Social Media Camp  Workshop Series : Victoria THE  LIQUOR PLUS  STORY Rod Phillips  @Rod_Phillips [email_address] [email_a...
LIQUOR PLUS: Case Study <ul><li>Before and After </li></ul><ul><li>Social Media </li></ul>
BUSINESS PERSPECTIVE <ul><li>Business is </li></ul><ul><li>Profitability </li></ul><ul><li>Flavour </li></ul>
PROFITABILITY <ul><li>IS </li></ul><ul><li>Margin X Volume </li></ul>
FLAVOUR <ul><li>IS </li></ul><ul><li>All the things that differentiate you from your competition </li></ul><ul><li>All the...
PRE-2003 <ul><li>89% of all retail liquor sales were through BC Liquor Stores . </li></ul><ul><li>Postage stamp pricing th...
2003 LIQUOR PLUS OPENS <ul><li>100% of customers coming from government stores </li></ul><ul><li>Capitalize on perceived l...
2003 -2005 <ul><li>Liquor Plus grows from 1 to 3 stores </li></ul><ul><li>Bi-weekly price & item ads in the Times Colonist...
2005 -2009 <ul><li>Liquor Plus grows from 3 to 4 stores </li></ul><ul><li>Number of liquor stores servicing market area gr...
2009 NEEDS <ul><li>Broaden our flavour to elements uniquely us </li></ul><ul><li>Seek professional help </li></ul><ul><li>...
ARE YOU ON….. JULY 22, 2009
SOCIAL MEDIA MEANS… <ul><li>Engaging your customers –  listening  </li></ul><ul><li>Gain  advocates  for your business </l...
GO FROM…
TO…
Listening  to your customers will… <ul><li>Add  personality  to your message </li></ul><ul><li>Add  soul  to your company ...
EXAMPLE What I  thought  I tweeted… “ @Rod_Phillips $1 off 6 pack of Race Rocks Amber Ale for first 50 to reply or RT”  Wh...
What I  actually  tweeted…. “ @Rod_Phillips $1 6 pack of Race Rocks Amber Ale for first 50 to reply or RT” Was seen by  ov...
 
GAINED…
IDEAS GO VIRAL WHEN.. <ul><li>A  trusted friend  is the source </li></ul><ul><li>A trusted  store advocate  stands behind ...
LEAD TO.. WHICH LEAD TO…. WHICH LEAD TO…
I KNOW WHAT YOUR SAYING.. Where the hell does he find the  time ?
CAVEAT… If part of your flavour is  quality  or  value  insure your posts have quality and value
FOOD FOR THOUGHT… <ul><li>In 2009 we spent $70,000.00 on advertising in traditional media </li></ul><ul><li>We serviced 64...
FOOD FOR THOUGHT… <ul><li>Our total marketing budget in 2010 was $6,429.00 </li></ul><ul><li>We serviced 874,519 transacti...
WHAT IS OUR FLAVOUR NOW? <ul><li>More than price, selection, and location </li></ul><ul><li>Includes our staff </li></ul><...
Programming Examples <ul><li>Tweet Deals </li></ul><ul><li>Consistent Blog </li></ul><ul><li>Consistent Message Intro </li...
Tweet Deals <ul><li>Twitter Based Price & Brand offers. </li></ul>A Test of How Your Business Conveys its Value. Practice ...
Tweet Deals <ul><li>Twitter Based Price & Brand offers. </li></ul><ul><li>Content is Key </li></ul><ul><li>Reader must und...
Tweet Deals <ul><li>Twitter Based Price & Brand offers. </li></ul><ul><li>Random but Opportune Timing </li></ul><ul><li>Ad...
Tweet Deals <ul><li>Twitter Based Price & Brand offers. </li></ul><ul><li>Measurement </li></ul><ul><li>Measure Speed of C...
Consistent Blog <ul><li>Quality Content that comes out on the same Frequency & Builds Anticipation </li></ul>Facebook & Tw...
Consistent Message Intro <ul><li>Key Flavour Messages Have Same Intro each time. Builds Anticipation. </li></ul>I.E. Brew ...
Consistent Video <ul><li>Specific Messages in Specific Format. </li></ul>Work In Progress but all of our Pick O’ Week are ...
FINAL THOUGHTS <ul><li>Be  real </li></ul><ul><li>Be  concise </li></ul><ul><li>Be  engaged </li></ul>@Rod_Phillips Rod Ph...
Question: What is the best way to sell a product or service? WIN a  t-shirt
Answer: Advocated by trusted friend? WIN a  t-shirt
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Social Media Camp Workshop Victoria - Liquor Plus Case Study

