Ron Scharman gave a presentation on creating and budgeting an effective digital marketing plan. He discussed his background in digital marketing and wine business. The presentation covered an overview of the technology landscape, customer acquisition channels, components of a digital marketing plan including objectives, strategies, tactics and schedule. It also discussed pricing theory, budgeting, metrics and cost-benefit analysis of digital campaigns. The key question discussed was how to sell a 3-dimensional story through 2-dimensional digital channels.
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Step by step process to creating your digital marketing plan. Research, create, distribute, analyze and optimize. For more info or help with your digital marketing projects visit www.ederholguin.com
The Digital Marketing Workshop is a short intensive class that will introduce you to the fundamentals of digital marketing. The course aims to develop your skills to be able to plan, implement and measure effective campaigns. It will cover different digital platforms and tools to help you craft sound recommendations for your company or your client’s business. In this course, you will learn:
Digital Marketing Dynamics
Pillars of Digital Marketing
Measuring Data
Intro to SEO
If you are a business owner, or new to digital marketing, and understand the ecosystem of Digital Marketing and how all it's parts are connected to the whole, this with be a good place to begin.
How to create a Digital Marketing PlanEder Holguin
Step by step process to creating your digital marketing plan. Research, create, distribute, analyze and optimize. For more info or help with your digital marketing projects visit www.ederholguin.com
The Digital Marketing Workshop is a short intensive class that will introduce you to the fundamentals of digital marketing. The course aims to develop your skills to be able to plan, implement and measure effective campaigns. It will cover different digital platforms and tools to help you craft sound recommendations for your company or your client’s business. In this course, you will learn:
Digital Marketing Dynamics
Pillars of Digital Marketing
Measuring Data
Intro to SEO
If you are a business owner, or new to digital marketing, and understand the ecosystem of Digital Marketing and how all it's parts are connected to the whole, this with be a good place to begin.
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This presentation, by Smart Digital, Inc is a 2015 Digital Marketing Presentation for an eCommerce Website Client.
About Smart Digital Marketing Firm:
Smart Digital is a forward-thinking digital marketing service firm located in Atlanta, Georgia. Our team provides expert digital marketing services to companies who want to increase their online revenue and expand their digital footprint. Our firm capabilities are smart digital marketing strategies and savvy growth hacking strategies.
About The Presenter:
Anthony M. Ragland is the founder of Smart Digital, inc. As founder, he is the leader of the firm’s digital marketing practice. Anthony plays a hands-on role in the strategic planning and tactical execution of all client projects.
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Find out how to increase leads and sales for your business using by following this guide, which lists the most effective tips for Google Adwords PPC advertising
Developing the digital Strategy
Developing the right campaigns and winning offers
Brainstorming content marketing by segments
Distributing the content to attract an audience (SEO, paid traffic, social media)
Marketing through email
Annual digital budget
Marketing KPIs
This webcast covered covered the key areas to review when developing a digital strategy for B2B Marketing to support the *Brilliant B2B Marketing Guide*.
How to Build an End-to-End Digital Marketing PlanAuthentia
Are you looking to increase sales? Do you want to implement the lowest-cost, highest-ROI strategies to do so? Then you need an end-to-end digital marketing plan.
In this webinar, you'll learn:
You'll see how we build roadmaps to get you from point A to point B.
You'll also understand the technologies that are required for implementation.
You'll learn how to launch and sustain ongoing digital marketing campaigns.
2018 Digital Marketing Strategy Proposal Templateunfunnel
http://bit.ly/powerhouse-digital-mktg-proposal
This free template provides a quick and easy outline for how to not only win in the digital marketplace across multiple channels, but also how you can get clients and team members on-board (beyond politics or who gets the credit).
Download this free guide to have a consistent reference for how to format, visualize and deliver online success in 2016.
