)SMS (Text)Email MarketingVisitor ReservationsNewsletterMobile POSSearch Engine Optimization (SEO)FaxWinery DTC/CRM Ecosystem

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The Science of DiscoveryDISCOVERYEvents/Restaurant/RetailSearch engineWord of mouthAdvertisement Social MediaLocation

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DTC MarketingAttracting Visitors EdutainmentWhat is relevant for THEM

VideosBlogsSocial mediaNewslettersArticles on other websitesEventsReviews

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DTC MarketingAt the broadest level, we create content to drive brand awareness within our target market. Your videos, blog content, social media presence represent most trustworthy outlets in customers eyes.28

How do you attract visitors and grow your customer base?

Inbound Marketing isa system that allows interested buyers to actually FIND YOU via a combination of:

Content MarketingSearch Engine OptimizationSocial MediaLead Generation & Nurturing Discovery: Getting Found

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+ Social Media Marketing

ReachMail 2015

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Wine, food, travel forumsExisting customersReferrals from local businessesSocial media channelsFriends and familySpecial eventsWine publications and blogs?Search Engine OptimizationSearch Engine MarketingRatings and ReviewsGetting FoundBuilding AdvocatesDiscovery: Socializing Bricks & MortarSource: www.tripadvisor.com, Rams Gate Winery

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Ron Scharman (RS) - I would like to add:

Socializing Bricks and Mortar - Customer Discovery

Wine, food, travel forumsExisting customersReferrals from local businessesSocial media channelsFriends and familySpecial eventsWine publications and blogs?Search Engine OptimizationSearch Engine MarketingRatings and ReviewsGetting FoundBuilding AdvocatesDiscovery: Socializing Bricks & MortarSource: www.tripadvisor.com, Rams Gate Winery

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Ron Scharman (RS) - I would like to add:

Socializing Bricks and Mortar - Customer DiscoveryRatings and DiscoveryWhy Should I Care?

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DTC MarketingPeople To PeoplePeople 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

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DTC MarketingWhats With the Ratings?

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DTC MarketingThe Players

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DTC MarketingHeavy Traffic

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DTC MarketingThe Players

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DTC MarketingHeavy Traffic

TripAdvisor has more than 84 million members, and more than 250 million reviews

More than 375 million travelers visit TripAdvisor each month

TripAdvisor offers a wide range of marketing opportunities, advertising and content solutions

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DTC MarketingHeaviest Traffic Its Google

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DTC MarketingAdvertising Options

Targeted local advertising

Premium placement on search and competitor business pages

Displays on mobile devices too

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Mobile DiscoveryWinery Client Comment:

Something interesting from all of our analytics is that 30-40% of all of our traffic comes from iPhones. Hence the importance of mobile sites.

~Ed @Regusci Winery

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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 WineryFind Tasting RoomLocate WineBuy WineJoin Wine Club

Go Mobile!

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DTC MarketingThe crowd is here: Facebook reportedly is nearing the 700 million-user mark. Every month, according to Facebook, its members spend 700 billion minutes on the network. The average user clicks the Like button nine times a month, and three-quarters of users have liked a brand.

Consumers comfort level has tipped: People have been buying virtual goods within Facebook since it introduced the (now defunct) Gift Shop in 2007; the practice exploded with the introduction of FarmVille virtual currency in 2009. Analysts believe virtual goods could bring in around $12.5 billion worldwide this year, almost double 2009 sales, according to Adweek. If people are paying real money for virtual goods, its not much of a leap to start paying for tangible items.

And, of course, e-commerce has become second nature for many consumers, who are by now quite comfortable with the idea of feeding their credit card information into e-commerce sites. Internet retailing is expected to take in $197 billion in 2011 and grow to $279 billion by 2015, according to Forrester Research. Purchasing an item with a few clicks has become a habit for many people.45

Ron Scharman (RS) - Move Obama to Appendix

Bullet should read: How Big Data and CRM elected a U.S. PresidentSpecialized Wine Discovery Tools46Apps for the consumer

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Specialized Wine Discovery Tools47

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Specialized Wine Discovery Tools48

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And More.49

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Specialized Winery Discovery Tools50Apps for the consumer

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51Winery Passport

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Social MediaRatings SystemUser Created ContentSharingAmbassadors created and rewarded

52Other Drivers

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DTC MarketingVinoVisit.com

Discover Me Now

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DTC MarketingVinoVisit.Com

Discover Me Now

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DTC MarketingCANVAS App

CANVAS and VinoVisit join two great winery resources. The Concierge Alliance offers the hospitality industry a clear and easy way to book their customers at wineries in Napa and Sonoma.

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DTC MarketingVisiting Media

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DTC MarketingGeo-Targeting the Wine Traveler57What is Geo-Targeting?Geo Targeting is an active response to Geo-Location:

Having identified the visitors location according to the IP, and/or WiFi / GPS data (=geolocation), content specific to that location is served (=geotargeting). This location can be a country, state, city and more.

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Geo-FencingMaking Digital Connections with Local Consumers

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What is Geo-Fencing?A geo-fence is a virtual perimeter that puts a border around specific geographic areas

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2. Active Ways Social Is Being Used

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Lets get social

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Social MediaVsSocial Marketing

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Social MediaWebsites and applications that enable users to create and share content or to participate in social networking.

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Social MarketingSocial marketingis an approach used to develop activities a