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Presented by: Ron Scharman

Technology in Wine Tourism:What’s New?

February 23rd, 2017Willamette Valley Bootcamp

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Presentation Available in Digital Format

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• Currently CEO Astra Digital Marketing Services and FlyWithWine.com

• Instructor, SSU Wine Business Institute – 4 Years• Previously COO - Chatterbox Wine Marketing/VinoVisit.com• Previously President/Owner - eWinery Solutions(Granbury)• Previously COO - New Vine Logistics (Now Wine Direct)• Previously CEO - 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?

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TIME TO LEARN ABOUT YOU

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QUESTION 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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LET’S FIND OUT HOW

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

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MAYBE………

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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

2016Amazon Dash/Echo Dot

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Digital Experiences are Increasingly Important

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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

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MY PHONE IS MY LIFENOT MOBILE-ONLY, BUT MOBILE-FIRST

KPCB Internet Trends 2016

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It’s All About Discovery and Engagement

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Remember That the Journey is Non-Linear

Find the customer where they want to be found…

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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 Reservation

s

Newsletter

Mobile POSSearch Engine Optimization

(SEO)

FaxWinery

DTC/CRM Ecosystem

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The Science of Discovery

DISCOVERY• Events/Restaurant/Retail

•Search engine•Word of mouth

•Advertisement• Social Media

•Location

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Attracting Visitors

• Videos• Blogs• Social media• Newsletters• Articles on other

websites• Events• Reviews

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Discovery: Content Marketing1. 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).

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Discovery: Blogs

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Discovery: Contests

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+Social Media Marketing

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SEO BREAK

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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

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Ratings and Discovery

Why Should I Care?

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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

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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.

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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

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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

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Advertising Options

• Targeted local advertising

• Premium placement on search and competitor business pages

• Displays on mobile devices too

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Make It Personal

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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 Winery Find Tasting Room Locate Wine Buy Wine Join Wine Club

Go Mobile!

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Specialized Wine Discovery Tools

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Apps for the consumer

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Specialized Wine Discovery Tools

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Specialized Wine Discovery Tools

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Specialized Wine Discovery Tools

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Specialized Wine Discovery Tools

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And More……….

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Specialized Winery Discovery Tools

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Apps for the consumer

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Cellarpass.Com

Discover Me Now

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VinoVisit.Com

Discover Me Now

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Yelp SeatMe

Discover Me Now

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Winery Passport

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• 6,000 + wineries• 100,000+ Downloads• Social Media• Ratings System• User Created Content• Sharing• Ambassadors created and

rewarded

Other Drivers

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Visiting Media

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Brand New

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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

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Geo-Targeting the Wine Traveler

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What is Geo-Targeting?Geo Targeting is active response to Geo-Location:

Having identified the visitor’s 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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Remember That the Journey is Non-Linear

Transforming the customer

journey across all channels

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FINAL THOUGHTS

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The Heart of the Matter

AT THE CORE OF DIGITAL RETENTION:

CONSUMERS CAN LEAVE YOUR BRAND FOR

SOMEONE ELSE.

ALWAYS REMIND CUSTOMERS WHY THEY FELL IN LOVE WITH YOU

IN THE FIRST PLACE

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Hopefully It Starts With:

“You had me at hello…….”

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And Delighting Customers

Make Me Feel Special

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Contact Info

Ron ScharmanCEO/Astra Digital Marketing Servicesron@astradms.com707-681- 5392Find Me on LinkedIn at http://bit.ly/1WyFHpA