Get it here: http://bit.ly/powerhouse-digital-mktg-proposal
Digital Marketing Strategy Workshop - Abed JrabAbed Jrab
This was a free digital marketing strategy workshop, this Digital Marketing Strategy workshop covered an overview of how to begin on digital channels. Before even starting any digital campaign or digital communication you must have a strategy in place which will define your activities, your target audience and the results you wish to achieve.
What it included:
● What is a Digital Marketing Strategy
● Why you need a digital marketing strategy
● Introducing RACE Planning System
● Developing personas
● Setting SMART objectives
● Online Value Proposition
● Free Ebook Giveaway (Blogging the smart way, Jeff Bullas)
● Many other resources to be shared
● Live examples
Digital Marketing can be hard for Small Business owners. What platforms do you use? What is a funnel and a campaign all about? How can I use these tools to help grow my business. I answer these questions and more in this workshop.
Know digital is important but don't know where to start or what tools to use? This presentation gives you a rundown of the top tools, how to use them most effectively and how to combine them in an effective campaign. You'll also get a peak at what's next with mobile, location-based marketing and social bridging.
Free Growth Marketing Plan Sample For a B2B AI Technology CompanyGrowth Channel
This free growth marketing plan is prepared by Growth Channel for a B2B AI technology company targeting eCommerce business owners in the Netherlands and Germany.
To learn more or create a marketing plan for your own business, go to https://growthchannel.io
Toshiba Laptops: An integrated digital marketing strategyArchana Nilaver
An integrated Digital Marketing strategy for Toshiba Laptops India. The objective is to create a digital presence through the social channels to promote the brand; its products, product innovation features & create engagement.
Material from the Digital Marketing Seminar conducted by Catherine Quiambao, Marketing Strategist.
Crafting a Digital Marketing Plan is a short intensive class that will walk you through the elements of an online marketing strategy. Our end goal is to equip you with practical knowledge to be able to plan, implement and measure effective campaigns.
Digital Strategy Template - For Startups Small Business & Ad AgenciesPiyush Agarwal
One of the biggest problems for any startup or small business is that there is no template for digital strategy available. In this document, I've tried to cover very practical approach on how to break down your digital strategy process into stages that cuts across identifying & segmenting your target audience, choosing the right digital marketing channels and creating the marketing metrics to track your performance.
Smart Digital Marketing Plan for eCommerce Website, by Anthony RaglandAnthony Ragland
This presentation, by Smart Digital, Inc is a 2015 Digital Marketing Presentation for an eCommerce Website Client.
About Smart Digital Marketing Firm:
Smart Digital is a forward-thinking digital marketing service firm located in Atlanta, Georgia. Our team provides expert digital marketing services to companies who want to increase their online revenue and expand their digital footprint. Our firm capabilities are smart digital marketing strategies and savvy growth hacking strategies.
About The Presenter:
Anthony M. Ragland is the founder of Smart Digital, inc. As founder, he is the leader of the firm’s digital marketing practice. Anthony plays a hands-on role in the strategic planning and tactical execution of all client projects.
Digital marketing and digital marketing strategy for start-up companiesIgor Jurčić
Digital marketing is and will be crucial in all business segments. Start-up companies, as well, have to create new products and services and inform their potential customes about them. In this presentation were shown basic details of digital marketing for start-up companies.
10 Exceptional Tips To Increase Leads with Google AdwordsMike Ncube
Find out how to increase leads and sales for your business using by following this guide, which lists the most effective tips for Google Adwords PPC advertising
Developing the digital Strategy
Developing the right campaigns and winning offers
Brainstorming content marketing by segments
Distributing the content to attract an audience (SEO, paid traffic, social media)
Marketing through email
Annual digital budget
Marketing KPIs
This webcast covered covered the key areas to review when developing a digital strategy for B2B Marketing to support the *Brilliant B2B Marketing Guide*.
How to Build an End-to-End Digital Marketing PlanAuthentia
Are you looking to increase sales? Do you want to implement the lowest-cost, highest-ROI strategies to do so? Then you need an end-to-end digital marketing plan.
