This document summarizes a presentation about using apps and devices to boost wine sales for wineries. It discusses using discovery apps to help wineries get discovered by consumers. It also discusses using engagement apps in the tasting room to collect customer data and provide targeted marketing to maintain relationships post-visit. The presentation provides examples like VinoVisit, an app that collects ratings and reviews from visitors then uses that data to automatically send targeted email offers to try and convert visitors into customers. The goal is to help wineries solve the problems of discovery, engagement, and post-visit marketing to boost direct-to-consumer wine sales.

1. 2015 Wine
Country
Hospitality
Symposium
Business &
Entrepreneurship
Center
DEVICES & APPS TO
BOOST WINE SALES FOR
WINERIES
Presented by:
Ron Scharman 1

2.  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
2
WHO AM I AND WHY AM I HERE?

3. Discover
and
Engagement
Apps
3
TIME TO LEARN ABOUT
YOU

4. Problem 1: How do you
get discovered?
Problem 2: How do you
make marketing agents
and customers out of
your visitors and loyal
fans?
Problem 3: Post-Visit
Marketing – How do you
maintain a selling
relationship?
4
WHERE ARE WE GOING TODAY?

5. 5
Problem 1:
How Do You Get Discovered?

6. What’s Changed?
The evolution
from early
2000’s to
present day,
personal
computing has
changed 10
fold.
6
BIGGER,
MORE
COMPLEX
SITES

7. 7
GO MOBILE
Consumers are on-the-go and want quick and easy
access to basic information.
99% of the time, they want to do one of the five things:
 Call the Winery
 Find the Tasting Room
 Locate the Wine
 Buy Your Wine
 Join Your Wine Club

8. 8
DISCOVERY TOOLS
Apps for the consumer

9. 9
DISCOVERY

10. Social Media
Ratings System
User Created
Content
Sharing
Ambassadors
created and
rewarded
10
AND ENGAGEMENT TOO

11. 11
VINOVISIT.COM

12. 12
CANVAS APP
Canvas and VinoVisit join two
great winery resources. The
Concierge Alliance offers the
hospitality industry a clear and
easy way to book their
customers at wineries in Napa
and Sonoma.

13. 13
Problem 2:
How do you make marketing agents and
customers out of your visitors and loyal fans?

14. 14
ENGAGEMENT

15. 15
VINOVISIT WINERY EXPERIENCE RATINGS
APP
CONNECT
COLLECT
CONVERT

16. Define the Problem
Please………

17.  Tasting rooms captivate
the hearts and palates
of the consumer
 Tablets extend the
engagement
instantaneously.
 Email automation
monetizes your
engagement through
highly targeted offers.
17
TASTING ROOM ABANDONMENT

18. Using an iPad,
our tasting
room data
collection app
is easy to use,
fun for the
visitors and
invaluable for
monetizing
tasting room
traffic.
18
WINERY
RATINGS
TABLET

19. Collect valuable
feedback on the
customer’s tasting
room experience
Build your customer
database
Monetize winery
visitations with
automatic email
offers.
19
COLLECT CUSTOMERS

20.  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 point
and customer reviews.
20
COLLECT DATA

21. VinoVisit drives
additional data
capture by offering
an attractive
incentive to join the
VinoVisit
Community.
The last slide in the
rating tool
21
BUILD COMMUNITY

22. 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.
The ability to
evaluate your
tasting room
performance in
real time as
you connect
and engage
through email
with your
customers,
makes the
tablet a great
tool for any
tasting room.
22
ADVANTAGE

23. 23
PROBLEM 3:
Post-Visit Marketing – How do you
maintain a
selling relationship?

24. 24
CONVERSION
The Path to Monetization

25. Using Exact Target, VinoVisit
automatically sends a winery
approved email to the customer who
opted-in during their winery visit.
By sending offers that target your
recent customer, CONVERSION
RATES escalate.
VinoVisit does everything –
performance based.
VinoVisit will
work with your
team to tailor
your iPad app,
email offers
and landing
page.
Everything we
do is
performance
based.
25
YOUR
ADVOCATE

26. It’s critical that
your customer
arrives at a
specific landing
page that is
responsive in
design, and that
streamlines
their path to
purchase. And
regardless of
device or
operating
system.
26
PATH TO
PURCHASE

27. VinoVisit will build
winery approved
landing pages to
match the email
offer using
Wordpress and the
WooCommerce
plugin.
27
LANDING PAGES

28.  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”
28
THE IRON IS “HOT”

29.  Website uses your
compliance configuration
 Website uses your
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.
29
THE CONVERSATION BEGINS

30. WooCommerce offers
a full integration with
ShipCompliant and
merchant services.
Nothing changes from
compliance,
fulfillment, or
processing
perspective.
30
COMPLIANT

31. Gain
Customer
Insights
31
CONCLUSIONS

32.  “Decomplexifying”
customer marketing data
is crucial to building and
annuitizing a successful
DTC business
 VinoVisit measures
success through Google
Analytics
 We provide insights into
how best to allocate
marketing resources ($’s
and people) going
forward.
32
BY THE NUMBERS

33. Build Your
Brand Advocacy
33
GET SOCIAL

34. 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?
34
FINAL – APP OR NO APP

35. Ron Scharman
Chatterbox/VinoVisit
ron@chatterboxwinemarketing.com
707-556-2322
35
CONTACT INFO