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?

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Digital Marketing +
Presented by:
Ron Scharman
Digital Marketing +
June 16, 2015

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Digital Marketing +
• Currently Chief Operating Officer of Chatterbox Wine
Marketing Services and VinoVisit.com
• Instructor, SSU Wine Business Institute
• Previously 7 years as President of eWinery Solutions
• Previously 2 years as COO of New Vine Logistics
• Previously 4 years as 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
Who am I and Why am I here?

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TIME TO LEARN
ABOUT YOU

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QUESTION FOR THE DAY:
How do we sell a 3-dimensional
story in a 2-dimensional world?

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THE TRUTH IS, ITS HARD. VERY HARD.
It is hard to capture the essence of your brand online. This is everyone’s
challenge.
Visitors are exposed to a number of stimuli that help frame their experience at
your winery. They breathe fresh warm air that blows across the valley floor as
they enjoy expansive views, marvel at architectural details, and soak in the
overall ambiance of your tasting room during their visit. All of these things help
engage and interest them.

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Tell your story + tell it well
(the magic 15%)

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It’s Not Only Me…….
“Marketing is no longer about the stuff
you make, but the stories you tell.”
Seth Godin
Best Selling Author, Entrepreneur and Marketer

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And Even More………
“ 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

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The Past, Present, and Future of
Wine DTC

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GROWTH STATS
The consumer direct channel of the wine
industry is the fastest growing and most
profitable channel.
Do you have all the tools necessary to be
successful and ride the wave?

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GROWTH STATS
• 2013 U.S. wine shipments grew 3% to 375.2 million cases with an estimated retail
value of $36.3BB. This represents 21 consecutive years of volume growth. This
trend continued in 2014.
• The U.S. has been the largest wine consuming nation in the world since 2010.
• Direct to Consumer (DTC) shipments by US wineries grew at an impressive 15.5% in
2014, hitting a record $1.82 BB. Total volume was 3.95 million cases, up 13.6% over
the prior year.
• Direct-to-consumer shipments in February 2015 grew 4% over the same time last
year and were up 14% over the past 12 months. The total value of February
shipments hit $132 million.
• *Data from Wine Institute, Wines&Vines, & ShipCompliant

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EFFECTS OF 2005 SUPREME COURT RULING
Supreme Court decision on May 16, 2005 changed forever
the wine landscape for the direct-to-consumer wine
market.
 The Court’s majority opinion stated, "If a state chooses to allow direct
shipments of wine, it must do so on evenhanded terms."
 The Court ruling: Regulate, But Do Not Discriminate
 The States response: Regulate, Don’t Discriminate, But Do Complicate

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WINE INSTITUTE LATEST UPDATE
• 43 States out of 50 have
some provision for winery
direct shipping to
consumers.
• Importers and internet
retailers are restricted to
fewer states, depending on
method of shipment and
licenses held.

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How Important is the
DTC Channel to the Majority of the
8,100+
Wineries and Wine Brands?

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...VERY!! SMALL WINERIES DOMINATE DTC

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The evolution from early 2000’s to present day, personal computing has changed 10 fold.
What’s changed? Bigger, More Complex Sites
2003 2015

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THE WEB HAS BEEN GROWING FASTER THAN STORES….
27%
25% 24%
20%
3% 2%
16% 15% 16% 17%
15%
6% 5% 5%
3%
0%
-3%
2%
4% 4% 4% 4%
-5%
0%
5%
10%
15%
20%
25%
30%
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
Annual growth rate 2004-2014* eCommerce versus retail spending
Growth in e-commerce Growth in non-e-commerce retail
*Source: U.S. Commerce Dept., Internet Retailer
Note: All other retail sales excludes auto dealers, gasoline stations and fuel dealers, and restaurants and bars.

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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

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MY PHONE IS MY LIFE
NOT MOBILE-ONLY, BUT MOBILE-FIRST
• More than half of consumers’ digital time is spent on
mobile devices (60% according to comScore in June of
2014) – that’s over 3.2 hours per day.
• According to Altimeter, consumers check their
smartphones upwards of 150 times per day.

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THINGS TO WATCH: MILLENNIALS
 The crowd is here
 Comfort level with mobile
transactions
 Ease of purchasing
 Millennials
 Growing FAST!