In this webinar, you'll learn:
You'll see how we build roadmaps to get you from point A to point B.
You'll also understand the technologies that are required for implementation.
You'll learn how to launch and sustain ongoing digital marketing campaigns.
2018 Digital Marketing Strategy Proposal Templateunfunnel
http://bit.ly/powerhouse-digital-mktg-proposal
This free template provides a quick and easy outline for how to not only win in the digital marketplace across multiple channels, but also how you can get clients and team members on-board (beyond politics or who gets the credit).
Download this free guide to have a consistent reference for how to format, visualize and deliver online success in 2016.
Get it here: http://bit.ly/powerhouse-digital-mktg-proposal
Digital Marketing Strategy Workshop - Abed JrabAbed Jrab
This was a free digital marketing strategy workshop, this Digital Marketing Strategy workshop covered an overview of how to begin on digital channels. Before even starting any digital campaign or digital communication you must have a strategy in place which will define your activities, your target audience and the results you wish to achieve.
What it included:
● What is a Digital Marketing Strategy
● Why you need a digital marketing strategy
● Introducing RACE Planning System
● Developing personas
● Setting SMART objectives
● Online Value Proposition
● Free Ebook Giveaway (Blogging the smart way, Jeff Bullas)
● Many other resources to be shared
● Live examples
Digital Marketing can be hard for Small Business owners. What platforms do you use? What is a funnel and a campaign all about? How can I use these tools to help grow my business. I answer these questions and more in this workshop.
Know digital is important but don't know where to start or what tools to use? This presentation gives you a rundown of the top tools, how to use them most effectively and how to combine them in an effective campaign. You'll also get a peak at what's next with mobile, location-based marketing and social bridging.
Free Growth Marketing Plan Sample For a B2B AI Technology CompanyGrowth Channel
This free growth marketing plan is prepared by Growth Channel for a B2B AI technology company targeting eCommerce business owners in the Netherlands and Germany.
To learn more or create a marketing plan for your own business, go to https://growthchannel.io
Toshiba Laptops: An integrated digital marketing strategyArchana Nilaver
An integrated Digital Marketing strategy for Toshiba Laptops India. The objective is to create a digital presence through the social channels to promote the brand; its products, product innovation features & create engagement.
Material from the Digital Marketing Seminar conducted by Catherine Quiambao, Marketing Strategist.
Crafting a Digital Marketing Plan is a short intensive class that will walk you through the elements of an online marketing strategy. Our end goal is to equip you with practical knowledge to be able to plan, implement and measure effective campaigns.
Digital Marketing Plan For Real Estate.
Running a business is hard with lots of moving parts, Technologies and demands on your time. One important task is marketing, especially digital marketing For Branding & Lead generation. Mostly business's & clients require only two things from the digital marketing-Brand awareness & Business Leads.
Digital marketing is marketing that makes use of electronic devices such as computers, tablets, smartphones, cellphones, digital billboards, and game consoles to engage with consumers and other business partners. Internet Marketing is a major component of digital marketing.
How to Write a Marketing Plan: A Comprehensive Guide with TemplatesVital Design
Since we are a digital marketing agency, this marketing plan discussion will focus heavily on
digital marketing (what we call “inbound marketing”) — but the strategies and concepts discussed
can be expanded to encompass your entire marketing department.
How to Become a Thought Leader in Your NicheLeslie Samuel
Are bloggers thought leaders? Here are some tips on how you can become one. Provide great value, put awesome content out there on a regular basis, and help others.
Seminar Group Presentation Creating and Budgeting an Effective Marketing PlanRyan Neergaard
Overview of Technology Landscape
Review of Customer Acquisition Channels
Digital Marketing Planning Checklist/Components of a Digital Marketing Plan
Pricing Theory in Practice
Budgeting and Risk/Reward Checklist
Digital Campaign Metrics
Cost/Benefit Analysis of Email Acquisition
Presented at DIRECT Wine conference by Ship Compliant to cover online best practices for winery Direct To Consumer (DTC) marketing. By Pete Harrison and Ron Scharman.
