Technology in Wine Tourism: What's Working Now
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This presentation discusses how wineries can use technology and digital marketing to drive wine tourism. It begins with a historical overview of winery tourism outreach and how personal computing has changed the landscape. The presentation then focuses on current ways technology is driving discovery, engagement, and visitation through search engine optimization, ratings and reviews, mobile accessibility, geo-targeting, and social media marketing strategies. Specific case studies are provided on generating leads and visits through contests, quizzes, and profile promotion on platforms like Facebook and Google AdWords. The presentation emphasizes transforming the customer journey across all digital channels to move visitors from discovery to trust to purchase.
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Technology in Wine Tourism: What's Working Now
- 1. 1 DTC Marketing Presented by: Ryan Neergaard Technology in Wine Tourism: What is Working Now? November 19th, 2015 2015 Wine Tourism Conference
- 2. 2 DTC Marketing Thanks To Zephyr Adventures
- 3. 3 DTC Marketing Presentation Available in Digital Format
- 4. 4 DTC Marketing • Currently Business Development and Social Media Manager of Chatterbox Wine Marketing Services and VinoVisit.com • Lover of all things food & wine • Passionate about social marketing & technology • Am a foamer • Just rode my first 100 mile bike ride “Tour de Cure” Who am I and Why am I here?
- 5. 5 DTC Marketing TIME TO LEARN ABOUT YOU
- 6. 6 DTC Marketing Where are We Going Today? 1. Look at the historical perspective of winery tourism outreach 2. Show current ways technology is being used to drive tourism and give actionable takeaways that you can use now
- 7. 7 DTC Marketing 1. Historical Look At Wine Tourism Outreach
- 8. 8 DTC Marketing QUESTION FOR THE DAY:
- 9. 9 DTC Marketing QUESTION FOR THE DAY: How do we use technology to drive winery visitation and engagement?
- 10. 10 DTC Marketing LET’S FIND OUT HOW
- 11. 11 DTC Marketing The Past, Present, and Future of Wine Tourism and Technology
- 12. 12 DTC Marketing Hopefully It Starts With: “You had me at hello…….”
- 13. 13 DTC Marketing
- 14. 14 DTC Marketing
- 15. 15 DTC Marketing
- 16. 16 DTC Marketing
- 17. 17 DTC Marketing
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- 19. 19 DTC Marketing
- 21. 21 DTC Marketing The evolution from early 2000’s to present day, personal computing has changed 10 fold. What’s changed? Bigger, More Complex Sites 2003 2015 2007
- 22. 22 DTC Marketing MY PHONE IS MY LIFE NOT MOBILE-ONLY, BUT MOBILE-FIRST
- 23. 23 DTC Marketing THINGS TO WATCH PERIOD
- 24. 24 DTC Marketing It’s All About Discovery and Engagement
- 25. 25 DTC Marketing Remember That the Journey is Non-Linear Transforming the customer journey across all channels
- 26. 26 DTC Marketing DTC Best Practice: 360 Degree Customer View eCommerce Wine Club Allocations Tasting Room Recipe Engine Social Media (Social Commerce) Mobile Telesales (inbound & outbound) SMS (Text) Email Marketing Visitor Reservations Newsletter Mobile POS Search Engine Optimization (SEO) Fax Winery DTC/CRM Ecosystem
- 27. 27 DTC Marketing The Science of Discovery DISCOVERY • Events/Restaurant/Retail •Search engine •Word of mouth •Advertisement • Social Media •Location
- 28. 28 DTC Marketing Attracting Visitors “Edutainment” What is relevant for THEM • Videos • Blogs • Social media • Newsletters • Articles on other websites • Events • Reviews
- 29. 29 DTC Marketing How do you attract visitors and grow your customer base? Inbound Marketing is a system that allows interested buyers to actually FIND YOU via a combination of: Content Marketing Search Engine Optimization Social Media Lead Generation & Nurturing Discovery: Getting Found
- 30. 30 DTC Marketing + Social Media Marketing ReachMail 2015
- 31. 31 DTC Marketing +Social Media Marketing
- 32. 32 DTC Marketing Wine, food, travel forums Existing customers Referrals from local businesses Social media channels Friends and family Special events Wine publications and blogs? Search Engine Optimization Search Engine Marketing Ratings and Reviews Getting Found Building Advocates Discovery: Socializing Bricks & Mortar Source: www.tripadvisor.com, Ram’s Gate Winery
- 33. 33 DTC Marketing Wine, food, travel forums Existing customers Referrals from local businesses Social media channels Friends and family Special events Wine publications and blogs? Search Engine Optimization Search Engine Marketing Ratings and Reviews Getting Found Building Advocates Discovery: Socializing Bricks & Mortar Source: www.tripadvisor.com, Ram’s Gate Winery
- 34. 34 DTC Marketing Ratings and Discovery Why Should I Care?
- 35. 35 DTC Marketing People To People • People are already writing reviews • Opportunities to connect directly with customers • Helps search engines find you and increases ranking • 90% of local searches = purchase or visit
- 36. 36 DTC Marketing What’s With the Ratings?