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It’s All About the Customer:
Omni-Channel Marketing

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OMNI-CHANNEL RETAIL
Today’s shoppers expect a single
shopping cart that follows them on
their customer journey
THAT MEANS through multiple
touchpoints – instore, online or on
the move – so that customers
have a seamless experience.
Omni-
Channel
Retail
Direct to
Consumer
Retailers
Direct
Sales
Marketing
Wine
Club
Events
eCommerce

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Omni-Channel Marketing
Transforming the
customer
journey
across all channels

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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
Ecosystem

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Digital Marketing +
Let’s Clear Something Up First…….
“Just as you cannot not communicate, you cannot not market
- Every time you answer the phone, it’s marketing.
- Every time you send an email, it’s marketing.
- Every word on your website is marketing.
- If you build software, your error messages are marketing.
- If you’re in the restaurant business, the after-dinner mint is
marketing.”
Rework by
37signals

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Wine eCommerce
vs
Wine Commerce

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eCommerce Basics
The digital footprint is increasingly important for
small-to-medium-size wineries that are shut out of
the three-tier distribution channel.
It starts with a great website…………

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Why Wineries Fail at eCommerce
Merchants at heart,
who won’t play the part
Read my Blog at http://bit.ly/1FyqPS0

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Top 5 Reasons
• Magic: Wine is approximately 85% water, and 15% magic.
• Stories worth reading: There may be stories worth telling in the winery DNA, but they are
rarely found on winery websites.
• Differentiators : Why do so many winery websites look alike? Most winery websites look
like cookie cutters of most other winery websites on a gallery wall.
• What’s in it for me: As a consumer, there is no compelling reason I should care about the
brand, the user experience, or why I should stay browsing on the site. It’s all about “them”.
• Mobility: Recent national all industry data shows that only 45% of website traffic now
occurs on a desktop computer. Yet most winery sites give a poor mobile user experience.

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This Time It’s Me
“The bottom line is that making great wine has nothing to
do with creating a great visual palate and making me care
about the brand online. It needs to be relevant to my life,
not just the vintner’s.”
Ron Scharman
Wine Consumer Advocate

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USING YOUR WEBSITE TO TELL YOUR STORY
 Strong branding is key
 Include rich content
 Use the tools built into your
website to improve your SEO
 Gather data and market smart
 Go Mobile!

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So how do I build a
great website?

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Understanding Where I Have Been and
Where I am Going.
What am I Trying to Achieve With My
Online Presence?

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What’s the Difference Between Good and Bad?
GREAT AD TERRIBLE WEBSITE

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Building Blocks for Websites
Factors to Consider
• Software platform
• Compliance Solution
• Design/Project Management
• Features
• Why websites fail to perform
Why Winery Websites Fail
• Design by committee, boring
• Hard to navigate, hard to
buy
• Not engaging brand story or
user experience
• Bad Q/C, stuff doesn’t work
• Browser incompatibility
• Content/Data not updated

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Questions?

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D-E-A-L
Model of Customer Progression

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MODEL OF CUSTOMER PROGRESSION
DISCOVERY
• Search engine
• Word of mouth
• Advertisement
• Social Media
ENGAGEMENT
• Visits website
• Visits tasting
room
• Social Media
• Mobile
ACQUISITION
• Purchases wine
online
• Buys wine in
tasting room
• Joins wine club
LOYALTY/LOVE
• Email
communication
• Facebook shares
• Special events
• Ratings

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The Science of Discovery
DISCOVERY
• Events/Restaurant/Retail
•Search engine
•Word of mouth
•Advertisement
• Social Media

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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

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 Wine, food, travel forums
 Existing customers
 Referrals from local
businesses
 Social media channels
 Friends and family
 Special events
 Wine publications and
blogs?
 Search Engine Optimization
 Search Engine Marketing
 Ratings and Reviews
Getting Found
Building Advocates
Discovery: Socializing Brick & Mortar
Source: www.tripadvisor.com, Ram’s Gate Winery

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Digital Marketing +
 Wine, food, travel forums
 Existing customers
 Referrals from local
businesses
 Social media channels
 Friends and family
 Special events
 Wine publications and
blogs?
 Search Engine Optimization
 Search Engine Marketing
 Ratings and Reviews
Getting Found
Building Advocates
Discovery: Socializing Bricks & Mortar
Source: www.tripadvisor.com, Ram’s Gate Winery

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Ratings and Discovery
Why Should I Care?