This presentation was created to outline a strategic approach for a new Wine Cellar website offering a nationwide home delivery and click and collect service on a limited budget.
DTC Wine Workshops - Three Tools to DRIVE SALES!sandrahess1
Grow your Direct to Consumer Wine business in the Tasting Room, through Social Media Management and Monitoring and by using Preference Based Marketing. Have meaningful conversations that education and convert into long term buyers.
Digital marketing seminar anderson valley - 06-16-15Ryan Neergaard
DTC Tactics For The Wine Industry
Emerging technologies make a habit of drastically altering the ways in which people shop, consume media, and interact with each other and the world. Staying ahead of the consumer direct game is exhausting, even for the most savvy of digital marketers. For any sector, from mobile games to the wine industry, how can you know which practices will become real trends and which will become fads? Which provide opportunities for DTC marketers to innovate and get closer to consumers? How can brands tap into these developments to gain deeper understandings of who their customers are and what they want?
ProWein 2017 | Grow Your Wine Business With Digital MarketingZsolt Keszler
How should wineries grow their direct business using advanced digital technology? Practical tips to laying out a digital marketing strategy. Presentation from ProWein 2017.
eMarketing is now one of the most effective ways to keep in touch with customers and build brand awareness and loyalty. Brad Kleinman, keynote speakers, discusses best practices in eMarketing at the conference.
encendo helps you understand how your digital marketing activities will impact your end objective. Francis Mac Aonghus, Head of Online at encendo, explores the principle of a digital marketing strategy.
This presentation discusses the process of creating a revenue stream at your school using eMarketing as a curriculum topic. The presentation also covers several best practices and tips to improve your marketing efforts for all your programs!
Marketing in the Moment: Trends and Innovations in Real-Time Omni-Channel Mar...Ensighten
Presented by Dave Chaffey, CEO and Co-Founder, Smart Insights
Better understanding and acting on the holistic customer journey is paramount to success for today’s marketers. Reaching that goal, however, has become increasingly complicated due to an explosion of disparate technologies and fragmented data sources. How can marketers collect and stitch together the customer data they need, and then act upon that information to drive results? Join digital marketing expert Dave Chaffey as he discusses the latest trends, innovations and best practices for driving more timely and relevant interactions across touch points. Dave will discuss the opportunities and challenges for real-time personalization; give examples of what leading brands are doing today; and talk about how more and more brands are turning to the customer data platform (CDP) and other core technologies to accelerate their initiatives.
Similar to Creating and budgeting an effective digital marketing plan (20)
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How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
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5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
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Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
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Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
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Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
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Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
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Research Assistance: Efficiently summarize and research information.
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Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
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Creating and budgeting an effective digital marketing plan
1. 1Chemeketa Wine Studies
Presented by:
Ron Scharman
Creating and Budgeting an
Effective Digital Marketing Plan
February 13th, 2016
Wine e-Marketing
Chemeketa Valley
2. 2Chemeketa Wine Studies
• Currently CEO Astra Digital Marketing Services and
FlyWithWine.com
• Instructor, SSU Wine Business Institute – 4 Years
• Previously COO of Chatterbox Wine Marketing/VinoVisit.com
• Previously President/Owner of eWinery Solutions(Granbury)
• Previously COO of New Vine Logistics (Now Wine Direct)
• Previously CEO of Morrell Wine Group
• 15 years as a specialty retailer
• MBA Cornell University Johnson School of Management
• Lover of all things food & wine
• Passionate about direct to consumer wine marketing
• More info on LinkedIn at http://bit.ly/2cRRL5C
Who am I and Why am I here?
3. 3Chemeketa Wine Studies
Where are We Going Today?
