Fredericksburg Bootcamp
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Technology in Wine Tourism
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Fredericksburg Bootcamp
- 1. 1 DTC Marketing Presented by: Ron Scharman Technology in Wine Tourism: What’s New? April 18th, 2017 Fredericksburg Bootcamp
- 2. 2 DTC Marketing Presentation Available in Digital Format
- 3. 3 DTC Marketing • Currently CEO Astra Digital Marketing Services and FlyWithWine.com • Instructor, SSU Wine Business Institute – 4 Years • Previously COO - Chatterbox Wine Marketing/VinoVisit.com • Previously President/Owner - eWinery Solutions(Granbury) • Previously COO - New Vine Logistics (Now Wine Direct) • Previously CEO - 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?
- 4. 4 DTC Marketing TIME TO LEARN ABOUT YOU
- 5. 5 DTC Marketing QUESTION FOR THE DAY:
- 6. 6 DTC Marketing QUESTION FOR THE DAY: How do we use technology to drive winery visitation and engagement?
- 7. 7 DTC Marketing LET’S FIND OUT HOW
- 8. 8 DTC Marketing The Past, Present, and Future of Wine Tourism and Technology
- 10. 10 DTC Marketing
- 11. 11 DTC Marketing
- 12. 12 DTC Marketing
- 13. 13 DTC Marketing
- 14. 14 DTC Marketing
- 16. 16 DTC Marketing 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
- 17. 17 DTC Marketing Digital Experiences are Increasingly Important
- 18. 18 DTC Marketing 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
- 19. 19 DTC Marketing MY PHONE IS MY LIFE NOT MOBILE-ONLY, BUT MOBILE-FIRST KPCB Internet Trends 2016
- 20. 20 DTC Marketing Latest Stats February 2017 • 234 Million Adults in U.S. • 14% High Frequency Drinkers • = 33 Million HF Drinkers • 24% Occasional Drinker • = 56 Million Occasional Drinkers • Total = 89 Million Prospects *Wine Market Council – 2016 High Frequency Wine Consumer Study
- 21. 21 DTC Marketing *Wine Market Council – 2016 High Frequency Wine Consumer Study 234 Million Adults in U.S. 14% High Frequency Drinkers = 33 Million HF Drinkers
- 22. 22 DTC Marketing It’s All About Discovery and Engagement
- 23. 23 DTC Marketing Remember That the Journey is Non-Linear Find the customer where they want to be found…
- 24. 24 DTC Marketing 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/CRM Ecosystem
- 25. 25 DTC Marketing The Science of Discovery DISCOVERY • Events/Restaurant/Retail •Search engine •Word of mouth •Advertisement • Social Media •Location
- 26. 26 DTC Marketing Attracting Visitors • Videos • Blogs • Social media • Newsletters • Articles on other websites • Events • Reviews
- 27. 27 DTC Marketing Discovery: Content Marketing 1. Create useful, usable content that adds value to the customer experience with your brand. 2. Perform outreach, and determine the best outlets to publish (high-profile guest blogging, social networks, your own website). 3. Identify influencers who will share your content and further discussion. 4. Pay attention to the responses, and engage your audience. 5. Analyze the results, measure the impact (new links to your website, new visitors, increased social media activity, more sales).
- 30. 30 DTC Marketing +Social Media Marketing
- 32. 32 DTC 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
- 33. 33 DTC Marketing Ratings and Discovery Why Should I Care?
- 34. 34 DTC Marketing 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
- 35. 35 DTC Marketing Heavy Traffic • More than 179 million visitors to the Yelp website each month. • 55% of the visits are on a mobile device • 42% of users are in the 18 -34 age group and 20% over 55. • 34% have household income less than $59k and 39% over $100K.
- 36. 36 DTC Marketing Heavy Traffic • TripAdvisor has more than 84 million members, and more than 350 million reviews • More than 340 million travelers visit TripAdvisor each month • TripAdvisor offers a wide range of marketing opportunities, advertising and content solutions
- 37. 37 DTC Marketing Heaviest Traffic • Google has 2.3 Million searches per second worldwide • Put another way, it’s at 100 Billion per month, 1.17 Billion unique users per month • 75.2% of all searches in U.S. on Google • 89.2% of all mobile search in U.S. on Google
- 38. 38 DTC Marketing Advertising Options • Targeted local advertising • Premium placement on search and competitor business pages • Displays on mobile devices too
- 39. 39 DTC Marketing Make It Personal
- 40. 40 DTC Marketing 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!
