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Agenda• Target Market • Competition• Distribution• Advertising• Increasing Web Traffic• Event Marketing• Social Media
3Target Market
86.4% American & 13.6% InternationalAverage of 39.4 years of age
4Visitors
Average: 39.4 years of age Average: $482.71 per day
5Competition in Napa
Over 500 physical wineries in Napa Valley Almost 57% of visitors frequent 3 or more wineries during their stay Important to become staple destination on tours and shuttle/train stop Recommendations from analysis of competition:
More visual appealing photos on Instagram and website showcasing the property/grounds
Second only to wine (39.8%), scenery/landscape was most liked aspect of Napa(37.9%)
Food is a much greater focus with competitors and is integral to the overall experience
Host greater number and variety of special events in and out of house to enhance experience
6Competition in Napa – Key Competitors
Merryvale Vineyards: (Across the street) Special events include food and live music, release parties for new wines, and dinner
parties in conjunction with restaurants in cities across the U.S.
Clif Family Winery: (.1 Mile) Hosts art workshops and houses their own specialty food truck.
Beringer Vineyards: (1 Mile) Holds cooking classes with house chef where attendees pick ingredients from the
Beringer gardens, and offer free weekend stay for two winners of Instagram photo competitions.
Charles Krug Winery: (1.9 Miles) Caters an array of events from concerts to intimate dinners at club members homes, and
recently hosted the Napa Valley Film Festival.
Silver Oak Cellars: (7 Miles) Hosts wine paired dinners at upscale restaurants around the country, cook book signing
and dinner with published chef, and sponsors a South American cruise.
7Competition in Napa – Celebrity Wines
No.1 Celebrity Wine: Gia Coppola’s Pinot Noir &Francis Coppola’s Merlot.
Another key celebrity competitor would be Greg Norman and he is most famous for his “1998 Reserve Shiraz” which received #8 wine in the world recognition.
Other successful celebrity wines: Drew Barrymore - Pinot Grigio, Sting - 2011 Il Palagio, Mario Batali 2010 La Mozza Aragone.
8Distribution
Currently do not distribute to Idaho, which winepair.com says is the number one wine drinking state, with at least half a glass a day, on average.
Are not currently using Amazon as a distribution method.
Wine.com is one of the current distribution methods
9Advertising
Top US/CA Wine Influencers Wine Spectator Bonny Doon Vineyard Vinography
Recommendations: Send bottles to these influencers Get on the radar of winery locators Educate the public on the fine quality of Yao Family Fine Yelp, Trip Advisor, and Word of Mouth
10Increase Web Traffic
Our Solution to increase Web Traffic: Content Marketing
11Increase Web Traffic
Some simple rules: Step 1: Find influential people in your niche Step 2: What your influencers care about Step 3: Create content on that topic Step 4: Finally, Add Share Triggers
12Web Traffic: K.A.R.A.T.E. Rules
13Paid Search with Google Adwords
Great targeting
Predictability Speed Control
High conversion
rates
Brand awarenes
s
Our keywords:Napa Valley Best wines in NV Quality wines
Famous wines in NV Red wines from NVTasting room Buy Napa Valley wines online
Yao Ming NV tasting room Discover NV wines
Yao F Wines Napa Valley Cabernet SauvignonNapa Crest High class wines
14Tasting Room
Target more the metropolitan areas around SF and Sacramento
Focus on hosting business events and offer shuttles
Offer packages including wine walks and wine tastings
Target more Asian tourist market Be more active on Asian travelling forums Cooperate with Asian travel agencies
to include visit to a trip to San Francisco
15Joint Events
Passport EventsNetwork with other wineries
16Food & Wine Pairings
Dinner events at Club Member’s HousesGuest Vendors at Winery
17Other Key Marketing Points
Raffle – Dinner with Yao MingKeep events updated on website
18Social Media – How to increase the
reach?
Focus the effort on 3 Social MediaFacebook (1520 likes) Allocate a budget to sponsor facebook posts.
Targeting people from USA and china between 30-50 year-olds, wine lovers and fans of Yao Ming
For a budget of 5000$, you can reach between 8100-21000Each day during a week.
Animate the fan community by asking more review, questions,,surveys,And by proposing contests to win a bottle or an invitation to an event, or even a meeting with Yao Ming
19Social Media – How to increase the
reach?
Twitter (2995 followers ) Launch one or more Follow + RT contests with bottles or a
meeting with Yao Ming to win. Share the contest on Yao Ming's page (202K followers)
RT or share positive message about users (specially celebrities)
Also share content related to the activity or Yao Ming but not necessarily directly related to the brand
To reach a large number of twitter users, use Trending Topics in the top of the day by placing your brand.
20Social Media – How to increase
reach?
Instagram (756 followers) : Improve the content of photos posted: photos of the estate,
manufacturing, tastings. Images of better qualities and more artistic.
Send products to wine and food instagram influencers in exchange for a comment, share or notice on the network.
Examples of influential Instagrammers on the field :Reversewinesnob : 13,7 https://www.instagram.com/reversewinesnob/Damewine : 12,9K : https://www.instagram.com/damewine/Winefolly : 39,7K https://www.instagram.com/winefolly/
Thank You