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Halogen Network: Digital Media Briefing for Wine & Spirits

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Presentation to wine & spirits marketing executives on 8/13/09 in Napa, CA. Expand to full-screen to view.

Presentation to wine & spirits marketing executives on 8/13/09 in Napa, CA. Expand to full-screen to view.

Published in: Technology, Business

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Transcript

  • 1. Digital Media Briefing Marketing Landscape for Wine & Spirits Bill Youstra, Halogen Network
  • 2. Agenda
    • What’s Happening Now
    • Implications for Consumer Marketers
    • Specifically: Wine & Spirits
    • Summary
  • 3. What’s Happening Now
  • 4. Big Changes Underway
    • Media offerings
    • Consumer behavior
    • Consumer devices
    • Web technologies
    • Marketing technologies
  • 5. Digital Media Landscape
    • Traditional digital media
    • Blogs
    • User-generated content
    • Email
    • Blended models & microsites
    • Social media
    • Social networks
    • Real-time web/TXT
    • Gaming
  • 6. Content, Communication, Community
  • 7. Real-time Web vs 3-day old Web
  • 8. Consumer Behaviors
    • Expressive & open
    • Personal sharing
    • Extended connections
    • Public reputations
    • Shorter attention span
    • Always-connected
    • Constantly interacting
  • 9. So that’s what’s new
  • 10. But is it all legit? How much of this is noise, time-wasters and narcissism run amok?
  • 11. It depends. Not everything will stick.
  • 12. How can you tell the difference?
  • 13. Watch your kids.
  • 14. Here’s what they say:
    • Broadcast radio sucks.
    • CDs are dead.
    • What’s a newspaper?
    • I love movies but not so much commercial TV
    • Magazines are great at the hair salon…oh never mind…I’m texting
    • Facebook is a nonstop responsibility…almost a job
    • Gaming is a daily thing
    • Twitter is neither
    • Ads annoy me
  • 15. I can’t imagine my life without
    • Laptop
    • Facebook
    • iPod/MP3 player
    • TXT/smartphone
  • 16. Digitally speaking, adults are becoming more childlike
  • 17. At a faster rate than ever before
  • 18. It’s not a “kid thing”
    • Fastest-growing FB segment: women over 55
    • More in 26-44 age bracket than 18-25
    • Women dominate casual gaming
    • More 33 yr old women own Nintendo DS than 13 yr old boys
    • Expect similar behavior on mobile apps/games
    US Facebook Audience Growth, June ‘09
  • 19. What adults will say
    • I can’t imagine my life without:
      • Ubiquitous web
      • Handheld apps
      • TXT
      • On-demand digital media
      • An excellent beverage
  • 20. And if you want to “message” me…
  • 21. … you’d better do it on my terms.
  • 22. What This Means for Brands
  • 23. It’s All Good
    • More powerful
    • More effective
    • More efficient
    • Better metrics
  • 24. You can now reach prospects…
    • more precisely than ever,
    • with more compelling vehicles,
    • highly-targeted appeals,
    • greater leverage,
    • cleaner metrics,
    • and the ability to close the sale
    • online or in the store.
  • 25. In short: You can engage your target like never before. If you play by the new rules.
  • 26. What you can do now
  • 27. Format: Horizontal Expandable
    • 300x600  600x600
    • Expands on rollover
    • Closes with roll-off
    Pae / 3
  • 28. Format: Pushdown
    • Starts as a strip across the top of site
    • Upon rollover, expands to 990 x 250
    • When open, ‘pushes down’ content and becomes a big screen delivery vehicle
    • Stays open until the user clicks to minimize
    Pae / 3 PUSH DOWN 990x250
  • 29. Dedicated Email
    • Publisher partners send out dedicated e-mails
    • Large, exclusive canvas
    • Message includes offer with clear click to purchase
    Pae / 3
  • 30. Sponsored Post
    • Create awareness & drive sales
    • Written in the tone of the publisher site
    • Clearly identified as sponsored, yet integrated seamlessly into the content
    • Sponsor transparency increases authenticity—Halogen Network delivers quality content marketing with appropriate disclosure
    Pag / 3
  • 31. Email Aquisition
    • Sweepstakes generate a high participation rate
    • Brand logo(s) can be featured prominently throughout the sweepstakes
    • Creates an opportunity to interact and build a relationship with new potential customers
    • Builds a fresh marketing list
    • Sponsor can contribute featured prizes and generate goodwill with consumers
    Pag / 3
  • 32. Example: Custom Editorial
    • Bacardi wanted to create buzz around its new mojito flavor
    • The key target was urban foodies, so the site features new restaurant openings in urban areas
    • In addition, the new restaurants featured on the site were contacted by Bacardi and are carrying the mojito flavor. So when foodies go to these locations, the brand is further reinforced.
    • One month into the program, Halogen has delivered 250k impressions just to the microsite and the CTR is .15%. We expect more growth now that all content is available.
  • 33. Example: Mobile Apps
    • If users have downloaded the UrbanSpoon app, they will see a few different ads:
    • Stella: goes to the Stella mobile page
    • Blue Moon: goes to a Halogen Network-built landing page, with 2 food pairings
    • Absolut: goes to the iTunes page to download the Absolut application
    • Stella started running about 2 weeks ago and has already delivered 1 million+ impressions and has a CTR of 28%
  • 34. Example: Twitter Campaign
    • Interested consumers can sign up for Twitter alerts
    • Ivanka will tweet behind-the-scenes happenings before the hotel opening
    • Participants can share up-to-the-minute opinions
    • Encourages audience engagement and interaction with brand message
    • Taps into social media benefits
    • Extends life of media campaign
  • 35. Twitter Campaign Dynamics Call to Action Marketer Consumer
  • 36. Twitter Campaign Dynamics Message Marketer Consumer Feedback Message Feedback Message Feedback
  • 37. Twitter Campaign Dynamics Personal Network Message Marketer Consumer Feedback Message Feedback Message Feedback
  • 38. Ad Targeting
    • Demographic
    • Geographical
    • Behavioral (incl varietal, region, price point)
    • Social graph
    • Combined: situational targeting
  • 39. Wine & Spirits
  • 40. Demographic Alignment
    • Millennials
      • Are the fastest-growing demo
      • Are the most attractive demo
      • Drive growth
    “ Drink more wine” % by generation
  • 41. Category Alignment
    • Well positioned to thrive in social media, mobile and other new platforms
    • Easily positioned as content, leisure, entertainment
    • Lends itself to discussion, debate, diatribe, polls, reviews
      • Expression, connection, engagement
  • 42. Category Alignment
    • Benefits from interactive solutions
      • Shopping guides & registries
      • Food pairings
      • Recipes
      • Cellar management
  • 43. Behavioral Alignment “ Wine” has 758,000 fans Wineries are building online audiences … So are… Wine Festivals
  • 44. Behavioral Alignment Out of 500+ “Wine” Facebook Groups, #3 is: “ OMG I so need a glass of wine or I’m gonna sell my kids.”
  • 45. Trends
    • New sales & distribution models
    • New functionality
    • Broader media distribution
    • Better partnership environment
    • Key initiatives
    • Brand enhancement
    • Online sales
    • Local activation
  • 46. Email Outreach
  • 47. Facebook Integration
  • 48. Summary
    • Meet your consumers where they are
    • Don’t interrupt them -- add value
    • Play defense and offense
    • Control your reputation & guide the conversation
    • But don’t let control issues paralyze you: take risks

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