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CellarPass Presentation 40511

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CellarPass presentation given to Finger Lakes Wine Country industry partners on April 5, 2011 at the Watkins Glen Harbor Hotel.

CellarPass presentation given to Finger Lakes Wine Country industry partners on April 5, 2011 at the Watkins Glen Harbor Hotel.

Published in: Travel

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Transcript

  • 1. What is CellarPass?
    CellarPass is the leading destination to discover, book and share wine experiences across the US.
  • 2. Audience Questionnaire
    Who has a direct marketing program?
    How often are you sending?
    Who has a wine club?
    Who does onsite events? And offsite?
    And who wants to increase their sales?
    And increase their WC memberships?
  • 3. The Importance of an Email Address
    Email addresses are the single-most overlooked company asset in any industry
    The most-preferred form of communication by consumers
    The foundation of direct-to-consumer marketing programs
    Wineries need tools to opt-in to email-based marketing
  • 4. How to use those email addresses
    Consumer Communications
    Upcoming Wine Releases
    Recent Awards (wine, sustainability, etc)
    Upcoming Events
    Onsite
    Offsite
    Loyalty Marketing- Consumers can be more powerful than any media-based review
  • 5. Loyalty Marketing
    Loyalty marketing programs have been in commerce for many years, but are just starting to be used in the wine business.
    Basic Benefits of Loyalty Marketing
    Shift – Acquire new customers
    Lift – Increase the spending of existing customers
    Retention – Improve the natural attrition rate of customers
    Profit Mix – Shift spending to more sales channels (on site purchase to ecommerce) and/or higher margin products…increasing company overall sales production.
    Although the Loyalty programs have evolved over the years with technology resources made available to us, the foundation pretty much remains the same…to implement any kind of loyalty program you must be able to communicate with your customer. In the past this was Name, Address and Phone number, today it is the almighty email address.
  • 6. How Do you Acquire Email Addresses?
    Website Contact Form
    Online Sales
    Wine Club Memberships
    On/Offsite Events
    Tasting Room Guest Lists
    Purchased Lists- no longer recommended
    And now through reservations!
  • 7. Other Forms of Consumer Notification
    Website Homepage
    Website Events Page
    Facebook
    Twitter
    YouTube
    Email Signatures
  • 8. Introducing CellarPass
    CellarPass is the only consumer-focused website to promote and manage events nationwide covering:
    California (Calaveras, Monterey, Napa, Santa Barbara, Sonoma)
    Oregon
    Washington
    New York
    Virginia
  • 9. How Does CellarPass Help Me?
    Like what OpenTable has done for restaurants, CellarPass does for wineries:
    Get you an email address which is required to book.
    Promote winery visitation- equally for all wine countries across the US
    Creates consumer awareness of other notable regions
    Communicate business hours and upcoming events.
    Real-time event/tasting availability
    Instant confirmations 24/7
    Provide maps, directions and “share” capability.
    Share function was used over 1800 times in March which is used to encourage friends to join in on the tasting/tour.
  • 10. Email Address is the Key Take Away
    CellarPass requires an email address to make a reservation
    Consumers receive confirmations
    “My Account” to view past RSVPs and view/modify upcoming ones.
    Guest accounts are evergreen- meaning that once they have made a reservation with you, you will always have access to their latest information
  • 11. Nationwide Coverage
    “Level playing field” as every winery, big or small has equal access to CP members.
    CP Homepage
    Winery Profile Page
    Accept RSVPs through your own website with CellarPass widget
    Partners
    Facebook pages
    Media, trade press, etc.
  • 12. CellarPass Marketing
    Full page ads feature regional coverage
  • 13. Local Marketing Programs
    Window Sticker
    Rack Card
  • 14. Regional/National Consumer Events
    San Francisco
    New York City
    Los Angeles
    San Jose
  • 15. Upcoming Consumer Events
    SF Vintners Market- April, San Francisco
    MuseExpo- May, Los Angeles
    Pink Out- May, San Francisco
    Napa Valley Wine Auction- June, Napa
    Wine Expo- June, Los Angeles
    Wine Fest- July, Watkins Glen- just added!
    Grape to Glass- August, Sonoma
  • 16. CellarPass Guests
    Consumer Demographics
    “New Visitors” for March 2011 was over 57%
  • 17. Future Expansion Q2/Q3 2011
    CellarPass expands to allow full travel planning to feature “Arrive, Taste, Eat, Play, Stay” themes.
    OpenTable and flight booking integration
    Technology Integration- Point of Sale, ECOM and more.
  • 18. Member Marketing Opportunities
    Standard Marketing Offerings
    • Tasting Room Profile on Cellarpass.com
    • 19. Featured Winery Rotator on CellarPass.com
    • 20. Featured Special Events
    • 21. Eligible for Winery Spotlight Article or mention[example spotlight themes: CellarPass Staff Favorites, Best Cave Tour Experience, Tasting Rooms with a View, Top 3/5/10… Napa Valley Tasting Rooms]
    Optional Marketing Programs
    • Placement on the CellarPass rack card (distributed nationally)
    • 22. Discounted booth space at consumer wine tasting events
    • 23. Advertorial placement on CellarPass.com
  • Our Proposal
    Signup 12-17 wineries from FLX- saturation is key to consumer buy-in
    Monthly will be waived for the “next” month for any winery that receives at least 30 reservations in a single month (widget, CP.com, backoffice, etc.
    Develop strategic tasting/tour programs that will entice consumer to book.
    Launch wineries by June 1st.
    Partner with The Glen, Seneca Lake Wine Trail and FLX to develop sweepstakes leading up to Wine Fest to create consumer awareness program

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