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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

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The Players

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Heavy Traffic

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The Players

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Heavy Traffic
• TripAdvisor has more than 60 million
members, and more than 200 million
reviews
• More than 315 million travelers visit
TripAdvisor each month
• TripAdvisor offers a wide range of
marketing opportunities, advertising and
content solutions

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Heaviest Traffic – It’s Google

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Advertising Options
• Targeted local advertising
• Premium placement on search and
competitor business pages
• Displays on mobile devices too

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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!

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Social Media Marketing - Discovery
IT’S A BIG TOPIC!

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Discovery To Do List – Top 5 Things
1. Expand company profiles on both local and national travel and tourism sites
like Fodors, Wine Travel Guides, Virtual Tourist, and Lonely Planet.
2. Encourage visitors and fans to leave reviews at Trip Advisor, Zagat,
Google+, Facebook.
3. Create useful and usable website content that includes resources, things to
do, local knowledge, and popular destinations near your winery.
4. Claim your Google+ Local page.
5. Contribute guest blog posts on travel blogs and websites to increase
exposure from new audiences.

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Questions?

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Tell your story + tell it well
(the magic 15%)

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MODEL OF CUSTOMER PROGRESSION
DISCOVERY
• Search engine
• Word of mouth
• Advertisement
• Social Media
ENGAGEMENT
• Visits website
• Visits tasting
room
• Social Media
• Mobile
ACQUISITION
• Purchases wine
online
• Buys wine in
tasting room
• Joins wine club
LOYALTY/LOVE
• Email
communication
• Facebook shares
• Special events
• Ratings

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The Art of Engagement
ENGAGEMENT
• Visits website
•Visits tasting room
•Calls winery
•Social Media
•Mobile

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Engagement: Online Shopping Experiences
Sources: KJ.com, LaCrema.com, Lindemans.com and UnderdogWine.com

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Lifestyle
Source: www.kj.com

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Classic

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Aspirational

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Contemporary

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Every tasting room visitor is a
potential customer
 Collect email addresses
 Personally invite to Tasting Room Events and
Winemaker Dinners
 Welcome “Check ins” via FourSquare, Facebook
 Promote reviews of your business (Yelp, TripAdvisor)
and wines (Cellartracker)
 Communicate Club benefits and incentives
 Convey your winery’s story
 Don’t be afraid to ask for the sale
Engagement: Build Relationships

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Something New For
Engagement

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Define the Problem
Please………

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• Tasting rooms captivate the
hearts and palates of the
consumer
• Tablets extend the engagement
instantaneously.
• Email automation monetizes
your engagement through highly
targeted offers.
Tasting Room Abandonment

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Connect
Collect
Convert
VinoVisit Winery Experience Ratings App

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• Use your metrics to evaluate and improve the
hospitality at the winery.
• Receive an automatic email when a low rating
is received.
• VinoVisit provides the winery with daily reports
of all the data points, including reviews.
Using an iPad,
this tasting room
data collection
app is easy to
use, fun for the
visitors and
invaluable for
monetizing tasting
room traffic.
Winery
Ratings
Tablet

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Collect data
• Build your customer database by
collecting Name, Email, and Zip code
data.
• A generous incentive increases the
likelihood of getting multiple entries from
everyone in the group.
• VinoVisit provides the winery with a daily
report of all data points and customer
reviews.

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• Collect valuable feedback on
the customer’s tasting room
experience
• Build your customer
database
• Monetize winery visitations
with automatic email offers.
Convert Customers

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The Path to Monetization
Customer Conversion

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• An ecommerce microsite is
customized for your special offer
• No internal resources required
• No cost to develop the website
• Microsite is dedicated to “a very
exclusive wine or wines”
The Iron is Hot

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• Website uses your compliance configuration
• Website uses winery payment gateway
• The tasting room customer journey began
when they walked through the your doors.
• We help you begin their engagement by
connecting with them within 48 hours of
opting in to your mailing list.
The Conversion Begins

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Gain Customer Insights
Conclusions

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• “Decomplexifying” customer marketing
data is crucial to building and
annuitizing a successful DTC business
• We measure success through Google
Analytics
• We provide insights into how best to
allocate marketing resources ($’s and
people) going forward.
By the Numbers

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Questions?

