Analyzing the Digital Presence of 3 Whiskey Brands
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This is an analysis of the digital presence of three whiskey brands, one large, one medium, and one small: Johnnie Walker, The Macallan, and Kings County. This includes a look at their customer base as well as an audit of owned, earned, and paid media, followed by recommendations for improvement.
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Analyzing the Digital Presence of 3 Whiskey Brands
- 2. WHISKEY IS HAVING A MOMENT Marketa Kabeer Spencer Charlotte
- 3. AGENDA The Magnificent Whiskey Meet The Customers Johnnie Walker The Macallan Kings County Assessment & Recommendation
- 5. THE MAGNIFICIANT WHISKEY Water Of Life
- 7. JOHNNIE WALKER Name: Mike Age: 29 Career: Financial Analyst Personal Traits: • Works hard & plays harder • Sophisticated in a subtle way • Quality-life seeker • Keeps Moving & Strives for success • Confident & Bold Why Johnnie Walker: Quality premium drink Classic brand that reflects desired social status Represents a quality good time Fascination Triggers: Trust Power
- 8. Name: Benjamin Age: 48 Career: CEO of a public company Personal Tactics: • High Income & advanced degree • Married with 2 children • Travel for business • Read Wall Street Journal • Watch tennis • Mercedes E Class The Macallan Why The Macallan: High quality and luxury brand image Sophisticated Tastes to match their credentials Fascination Triggers: Power Prestige
- 9. KINGS COUNTY Name: Jackson Age: 31 Career: Graphic Designer Personal Traits: • Works so he can enjoy nightlife, music and travel • Transitioning into adulthood • Fan of indie/alternative culture • Seeks out new restaurants and bars Why Kings County: Local brand that proudly represents Brooklyn Unique flavor that can only be found in select bars Symbolizes enjoying life with friends Fascination Trigger: Passion Rebellion
- 11. OWNED MEDIA
- 12. OWNED MEDIA Johnnie Walker 4.3m 4,542 30,097 241 The Macallan 19k 17k/4K 2,512 494 467 Kings County 3,054 2,774 213 Bravo! It’s ok. Why even have it? Yet to be filled
- 13. SOCIAL MEDIA Nicely done Malpractice ✔Engagement ✔Personality ✔Brand image ✔Proper practice ✔Telling a story ✖Engagement ✖Personality ✖Brand image ✖Proper practice ✖Telling a story
- 15. REAL-TIME MAKRETING Black Friday Facebook Post
- 16. WEBSITE Easy to navigate? Loading speed? Responsive Design? Convey the message? Useful information? Brand Identity? Aesthetics? Website Mobile Website
- 17. MOBILE APP Spanish App
- 18. PAID MEDIA
- 19. DIGITAL ADS Message & Story Creativity Washington Post Observer.com NBA.com
- 20. EARNED MEDIA
- 22. SEARCH MARKETING
- 23. SEM – Keyword: Johnnie Walker SEARCH MARKETING SEM – Keyword: WhiskeySEO: Keyword - Whisky - Page 3 SEO: Keyword – Whiskey-??????
- 25. OWNED MEDIA
- 26. OWNED MEDIA Johnnie Walker 4.3m 4,542 30,097 241 The Macallan 19k 17k/4K 2,512 494 467 Kings County 3,054 2,774 213 Bravo! It’s ok. Why even have it? Yet to be filled
- 27. Quiet on All Social Media Except Twitter SOCIAL MEDIA Add an twitter Post example?
- 28. WEBSITE Easy to navigate? Loading speed good? Responsive Design? Convey the message? Useful information for users? Brand Identity? Creativity?
- 29. MOBILE APP The App Mobile Website ?
- 30. PAID MEDIA
- 31. PAID MEDIA Master of Photography ✔Print & TV ads ✖ Paid digital ads maybe find some reason to back up why luxury brand should do digital ads
- 32. EARNED MEDIA
- 33. The most expensive whiskey EARNED MEDIA Limited Edition Product Review ‘Old whiskey’ Every Year Can you find a better Coverage pic of water of life charity?
- 34. SEARCH MARKETING
- 35. ✖SEM ✔Advertisement by third party retailers SEARCH MARKETING SEO: Keyword -Single Malt Whisky- Page 2 SEO: Keyword- Luxury Whiskey, Premium Whiskey, High End Whiskey–???
