Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Direct to Consumer Wine Marketing Seminar

2,130 views

Published on

A look at direct to consumer marketing for wineries and wine retailers, delivered as part of a wine marketing masterclass with Georgia Rasmussen, and Mehgan Ragan of eWinery Solutions.

Published in: Business, News & Politics
  • Be the first to comment

Direct to Consumer Wine Marketing Seminar

  1. 1. It’s Not About The Wine<br />Digital Marketing for Direct to Consumer Sales.<br />
  2. 2. “<br />Via Media is South Australia’s leading Digital and Direct Marketing Agency. We combine strategy, creative, data and technology to connect our clients with today’s customers. <br />.”<br />
  3. 3. What We Do<br />Marketing Strategy (Digital/Direct Focus)<br />Research & Insights<br />Brand and Campaign Creative<br />Website Design & Development (incleWinery)<br />Search & Social <br />Email Marketing <br />Analytics<br />Mobile <br />Campaign Strategy, Management<br />
  4. 4. Who We Do it For<br />Government:<br /><ul><li> DTEI
  5. 5. DPC (SA)
  6. 6. Department of Education and Children’s Services (SA)
  7. 7. DFEEST (SA)
  8. 8. TAFE SA
  9. 9. Arts SA
  10. 10. Medvet (HealthSA)</li></ul>Private:<br /><ul><li> Great Southern Rail
  11. 11. Accolade Wines
  12. 12. BankSA
  13. 13. Rural Bank
  14. 14. Adelaide University
  15. 15. Adelaide Festival Centre
  16. 16. Adelaide Casino
  17. 17. Arts Projects Australia
  18. 18. Wicks Estate
  19. 19. Skye Cellars
  20. 20. Rosedale
  21. 21. Gibson Wines
  22. 22. Vok Beverages </li></li></ul><li>It’s Not About the Wine<br /><ul><li> Good wine is a given
  23. 23. Lots of choice, lots of reasons not to buy yours
  24. 24. Wallflowers = Wallpaper
  25. 25. Participate, Emotivate</li></li></ul><li>“Join the Conversation”<br />“Listening”<br />“Audience Engagement”<br />“Hashtags”<br />“Connect”<br />
  26. 26. So What is Social Media<br /><ul><li> A new way of doing something we’ve always done
  27. 27. Technology enabling interaction
  28. 28. Word of mouth. On steroids.</li></li></ul><li>What Social Media Is Not<br /><ul><li>Facebook
  29. 29. Twitter
  30. 30. LinkedIn
  31. 31. A Panacaea</li></li></ul><li>Channels<br />
  32. 32. What Does All This Have to Do with Wine?<br /><ul><li> The most social of sectors
  33. 33. Conversation Catalyst
  34. 34. Extension of the Cellar Door, of the dinner table
  35. 35. Make them remember</li></li></ul><li>Where Does ‘Social’ Fit? <br />Marketing Performance http://www.datranmediasurvey2010.com/<br />
  36. 36. So Why Bother?<br />Facebook Fans/Likes are<br />41% more likely to recommend ayou<br />28% more likely to continue usingyou in the future<br /> <br />Fans are worth on average $136.38 to a business and spend $71.84 more per year.<br />Forbes Research 2010<br />
  37. 37. But Let’s Take a Step Back<br />Digital Objectives (not just Social)<br />Information Delivery<br />Brand & Community<br />Advertising & Direct Response (Sales)<br />Customer Service<br />Measurement<br />Cost Reduction<br />Product Development?<br />
  38. 38. Where is the Value? <br />
  39. 39. Marketing & AdvertisingChannels<br /><ul><li>Websites
  40. 40. Search
  41. 41. Online Advertising
  42. 42. Email Marketing
  43. 43. Social Media
  44. 44. The Telephone!</li></li></ul><li>Websites<br /><ul><li> A human experience
  45. 45. Must reflect physical attributes
  46. 46. Sensory
  47. 47. Enabling
  48. 48. Blur the boundaries of your content</li></li></ul><li>Email<br />Commercial e-mail returned $43.62 for every dollar spent on it in 2009source: DMA’s 2009 Power of Direct economic-impact study<br />
  49. 49. Email<br />Source: CEASA Report June 06<br />
  50. 50. Social Media<br />Average Reach % <br />
  51. 51. Social Media<br />Average Reach % <br />
  52. 52. Location Marketing<br />Average Reach % <br />
  53. 53. F-Commerce<br />
  54. 54. The Humble Telephone<br />
  55. 55. Where To From Here?<br />Org Policy (Marketing, HR, IT, Legal)<br />Training & Skills Development<br />Active ‘Listening’<br />Set Objectives & Measurement Metrics<br />Resourcing – Identity, Community Manager<br />Build Community – Data Acquisition<br />Pantene<br />
  56. 56. Training & Skills Development<br /><ul><li>Workshops
  57. 57. ADMA Digital Certificate Course
  58. 58. ADMACustomised In-house Training
  59. 59. AFA
  60. 60. Online Courses
  61. 61. & No Substitute for Immersion</li></li></ul><li>Active ‘Listening’<br />
  62. 62. Measure. Everything.<br />Traffic<br />Interaction<br />Sales (RFV)<br />Leads<br />Search<br /><ul><li>Brand
  63. 63. PR
  64. 64. Retention
  65. 65. Referrals
  66. 66. Profit</li></ul>Via Chris Lake - eConsultancy<br />
  67. 67. New Measurement Metrics<br />
  68. 68. But More Importantly…<br />
  69. 69. In Closing<br />Match Business and Marketing Objectives<br />Consider ALL channels<br />Data is critical – all touchpoints<br />Ignore email at your peril<br />Participate in Social<br />Be you, not just your wine<br />Innovate, Experiment<br />Measure everything<br />
  70. 70.
  71. 71. Want to Talk Some More?<br />Jason Neave<br />08 7225 2688<br />0410 664 920<br />Twitter: jasonneave<br />Skype: jasonneave<br />LinkedIn:jasonneave<br />www.viamedia.com.au<br />

×