• Overview of Technology Landscape
• Review of Customer Acquisition Channels
• Digital Marketing Planning Checklist/Components of a Digital
Marketing Plan
• Pricing Theory in Practice
• Budgeting and Risk/Reward Checklist
• Digital Campaign Metrics
• Cost/Benefit Analysis of Email Acquisition
8. 8Chemeketa Wine Studies
“ The notion of connecting a luxury
wine brand with its wider digital and
cultural ecosystem is now a matter
of survival.”
Ron Scharman
Wine Consumer Advocate
9. 9Chemeketa Wine Studies
A discipline within marketing that makes use of electronic
devices to engage with audiences, applying technologies like
websites, e-mail, mobile devices, apps and social networks.
Digital Marketing defined.
10. 10Chemeketa Wine Studies
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
2016
Amazon Dash/Echo Dot
12. 12Chemeketa Wine Studies
Digital Trends For Wineries
Mobile First
>50% Mobile
Think Mobile &
WiFi
The Top Mobile
Search/Social
Apps
Key Customer
Groups
Millennials 18-34
Gen X 35-50
Boomers 51-69
12
13. 13Chemeketa Wine Studies
Looked at Another Way
The faithful gather in 2005 near St. Peter's to witness Pope John
Paul II's body being carried into the Basilica for public viewing.
St. Peter's Basilica at the Vatican, on March 13, 2013
16. 16Chemeketa Wine Studies
MORE PC’S GATHER DUST
*Source: U.S. Commerce Dept., Internet Retailer
44%
11%
45%
Percentage of time on retail web sites
Smartphone
Tablet
PC
23. 23Chemeketa Wine Studies
DTC Engagement: 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)
Retail Locator
Winery
commerce
ecosystem
24. 24Chemeketa Wine Studies
Customer Acquisition Channels
• Wine club signup
– Most traditional tasting room business model
• Digital and Social Marketing
• Email Campaigns
• Telesales
• Direct Mail, Catalog
– Can still be effective; can drive ecommerce conversions
• Social media, events, other
36. 36Chemeketa Wine Studies
WHAT MAKES UP A DIGITAL MARKETING PLAN (4 CORE THINGS)
1. OBJECTIVE
2. STRATEGY
3. TACTICS
4. SCHEDULE
(*Why*) The over-arching business problem you
were tasked with solving
(*What*) Your approach, the layer between the
business problem, and how exactly you did it.
(*How*) The means you took to satisfy your
strategy, the actual details of how you executed
(*How Much*) Which partners, for how much, and
how long.
38. 38Chemeketa Wine Studies
WHAT MAKES UP A DIGITAL MARKETING PLAN
1. OBJECTIVE
(*Why*) The over-arching business problem
you were tasked with solving
Your objective should be:
• Come from a company-wide KPI
• Clear
• Actionable
• Map directly to a company-wide KPI
39. 39Chemeketa Wine Studies
WHAT MAKES UP A DIGITAL MARKETING PLAN
EXAMPLES OF OBJECTIVES:
1. OBJECTIVE
(*Why*) The over-arching business problem
you were tasked with solving
Increase the number of website visitors and/or conversions
Increase the # of email addresses we have in our database
Increase visitor traffic/wine club signups at the winery
tasting room
40. 40Chemeketa Wine Studies
WHAT MAKES UP A DIGITAL MARKETING PLAN
2. STRATEGY
Your strategies should be:
• Clear
• Actionable
• Map directly to your objective (how are they solving your biz problem?)
• The hardest part of a digital media plan.
(*What*) Your approach, the layer between the
business problem, and how exactly you did it.