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Rod Phillips' from Liquor Plus presents their Social Media Success Story at SMC Workshop October 18, 2011

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Social Media Camp Workshop Victoria - Liquor Plus Case Study

  1. 1. Social Media Camp Workshop Series : Victoria THE LIQUOR PLUS STORY Rod Phillips @Rod_Phillips [email_address] [email_address]
  2. 2. LIQUOR PLUS: Case Study <ul><li>Before and After </li></ul><ul><li>Social Media </li></ul>
  3. 3. BUSINESS PERSPECTIVE <ul><li>Business is </li></ul><ul><li>Profitability </li></ul><ul><li>Flavour </li></ul>
  4. 4. PROFITABILITY <ul><li>IS </li></ul><ul><li>Margin X Volume </li></ul>
  5. 5. FLAVOUR <ul><li>IS </li></ul><ul><li>All the things that differentiate you from your competition </li></ul><ul><li>All the things that identify you in your customer’s mind </li></ul>
  6. 6. PRE-2003 <ul><li>89% of all retail liquor sales were through BC Liquor Stores . </li></ul><ul><li>Postage stamp pricing throughout BC </li></ul><ul><li>Private retail was known for being too expensive & short on selection </li></ul><ul><li>No advertising </li></ul>
  7. 7. 2003 LIQUOR PLUS OPENS <ul><li>100% of customers coming from government stores </li></ul><ul><li>Capitalize on perceived lack of service in government stores </li></ul><ul><li>Change people’s pricing expectations </li></ul><ul><li>Advertise our message </li></ul>
  8. 8. 2003 -2005 <ul><li>Liquor Plus grows from 1 to 3 stores </li></ul><ul><li>Bi-weekly price & item ads in the Times Colonist </li></ul><ul><li>Wine talk on CFAX– Saturday afternoons </li></ul><ul><li>Changing pricing expectations </li></ul><ul><li>Elevating service / knowledge expectations </li></ul>
  9. 9. 2005 -2009 <ul><li>Liquor Plus grows from 3 to 4 stores </li></ul><ul><li>Number of liquor stores servicing market area grows from 22 – 57 </li></ul><ul><li>Almost all competitors adjust pricing model to match us </li></ul><ul><li>Customer counts flatten out </li></ul>
  10. 10. 2009 NEEDS <ul><li>Broaden our flavour to elements uniquely us </li></ul><ul><li>Seek professional help </li></ul><ul><li>Renew our look </li></ul>Enter Doug Brown of Copeland Communications
  11. 11. ARE YOU ON….. JULY 22, 2009
  12. 12. SOCIAL MEDIA MEANS… <ul><li>Engaging your customers – listening </li></ul><ul><li>Gain advocates for your business </li></ul><ul><li>Opportunity to… </li></ul>
  13. 13. GO FROM…
  14. 14. TO…
  15. 15. Listening to your customers will… <ul><li>Add personality to your message </li></ul><ul><li>Add soul to your company </li></ul>
  16. 16. EXAMPLE What I thought I tweeted… “ @Rod_Phillips $1 off 6 pack of Race Rocks Amber Ale for first 50 to reply or RT” What I actually tweeted…. “ @Rod_Phillips $1 6 pack of Race Rocks Amber Ale for first 50 to reply or RT”
  17. 17. What I actually tweeted…. “ @Rod_Phillips $1 6 pack of Race Rocks Amber Ale for first 50 to reply or RT” Was seen by over 2,000 people Offer completed in 15 minutes
  18. 19. GAINED…
