Building US Tourist Brand Advocates


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This presentation, given in Ontario, CA, focuses on how Canadian wineries can leverage US tourism and direct-to-consumer wine relationships to gain more sales, demand, and brand advocates.

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  • The crowd is here: Facebook reportedly is nearing the 700 million-user mark. Every month, according to Facebook, its members spend 700 billion minutes on the network. The average user clicks the Like button nine times a month, and three-quarters of users have “liked” a brand.Consumers’ comfort level has tipped: People have been buying virtual goods within Facebook since it introduced the (now defunct) Gift Shop in 2007; the practice exploded with the introduction of FarmVille virtual currency in 2009. Analysts believe virtual goods could bring in around $12.5 billion worldwide this year, almost double 2009 sales, according to Adweek. If people are paying real money for virtual goods, it’s not much of a leap to start paying for tangible items. And, of course, e-commerce has become second nature for many consumers, who are by now quite comfortable with the idea of feeding their credit card information into e-commerce sites. Internet retailing is expected to take in $197 billion in 2011 and grow to $279 billion by 2015, according to Forrester Research. Purchasing an item with a few clicks has become a habit for many people.
  • Building US Tourist Brand Advocates

    2. 2. Got Wine?
    3. 3. How do we sell a 3-dimensional story ina two dimensional world?How do you capture the essence of your brand online?Visitors are exposed to a number of stimuli that help frame their experience at your winery. Theybreathe fresh warm air that blows across the valley floor as they enjoy expansive views, marvelat architectural details, and soak in the overall ambiance of your tasting room during their visit.All of these things help engage and interest them.Is your website doing the same?Question for the Day:
    4. 4. DTC TargetingThe Vino-TouristThe OpportunitySource:’s Wine Industry: Ripe, Robust, Remarkable
    5. 5. DTC Best Practice: 360 Degree Customer View eCommerceWine ClubAllocationsTasting RoomRecipe EngineSocial Media(Social Commerce)MobileTelesales (inbound &outbound)SMS (Text)Email MarketingVisitorReservationsNewsletterMobile POSSearch EngineOptimization (SEO)Retail Locator
    6. 6. DTC Best Practice: Model of Customer ProgressionDISCOVERY• Search engines• Word of mouth• Travel websites• Regionalorganizations• LifestylewebsitesENGAGEMENT• Visits website• Visits tastingroomACQUISITION• Purchases wineonline• Buys wine intasting room• Joins wine clubLOYALTY/LOVE• Emailcommunication• Facebook shares• Special events
    7. 7.  Wine, food, travel forums Existing customers Referrals from localbusinesses Social media channels Friends and family Special events Wine publications and blogs Search Engine Optimization Search Engine MarketingGetting FoundBuilding AdvocatesDiscovery: Socializing Brick & MortarSource:, Ram’s Gate Winery
    8. 8. How do you attract visitorsand grow your customerbase?Inbound Marketing is a system that allowsinterested buyers to actually FIND YOU viaa combination of: Content Marketing Search Engine Optimization Social Media Lead Generation & NurturingDiscovery: Getting Found
    9. 9. Discovery: Content Marketing1. Create useful, usable content thatadds value to the customerexperience with your brand.2. Perform outreach, and determinethe best outlets to publish (high-profile guest blogging, socialnetworks, your own website).3. Identify influencers who will shareyour content and furtherdiscussion.4. Pay attention to theresponses, and engage youraudience.5. Analyze the results, measure theimpact (new links to yourwebsite, new visitors, increasedsocial media activity, more sales).
    10. 10. Discovery: The customer funnelUnaware• Purpose: Create awareness, brand discovery• Blog posts, web page, customer stories, advertising, industry trendsInterested• Purpose: Provide usefulness, education, create interest• Regional travel guides, events, independent articles, demonstratedvalues, email newslettersDesire• Purpose: Incentivize, stir emotion, demonstrate values• Demonstrate charity contributions, connect with lifestyles, buildcommunity of social sharingPurchase• Purpose: Secure customer, provide good experience, build loyalty• Reviews & ratings, customer service, upsells and promos,personalized content, streamlined checkout
    11. 11. Engagement: Making a DifferenceSource:
    12. 12. Every tasting room visitor is apotential customer. Collect email addresses Personally invite to Tasting Room Events andWinemaker Dinners Welcome “Check ins” via FourSquare, Facebook Promote reviews of your business(Yelp, TripAdvisor) and wines (Cellartracker) Communicate Club benefits and incentives Convey your winery’s story Don’t be afraid to ask for the saleAcquisition: Build Relationships
    13. 13. Consumers are on-the-go and want quickand easy access to basic information.99% of the time, they want to do one offive things: Call Winery Find Tasting Room Locate Wine Buy Wine Join Wine ClubAcquisition: Go Mobile!
    14. 14. LOYALTYGOT WINE CLUB!• Imports account for 35% of wine consumed inthe US.• If a customer likes your product, they will beloyal beyond your countries border.• Create partnerships with localrestaurants, hotels, and destinations tocollectively entice return visits.• Ship It Home USA can help ease the burdenthat the LCBO places on exporting to theUnited States.
    15. 15. To Do List – Top 5 Things1. Expand company profiles on both local and nationaltravel and tourism sites like Fodors, DestinationCanada, Virtual Tourist, and Lonely Planet.2. Encourage visitors and fans to leave reviews at TripAdvisor, Zagat, Google+, Facebook.3. Create useful and usable website content that includesresources, things to do, local knowledge, and populardestinations near your winery.4. Claim your Google+ Local page.5. Contribute guest blog posts on travel blogs andwebsites to increase exposure from new audiences.
    16. 16. Thank You
    17. 17. YOUR WEBSITE IS A MARKETING TOOLMore traffic to your website leads to more purchases, visits to your tasting room, and brand recognition.But most wineries struggle to get visitors who search for anything but their brand name.Think about whats relevant to your winery - the varietals you make, the region youre located in, or thestory behind your labels. Create a list of keywords that you can associate that go beyond your brandname. Branded search traffic accounts for about 95% of most winery websites traffic, which means theyarent getting much exposure from new, unfamiliar faces.Instead, try to focus on building your site to be a hub of information for not just your wines and yourhistory, but the surrounding area, the vineyards, the AVAs, places to stay, things to see, and anything elsethats relevant. Your website should be a flytrap for tourists looking to plan their vacation, or visit thatspecial winery with a picnic area, great view, or wedding venue.3 Traffic Sources you must cultivate: Organic search engines. Referral sites, especially fromlocal regional sites. Local maps search results.Appendix A:Varietals• Cabernet, Rose, MuscatRegional• Carneros, Willamette, RutherfordOthers• Wine tasting/tours• Weddings• BoutiqueBuild a relevant list of keywords