This document summarizes a presentation about using apps and devices to boost wine sales for wineries. It discusses using discovery apps to help wineries get discovered by consumers. It also discusses using engagement apps in the tasting room to collect customer data and provide targeted marketing to maintain relationships post-visit. The presentation provides examples like VinoVisit, an app that collects ratings and reviews from visitors then uses that data to automatically send targeted email offers to try and convert visitors into customers. The goal is to help wineries solve the problems of discovery, engagement, and post-visit marketing to boost direct-to-consumer wine sales.
2. Currently Chief Operating Officer
of Chatterbox Wine Marketing
Services and VinoVisit.com
Instructor, SSU Wine Business
Institute
Previously 7 years as President of
eWinery Solutions
Previously 2 years as COO of New
Vine Logistics
Previously 4 years as CEO of
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
2
WHO AM I AND WHY AM I HERE?
4. Problem 1: How do you
get discovered?
Problem 2: How do you
make marketing agents
and customers out of
your visitors and loyal
fans?
Problem 3: Post-Visit
Marketing – How do you
maintain a selling
relationship?
4
WHERE ARE WE GOING TODAY?
7. 7
GO MOBILE
Consumers are on-the-go and want quick and easy
access to basic information.
99% of the time, they want to do one of the five things:
Call the Winery
Find the Tasting Room
Locate the Wine
Buy Your Wine
Join Your Wine Club
12. 12
CANVAS 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.
13. 13
Problem 2:
How do you make marketing agents and
customers out of your visitors and loyal fans?
17. Tasting rooms captivate
the hearts and palates
of the consumer
Tablets extend the
engagement
instantaneously.
Email automation
monetizes your
engagement through
highly targeted offers.
17
TASTING ROOM ABANDONMENT
18. Using an iPad,
our tasting
room data
collection app
is easy to use,
fun for the
visitors and
invaluable for
monetizing
tasting room
traffic.
18
WINERY
RATINGS
TABLET
19. Collect valuable
feedback on the
customer’s tasting
room experience
Build your customer
database
Monetize winery
visitations with
automatic email
offers.
19
COLLECT CUSTOMERS
20. Build your customer
database by collecting
Name, Email, and Zip
code data.
A generous incentive
increases the likelihood
of getting multiple
entries from everyone in
the group.
VinoVisit provides the
winery with a daily
report of all data point
and customer reviews.
20
COLLECT DATA
21. VinoVisit drives
additional data
capture by offering
an attractive
incentive to join the
VinoVisit
Community.
The last slide in the
rating tool
21
BUILD COMMUNITY
22. Use your metrics to evaluate
and improve the hospitality
at the winery.
Receive an automatic email
when a low rating is
received.
VinoVisit provides the winery
with daily reports of all the
data points, including
reviews.
The ability to
evaluate your
tasting room
performance in
real time as
you connect
and engage
through email
with your
customers,
makes the
tablet a great
tool for any
tasting room.
22
ADVANTAGE
25. Using Exact Target, VinoVisit
automatically sends a winery
approved email to the customer who
opted-in during their winery visit.
By sending offers that target your
recent customer, CONVERSION
RATES escalate.
VinoVisit does everything –
performance based.
VinoVisit will
work with your
team to tailor
your iPad app,
email offers
and landing
page.
Everything we
do is
performance
based.
25
YOUR
ADVOCATE
26. It’s critical that
your customer
arrives at a
specific landing
page that is
responsive in
design, and that
streamlines
their path to
purchase. And
regardless of
device or
operating
system.
26
PATH TO
PURCHASE
27. VinoVisit will build
winery approved
landing pages to
match the email
offer using
Wordpress and the
WooCommerce
plugin.
27
LANDING PAGES
28. An ecommerce microsite
is customized for your
special offer
No internal resources
required
No cost to develop the
website
Microsite is dedicated to
“a very exclusive wine or
wines”
28
THE IRON IS “HOT”
29. Website uses your
compliance configuration
Website uses your
payment gateway
The tasting room
customer journey began
when they walked through
the your doors.
We help you begin their
engagement by
connecting with them
within 48 hours of opting
in to your mailing list.
29
THE CONVERSATION BEGINS
30. WooCommerce offers
a full integration with
ShipCompliant and
merchant services.
Nothing changes from
compliance,
fulfillment, or
processing
perspective.
30
COMPLIANT
32. “Decomplexifying”
customer marketing data
is crucial to building and
annuitizing a successful
DTC business
VinoVisit measures
success through Google
Analytics
We provide insights into
how best to allocate
marketing resources ($’s
and people) going
forward.
32
BY THE NUMBERS
34. Things 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?
34
FINAL – APP OR NO APP