VIEWS: 33 PAGES: 13 CATEGORY: Marketing Plans POSTED ON: 9/4/2012
See how a modern wine consumer goes about the process of finding a winery, visiting it, and becoming a customer. Learn how the different areas - acquisition, development, retention - work together to create brand ambassadors and help sell more wine direct to consumers.
Using technology to sell wine direct-to-consumer A day in the life of the modern wine consumer. Brought to you by : 01 The state of the industry Consumer direct wine sales set to expand at a rapid rate The most profitable way to sell wine, especially for smaller production wineries, is direct to the consumer. How is your business working to expand your this sales channel? 02 Direct-to-Consumer profitability Small production wineries stand to gain most Trends in the direct-to-consumer wine market: In 2010, direct-to-consumer sales accounted for $3.4 billion dollars. Consistent 10% growth over past twelve months. DTC sales growing at more than 2x the overall industry growth rate. Consumers are buying increased volume of wine at higher prices in 2012. For small producers (>5,000 cases), selling a small margin of cases directly to consumers can have a huge influence on their bottom line. 03 Evolution of a Customer Email • Search engine marketing • Word of mouth Reservations Wine club Discovery • Advertisement • Visits your website CRM eCommerce • Visits your tasting room Engagement 360° view of • Purchases wine online customer • Buys wine in tasting room Allocations Mobile Acquisition • Joins wine club Social • Email communication media SEO • Newsletter promotions Tasting Loyalty • Special events room 04 Discovery Can customers find you? Reports suggest 80% of people find websites from search engines. Are you one of the sites being found? Local search results show nearby business matching your search term. Paid advertisements related to your search term. Organic search results display below the local listings. 05 Discovery Word of mouth How do people find you? Wine crosses over into so many lifestyles, and there are plenty of ways to attract new customers and gain brand exposure, including: Wine, food, travel forums Existing customers Referrals from local businesses Social media channels Friends and family Special events Use Twitter to monitor discussions Wine publications and blogs relevant to your winery or location, and engage directly with people looking for advice. Encourage user reviews on sites like TripAdvisor. 06 Is your website engaging? Engagement 1. Product announcement – Bring attention to new wines, and promote them to the visitor. 2. Newsletter signup – Capture visitor emails, and offer an incentive. 3. Wine club – Offer signup and special deal with clear call to action. 4. Social media – Integrate your social media profiles with your website. 5. Shop online – Provide visitors quick and easy way to buy your wine. 6. Visit us – Easily locate the winery, make reservations, or find directions. 7. Blog – Include fresh and informative content about your brand. 8. My account – Ability to access user profile information, apply discounts. 07 The rise of mobile Mobile websites bring visitors to your business and create sales Mobile website benefits 80% of local searches happen on $31 billion mobile phones. In 2016 61% of mobile visitors call that business and 59% visit the business. Up from $10 billion Mobile commerce is growing In 2012 rapidly and will become a dominant sales channel. 08 Building relationships Engagement in the tasting room Every visitor in your tasting room is a potential customer, and should be treated as such. When they enjoy their experience, they’re more likely to purchase wine, join your wine club, and share that experience with friends. Collect email wherever possible Encourage “check ins” via FourSquare, Facebook Promote reviews of your business (Yelp, TripAdvisor) and wines (Cellartracker) Communicate benefits and incentives that club members receive Convey your winery’s story/background/message Don’t be afraid to ask for the sale 09 Acquisition One customer, one database Whether a customer buys wine in your tasting room, or on your website, their information flows to one central location. You’ll benefit from less maintenance and enjoy increased marketing potential by instantly accessing purchase history. Ways you benefit: Full purchase history in one system Segmenting customers for marketing Customer can access their profile online Website Winery can access customer information from anywhere One central customer record shared across multiple systems Customer record Wine club Tasting room 10 Loyalty Building brand ambassadors Once the visitor purchases wine, or joins your wine club, they become a customer. You have their personal information and wine preferences to use to further the relationship and re-engage the customer after they leave the tasting room. The RMS system captures and saves customer information and allows cashiers to easily recall this data and deliver a better customer experience. When you have a customer’s contact information, you can connect with them and use that information to build loyalty and create ambassadors. Those customers will continue to buy wine from you, and will share their experience with family and friends. Build loyalty through: “…there is a lot of unfulfilled potential, particularly in getting Email campaigns users who are comfortable buying in one direct channel to Wine club collateral reach across and buy using other direct mechanisms.” Loyalty rewards – Richard Halstead, Wine Intelligence Events Promotions & incentives Brand awareness Social media channels 11 Customer relationship management Discover what’s possible Our system delivers the best possible solution for managing your direct-to- consumer channel and helping you to expand this important sales channel. Save time and money Understand your customers Sell more wine 12 Get in Touch To learn more or request a demo, get in touch with us. CONTACT US 1700 Soscol Ave, Ste 3 Napa CA Phone: (707) 260-0305 Email: email@example.com Mobile: (707) 225-2704 http://www.ewinerysolutions.com 13
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