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MODEL OF CUSTOMER PROGRESSION
DISCOVERY
• Search engine
• Word of mouth
• Advertisement
• Social Media
ENGAGEMENT
• Visits website
• Visits tasting
room
• Social Media
• Mobile
ACQUISITION
• Purchases wine
online
• Buys wine in
tasting room
• Joins wine club
LOYALTY/LOVE
• Email
communication
• Facebook shares
• Special events
• Ratings

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The Results Speak for Themselves
ACQUISITION
• Signs up for Newsletter/Blog
• Purchases wine online
• Buys wine in tasting room
• Joins wine club
• Signs up for wine event
• Purchases from catalog or
telephone driven by email

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Web Analytics: Customer Preferences

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Converting visitors
• Newsletter signup form
– Critical best practices – Let’s discuss
• Email Campaigns
– Critical best practices – Let’s discuss
• Events
– Use your imagination; can drive ecommerce conversion
• Direct Mail, Catalog
– Can still be effective; can drive ecommerce conversion
• Telemarketing
– Outsourcing for best practices

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Newsletter Best Practices – Make It Easy!
1. Your registration form should request the user’s email and as little else as
possible.
2. Present the opportunity to sign up on every site page, and in the same spot.
3. Try to show an actual sign-up form on each page instead of just a link.
4. Include a link to your Privacy Policy as close to the form as possible.
5. Include an example of what your customers are signing up for.
6. Present a clear confirmation after your customer signs up.
7. Consider a discount code for a future purchase in the confirmation Email.
8. Wait until AFTER the initial sign-up to ask more detailed questions.

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Newsletter Signups - Good

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Acknowledge and Reward

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Newsletter Signup – Or Make It Hard
If you want someone to sign up for your newsletter,
make it easy.
Do not:
1. Hide your newsletter link
2. Ask for huge amounts of information
3. Demand more information after the user submitted what was asked for.
4. Force customers to enter all their information all over again if they
make a mistake in one particular field
5. Forget about thanking them for subscribing

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Newsletter Signups - Not So Good

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Email Marketing for Success

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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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How Money is Spent vs. ROI

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Email Marketing
"Think of how you can make the user love your mails rather than how to
land in the Inbox.“
• Know your audience – “Don’t just batch and blast”
• Have a clear value proposition for subscribers and customers
• Test different types of content and promos to see what generates the best
engagement rates
• Think responsibly, and responsively – make sure your emails are mobile optimized
• Test your promos carefully before blasting away
• Use designated landing pages or guide customers to product pages that are relevant
• Use an email marketing platform that guarantees high deliverability rates

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The Changing of the Guard and
What It Means for You

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• Largest Web-based email service in the world
• Has become the standard bearer for ad supported,
consumer email services.
• Currently has more than 600 Million users worldwide.*
• Adding more than 1 Million new users per week.*
• 66% of Gmail users open their email on a mobile device. **
• One Billion people have downloaded the Gmail Android App
as of 2014.***
* Quora 2015
**Mashable 2014
***Digital Trends 2014
Gmail Achieves World Domination

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The New World of Gmail

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• Clean your data
• Send out test emails first to an email address at major ISP’s
• Use “Content Dialysis” software to check your content for
spam inducing results. Ex. Content Detective
• Stop using the word “Free”, all caps, colored fonts, etc.
• Try sending text format emails vs. HTML.
• Go light on imagery, links, and heavy content.
• Drip your emails, and break down your large lists
• Provide a clear unsubscribe list
So What Do I Do Now?

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Remember How Money is Spent vs. ROI

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Cart Abandonment Pit Stop

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It’s All About Retargeting

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What is Cart Abandonment?
“Shopping cart abandonment — when shoppers
put items in their online shopping carts, but then
leave before completing the purchase — is the
bane of the online retail industry, and that
includes the wine industry.”
BusinessInsider.com

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Why Should I Care?

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Here’s Why
• Approximately $4 Trillion worth of merchandise will be abandoned in
online shopping carts this year..
• This equates to approximately 68% of all shopping cart transactions
• 63% of these are potentially recoverable, according to BI Intelligence.
• Shopping cart abandonment will continue to increase as more
consumers shift to online and mobile shopping.
BusinessInsider.com

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And Really Why
• An abandoned cart does not automatically translate to a “lost sale”.
• Three-fourths of shoppers who abandon shopping carts say they plan
to return to the retailer’s website or store to make a purchase.
• Initial emails, sent 3 hours after a consumer abandons a cart,
average a 40% open rate, and 20% click through, according to
Listrak.
• You can expect up to a 20% recovery rate on abandoned carts with a
well executed retargeting program
BusinessInsider.com

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VWO Ecommerce Survey 2014
Reasons for Cart Abandonment

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What Should I Do
About It?

