virginia is for wine lovers!...imc examples - radio •wtvr 98.1fm adult contemporary •warv...
TRANSCRIPT
VIRGINIA IS FOR WINE LOVERS!
Campaign Presentation for the Virginia Wine Board
Amber Hallquist
Tim Scully
Troy Bauer
Troy Fredrick
Laura Bergen
BACKGROUND INFORMATION
• Wine Tourism Service
• Based in Richmond, Virginia
• Promotes Virginia Wine & Wine Tourism
• Focuses on 130 different wineries
•Promotes interest & education of wine
STRENGTHS & WEAKNESSES
• STRENGTHS:
• Only Virginia Wine Service
• 130 different wineries
• Current Promotions
• WEAKNESSES:
• Strong Competition (California Wine)
• Relatively Unknown
OPPORTUNITIES & THREATS
• OPPORTUNITIES:
• Capitalize on the health benefits of wine
• Appeal to growing pop of young consumers
• Virginia Tourism (Theme Parks, etc.)
• THREATS:
• Poor Economy & Gas Prices
• Huge saturation of wines
TARGET AUDIENCE
• Target Audience 1: 32-65 Years Old
• College Educated, Wine Connoisseurs• Mid – Upper Income• Enjoys the Arts, Good Food, and Gourmet Products• 50 – 64 Market Consume 30% of wine
• Target Audience 2: 23-32 Years Old
• College Educated, Upper Class• Alcohol Consumers• Computer & Internet “Savvy”
• Fact: These Targets Dine Out Often
MARKET
ONE TO ONE MARKETING
• Direct Mailings
• Sent to visitors of wineries
• Sent to 5,000 customers
• Achieve a 30% response rate (1,500)
• 53.4% return on investment
ONE TO ONE EXAMPLE
WEBSITE MARKETING
• Online Label Design Contest
• Label will be featured on a select wine
• Offered a free case of wine for winning
• Must create a Username & Login
• Consumer Personalization
• Check off wineries they’ve visited
• Rank wineries
• Receive special offers and discounts
• Website Features
• Locate Wineries, History, News
SALES PROMOTION
• Wine Tastings
• Run Promotions in early summer months
• Instant $2.00 coupons
• Used in conjunction with one-to-one
PUBLIC RELATIONS
• Highlight award winning wines through PR
• Advertise in Print Magazines that feature Virginia Wine
• Relay benefits of Virginia Made Wine
• Charitable Efforts
• Support of Local Farmers & Wineries
• Focus on Green Friendly Initiatives
IMC EXAMPLES - TELEVISION
• Food Network
• Travel Channel
• 30 Second Spots
• Assumption: Production Costs
• March – June, Bi Weekly
• 1-800 Number to Request Guide
IMC EXAMPLES - TELEVISION
IMC EXAMPLES - PRINT
• Virginia Wind Magazine
• Food & Wine Magazine (Northeast Regional)
• Travel Magazine (Northeast Regional)
• Full Color, 1 Page Ads
• April, May, June, July
IMC EXAMPLES - RESTAURANTS
• Specialty 4 Star Restaurants
• Encourage Trial of Virginia Made Wines
• Special Signage, Menu Items & Napkins
• Relay “Virginia is for Wine Lovers”
• Runs all year long
IMC EXAMPLES - RESTAURANTS
IMC EXAMPLES - RADIO
• WTVR 98.1FM Adult Contemporary
• WARV 100.1FM Adult Hits
• Relay benefits of Wine Travel
• Virginia is for Wine Lovers Slogan
• Website for more Information
• March – September
IMC EXAMPLES - INTERNET
• Google AdWords (Smart Search)
• Allows for $.60 per click through
• Yellow Pages Online
• 125,000,000 Search Monthly
• Banner Ads would appear
• Travel + Virginia
• February – August
IMC EXAMPLES - INTERNET
VIRGINIA WINE GUIDE COVER
BUDGET NOTES
• Results would be measured by website
• Based on # of clicks to Wine Board Site
• Based on # of brochure & guide requests
• Highest CPM:
• $52.31 – Television, Food Network
• Lowest CPM:
• $19.31 – Radio, WARV
• Average CPM:
• $28.32 – All Media Vehicles
AD BUDGET ALLOCATIONS
Television 22%
Radio 20%
Print 13%
Restaurant 15%
Outdoor 5%
Internet 25%
WHY THIS WORKS
• RIGHT TARGET
• RIGHT VEHICLES
• RIGHT COST
• RIGHT ADS
• RIGHT MEDIA
FOR THE RIGHT COMPANY