41. 41Chemeketa Wine Studies
LETS MARRY THEM TOGETHER
Target your demographic audience on the
social networks they visit most with best
selling wines, or other special offers
Encourage new site visitors to redeem an
introductory offer in exchange for their
email address
Drive traffic by promoting off-site tasting
events and community-oriented events,
focusing on Portland Area residents
1. OBJECTIVE 2. STRATEGY
Increase the number of website
visitors/conversions
Increase the # of email addresses
we have in our database
Increase visitor traffic to the
winery tasting room
42. 42Chemeketa Wine Studies
5. PRICING 6. COSTING
7. PARTNER
SELECTION
WHAT MAKES UP A DIGITAL MARKETING PLAN
1. OBJECTIVE 2. STRATEGY 3. TACTICS 4. SCHEDULE
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ONCE TRAFFIC IS IN THE DOOR IT CAN DO MANY THINGS (DIGITALLY-FOCUSED)
BOOK A TASTING
BUY WINE
JOIN A WINE CLUB
POST A REVIEW
DOWNLOAD RECIPES
RE-ENGAGEMENT
SHARES
BROWSE - TIME ON
SITE
VIDEO PLAYS
ENTRIES/VOTES
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5. PRICING 6. COSTING
7. PARTNER
SELECTION
WHAT MAKES UP A DIGITAL MARKETING PLAN
1. OBJECTIVE 2. STRATEGY 3. TACTICS 4. SCHEDULE
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BACKGROUND ON HOW AD PRICING WORKS
CPM
(cost per thousand)
CPC
(cost per click)
Publishers charge you every time:
CPL
(cost per lead)
MOST COMMON
(EARLIEST FORM OF PRICING,
LEAST RISKY FOR PUBLISHER)
INCREASINGLY COMMON
(MORE RISK TAKEN ON BY PUBLISHER)
RAREST
(MOST RISKY FOR PUBLISHER, GENERALLY
WILL OWN THE SIGNUP EXPERIENCE)
Display/Websites
Paid Search
Paid Social
Lead Gen
companies
(Lead Genius)
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WHAT DOES THE AD PRICING MARKET LOOK LIKE
Inexpensive
Average
Expensive
CPM
$1.25 $3.50 $5-$15+
CPC
$0.25 $0.50-$0.75 $1.50+
CPL
$25 $50 $100+
All these prices completely depend
on your site, pricing, and business
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AVERAGE CPC GUIDELINES + OBJECTIVES
Base Additions (each is an incremental cost)
Avg. Untargeted
CPC Gender Age Interest Occupation Education Geo
$0.35 +$0.25 +$0.25 +$0.30 +$0.25 +$0.15 +$0.45
In other words, a fully loaded CPC would be $2.00
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5. PRICING 6. COSTING
7. PARTNER
SELECTION
WHAT MAKES UP A DIGITAL MARKETING PLAN
1. OBJECTIVE 2. STRATEGY 3. TACTICS 4. SCHEDULE
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AGGRESSIVE
WHEN AN AGGRESSIVE STRATEGY IS RIGHT FOR YOU
ROI
VOLUME
• You are looking to acquire as many new
customers as possible in an effort to
gain traction and grow wine brand
awareness.
• Or you are have fewer metric constraints
(spending our budget is more important
than measuring it!)
• This strategy means being comfortable
with a higher cost per acquisition in
exchange.
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AGGRESSIVE OR CONSERVATIVE?
CONSERVATIVE
ROI
VOLUME
• Looking to maintain the best profit
margin possible,
• You are much more metrics-driven, or
potentially cash-strapped.
• This strategy comfortable with simply
acquiring less new customers.
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Are you comfortable acquiring new users at a loss? (spend $10, make $5)
Are comfortable acquiring new users & breaking even? (spend $10, make $10)
If we break even or lose money now, can we monetize these users in 3,
6, 12 months?
How good were we this month at getting our existing customers to come
back and spend time on our site?
How many new users do you want to acquire, and in what time frame?
HINT: “As many as possible ASAP” is not good enough. Be specific.