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Talk to Your
eCommerce Provider

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Shopping Cart Recovery Tips
• Strike fast – 50% of carts are typically recovered in the first few hours after
abandonment.
• Produce a series – typically 3 emails over a 7 day period.
• Stage your incentives for returning – increase the discount or other
incentives through the series of emails.
• Segment and test different creative, subject lines, offers, calls to action, and
messaging to see what works best.
• Appreciate the value of an email address – no recovery possible without it.

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What Else?

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Let
the Consumer
Decide
Email and Omni-channel Marketing

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Email
+
Relationship-Based Telemarketing
+
?
?
Click – To – Call Email

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A Click to Call email is a mobile
optimized email announcement
for a winery telesales
campaign. The object is to
allow the consumer to simply
call or email their interest to
purchase.
What is Click to Call?

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Clear Calls to Action

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• Consumers receive hundreds
of emails a day, mostly read
on a mobile device.
• Click to Call emails are
optimized for all mobile
devices.
Optimized for Mobile

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• Each email is personalized to
address the winery customer.
• Focused Call to Action - “Call Us” or
click to email us is emphasized for
greater conversion rates, upsell, and
best user experience.
Personalized

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It’s apples and oranges
“CLICK TO CALL”
VS.
TRADITIONAL EMAIL MARKETING

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• Mobile optimized with clear call to action “Call Us”.
• One Touch – User clicks phone number and it instantly
dials.
• Lean: Limited text and imagery.
• Content “above the fold”.
• No landing page or driver to the cart.
• Sales captured through inbound phone calls or email.
The “Click-to-Call” Difference

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A-B Testing

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• More contacts, engagements and
sales, plus upsell.
• Phenomenal metrics. Outperforms
winery’s existing email software.
• Great customer insights.
How To Define Success

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Tell your story + tell it well
(the magic 15%)

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MODEL OF CUSTOMER PROGRESSION
DISCOVERY
• Search engine
• Word of mouth
• Advertisement
• Social Media
ENGAGEMENT
• Visits website
• Visits tasting
room
• Social Media
• Mobile
ACQUISITION
• Purchases wine
online
• Buys wine in
tasting room
• Joins wine club
LOYALTY/LOVE
• Email
communication
• Facebook shares
• Special events
• Ratings

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Tell Me You Love Me
LOYALTY/LOVE
• Email communication
• Join Wine Club
• Newsletter/Blog
• Facebook shares
• Special events
• Ratings
• Imagination

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Remember That the Journey is Non-Linear
Transforming the
customer
journey
across all channels

120. 120Anderson Valley
Digital Marketing +
Retention: The Heart of the Matter
AT THE CORE OF DIGITAL RETENTION:
USERS CAN LEAVE YOUR BRAND FOR
SOMEONE ELSE.
ALWAYS REMIND CUSTOMERS WHY THEY
FELL IN LOVE WITH YOU
IN THE FIRST PLACE

121. 121Anderson Valley
Digital Marketing +
Retention Defined
Actions a company takes so
that their existing customers
continue buying the services
and products offered by that
company in the future.

122. 122Anderson Valley
Digital Marketing +
Retention vs. Loyalty
Loyalty is About Growth
Loyalty and loyalty marketing programs work to
transform a customer’s positive interactions with a
winery into positive outcomes for the customer on an
ongoing basis.
They recognize the right behaviors and result in a
higher value customer for the winery and higher
value experience for the customer.

123. 123Anderson Valley
Digital Marketing +
Retention vs. Loyalty
Retention is About Decline
Retention is about the preservation, rather than growth
of a customer. Retention campaigns are focused on a
positive indication that this customer is on their way out
the door.
It’s no longer about growth or what could be, it’s about
knowing what is about to happen to your customer and
doing something about it.

