Direct Wine Digital Marketing
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Presented at DIRECT Wine conference by Ship Compliant to cover online best practices for winery Direct To Consumer (DTC) marketing. By Pete Harrison and Ron Scharman.
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Direct Wine Digital Marketing
- 1. Digital Wine Marketing Plan Building a Digital Wine Marketing Plan 2016 DIRECT Conference June 2016
- 2. Digital Wine Marketing Plan 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 2
- 3. Digital Wine Marketing Plan Question For The Day: How do we sell a 3-dimensional story in a 2-dimensional world? 3
- 4. Digital Wine Marketing Plan Tell your story + Tell it well (the magic 15%) 4
- 5. Digital Wine Marketing Plan Must Have’s • Good Wines • Wine Awards • Happy Customers Nice To Have’s • Tasting Room • Unique Angle • Winemaker Personality Digital Marketing Pre-Requisites 5
- 6. Digital Wine Marketing Plan Digital Trends For Wineries Mobile First >50% Mobile Think Mobile & WiFi The Top Mobile Search/Social Apps Key Customer Groups Millennials 18-34 Gen X 35-50 Boomers 51-69 6
- 7. Digital Wine Marketing Plan Vatican 2005 Vatican 2013 7
- 8. Digital Wine Marketing Plan Remember the Journey is Non-Linear Find your customer where they want to be found… 8
- 9. Digital Wine Marketing Plan 1. OBJECTIVE 2. STRATEGY 3. TACTICS 4. SCHEDULE Building a Digital Marketing Plan 9
- 10. Digital Wine Marketing Plan • 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 10
- 11. Digital Wine Marketing Plan 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 database Increase visitor traffic/wine club signups at the winery tasting room Examples: Objective & Strategy 11
- 12. Digital Wine Marketing Plan • 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. Objective & Strategy 12
- 13. Digital Wine Marketing Plan Target your demographic audience on the social networks they visit most with best selling wines, offers and content Encourage new site visitors to redeem an introductory offer for their email address, and promote in tasting room Drive 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 13
- 14. Digital Wine Marketing Plan 1. OBJECTIVE 2. STRATEGY 3. TACTICS 4. SCHEDULE Tactics & Schedule 14
- 15. Digital Wine Marketing Plan Winery Digital Marketing Tactics WEBSITE – concise, visual, ecommerce, mobile 15
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- 17. Digital Wine Marketing Plan Winery Digital Marketing Tactics CONTENT – target topics, landing pages 17 WEBSITE
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- 19. Digital Wine Marketing Plan Winery Digital Marketing Tactics SEARCH – target keywords – organic SEO, paid SEM 19 WEBSITE CONTENT
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- 21. Digital Wine Marketing Plan Winery Digital Marketing Tactics EMAIL – list, frequency, concise, mobile 21 WEBSITE CONTENT SEARCH
- 22. Digital Wine Marketing Plan Winery Digital Marketing Tactics SOCIAL – Facebook (Instagram, YouTube, Twitter) – Yelp local, TripAdvisor tourist 22 EMAIL
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- 27. Digital Wine Marketing Plan Winery Digital Marketing Tactics ANALYTICS – Google Analytics - Email/Search/Social Metrics 27 EMAIL SOCIAL
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- 29. Digital Wine Marketing Plan Winery Digital Marketing Tactics 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 29
- 30. Digital Wine Marketing Plan Winery Digital Marketing Schedule Email Organic Social Analytics Website Content Organic Search Paid Search Paid Social Wine Club Typical Winery Constraints = Resource + Time + Budget Q1 Q2 Q3 Q4 30
- 31. Digital Wine Marketing Plan Paid Advertising Metrics Key Metric Example Test Campaign Online 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 31
- 32. Digital Wine Marketing Plan 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 32
- 33. Digital Wine Marketing Plan What’s the Difference Between Good and Bad? GREAT AD TERRIBLE WEBSITE
- 34. Digital Wine Marketing Plan • 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 34
- 35. Digital Wine Marketing Plan How Money is Spent vs. Return on Investment 35
- 36. Digital Wine Marketing Plan Winery Email ROI Key Metric Benchmarks Annual Campaign 2X Emails per Month Emails 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 36
- 37. Digital Wine Marketing Plan Suggested Reading The Cost/Benefit Analysis of Building Your Email Subscriber List Read my Blog at http://bit.ly/1K9dpZY 37
- 38. Digital Wine Marketing Plan Ultimately, In Email Less is More 38
- 39. Digital Wine Marketing Plan Mobile Friendly
- 40. Digital Wine Marketing Plan Not Mobile Friendly 40
- 41. Digital Wine Marketing Plan A-B Testing 41
- 42. Digital Wine Marketing Plan 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 42
- 43. Digital Wine Marketing Plan Ron Scharman ron@chatterboxwinemarketing.com 707-556-2322 Pete Harrison petercharrison@yahoo.com 415-378-9668 Q&A 43