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DTC Marketing
Presented by: Ryan Neergaard
Technology in Wine Tourism:What is Working Now?
November 19th, 20152015 Wine Tourism Conference
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Thanks To Zephyr Adventures
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Presentation Available in Digital Format
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• Currently Business Development and Social Media Manager of Chatterbox Wine Marketing Services and VinoVisit.com
• Lover of all things food & wine• Passionate about social marketing &
technology• Am a foamer• Just rode my first 100 mile bike ride “Tour de
Cure”
Who am I and Why am I here?
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TIME TO LEARN ABOUT YOU
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Where are We Going Today?
1. Look at the historical perspective of winery tourism outreach
2. Show current ways technology is being used to drive tourism and give actionable takeaways that you can use now
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1. Historical Look At Wine Tourism Outreach
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QUESTION FOR THE DAY:
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QUESTION FOR THE DAY:
How do we use technology to drive winery visitation and engagement?
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LET’S FIND OUT HOW
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The Past, Present, and Future of Wine Tourism and Technology
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Hopefully It Starts With:
“You had me at hello…….”
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MAYBE………
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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
2007
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MY PHONE IS MY LIFENOT MOBILE-ONLY, BUT MOBILE-FIRST
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THINGS TO WATCH PERIOD
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It’s All About Discovery and Engagement
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Remember That the Journey is Non-Linear
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 Reservation
s
Newsletter
Mobile POSSearch Engine Optimization
(SEO)
FaxWinery
DTC/CRM Ecosystem
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The Science of Discovery
DISCOVERY• Events/Restaurant/Retail
•Search engine•Word of mouth
•Advertisement• Social Media
•Location
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Attracting Visitors “Edutainment”What is relevant for THEM
• Videos• Blogs• Social media• Newsletters• Articles on other
websites• Events• Reviews
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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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+ Social Media Marketing
ReachMail 2015
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+Social Media Marketing
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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 Bricks & Mortar
Source: www.tripadvisor.com, Ram’s Gate Winery
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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 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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What’s With the Ratings?
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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 84 million members, and more than 250 million reviews
• More than 375 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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Mobile Discovery
• Winery Client Comment:“Something interesting from all of our analytics is that 30-40% of all of our traffic comes from iPhones. Hence the importance of mobile sites.”
~Ed @Regusci Winery
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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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Specialized Wine Discovery Tools
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Apps for the consumer
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Specialized Wine Discovery Tools
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Specialized Wine Discovery Tools
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And More……….
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Specialized Winery Discovery Tools
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Apps for the consumer
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Winery Passport
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• Social Media• Ratings System• User Created Content• Sharing• Ambassadors created and
rewarded
Other Drivers
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VinoVisit.com
Discover Me Now
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VinoVisit.Com
Discover Me Now
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CANVAS App
CANVAS and VinoVisit join two great winery resources. The Concierge Alliance offers the hospitality industry a clear and easy way to book their customers at wineries in Napa and Sonoma.
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Visiting Media
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Geo-Targeting the Wine Traveler
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What is Geo-Targeting?Geo Targeting is an 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.
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Geo-FencingMaking Digital Connections with Local Consumers
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What is Geo-Fencing? A geo-fence is a virtual perimeter that puts a border around specific geographic areas
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2. Active Ways Social Is Being Used
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LET’S GET SOCIAL
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SOCIAL MEDIAVS
SOCIAL MARKETING
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SOCIAL MEDIA
Websites and applications that enable users to create and share content or to participate in social networking.
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SOCIAL MARKETING
Social marketing is an approach used to develop activities aimed at changing or maintaining people's behavior for the benefit of individuals, businesses, or society as a whole.
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WHAT ARE THE VEHICLES RELEVANT IN THE WINE INDUSTRY?
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UTILIZING FACEBOOK
ADVERTISING
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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 BaseForbes.com
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Active Examples of Social Media Marketing Resulting In Measurable Conversions
1. Discover2. Trust3. Buy
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Discover
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Discover
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Discover
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Discover
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Trust
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Buy
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Book
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DOES ANYONE USE GOOGLE ADWORDS?
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STATS
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In the first 3 weeks of the contest:$700 - Spent Social Advertising31,000 - Entries to The Contest .02 Cents - Cost Per Email Gathered
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In the first 8 weeks of the quiz:$1,900 - Spent Social Advertising17,000 – Completions of The Quiz.12 Cents - Cost Per Email Gathered
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VinoVisit.com
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Previous Month During Promotion0
2000400060008000
N/A
7700
Impressions on VinoVis-it.com
Previous Month During Promotion0
100020003000400050006000
N/A
5700
Clicks On Blog Article
Sequoia Grove Winery Impressions and Blog Clicks
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Previous Month During Promotion0
200400600800
1000
21
828
Profile Views
Previous Month During Promotion0:00
1:12
2:24
3:36
4:48
1:21
4:24
Average Time On Profile
Sequoia Grove Winery Profile Views and Time Spent
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Lead Your Consumer Down The Path of:
1. Discover2. Trust3. Buy
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Then Do It Again And Again And Again…..
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Remember That the Journey is Non-Linear
Transforming the
customer journey
across all channels
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FINAL THOUGHTS
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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
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Hopefully It Starts With:
“You had me at hello…….”
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And Finishes With:
“Happily Ever After…”
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Contact Info
Ryan NeergaardChatterbox/VinoVisitRyan@chatterboxwinemarketing.com707-334-5653Please Connect With Me on LinkedIn
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