digital marketing seminar anderson valley - 06-16-15
TRANSCRIPT
1Anderson Valley
Digital Marketing +
Presented by: Ron Scharman
Digital Marketing +
June 16, 2015
2Anderson Valley
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?
3Anderson Valley
Digital Marketing +
TIME TO LEARN ABOUT YOU
4Anderson Valley
Digital Marketing +
QUESTION FOR THE DAY:
How do we sell a 3-dimensional
story in a 2-dimensional world?
5Anderson Valley
Digital Marketing +
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.
6Anderson Valley
Digital Marketing +
Tell your story + tell it well
(the magic 15%)
7Anderson Valley
Digital Marketing +
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
8Anderson Valley
Digital Marketing +
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
9Anderson Valley
Digital Marketing +
The Past, Present, and Future of Wine DTC
10Anderson Valley
Digital Marketing +
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?
11Anderson Valley
Digital Marketing +
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
12Anderson Valley
Digital Marketing +
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
13Anderson Valley
Digital Marketing +
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.
14Anderson Valley
Digital Marketing +
How Important is the
DTC Channel to the Majority of the
8,100+ Wineries and Wine Brands?
15Anderson Valley
Digital Marketing +
...VERY!! SMALL WINERIES DOMINATE DTC
16Anderson Valley
Digital 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
17Anderson Valley
Digital Marketing +
THE WEB HAS BEEN GROWING FASTER THAN STORES….
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
-5%
0%
5%
10%
15%
20%
25%
30% 27%25% 24%
20%
3% 2%
16% 15% 16% 17%15%
6% 5% 5%3%
0%
-3%
2%4% 4% 4% 4%
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.
18Anderson Valley
Digital Marketing +
MORE PC’S GATHER DUST
*Source: U.S. Commerce Dept., Internet Retailer
44%
11%
45%
Percentage of time on retail web sites
SmartphoneTabletPC
19Anderson Valley
Digital Marketing +
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.
20Anderson Valley
Digital Marketing +
THINGS TO WATCH: MILLENNIALS
The crowd is here
Comfort level with mobile transactions
Ease of purchasing
Millennials
Growing FAST!
21Anderson Valley
Digital Marketing +
It’s All About the Customer: Omni-Channel Marketing
22Anderson Valley
Digital Marketing +
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
MarketingWine Club
Events
eCommerce
23Anderson Valley
Digital Marketing +
Omni-Channel Marketing
Transforming the
customer journey
across all channels
24Anderson Valley
Digital 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 POSSearch Engine Optimization
(SEO)
FaxWinery DTC
Ecosystem
25Anderson Valley
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
26Anderson Valley
Digital Marketing +
Wine eCommerce
vs
Wine Commerce
27Anderson Valley
Digital Marketing +
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…………
28Anderson Valley
Digital Marketing +
Why Wineries Fail at eCommerce
Merchants at heart,
who won’t play the part
Read my Blog at http://bit.ly/1FyqPS0
29Anderson Valley
Digital Marketing +
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.
30Anderson Valley
Digital Marketing +
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
31Anderson Valley
Digital Marketing +
USING YOUR WEBSITE TO TELL YOUR STORY
Strong branding is key Include rich contentUse the tools built into your
website to improve your SEO Gather data and market smartGo Mobile!
32Anderson Valley
Digital Marketing +
So how do I build a
great website?
33Anderson Valley
Digital Marketing +
Understanding Where I Have Been and Where I am Going.
What am I Trying to Achieve With My Online Presence?
34Anderson Valley
Digital Marketing +
What’s the Difference Between Good and Bad?
GREAT AD TERRIBLE WEBSITE
35Anderson Valley
Digital Marketing +
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
36Anderson Valley
Digital Marketing +
Questions?
37Anderson Valley
Digital Marketing +
D-E-A-L Model of Customer Progression
38Anderson Valley
Digital Marketing +
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
D E A L
39Anderson Valley
Digital Marketing +
The Science of Discovery
DISCOVERY• Events/Restaurant/Retail
•Search engine•Word of mouth
•Advertisement• Social Media
40Anderson Valley
Digital Marketing +
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
41Anderson Valley
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 Brick & Mortar
Source: www.tripadvisor.com, Ram’s Gate Winery
42Anderson Valley
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
43Anderson Valley
Digital Marketing +
Ratings and Discovery
Why Should I Care?
