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.
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
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3. Digital Wine Marketing Plan
Question For The Day:
How do we sell a 3-dimensional
story in a 2-dimensional world?
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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
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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
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8. Digital Wine Marketing Plan
Remember the Journey is Non-Linear
Find your customer where they want to be found…
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1. OBJECTIVE 2. STRATEGY 3. TACTICS 4. SCHEDULE
Building a Digital Marketing Plan
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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
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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
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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
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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
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14. Digital Wine Marketing Plan
1. OBJECTIVE 2. STRATEGY 3. TACTICS 4. SCHEDULE
Tactics & Schedule
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15. Digital Wine Marketing Plan
Winery Digital Marketing Tactics
WEBSITE
– concise, visual, ecommerce, mobile
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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
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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
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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
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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
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What’s the Difference Between Good and Bad?
GREAT AD TERRIBLE WEBSITE
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• 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
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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
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Suggested Reading
The Cost/Benefit Analysis of Building
Your Email Subscriber List
Read my Blog at http://bit.ly/1K9dpZY
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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
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Ron Scharman
ron@chatterboxwinemarketing.com
707-556-2322
Pete Harrison
petercharrison@yahoo.com
415-378-9668
Q&A
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