Direct to Consumer Digital Marketing

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Presented by:
Ron Scharman
Wine Entrepreneurship
Direct to Consumer Digital Marketing
April 5th, 2017
Sonoma State University

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Presentation Available in
Digital Format

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• Currently CEO Astra Digital Marketing Services and
FlyWithWine
• Instructor, SSU Wine Business Institute – 4 Years
• Previously 2 years as COO of Chatterbox Wine Marketing
Services and VinoVisit.com
• 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
• 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 sell a 3-dimensional
story in a 2-dimensional world?

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THE TRUTH IS, ITS HARD. VERY HARD.
It is hard to capture the essence of your brand online. This is everyone’s
challenge.
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.

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Tell your story + tell it well
(the magic 15%)

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The Past, Present, and Future of
Wine DTC

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MAYBE………

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Wine eCommerce
The evolution from early 2000’s to present day, “personal computing” has changed 10 fold.
What’s changed? Bigger, More Complex Sites
2003
2015
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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THE WEB HAS BEEN GROWING FASTER THAN STORES….
*Source: U.S. Commerce Dept., Internet Retailer
Note: All other retail sales excludes auto dealers, gasoline stations and fuel dealers, and restaurants and bars.

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MOBILE COMMERCE SOARS
Source: *IBM; **Adobe

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MORE PC’S GATHER DUST
*Source: U.S. Commerce Dept., Internet Retailer

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SHARE OF MOBILE ONLINE SALES ON BLACK FRIDAY
FROM 2013 TO 2016
*Source: Statista 2016

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MY PHONE IS MY LIFE
NOT MOBILE-ONLY, BUT MOBILE-FIRST

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People have transformed
how they live, work, shop,
and buy.
Businesses need to
adapt…….

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It’s All About the Customer:
Omni-Channel Marketing

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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)
Fax
Winery
DTC
Ecosystem
Apps

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Wine eCommerce
vs
Wine Commerce

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How is Your Customer
Experience At Your
Winery?

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How is Your Customer
Experience When Finding
Your Winery Online?

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Answer the Important 3 Questions:
1) Why do I exist? (My Brand)
2) Why should you care? (The Consumer)
3) How do I measure success? ($$, Visitors)

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MODEL OF CUSTOMER PROGRESSION

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The Science of Discovery

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Attracting Visitors
• Videos
• Blogs
• Social media
• Newsletters
• Articles on other websites
• Events
• Reviews

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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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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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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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 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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Remember That the Journey is Non-Linear
Transforming the
customer
journey
across all channels

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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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MODEL OF CUSTOMER PROGRESSION

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The Art of Engagement

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Engagement is about
“what’s in it for me”?
ie. The consumer

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Think “making a difference in people’s lives”!
 Videos
 Blogs
 Recipes
 Special offers
 Invitations to special events
 Charitable causes
 Downloadable relevant content
 Gamification
 Sharable experiences
Online Engagement Tools

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Visual Communication:
The Next Step in Marketing
If you haven't already heard, visuals can play a
big part in boosting the performance of your
marketing messages.

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How Not to Lose Out In the Future
Communicating to the customer has
become considerably more challenging as
a result of the transformation from word to
visual.
It’s all about the execution.

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*Social Media Today – Jan 2017 – Andrew Hutchinson
What?

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*Social Media Today – Jan 2017 – Andrew Hutchinson
Why?

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*Social Media Today – Jan 2017 – Andrew Hutchinson

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*Social Media Today – Jan 2017 – Andrew Hutchinson
How?

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And Finally
*Social Media Today – Jan 2017 – Andrew Hutchinson

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MODEL OF CUSTOMER PROGRESSION

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The Results Speak for Themselves

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Web Analytics: Customer Preferences

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The Results Speak for Themselves – Google Analytics

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MODEL OF CUSTOMER PROGRESSION

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Tell Me You Love Me

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Remember That the Journey is Non-Linear
Transforming the
customer
journey
across all channels

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Retention: The Heart of the Matter
AT THE CORE OF DIGITAL RETENTION:
USERS 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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And Delighting Customers
Make
Me
Feel
Special

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The DNA of Customer Loyalty
The three results that reflect the general components of
customer “emotional” loyalty programs are:
• Retention – keeping customers
• Advocacy – getting new customers through
recommendation
• Life Time Value – increasing spend and frequency from
existing customers

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Emotional loyalty demands:
1) Consistency across channels
2) Relevant and timely promotions
3) Customer intimacy; and
4) A real excite and delight element built on top of a standard
“I’ve got great wine to sell at a good price” story.
The DNA of Customer Loyalty

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Get Social - Build Your Brand Advocacy

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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

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CRM
Customer Relationship Management

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CRM – Customer Relationship Management
Simply put, CRM is putting customers at the heart of a business.
Today it is more important than ever to build better
relationships with customers as, in this day and age of social
media, they now talk to ???? people at a time.
With the support of technology, the goal of CRM is to have a
360-degree view of the customer which will enable you to
improve the quality and satisfaction of each customer interaction
and maximize the profitability of customer relationships.

