1. 2013 SPRING / SUMMER WEBINAR SERIES
S E S S I O N T H R E E
R O N S C H A R M A N ’ S STAT E O F T H E I N D U ST RY
A P R I L 2 0 1 3
Presented by:
Ron Scharman
President & COO, eWinery Solutions
4. How do we sell a 3-dimensional story in
a two dimensional world?
How do you capture the essence of your brand online?
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.
Is your website doing the same?
Question for the Day:
6. Specialty Retail
Expanding in all
revenue channels.
Specialty
Retail
Direct to
Consumer
Retailers
Direct
Sales
MarketingWine Club
Events
eCommerce
7. 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)
Retail Locator
8. DTC Best Practice: Model of Customer Progression
DISCOVERY
• Search engine
• Word of mouth
• Advertisement
ENGAGEMENT
• Visits website
• Visits tasting
room
ACQUISITION
• Purchases wine
online
• Buys wine in
tasting room
• Joins wine club
LOYALTY/LOVE
• Email
communication
• Facebook shares
• Special events
9. 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
Getting Found
Building Advocates
Discovery: Socializing Brick & Mortar
Source: www.tripadvisor.com, Ram’s Gate Winery
10. 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
12. 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
Acquisition: Build Relationships
13. 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
How Big Data and CRM elected a U.S.
President
Acquisition: Go Mobile!
14. 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
Tasting
room
Wine club
Website
Customer
Relationship
Loyalty: One Customer, One Database
16. The crowd is here
Comfort level with
mobile transactions
Ease of purchasing
Millennials
Growing FAST!
Things to Watch: Millennials
Source: Forrester Research, Inc - Mobile Commerce Forecast
2011
17. Things to Watch: Online Shopping Experiences
Sources: KJ.com, LaCrema.com, Lindemans.com and UnderdogWine.com
19. Check it out: www.thehunt.com
Things to Watch: Online Shopping Experiences
Finding the
things you
covet…
TheHunt.com
*Images courtesy of TheHunt.com
23. IF YOU HAVE A QUESTION PLEASE TYPE IT INTO
THE QUESTIONS BOX ON YOUR SCREEN.
Questions
TO DAY ’ S PA N E L :
Ron Scharman
President & COO
eWinery Solutions
Jacki Wood
Training Manager
eWinery Solutions
25. YOUR WEBSITE IS A MARKETING TOOL
More traffic to your website leads to more purchases, visits to your tasting room, and brand recognition.
But most wineries struggle to get visitors who search for anything but their brand name.
Think about what's relevant to your winery - the varietals you make, the region you're located in, or the
story behind your labels. Create a list of keywords that you can associate that go beyond your brand
name. Branded search traffic accounts for about 95% of most winery websites traffic, which means they
aren't getting much exposure from new, unfamiliar faces.
Instead, try to focus on building your site to be a hub of information for not just your wines and your
history, but the surrounding area, the vineyards, the AVAs, places to stay, things to see, and anything else
that's relevant. Your website should be a flytrap for tourists looking to plan their vacation, or visit that
special winery with a picnic area, great view, or wedding venue.
3 Traffic Sources you must cultivate:
Organic search engines.
Referral sites, especially from
local
regional sites.
Local maps search results.
Appendix A:
Varietals
• Cabernet, Rose, Muscat
Regional
• Carneros, Willamette, Rutherford
Others
• Wine tasting/tours
• Weddings
• Boutique
Build a relevant list of keywords
26.
27.
28.
29.
30. Ron Scharman’s
State of the Industry
Question and Answer
Presenter
Ron Scharman
Moderator
Jacki Wood
Comment:
“Something interesting
from all of our
analytics is that 30-
40% of all of our traffic
comes from iPhones.
Hence the importance
of mobile sites.”
from Ed @ Old Vine Partners
31. Ron Scharman’s
State of the Industry
Question and Answer
Presenter
Ron Scharman
Moderator
Jacki Wood
Question:
A lot of the examples that Ron gave to day
came from larger wineries with large
marketing budgets.
