2. INTRODUCTION
Established in February 1,1995 (22 Years)
Owner & Operator is Scott Johnston
Retail Beer & Wine supplies
Make Wine-On Premise
99% of Revenue is from Wine
3 Full-Time Employees & 2 Part-Time Employees
3. CUSTOMERS
Over 40+
Most are retired
Equal mix of male & female
Fairly local
Napanee to Trenton (East/ West)
Madoc to Prince Edward County (North/South)
5. Methodology
Interviewed the owner Scott Johnston
Reviewed Belleville Beer & Wine’s existing Social Media
forums, such as Facebook & Twitter
Googled other Social Media forums to learn if they could be
used for BB&W
6. In The Beginning… (before the internet)
Belleville Beer & Wine (BB&W) started a customer list with address &
phone numbers.
Scott Johnston wrote a 4 page newsletter 2 to 3 times a year promoting
sales, new products, and new information.
Family & Friends folded, stuffed, and hand addressed each newsletter to
their customer list….this took hours!!!
7. The New Millennium…2000
Belleville Beer & Wine gathered customers email address
They sent emails more frequently because it was:
Cost effective
More timely
8. More Recently - The Past 5 Years…
Belleville Beer & Wine have added Social Media forums to market their
business as well
Facebook 5 years ago
Twitter 3 years ago
9. The Past 5 Years…
Belleville Beer & Wine updated their website
Mobile friendly
It links to their social media sites…..Facebook & Twitter
It includes product descriptions
It includes “How To” information for Beer & Wine making
Wine recipes
10. How Does BB&W Promote Their Social Media Sites???
Display at the store
showing customers
BB&W’s links to their Social
Media outlets.
Become a FAN of:
www.facebook.com/bvbeernwine
Or
@BellevilleWine
11. How Does BB&W Promote Their Social Media Sites???
When BB&W sends an email to customers.
It links to their Facebook & Twitter in Scott Johnston’s email signature
Cheers,
Scott Johnston
Belleville Beer & Wine
613-966-2693
www.bellevillebeernwine.com
scott@bellevillebeernwine.com
"Like Us" on Facebook at:
http://www.facebook.com/bvbeernwine
Follow me on Twitter at: Scott Johnston
@BellevilleWine
12. How Does BB&W Promote Their Social Media Sites???
“LIKE, LIKE, SHARE” Contests
13. FACEBOOK
From Sept. 1, 2016 to March 31, 2017
324 Likes to 2015 Likes
Most was accomplished by the 3 “Like, Like, Share” Contests
15. FACEBOOK POSTS
Over 40 posts since the beginning of 2017
Posts are meant to be Engaging, Entertaining, Informative, Personal,
and Promotional
They try to minimize the promotional content to only about 20%
With each post, it reaches over 1,000 people on average
21. Twitter
Most of the Facebook posts are also on Twitter
Very few customers on Twitter. Only 114 “Followers”
BB&W’s tweets can be viewed on their website
23. BB&W’s Most Popular Post
On Facebook, a post reached 73,189 people and had 4,260 reactions
24. Social Media - Recommendations
Try to engage a younger audience with Social Media like Instagram.
Over 90% of people who use Instagram are under the age of 35
If BB&W can attract younger people this could lead to a healthier growth long
term.
25. Social Media - Recommendations
Use Pinterest as well to attract a younger audience
Pinterest nearly doubled their users between 2012 & 2015
31% of all adults use Pinterest (mainly younger adults)
Third largest social network only behind Facebook & Twitter
26. Social Media - Recommendations
Scott Johnston has used Twitter for personal tweets as well.
He should use a separate Twitter account for BB&W tweets only
Many of his followers have nothing to do with his business.
27. Social Media - Recommendations
Continue with their Facebook posts strategy
Most older adults use Facebook so it connects with their target market
Currently with each post it reaches a wide audience