44Anderson Valley
Digital 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
45Anderson Valley
Digital Marketing +
The Players
46Anderson Valley
Digital Marketing +
Heavy Traffic
47Anderson Valley
Digital Marketing +
The Players
48Anderson Valley
Digital Marketing +
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
49Anderson Valley
Digital Marketing +
Heaviest Traffic – It’s Google
50Anderson Valley
Digital Marketing +
Advertising Options
• Targeted local advertising
• Premium placement on search and competitor business pages
• Displays on mobile devices too
51Anderson Valley
Digital 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!
52Anderson Valley
Digital Marketing +
Social Media Marketing - Discovery
IT’S A BIG TOPIC!
53Anderson Valley
Digital Marketing +
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.
54Anderson Valley
Digital Marketing +
Questions?
55Anderson Valley
Digital Marketing +
Tell your story + tell it well
(the magic 15%)
56Anderson Valley
Digital Marketing +
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
D E A L
57Anderson Valley
Digital Marketing +
The Art of Engagement
ENGAGEMENT
• Visits website•Visits tasting room
•Calls winery•Social Media
•Mobile
58Anderson Valley
Digital Marketing +
Engagement: Online Shopping Experiences
Sources: KJ.com, LaCrema.com, Lindemans.com and UnderdogWine.com
59Anderson Valley
Digital Marketing +
Lifestyle
Source: www.kj.com
60Anderson Valley
Digital Marketing +
Classic
61Anderson Valley
Digital Marketing +
Aspirational
62Anderson Valley
Digital Marketing +
Contemporary
63Anderson Valley
Digital Marketing +
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
64Anderson Valley
Digital Marketing +
Something New For Engagement
65Anderson Valley
Digital Marketing +
Define the Problem Please………
66Anderson Valley
Digital Marketing +
• 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
67Anderson Valley
Digital Marketing +
Connect Collect
Convert
VinoVisit Winery Experience Ratings App
68Anderson Valley
Digital Marketing +
• 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
69Anderson Valley
Digital Marketing +
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.
70Anderson Valley
Digital Marketing +
• Collect valuable feedback on the customer’s tasting room experience
• Build your customer database
• Monetize winery visitations with automatic email offers.
Convert Customers
71Anderson Valley
Digital Marketing +
The Path to Monetization
Customer Conversion
72Anderson Valley
Digital Marketing +
• 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
73Anderson Valley
Digital Marketing +
• 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
74Anderson Valley
Digital Marketing +
Gain Customer Insights
Conclusions
75Anderson Valley
Digital Marketing +
• “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
76Anderson Valley
Digital Marketing +
Questions?
77Anderson Valley
Digital Marketing +
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
D E A L
78Anderson Valley
Digital Marketing +
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
79Anderson Valley
Digital Marketing +
Web Analytics: Customer Preferences
80Anderson Valley
Digital Marketing +
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
81Anderson Valley
Digital Marketing +
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.
82Anderson Valley
Digital Marketing +
Newsletter Signups - Good
83Anderson Valley
Digital Marketing +
Acknowledge and Reward
84Anderson Valley
Digital Marketing +
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
85Anderson Valley
Digital Marketing +
Newsletter Signups - Not So Good
86Anderson Valley
Digital Marketing +
Email Marketing for Success
87Anderson Valley
Digital Marketing +
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
88Anderson Valley
Digital Marketing +
How Money is Spent vs. ROI
89Anderson Valley
Digital Marketing +
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
90Anderson Valley
Digital Marketing +
The Changing of the Guard and What It Means for You
91Anderson Valley
Digital Marketing +
• 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
92Anderson Valley
Digital Marketing +
The New World of Gmail
93Anderson Valley
Digital Marketing +
• 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?
