fredericksburg bootcamp

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DTC Marketing

Presented by:

Ron Scharman

Technology in Wine Tourism:

What’s New?

April 18th, 2017

Fredericksburg Bootcamp

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Presentation Available in Digital

Format

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• 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?

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TIME TO LEARN

ABOUT YOU

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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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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

20032015

2007

2016

Amazon Dash/Echo Dot

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Digital Experiences are Increasingly Important

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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

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MY PHONE IS MY LIFE

NOT MOBILE-ONLY, BUT MOBILE-FIRST

KPCB Internet Trends 2016

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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

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*Wine Market Council – 2016 High Frequency Wine Consumer Study

234 Million Adults in U.S.

14% High Frequency Drinkers

= 33 Million HF Drinkers

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It’s All About

Discovery and Engagement

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Remember That the Journey is Non-Linear

Find the customer where they want to be found…

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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 Reservations

Newsletter

Mobile POS

Search 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

• Videos

• Blogs

• Social media

• Newsletters

• Articles on other websites

• Events

• Reviews

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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).

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Discovery:

Blogs

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Discovery: Contests

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+Social Media Marketing

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SEO BREAK

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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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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.

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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

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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

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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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Make It Personal

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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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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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Cellarpass.Com

Discover Me Now

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VinoVisit.Com

Discover Me Now

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Yelp SeatMe

Discover Me Now

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Winery Passport

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• 6,000 + wineries

• 100,000+ Downloads

• Social Media

• Ratings System

• User Created Content

• Sharing

• Ambassadors created and

rewarded

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Other Drivers

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Visiting Media

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Brand New

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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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Geo-Targeting the Wine Traveler

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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.

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Geo-Fencing

Making 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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Remember That the Journey is Non-Linear

Transforming the

customer

journey

across all channels

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FINAL THOUGHTS

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To Do List – Top 5 Things

1. Get Mobile

2. Get Social

3. Get Discovered

4. Get “App-ed”

5. Get “Edu-Taining”

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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 Delighting Customers

Make

Me

Feel

Special

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Contact Info

Ron Scharman

CEO/Astra Digital Marketing Services

ron@astradms.com

707-681- 5392

Find Me on LinkedIn at http://bit.ly/1WyFHpA