2013 SPRING / SUMMER WEBINAR SERIESS E S S I O N T H R E ER O N S C H A R M A N ’ S STAT E O F T H E I N D U ST RYA P R I ...
DIRECT TO CONSUMERSTATE OF THE INDUSTRY
Got Wine?
How do we sell a 3-dimensional story ina two dimensional world?How do you capture the essence of your brand online?Visitor...
DTCBest PracticesThe Opportunity
Specialty RetailExpanding in allrevenue channels.SpecialtyRetailDirect toConsumerRetailersDirectSalesMarketingWine ClubEve...
DTC Best Practice: 360 Degree Customer View eCommerceWine ClubAllocationsTasting RoomRecipe EngineSocial Media(Social Com...
DTC Best Practice: Model of Customer ProgressionDISCOVERY• Search engine• Word of mouth• AdvertisementENGAGEMENT• Visits w...
 Wine, food, travel forums Existing customers Referrals from localbusinesses Social media channels Friends and family...
How do you attract visitorsand grow your customerbase?Inbound Marketing is a system that allowsinterested buyers to actual...
Engagement: Making a DifferenceSource: www.kj.com
Every tasting room visitor is apotential customer. Collect email addresses Personally invite to Tasting Room Events andW...
Consumers are on-the-go and want quickand easy access to basic information.99% of the time, they want to do one offive thi...
Whether a customer buys wine in yourtasting room, or on your website, theirinformation flows to one central location.Tangi...
Web Analytics: Customer Preferences
 The crowd is here Comfort level withmobile transactions Ease of purchasing Millennials Growing FAST!Things to Watch:...
Things to Watch: Online Shopping ExperiencesSources: KJ.com, LaCrema.com, Lindemans.com and UnderdogWine.com
WATCH: http://www.youtube.com/watch?v=E1rUdTITGCgThings to Watch: Online Shopping ExperiencesMacy’s Magic Fitting Room**Vi...
Check it out: www.thehunt.comThings to Watch: Online Shopping ExperiencesFinding thethings youcovet…TheHunt.com*Images cou...
Things to Watch: Amazon and Beyond
Things to Watch: Amazon Recommendations
Thank You
IF YOU HAVE A QUESTION PLEASE TYPE IT INTOTHE QUESTIONS BOX ON YOUR SCREEN.QuestionsTO DAY ’ S PA N E L :Ron ScharmanPresi...
OBAMA AND CRM ARTICLEAppendix B:
YOUR WEBSITE IS A MARKETING TOOLMore traffic to your website leads to more purchases, visits to your tasting room, and bra...
Ron Scharman’sState of the IndustryQuestion and AnswerPresenterRon ScharmanModeratorJacki WoodComment:“Something interesti...
Ron Scharman’sState of the IndustryQuestion and AnswerPresenterRon ScharmanModeratorJacki WoodQuestion:A lot of the exampl...
Ron Scharman’sState of the IndustryQuestion and AnswerPresenterRon ScharmanModeratorJacki WoodUsing your website to tell y...
Ron Scharman’sState of the IndustryQuestion and AnswerPresenterRon ScharmanModeratorJacki WoodComment:“Not only do we make...
State of the wine industry
State of the wine industry
State of the wine industry
State of the wine industry
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State of the wine industry

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eWinery Solutions explores trends surrounding the DTC segment of the wine industry, and examines how wineries can improve their approach

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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.
  • Macy’s Magic Fitting Room: In September 2010,Macy’s showcased the “Magic Fitting Room” at its flagship Herald Square store in New York. The kiosk’s mirror was linked to a touch-screen tablet computer, and shoppers scrolled through selected items, chose which pieces to “try on” (these were then superimposed on the shopper’s image) and shared the results via Facebook, email and text to find out what their friends thought of the various outfits.NOTE: Image linked to: http://www.youtube.com/watch?v=E1rUdTITGCg
  • Macy’s Magic Fitting Room: In September 2010,Macy’s showcased the “Magic Fitting Room” at its flagship Herald Square store in New York. The kiosk’s mirror was linked to a touch-screen tablet computer, and shoppers scrolled through selected items, chose which pieces to “try on” (these were then superimposed on the shopper’s image) and shared the results via Facebook, email and text to find out what their friends thought of the various outfits.NOTE: Image linked to: http://www.youtube.com/watch?v=E1rUdTITGCg
  • Macy’s Magic Fitting Room: In September 2010,Macy’s showcased the “Magic Fitting Room” at its flagship Herald Square store in New York. The kiosk’s mirror was linked to a touch-screen tablet computer, and shoppers scrolled through selected items, chose which pieces to “try on” (these were then superimposed on the shopper’s image) and shared the results via Facebook, email and text to find out what their friends thought of the various outfits.NOTE: Image linked to: http://www.youtube.com/watch?v=E1rUdTITGCg
  • Amazon recommendations: Amazon realized early on the power of the idea that you, the shopper, might like to know what others with similar interests are buying. By curating the vast offerings of the site, recommendations help give shoppers relevant ideas about what to select. Moving into the era of the social graph, Amazon’s beta of Facebook Connect allows visitors who sign in with their Facebook account to receive recommendations based on their interests (as charted on Facebook), learn what friends like and get gift recommendations for friends with upcoming birthdays, based on their interests.
  • Transcript of "State of the wine industry"