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360 Degree View of Your Customer
Information about your members collected at each touch point outside your
website should be attached to the member profile record, creating a complete
view of your customer.

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Know Thy Customer
What kind of relationship
do you want to build with
your target audience?

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Know Thy Customer
1. How do you define your target audience (age-group, gender, education,
income, likings, ethnicity, lifestyle etc) and where majority of them live?
2. Who are your best customer types in terms of revenue generation and
why?
3. What kind of relationship you want to build with your target audience?
4. What are the desires and expectations of your target audience?
5. What is the level of product use? Are your customers loyal to you?
6. What are the most common objections raised by your customers?
7. Who are the actual decision makers (who has the final say)?

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Filter and Segment Data
• CRM tools filter and segment data.
• The first step to understanding how
to market and sell to your customers
and prospects is to first build custom
fields to segment by preferences,
buying habits and behaviors.
• Filtering tools are used to create
custom marketing lists so that the
right message is delivered to the
right customer at the right time.

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What’s New? Social CRM

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THE DIGITAL MARKETING PLANNING
CHECKLIST & THOUGHT PROCESS

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Why Do Digital Experiences Matter?

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HOW TO KICKSTART
YOUR PLANNING
PROCESS

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NOW WHAT.
LET’S TALK ABOUT THE
ACTUAL
COMPONENTS OF A DIGITAL
MARKETING PLAN

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WHAT MAKES UP A DIGITAL MARKETING PLAN
1. OBJECTIVE 2. STRATEGY 3. TACTICS 4. SCHEDULE

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WHAT MAKES UP A DIGITAL MARKETING PLAN (4 CORE THINGS)
1. OBJECTIVE
2. STRATEGY
3. TACTICS
4. SCHEDULE
(*Why*) The over-arching business problem you
were tasked with solving
(*What*) Your approach, the layer between the
business problem, and how exactly you did it.
(*How*) The means you took to satisfy your
strategy, the actual details of how you executed
(*How Much*) Which partners, for how much, and
how long.

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WHAT MAKES UP A DIGITAL MARKETING PLAN
1.
OBJECTIVE
2.
STRATEGY
3. TACTICS
4.
SCHEDULE

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WHAT MAKES UP A DIGITAL MARKETING PLAN
1.
OBJECTIVE
(*Why*) The over-arching business
problem you were tasked with solving
Your objective should be:
• Come from a company-wide KPI
• Clear
• Actionable
• Map directly to a company-wide KPI

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WHAT MAKES UP A DIGITAL MARKETING PLAN
EXAMPLES OF OBJECTIVES:
1.
OBJECTIVE
(*Why*) The over-arching business
problem you were tasked with solving
Increase the number of website visitors and/or
conversions
Increase the # of email addresses we have in our
database
Increase visitor traffic/wine club signups at the winery
tasting room

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WHAT MAKES UP A DIGITAL MARKETING PLAN
2.
STRATEGY
Your strategies should be:
• Clear
• Actionable
• Map directly to your objective (how are they solving your biz problem?)
• The hardest part of a digital media plan.
(*What*) Your approach, the layer between the
business problem, and how exactly you did it.

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LETS MARRY THEM TOGETHER
Target your demographic audience on
the social networks they visit most with
best selling wines, or other special
offers
Encourage new site visitors to redeem
an introductory offer in exchange for
their email address
Drive traffic by promoting off-site
tasting events and community-oriented
events, focusing on Bay Area residents
1.
OBJECTIVE
2.
STRATEGY
Increase the number of website
visitors/conversions
Increase the # of email
addresses we have in our
database
Increase visitor traffic to the
winery tasting room

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5. PRICING 6. COSTING
7.
PARTNER
SELECTION
WHAT MAKES UP A DIGITAL MARKETING PLAN
1.
OBJECTIVE
2.
STRATEGY
3. TACTICS
4.
SCHEDULE

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PRICING
THEORY
IN PRACTICE
WHAT MAKES UP A DIGITAL MARKETING PLAN

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WHAT DOES $1 DO FOR THE DIGITAL
MARKETER
TRAFFIC
WEBSIT
E
TASTING
ROOM
APP 3-Tier
PRINT/W
EB

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ONCE TRAFFIC IS IN THE DOOR IT CAN DO MANY THINGS (DIGITALLY-
FOCUSED)
BOOK A TASTING
BUY WINE
JOIN A WINE CLUB
POST A REVIEW
DOWNLOAD
RECIPES
RE-ENGAGEMENT
SHARES
BROWSE - TIME ON
SITE
VIDEO PLAYS
ENTRIES/VOTES

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5. PRICING 6. COSTING
7.
PARTNER
SELECTION
WHAT MAKES UP A DIGITAL MARKETING PLAN
1.
OBJECTIVE
2.
STRATEGY
3. TACTICS
4.
SCHEDULE

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WHAT MAKES UP A DIGITAL MARKETING
PLAN
HOW MUCH
DO THINGS
COST?