YOUR CHECKLIST FOR RISK & COSTING
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5. PRICING 6. COSTING
7. PARTNER
SELECTION
WHAT MAKES UP A DIGITAL MARKETING PLAN
1. OBJECTIVE 2. STRATEGY 3. TACTICS 4. SCHEDULE
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Customer Acquisition
• Wine club signup
– Most traditional tasting room business model
• Digital and Social Marketing
• Email Campaigns
• Telesales
• Direct Mail, Catalog
– Can still be effective; can drive ecommerce conversions
• Social media, events, other
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LET’S SAY YOU RUN A WINERY THAT HAS THE
FOLLOWING CRITERIA:
EXAMPLE
WORLD’S GREATEST WINES
Price $100
Goal ROI 200%
Goal New Customers 1,000
Average Conversion
Rate
2.00%
Expected Cost Per Click $1.00
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Winery Digital Metrics
Key Metric Benchmarks Test Campaign
Online Sales 1 100
Avg Online Sale $100 $10,000
Sale Conversion Rate 2% 2%
Visits Required 50 5,000
Cost per Click (CPC) $1 $1
Cost per Sale $50 $5,000
Click thru Rate (CTR) 1% 1%
Impressions Required 5,000 500,000
Cost per Thousand (CPM) $10 $10
66
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If You Do Not Pay to Advertise on
Facebook, It Is Estimated That You Only
Reach 3-5% of Your Fan Base
Forbes.com
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LAST BUT NOT LEAST,
BEFORE DOING ANY ADVERTISING
THINK:
HOW GOOD ARE WE DOING THINGS
NOW BEFORE WE PAY FOR TRAFFIC?
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What is the Conversion Rate, Average Order Value, and Time Spent for:
Our best traffic source
Our worst traffic source (with the most visits)
Our highest traffic source
Do we have appropriate landing pages to make our desired action as simple &
easy as possible
Are we confident that paid traffic is going to help us do more of the desired action
we want
Are we maximizing what we are getting out of our organic/free traffic (existing
partnerships, search, etc.)
YOUR CHECKLIST FOR HOW GOOD WE ARE
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Customer Acquisition
• Wine club signup
– Most traditional tasting room business model
• Digital and Social Marketing
• Email Campaigns
• Telesales
• Direct Mail, Catalog
– Can still be effective; can drive ecommerce conversions
• Social media, events, other
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Email Still Rules
EMAIL MARKETING ROI
According to Exact Target and HubSpot:
• Companies view email marketing as a better return on investment
than PPC, content marketing, social media, offline direct
marketing, affiliate marketing, online display advertising, and
mobile marketing.
• Email Marketing has an ROI of 4,300% (Based on marginal cost).
• 66% of in-house marketers rate email as having “excellent” or
“good” ROI
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Please read my blog
from October 2016
http://bit.ly/2fdzyQG
WHAT’S THE VALUE OF AN EMAIL?
HERE’S HOW TO CALCULATE THE $ VALUE
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Winery Email ROI
Key Metric Benchmarks Annual Campaign
2X Emails per Month
Emails Sent 1,000 24,000
Delivery Rate >95%
Emails Delivered(Assume) 1,000 24,000
Open Rate >30%
Opens 300 7,200
Click To Open Rate >20%
Clicks 60 1,440
Conversion Rate >5%
Orders 3 72
1,440 clicks
x 5% conversion
= 72 sales
x $200 avg. sale
= $14,400 sales
= $14.40 per email
annual value
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Let’s Summarize
• Your net revenue for the year equals $14,400/1,000 emails, or
$14.40 per email subscriber.
• Assuming an average 3 year tenure for an email subscriber (LTV),
net revenue jumps to $42.40.
• Discount LTV by weighted average of Loyalty Coefficient.
• Does not include value of email for promoting winery and offsite
tasting events, etc.
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There is a difference between knowing what
stats mean and knowing which stats are
meaningful.
It all comes down to one thing: Does the metric
help you make decisions?
Final Word on Analytics
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Final Thoughts
Things to consider in your DTC marketing strategy:
• What makes you different or your story compelling?
• How do you deliver the message to visitors in person or digital?
• Why should they care?
• What is your plan for building and maintaining customer loyalty?
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Contact Info
Ron Scharman
CEO/Astra Digital Marketing Services
ron@astradms.com
707-681- 5392
Find Me on LinkedIn at http://bit.ly/1WyFHpA