    1. 1. 2013 SPRING / SUMMER WEBINAR SERIESS E S S I O N T H R E ER O N S C H A R M A N ’ S STAT E O F T H E I N D U ST RYA P R I L 2 0 1 3Presented by:Ron ScharmanPresident & COO, eWinery Solutions
    2. 2. DIRECT TO CONSUMERSTATE OF THE INDUSTRY
    3. 3. Got Wine?
    4. 4. 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:
    5. 5. DTCBest PracticesThe Opportunity
    6. 6. Specialty RetailExpanding in allrevenue channels.SpecialtyRetailDirect toConsumerRetailersDirectSalesMarketingWine ClubEventseCommerce
    7. 7. 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
    8. 8. DTC Best Practice: Model of Customer ProgressionDISCOVERY• Search engine• Word of mouth• AdvertisementENGAGEMENT• Visits website• Visits tastingroomACQUISITION• Purchases wineonline• Buys wine intasting room• Joins wine clubLOYALTY/LOVE• Emailcommunication• Facebook shares• Special events
    9. 9.  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: www.tripadvisor.com, Ram’s Gate Winery
    10. 10. 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
    11. 11. Engagement: Making a DifferenceSource: www.kj.com
    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 ClubHow Big Data and CRM elected a U.S.PresidentAcquisition: Go Mobile!
    14. 14. Whether a customer buys wine in yourtasting room, or on your website, theirinformation flows to one central location.Tangible benefits: Full purchase history in one system Segmenting customers for marketing Customer can access their profile online Access customer information from anywhere One central customer record shared acrossmultiple systemsTastingroomWine clubWebsiteCustomerRelationshipLoyalty: One Customer, One Database
    15. 15. Web Analytics: Customer Preferences
    16. 16.  The crowd is here Comfort level withmobile transactions Ease of purchasing Millennials Growing FAST!Things to Watch: MillennialsSource: Forrester Research, Inc - Mobile Commerce Forecast2011
    17. 17. Things to Watch: Online Shopping ExperiencesSources: KJ.com, LaCrema.com, Lindemans.com and UnderdogWine.com
    18. 18. WATCH: http://www.youtube.com/watch?v=E1rUdTITGCgThings to Watch: Online Shopping ExperiencesMacy’s Magic Fitting Room**Video courtesy of YouTube and LBi New York.
    19. 19. Check it out: www.thehunt.comThings to Watch: Online Shopping ExperiencesFinding thethings youcovet…TheHunt.com*Images courtesy of TheHunt.com
    20. 20. Things to Watch: Amazon and Beyond
    21. 21. Things to Watch: Amazon Recommendations
    22. 22. Thank You
    23. 23. IF YOU HAVE A QUESTION PLEASE TYPE IT INTOTHE QUESTIONS BOX ON YOUR SCREEN.QuestionsTO DAY ’ S PA N E L :Ron ScharmanPresident & COOeWinery SolutionsJacki WoodTraining ManagereWinery Solutions
    24. 24. OBAMA AND CRM ARTICLEAppendix B:
    25. 25. 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
    26. 26. Ron Scharman’sState of the IndustryQuestion and AnswerPresenterRon ScharmanModeratorJacki WoodComment:“Something interestingfrom all of ouranalytics is that 30-40% of all of our trafficcomes from iPhones.Hence the importanceof mobile sites.”from Ed @ Old Vine Partners
    27. 27. Ron Scharman’sState of the IndustryQuestion and AnswerPresenterRon ScharmanModeratorJacki WoodQuestion:A lot of the examples that Ron gave to daycame from larger wineries with largemarketing budgets.Is there something that you wouldrecommend as an easy stepping off point thatare smaller and maybe don’t have such alarge marketing budget?from DavidAnswer:Focus on telling your wineries story andtelling it well. A quality website with strongbranding can be the platform on which tobuild a strong marketing program.
    28. 28. Ron Scharman’sState of the IndustryQuestion and AnswerPresenterRon ScharmanModeratorJacki WoodUsing your website to tell yourstory. Strong branding is key Include rich content Use the tools built into eWinery toimprove your SEO Gather data and market smart Go Mobile!
    29. 29. Ron Scharman’sState of the IndustryQuestion and AnswerPresenterRon ScharmanModeratorJacki WoodComment:“Not only do we make sure thatour websites will render on amobile device, we make sure thatany emails we send to ourcustomers are also optimizedviewing on a mobile device.”from Ed @ Old Vine Partners

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