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DTC Marketing
Presented by:
Ron Scharman
Technology in Wine Tourism:
What’s New?
April 18th, 2017
Fredericksburg 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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DTC Marketing
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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
20032015
2007
2016
Amazon 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 LIFE
NOT MOBILE-ONLY, BUT MOBILE-FIRST
KPCB Internet Trends 2016
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Latest Stats February 2017
• 234 Million Adults in U.S.
• 14% High Frequency Drinkers
• = 33 Million HF Drinkers
• 24% Occasional Drinker
• = 56 Million Occasional Drinkers
• Total = 89 Million Prospects
*Wine Market Council – 2016 High Frequency Wine Consumer Study
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*Wine Market Council – 2016 High Frequency Wine Consumer Study
234 Million Adults in U.S.
14% High Frequency Drinkers
= 33 Million HF Drinkers
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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 Reservations
Newsletter
Mobile POS
Search 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 Marketing
1. 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
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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
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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-Fencing
Making 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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To Do List – Top 5 Things
1. Get Mobile
2. Get Social
3. Get Discovered
4. Get “App-ed”
5. Get “Edu-Taining”
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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 Scharman
CEO/Astra Digital Marketing Services
707-681- 5392
Find Me on LinkedIn at http://bit.ly/1WyFHpA