- 37. 37 DTC Marketing
- 41. 41 DTC Marketing Heavy Traffic • TripAdvisor has more than 84 million members, and more than 250 million reviews • More than 375 million travelers visit TripAdvisor each month • TripAdvisor offers a wide range of marketing opportunities, advertising and content solutions
- 42. 42 DTC Marketing Heaviest Traffic – It’s Google
- 43. 43 DTC Marketing Advertising Options • Targeted local advertising • Premium placement on search and competitor business pages • Displays on mobile devices too
- 44. 44 DTC Marketing Mobile Discovery • Winery Client Comment: “Something interesting from all of our analytics is that 30- 40% of all of our traffic comes from iPhones. Hence the importance of mobile sites.” ~Ed @Regusci Winery
- 45. 45 DTC Marketing Consumers are on-the-go and want quick and easy access to basic information. 99% of the time, they want to do one of five things: Call Winery Find Tasting Room Locate Wine Buy Wine Join Wine Club Go Mobile!
- 46. 46 DTC Marketing Specialized Wine Discovery Tools 46 Apps for the consumer
- 47. 47 DTC Marketing Specialized Wine Discovery Tools 47
- 48. 48 DTC Marketing Specialized Wine Discovery Tools 48
- 50. 50 DTC Marketing Specialized Winery Discovery Tools 50 Apps for the consumer
- 52. 52 DTC Marketing • Social Media • Ratings System • User Created Content • Sharing • Ambassadors created and rewarded 52 Other Drivers
- 55. 55 DTC Marketing CANVAS App CANVAS and VinoVisit join two great winery resources. The Concierge Alliance offers the hospitality industry a clear and easy way to book their customers at wineries in Napa and Sonoma.
- 57. 57 DTC Marketing Geo-Targeting the Wine Traveler 57 What is Geo-Targeting? Geo Targeting is an active response to Geo-Location: Having identified the visitor’s location according to the IP, and/or WiFi / GPS data (=”geolocation”), content specific to that location is served (=”geotargeting”). This location can be a country, state, city and more.
- 58. 58 DTC Marketing Geo-Fencing Making Digital Connections with Local Consumers 58 What is Geo-Fencing? A geo-fence is a virtual perimeter that puts a border around specific geographic areas
- 59. 59 DTC Marketing 2. Active Ways Social Is Being Used
- 60. 60 DTC Marketing LET’S GET SOCIAL
- 61. 61 DTC Marketing SOCIAL MEDIA VS SOCIAL MARKETING
- 62. 62 DTC Marketing SOCIAL MEDIA Websites and applications that enable users to create and share content or to participate in social networking.
- 63. 63 DTC Marketing SOCIAL MARKETING Social marketing is an approach used to develop activities aimed at changing or maintaining people's behavior for the benefit of individuals, businesses, or society as a whole.
- 64. 64 DTC Marketing
- 65. 65 DTC Marketing WHAT ARE THE VEHICLES RELEVANT IN THE WINE INDUSTRY?
- 67. 67 DTC Marketing If You Do Not Pay to Advertise on Facebook, It Is Estimated That You Only Reach 3-5% of Your Fan Base Forbes.com
- 68. 68 DTC Marketing Active Examples of Social Media Marketing Resulting In Measurable Conversions 1. Discover 2. Trust 3. Buy
- 76. 76 DTC Marketing DOES ANYONE USE GOOGLE ADWORDS?
- 78. 78 DTC Marketing In the first 3 weeks of the contest: $700 - Spent Social Advertising 31,000 - Entries to The Contest .02 Cents - Cost Per Email Gathered
- 79. 79 DTC Marketing In the first 8 weeks of the quiz: $1,900 - Spent Social Advertising 17,000 – Completions of The Quiz .12 Cents - Cost Per Email Gathered
- 81. 81 DTC Marketing 0 5000 10000 Previous Month During Promotion N/A 7700 Impressions on VinoVisit.com 0 2000 4000 6000 Previous Month During Promotion N/A 5700 Clicks On Blog Article Sequoia Grove Winery Impressions and Blog Clicks
- 82. 82 DTC Marketing 0 200 400 600 800 1000 Previous Month During Promotion 21 828 Profile Views 0:00 1:12 2:24 3:36 4:48 Previous Month During Promotion 1:21 4:24 Average Time On Profile Sequoia Grove Winery Profile Views and Time Spent
- 83. 83 DTC Marketing Lead Your Consumer Down The Path of: 1. Discover 2. Trust 3. Buy
- 84. 84 DTC Marketing Then Do It Again And Again And Again…..
- 85. 85 DTC Marketing Remember That the Journey is Non-Linear Transforming the customer journey across all channels
- 87. 87 DTC Marketing The Heart of the Matter AT THE CORE OF DIGITAL RETENTION: CONSUMERS CAN LEAVE YOUR BRAND FOR SOMEONE ELSE. ALWAYS REMIND CUSTOMERS WHY THEY FELL IN LOVE WITH YOU IN THE FIRST PLACE
- 88. 88 DTC Marketing Hopefully It Starts With: “You had me at hello…….”
- 89. 89 DTC Marketing
- 90. 90 DTC Marketing And Finishes With: “Happily Ever After…”
- 91. 91 DTC Marketing
- 92. 92 DTC Marketing Contact Info Ryan Neergaard Chatterbox/VinoVisit Ryan@chatterboxwinemarketing.com 707-334-5653 Please Connect With Me on LinkedIn
Editor's Notes
- At the broadest level, we create content to drive brand awareness within our target market. Your videos, blog content, social media presence represent most trustworthy outlets in customer’s eyes.
- 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.