- 37. OWNED MEDIA
- 38. OWNED MEDIA Johnnie Walker 4.3m 4,542 30,097 241 The Macallan 19k 17k/4K 2,512 494 467 Kings County 3,054 2,774 213 Bravo! It’s ok. Why even have it? Yet to be filled
- 39. SOCIAL MEDIA Nicely done Malpractice ✔Engagement ✔Personality ✔Brand image ✔Proper practice ✔Telling a story ✖Engagement ✖Personality ✖Brand image ✖Proper practice ✖Telling a story Can you look over this page and see if you want to change some points
- 40. SOCIAL MEDIA
- 41. REAL TIME MARKETING Small Business Saturday Post
- 42. WEBSITE Easy to navigate? Loading speed good? Responsive Design? Convey the message? Useful information for users? Brand Identity? Creativity?
- 43. EARNED MEDIA
- 45. SEARCH MARKETING
- 46. SEARCH MARKETING SEO: Keyword –New York Whisky- Page 1, 2nd Listing SEO: Keyword –Brooklyn Whisky- Page 1, 2nd Listing SEM – Keyword: Kings County Whiskey – 3rd Parties Book Ads
- 48. JOHNNIE WALKER OWNED MEDIA PAID MEDIA EARNED MEDIA SEARCH MARKETING Blog Best social media practice Mobile app Expand banner ads to wider site lists Retargeting ads Work with bloggers to initiate #keepwalking movement Launch a blog to tell brand story Rank for more keywords Better Text Ad copy & add call to action
- 49. RECOMMENDATIONS OWNED MEDIA PAID MEDIA EARNED MEDIA SEARCH MARKETING Premium blog Unleash social media potential Develop useful app features Digital Ads placement Native Advertising Real-time marketing Target more keywords
- 50. Kings County OWNED MEDIA PAID MEDIA EARNED MEDIA SEARCH MARKETING Website overhaul E-commerce YouTube account Banner ads and sponsorships for book Regional press outside NY Local events SEM for book SEO: become top listing for New York/Brooklyn whiskey searches
- 51. Fill your glasses and cheers!
Editor's Notes
- Buy johnnie walker red/ coke/
- Moderator: The Gaelic "usquebaugh", meaning "Water of Life", phonetically became "usky" and then "whisky" in English. However it is known, Scotch Whisky, Scotch or Whisky (as opposed to whiskey), it has captivated a global market. The category of spirits -- which includes whisky, rye, bourbon and related alcohols -- has for the last few years enjoyed a boom in popularity, (https://www.google.com/search?q=whiskey+history&espv=210&es_sm=91&source=lnms&tbm=isch&sa=X&ei=qYGKUsyOJfihsASbnYGoCQ&ved=0CAkQ_AUoAQ&biw=1024&bih=457#facrc=_&imgdii=_&imgrc=EI3Dk3BKvq8c-M%3A%3BmYcEPiYi9y5NtM%3Bhttp%253A%252F%252Fstatic.bbci.co.uk%252Fwwtravel%252Fimg%252Fic%252F624-330%252F130046706217634993871_1.jpg%3Bhttp%253A%252F%252Fwww.bbc.com%252Ftravel%252Fblog%252F20110318-travelwise-a-guide-to-the-lingo-and-history-of-whiskey%3B624%3B330)
- Meet the customers
- Use our own picture
- Add cover slide, delete right column
- Use glasses
- Multiple Apps designed in different languages
- Cover slide
- Is it the best copy? Where’s call to action?
- Add cover slide, delete right column
- Use glasses
- Same information across platform, but should it be? ----and then recommendation about different app strategy
- Cover slide
- In 2010, a bottle of The Macallan 64-year-old single malt whisky was sold for $460,000 at an auction in NYC. In 2012, The Macallan received the Guinness World Record for the most expensive whisky ever sold at auction.
- `long tail strategy ----
- Add cover slide, delete right column
- Use glasses
- Owned: no blog, mobile app, relatively low, lack of best practices of some social media channels. Paid Media: no retargeting, limited sites Earned Media: good hashtag, high organic mentions Search marketing: Whisky- page 3/ Whiskey –no where to be found except for paid ad
- Redesign website (could run a contest via social media for someone to design their website) Invest in SEM so they come up first for terms like “Brooklyn whiskey” Target local press outside of New York area (NJ, Connecticut, etc.), more national press, and more coverage in whiskey blogging community Leverage book release to brand themselves as experts on whiskey industry in general Become more active on Pinterest Create official YouTube account (can post distillery tours, tasting videos, content on whiskey industry in general)