Embed Size (px)
Citation preview
2016
Outsourcing Direct to Consumer – Is it Right for You?
Moderator: Rob Lorenz - Director of Business Development – VinoPRO
Charlotte Rawa - Luxury Sales Manager – Treasury Wine Estates
Tiffany Stetson - General Manager, Direct to Consumer – Goose Ridge Vineyards
Sonyia Grabski – Vice President, Sales and Marketing – Cornerstone Cellars
• Reservations
• Email Response
• Online Chat
• Social Media Response
• Wine Club Account Updates
• Order Management, Delivery Questions, Order Status
• Complaints and Compliments
• New Orders / Sales Facilitation
• General Inquiries
What is Inbound Customer Service?
• Corporate Objectives – What leads customers to outsource?• Service Delivery Standards• Overhead Management• Staffing Objectives
• Considerations• Size of your business• Portfolio of wines you offer/price• Number of club members/consumers• Volume of contacts in the various channels
• Business Impacts
Assessing Whether to Outsource
• Get Leadership Alignment
• Plan
• Budget
• Transition• Staffing
• Data sharing/IT needs
• Training
• Testing
• Timing
Steps of Implementation
• Building a Good Contract
• Service Level Agreements
• Regular Reporting & Metrics
• Customer Feedback
• Staff Training Outcomes
• Data Security
• Ongoing Training and Management
Measuring Success & Best Practices
• Four wine brands• Separate DTC-only tier for club
• Cider bottle and growler program• Wine-in-a-can program• On WineDirect since 2015• 41,000 in database, 2,800 club• Four tasting rooms
• 462 skus across four separate POS set ups• Frequent events and high club pick up attendance
• Primary marketing objectives: 33% new traffic, 33% converting emails to sales and 33% retaining club members
• 30 DTC staff
Goose Ridge
• Growing Mailing list• Selling wine via POS and phone
orders• Setting up merchandise in POS and
monitoring inventory• Wine Club signups, as well as all
Member service on phone and email• Concepts, marketing and
management of events• Overall marketing objectives and
goals• Social media posting
• Project management of approved email calendar
• Taking concept and wines and offer from winery and creating email
• Targeting and sending emails, including club
• Setting up and running clubs (send follow up list back to winery to follow up)
• Social media advertising, for either integrated campaigns or awareness/lead gen goals
• Monthly dashboard
In House Outsourced
In-House vs. Outsourced Marketing Tasks
• Project management of approved email calendar
• Taking concept and wines and offer from winery and creating email
• Targeting and sending emails, including club
• Monthly dashboard
• Social media advertising, for either integrated campaigns or awareness/lead gen
• Setting up and running clubs (send follow up list back to winery to follow up)
• 20% of a marketing manager
• 30% of a marketing manager with HTML and Photoshop experience
• 5% of marketing manager
• 5% of a marketing manager with Excel and Analytics experience
• 20% of a marketing manager
• 25% of a wine club manager with some tech/computer experience
Hypothetical Breakdown of Outsourced Tasks
10
Marketing Manager
With HTML, Photoshop and Excel or Analytics experience
Wine Club Manager
With tech or computer experience
80%
25%
Staff Needed if These Tasks Were Executed Internally
Assume Average Salary(Not including benefits (healthcare, insurance, vacation, sick, paid holidays)
12
Marketing Manager
With HTML, Photoshop and Excel or Analytics experience
Wine Club Manager
With tech or computer experience
$41,703
$56,660
$33,362
$14,165
80%
25%
The Internal Staffing Cost
$47,527 Salary Cost (Not including benefits (healthcare, insurance, vacation, sick, paid holidays)
$5,148.75 per Month
Vs
$2,850/month
$61,785 Total Cost*
*According to an MIT study: The costs to this point (basic salary, employment taxes and benefits) are typically in the 1.25 to 1.4 times base salary range
The Math Comparison
Flexibility• A full service agency can handle a routine scope of deliverables, but also pinch hit when
additional needs arise, or staff is out, or new employees need to get up to speed.
High Quality Staffing• Smart direct marketing tactics require a high comfort with computers, systems like
Google Adwords or Facebook targeting and analytics. Skilled computer workers are hard to find for tactical jobs such as Wine Club Coordinator or Social Media.
Reliability • Typically these DTC positions have the highest turnover. It is beneficial to have an
outside source with knowledge of your database, passwords and process that never quits or needs to be trained or takes a sick day.
Intangible Benefits
• Can you meet the staff that is working on your business?• Do they outsource?
• Are you important to them, or are you a small client of a big city firm?
• How responsive are they, and do they set and meet expectations?
• Are your invoices clear and are they willing to discuss them?
• Are they skilled in the tactics, as well as strategies?• Can they talk the talk and walk the walk?
• Can they give you references?
Things to Look For When Choosing to Outsource
Connect With Customers
Build Brand Awareness
Increase Sales
Increase Visitation
Identify Opportunities & Issues
WHY TELEMARKETING?
In-House Part Time = GOOD
Dedicated In House = BETTER
Outsourced = BEST
TELEMARKETING OPTIONS
Compliance
Staffing & Resources
Expertise
WHY OUTSOURCE?
Company Buy-In
Employee Buy-In
Communication
Programming
KPI’s & Meetings
KEYS TO SUCCESS
Rob Lorenz – Director of Business Development | 707-536-7155 | [email protected]
Charlotte Rawa | [email protected]
Tiffany Stetson | [email protected]
Sonyia Grabski | [email protected]