Is there something that you would
recommend as an easy stepping off point that
are smaller and maybe don’t have such a
large marketing budget?
from David
Answer:
Focus on telling your wineries story and
telling it well. A quality website with strong
branding can be the platform on which to
build a strong marketing program.
32. Ron Scharman’s
State of the Industry
Question and Answer
Presenter
Ron Scharman
Moderator
Jacki Wood
Using your website to tell your
story.
Strong branding is key
Include rich content
Use the tools built into eWinery to
improve your SEO
Gather data and market smart
Go Mobile!
33. Ron Scharman’s
State of the Industry
Question and Answer
Presenter
Ron Scharman
Moderator
Jacki Wood
Comment:
“Not only do we make sure that
our websites will render on a
mobile device, we make sure that
any emails we send to our
customers are also optimized
viewing on a mobile device.”
from Ed @ Old Vine Partners
Notes de l'éditeur
The crowd is here: Facebook reportedly is nearing the 700 million-user mark. Every month, according to Facebook, its members spend 700 billion minutes on the network. The average user clicks the Like button nine times a month, and three-quarters of users have “liked” a brand.Consumers’ comfort level has tipped: People have been buying virtual goods within Facebook since it introduced the (now defunct) Gift Shop in 2007; the practice exploded with the introduction of FarmVille virtual currency in 2009. Analysts believe virtual goods could bring in around $12.5 billion worldwide this year, almost double 2009 sales, according to Adweek. If people are paying real money for virtual goods, it’s not much of a leap to start paying for tangible items. And, of course, e-commerce has become second nature for many consumers, who are by now quite comfortable with the idea of feeding their credit card information into e-commerce sites. Internet retailing is expected to take in $197 billion in 2011 and grow to $279 billion by 2015, according to Forrester Research. Purchasing an item with a few clicks has become a habit for many people.
Macy’s Magic Fitting Room: In September 2010,Macy’s showcased the “Magic Fitting Room” at its flagship Herald Square store in New York. The kiosk’s mirror was linked to a touch-screen tablet computer, and shoppers scrolled through selected items, chose which pieces to “try on” (these were then superimposed on the shopper’s image) and shared the results via Facebook, email and text to find out what their friends thought of the various outfits.NOTE: Image linked to: http://www.youtube.com/watch?v=E1rUdTITGCg
Macy’s Magic Fitting Room: In September 2010,Macy’s showcased the “Magic Fitting Room” at its flagship Herald Square store in New York. The kiosk’s mirror was linked to a touch-screen tablet computer, and shoppers scrolled through selected items, chose which pieces to “try on” (these were then superimposed on the shopper’s image) and shared the results via Facebook, email and text to find out what their friends thought of the various outfits.NOTE: Image linked to: http://www.youtube.com/watch?v=E1rUdTITGCg
Macy’s Magic Fitting Room: In September 2010,Macy’s showcased the “Magic Fitting Room” at its flagship Herald Square store in New York. The kiosk’s mirror was linked to a touch-screen tablet computer, and shoppers scrolled through selected items, chose which pieces to “try on” (these were then superimposed on the shopper’s image) and shared the results via Facebook, email and text to find out what their friends thought of the various outfits.NOTE: Image linked to: http://www.youtube.com/watch?v=E1rUdTITGCg
Amazon recommendations: Amazon realized early on the power of the idea that you, the shopper, might like to know what others with similar interests are buying. By curating the vast offerings of the site, recommendations help give shoppers relevant ideas about what to select. Moving into the era of the social graph, Amazon’s beta of Facebook Connect allows visitors who sign in with their Facebook account to receive recommendations based on their interests (as charted on Facebook), learn what friends like and get gift recommendations for friends with upcoming birthdays, based on their interests.