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AVERAGE CPC GUIDELINES + OBJECTIVES
Base Additions (each is an incremental cost)
Avg. Untargeted
CPC Gender Age Interest Occupation Education Geo
$0.35 +$0.25 +$0.25 +$0.30 +$0.25 +$0.15 +$0.45
In other words, a fully loaded CPC would be $2.00

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5. PRICING 6. COSTING
7.
PARTNER
SELECTION
WHAT MAKES UP A DIGITAL MARKETING PLAN
1.
OBJECTIVE
2.
STRATEGY
3. TACTICS
4.
SCHEDULE

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BUDGETING:
HOW MUCH SHOULD I SPEND ON
ADVERTISING?
WHAT MAKES UP A DIGITAL
MARKETING PLAN

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KNOWING HOW MUCH YOU ARE
WILLING
TO SPEND (WITH WHO)
HAS TO DO WITH
YOUR RISK TOLERANCE.

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?: HOW
RISKY ARE
WE?

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CHECK YOUR SPEEDOMETER:
AGGRESSIVE OR CONSERVATIVE DRIVER?
IDENTIFYING YOUR APPETITE FOR
RISK

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AGGRESSIVE
WHEN AN AGGRESSIVE STRATEGY IS RIGHT FOR YOU
ROI
VOLUME
• You are looking to acquire as many new
customers as possible in an effort to
gain traction and grow wine brand
awareness.
• Or you are have fewer metric constraints
(spending our budget is more important
than measuring it!)
• This strategy means being comfortable
with a higher cost per acquisition in
exchange.

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AGGRESSIVE OR CONSERVATIVE?
CONSERVATIVE
ROI
VOLUME
• Looking to maintain the best profit
margin possible,
• You are much more metrics-driven, or
potentially cash-strapped.
• This strategy comfortable with simply
acquiring less new customers.

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Are you comfortable acquiring new users at a loss? (spend $10, make $5)
Are comfortable acquiring new users & breaking even? (spend $10, make $10)
If we break even or lose money now, can we monetize these users in 3,
6, 12 months?
How good were we this month at getting our existing customers to come
back and spend time on our site?
How many new users do you want to acquire, and in what time frame?
HINT: “As many as possible ASAP” is not good enough. Be specific.
YOUR CHECKLIST FOR RISK & COSTING

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5. PRICING 6. COSTING
7.
PARTNER
SELECTION
WHAT MAKES UP A DIGITAL MARKETING PLAN
1.
OBJECTIVE
2.
STRATEGY
3. TACTICS
4.
SCHEDULE

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FOR YOUR 1ST DIGITAL PLAN, KEEP YOUR PARTNERS SIMPLE
Fee’sFee’s
SocialSocial SearchSearch B2BB2BDisplayDisplay

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BEFORE COMPLETING A DIGITAL
MARKETING PLAN YOU HAVE
TO PROJECT WHAT YOUR
EFFORTS WILL DELIVER

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Customer Acquisition
• Wine club signup
– Most traditional tasting room business model
• Digital and Social Marketing
• Email Campaigns
• Telesales
• Direct Mail, Catalog
– Can still be effective; can drive ecommerce conversions
• Social media, events, other

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LET’S SAY YOU RUN A WINERY THAT HAS THE
FOLLOWING CRITERIA:
EXAMPLE
WORLD’S GREATEST WINES
Price $100
Goal ROI 200%
Goal New Customers 1,000
Average Conversion
Rate
2.00%
Expected Cost Per Click $1.00

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Winery Digital Metrics
Key Metric Benchmarks Test Campaign
Online Sales 1 100
Avg Online Sale $100 $10,000
Sale Conversion Rate 2% 2%
Visits Required 50 5,000
Cost per Click (CPC) $1 $1
Cost per Sale $50 $5,000
Click thru Rate (CTR) 1% 1%
Impressions Required 5,000 500,000
Cost per Thousand (CPM) $10 $10
116

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FINAL WORD
ON SOCIAL
MARKETING

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If You Do Not Pay to Advertise on
Facebook, It Is Estimated That You Only
Reach 3-5% of Your Fan Base
Forbes.com

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LAST BUT NOT LEAST,
BEFORE DOING ANY ADVERTISING
THINK:
HOW GOOD ARE WE DOING THINGS
NOW BEFORE WE PAY FOR
TRAFFIC?

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What is the Conversion Rate, Average Order Value, and Time Spent for:
Our best traffic source
Our worst traffic source (with the most visits)
Our highest traffic source
Do we have appropriate landing pages to make our desired action as simple &
easy as possible
Are we confident that paid traffic is going to help us do more of the desired
action we want
Are we maximizing what we are getting out of our organic/free traffic (existing
partnerships, search, etc.)
YOUR CHECKLIST FOR HOW GOOD WE ARE

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Final Thoughts
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?

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Tell your story + tell it well
(the magic 15%)

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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