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?
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
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
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
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
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
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!
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
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.
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
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
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.