  19. 20. IDEAS GO VIRAL WHEN.. <ul><li>A trusted friend is the source </li></ul><ul><li>A trusted store advocate stands behind the message </li></ul><ul><li>A company promotes </li></ul>
  20. 21. LEAD TO.. WHICH LEAD TO…. WHICH LEAD TO…
  21. 22. I KNOW WHAT YOUR SAYING.. Where the hell does he find the time ?
  22. 23. CAVEAT… If part of your flavour is quality or value insure your posts have quality and value
  23. 24. FOOD FOR THOUGHT… <ul><li>In 2009 we spent $70,000.00 on advertising in traditional media </li></ul><ul><li>We serviced 649,872 transactions </li></ul>Cost / transaction: $0.11
  24. 25. FOOD FOR THOUGHT… <ul><li>Our total marketing budget in 2010 was $6,429.00 </li></ul><ul><li>We serviced 874,519 transactions </li></ul>Cost / transaction: $0.007
  25. 26. WHAT IS OUR FLAVOUR NOW? <ul><li>More than price, selection, and location </li></ul><ul><li>Includes our staff </li></ul><ul><li>Includes our advocates </li></ul>
  26. 27. Programming Examples <ul><li>Tweet Deals </li></ul><ul><li>Consistent Blog </li></ul><ul><li>Consistent Message Intro </li></ul><ul><li>Consistent Video </li></ul>
  27. 28. Tweet Deals <ul><li>Twitter Based Price & Brand offers. </li></ul>A Test of How Your Business Conveys its Value. Practice Before Moving On to other programming- if not it is just advertising.
  28. 29. Tweet Deals <ul><li>Twitter Based Price & Brand offers. </li></ul><ul><li>Content is Key </li></ul><ul><li>Reader must understand the value of propostion in two seconds. </li></ul><ul><li>Content must inspire advocacy </li></ul>
  29. 30. Tweet Deals <ul><li>Twitter Based Price & Brand offers. </li></ul><ul><li>Random but Opportune Timing </li></ul><ul><li>Advertise upcoming offer 3 days in advance </li></ul><ul><li>Offer in advance of competitors schedule. </li></ul>
  30. 31. Tweet Deals <ul><li>Twitter Based Price & Brand offers. </li></ul><ul><li>Measurement </li></ul><ul><li>Measure Speed of Completion </li></ul><ul><li>Measure Actual Reach </li></ul><ul><li>Measure Post-Offer Ripple. </li></ul>
  31. 32. Consistent Blog <ul><li>Quality Content that comes out on the same Frequency & Builds Anticipation </li></ul>Facebook & Twitter are filling up with a lot of white noise. You will build a bigger and more loyal following by quality posts with consistent frequency.
  32. 33. Consistent Message Intro <ul><li>Key Flavour Messages Have Same Intro each time. Builds Anticipation. </li></ul>I.E. Brew News, Wine Talk, Coming Soon, Question, Poll, Staff Pick, Pick O’ The Week, Inspired By
  33. 34. Consistent Video <ul><li>Specific Messages in Specific Format. </li></ul>Work In Progress but all of our Pick O’ Week are presented in Video format.
  34. 35. FINAL THOUGHTS <ul><li>Be real </li></ul><ul><li>Be concise </li></ul><ul><li>Be engaged </li></ul>@Rod_Phillips Rod Phillips LinkedIn Rod Phillips Google+
  35. 36. Question: What is the best way to sell a product or service? WIN a t-shirt
  36. 37. Answer: Advocated by trusted friend? WIN a t-shirt

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