94Anderson Valley
Digital Marketing +
Remember How Money is Spent vs. ROI
95Anderson Valley
Digital Marketing +
Cart Abandonment Pit Stop
96Anderson Valley
Digital Marketing +
It’s All About Retargeting
97Anderson Valley
Digital Marketing +
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
98Anderson Valley
Digital Marketing +
Why Should I Care?
99Anderson Valley
Digital Marketing +
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
100
Anderson Valley
Digital Marketing +
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
101
Anderson Valley
Digital Marketing +
VWO Ecommerce Survey 2014
Reasons for Cart Abandonment
102
Anderson Valley
Digital Marketing +
What Should I Do About It?
103
Anderson Valley
Digital Marketing +
Talk to Your eCommerce Provider
104
Anderson Valley
Digital Marketing +
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.
105
Anderson Valley
Digital Marketing +
What Else?
106
Anderson Valley
Digital Marketing +
Let the Consumer
Decide
Email and Omni-channel Marketing
107
Anderson Valley
Digital Marketing +
Email +
Relationship-Based Telemarketing+??
Click – To – Call Email
108
Anderson Valley
Digital Marketing +
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?
109
Anderson Valley
Digital Marketing +
Clear Calls to Action
110Anderson Valley
Digital Marketing +
• 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
111Anderson Valley
Digital Marketing +
• 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
112Anderson Valley
Digital Marketing +
It’s apples and oranges
“CLICK TO CALL”VS.
TRADITIONAL EMAIL MARKETING
113Anderson Valley
Digital Marketing +
• 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
114Anderson Valley
Digital Marketing +
A-B Testing
115Anderson Valley
Digital Marketing +
• More contacts, engagements and sales, plus upsell.
• Phenomenal metrics. Outperforms winery’s existing email software.
• Great customer insights.
How To Define Success
116Anderson Valley
Digital Marketing +
Tell your story + tell it well
(the magic 15%)
117Anderson Valley
Digital Marketing +
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
D E A L
118Anderson Valley
Digital Marketing +
Tell Me You Love Me
LOYALTY/LOVE
• Email communication
• Join Wine Club
• Newsletter/Blog
• Facebook shares
• Special events
• Ratings
• Imagination
119Anderson Valley
Digital Marketing +
Remember That the Journey is Non-Linear
Transforming the
customer journey
across all channels
120
Anderson 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
Anderson 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
Anderson 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
Anderson 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
Anderson 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
Anderson Valley
Digital Marketing +
So Where Does Loyalty Begin?
126
Anderson Valley
Digital Marketing +
Hopefully It Starts With:
“You had me at hello…….”
127
Anderson Valley
Digital Marketing +
128
Anderson Valley
Digital Marketing +
And Delighting Customers
Make
Me
Feel
Special
129
Anderson 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
Anderson Valley
Digital Marketing +
Loyalty and Love
131
Anderson Valley
Digital Marketing +
Delight customers
• Wine club discounts• Wine club special
offerings• Club member events• Loyalty bonuses• Special access
132
Anderson 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
Anderson Valley
Digital Marketing +
Reinventing the Delivery Experience
134
Anderson Valley
Digital Marketing +
Reinventing the Delivery Experience
135
Anderson Valley
Digital Marketing +
Reinventing the Delivery Experience
136
Anderson 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
Anderson Valley
Digital Marketing +
And Keep Delighting Customers
Make
Me
Feel
Special
138
Anderson Valley
Digital Marketing +
Love is Sharing with Others
139
Anderson Valley
Digital Marketing +
Get Social - Build Your Brand Advocacy
140
Anderson 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
Tastingroom
Wine club
Website
CustomerRelationship
Loyalty: One Customer, One Database
141
Anderson 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
Anderson 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
Anderson Valley
Digital Marketing +
What’s New? Social CRM
144
Anderson Valley
Digital Marketing +
Tell your story + tell it well
(the magic 15%)
145
Anderson 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
Anderson Valley
Digital Marketing +
And Delighting Customers
Make
Me
Feel
Special
147
Anderson Valley
Digital Marketing +
Questions?
