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.

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Halogen Network: Digital Media Briefing for Wine & Spirits

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