124. 124Anderson Valley
Digital Marketing +
Retention vs. Loyalty
You Should Do Both
Retention and Loyalty are two different types of
marketing campaigns. Companies should have
both campaigns working in tandem as part of the
on-going customer conversations.
Without these campaigns, businesses miss critical
communication points that could result in bigger
returns and long lasting relationships.

125. 125Anderson Valley
Digital Marketing +
So Where Does Loyalty Begin?

126. 126Anderson Valley
Digital Marketing +
Hopefully It Starts With:
“You had me at hello…….”

127. 127Anderson Valley
Digital Marketing +

128. 128Anderson Valley
Digital Marketing +
And Delighting Customers
Make
Me
Feel
Special

129. 129Anderson Valley
Digital Marketing +
The DNA of Customer Loyalty
The three results that reflect the general components of customer
“emotional” loyalty programs are:
• Retention – keeping customers
• Advocacy – getting new customers through recommendation
• Life Time Value – increasing spend and frequency from existing
customers
Emotional loyalty demands consistency across channels, relevant and timely
promotions, customer intimacy and a real excite and delight element built on
top of a standard “I’ve got great wine to sell at a good price” story.

130. 130Anderson Valley
Digital Marketing +
Loyalty and Love

131. 131Anderson Valley
Digital Marketing +
Delight customers
• Wine club discounts
• Wine club special
offerings
• Club member events
• Loyalty bonuses
• Special access

132. 132Anderson Valley
Digital Marketing +
Reinventing the Delivery Experience
“The luxury experience we are so very carefully
cultivating stops at delivery. We don’t need to
accept that. I think we can extend that luxury
experience and fill the gap.”
Jason Eckenroth
Founder/CEO ShipCompliant

133. 133Anderson Valley
Digital Marketing +
Reinventing the Delivery Experience

134. 134Anderson Valley
Digital Marketing +
Reinventing the Delivery Experience

135. 135Anderson Valley
Digital Marketing +
Reinventing the Delivery Experience

136. 136Anderson Valley
Digital Marketing +
Delivery Experience Tools
• Use concierge services.
• Doorman.co
• Customized winery email on shipment status.
• Text customers when “Elvis has left the building”.
• Email alternate options.
• Ship to “hold at FEDEX”.
• Multiple winery fulfillment warehousing locations
• Maniacally focus on first-time delivery.
• Not allowing FEDEX and UPS to dilute customer luxury brand
experience.

137. 137Anderson Valley
Digital Marketing +
And Keep Delighting Customers
Make
Me
Feel
Special

138. 138Anderson Valley
Digital Marketing +
Love is Sharing with Others

139. 139Anderson Valley
Digital Marketing +
Get Social - Build Your Brand Advocacy

140. 140Anderson Valley
Digital Marketing +
Whether a customer buys wine in your tasting room, or on
your website, their information flows to one central
location.
Tangible benefits:
 Full purchase history in one system
 Segmenting customers for marketing
 Customer can access their profile online
 Access customer information from anywhere
 One central customer record shared across
multiple systems
Tasting
room
Wine club
Website
Customer
Relationship
Loyalty: One Customer, One Database

141. 141Anderson Valley
Digital Marketing +
Know Thy Customer
1. How do you define your target audience (age-group, gender, education,
income, likings, ethnicity, lifestyle etc) and where majority of them live?
2. Who are your best customer types in terms of revenue generation and why?
3. What kind of relationship you want to build with your target audience?
4. What are the desires and expectations of your target audience?
5. What is the level of product use? Are your customers loyal to you?
6. What are the most common objections raised by your customers?
7. Who are the actual decision makers (who has the final say)?

142. 142Anderson Valley
Digital Marketing +
360 Degree View of Your Customer
Information about your members collected at each touch point outside your
website should be attached to the member profile record, creating a complete
view of your customer.

143. 143Anderson Valley
Digital Marketing +
What’s New? Social CRM

144. 144Anderson Valley
Digital Marketing +
Tell your story + tell it well
(the magic 15%)

145. 145Anderson Valley
Digital Marketing +
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?

146. 146Anderson Valley
Digital Marketing +
And Delighting Customers
Make
Me
Feel
Special

147. 147Anderson Valley
Digital Marketing +
Questions?

148. 148Anderson Valley
Digital Marketing +
Contact Info
Ron Scharman
Chatterbox/VinoVisit
ron@chatterboxwinemarketing.com
707-556-2322