- 41. 41 DTC Marketing Specialized Wine Discovery Tools 41 Apps for the consumer
- 42. 42 DTC Marketing Specialized Wine Discovery Tools 42
- 43. 43 DTC Marketing Specialized Wine Discovery Tools 43
- 44. 44 DTC Marketing Specialized Wine Discovery Tools 44
- 45. 45 DTC Marketing Specialized Wine Discovery Tools 45
- 47. 47 DTC Marketing Specialized Winery Discovery Tools 47 Apps for the consumer
- 50. 50 DTC Marketing Yelp SeatMe Discover Me Now
- 52. 52 DTC Marketing • 6,000 + wineries • 100,000+ Downloads • Social Media • Ratings System • User Created Content • Sharing • Ambassadors created and rewarded 52 Other Drivers
- 55. 55 DTC 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
- 56. 56 DTC Marketing Geo-Targeting the Wine Traveler 56 What is Geo-Targeting? Geo Targeting is active response to Geo-Location: Having identified the visitor’s location according to the IP, and/or WiFi / GPS data (=”geolocation”), content specific to that location is served (=”geotargeting”). This location can be a country, state, city and more.
- 57. 57 DTC Marketing Geo-Fencing Making Digital Connections with Local Consumers 57 What is Geo-Fencing? A geo-fence is a virtual perimeter that puts a border around specific geographic areas
- 58. 58 DTC Marketing Remember That the Journey is Non-Linear Transforming the customer journey across all channels
- 60. 60 DTC Marketing To Do List – Top 5 Things 1. Get Mobile 2. Get Social 3. Get Discovered 4. Get “App-ed” 5. Get “Edu-Taining”
- 61. 61 DTC Marketing The Heart of the Matter AT THE CORE OF DIGITAL RETENTION: CONSUMERS CAN LEAVE YOUR BRAND FOR SOMEONE ELSE. ALWAYS REMIND CUSTOMERS WHY THEY FELL IN LOVE WITH YOU IN THE FIRST PLACE
- 62. 62 DTC Marketing Hopefully It Starts With: “You had me at hello…….”
- 63. 63 DTC Marketing
- 64. 64 DTC Marketing And Delighting Customers Make Me Feel Special
- 65. 65 DTC Marketing Contact Info Ron Scharman CEO/Astra Digital Marketing Services ron@astradms.com 707-681- 5392 Find Me on LinkedIn at http://bit.ly/1WyFHpA
Editor's Notes
- At the broadest level, we create content to drive brand awareness within our target market. Your videos, blog content, social media presence represent most trustworthy outlets in customer’s eyes.
- At the broadest level, we create content to drive brand awareness within our target market. Your videos, blog content, social media presence represent most trustworthy outlets in customer’s eyes.
- At the broadest level, we create content to drive brand awareness within our target market. Your videos, blog content, social media presence represent most trustworthy outlets in customer’s eyes.
- The crowd is here: Facebook reportedly is nearing the 700 million-user mark. Every month, according to Facebook, its members spend 700 billion minutes on the network. The average user clicks the Like button nine times a month, and three-quarters of users have “liked” a brand. Consumers’ comfort level has tipped: People have been buying virtual goods within Facebook since it introduced the (now defunct) Gift Shop in 2007; the practice exploded with the introduction of FarmVille virtual currency in 2009. Analysts believe virtual goods could bring in around $12.5 billion worldwide this year, almost double 2009 sales, according to Adweek. If people are paying real money for virtual goods, it’s not much of a leap to start paying for tangible items. And, of course, e-commerce has become second nature for many consumers, who are by now quite comfortable with the idea of feeding their credit card information into e-commerce sites. Internet retailing is expected to take in $197 billion in 2011 and grow to $279 billion by 2015, according to Forrester Research. Purchasing an item with a few clicks has become a habit for many people.