oregon wine month webinar

OREGON WINE MONTH

MAY 2017

Industry webinar:

Tools, Tips and Examples

PRESENTING TODAY

Carrie Hardison Education Manager

Jess Willey Director of Marketing

Kai McMurtry Assistant Manager Consumer Marketing

Christina DeArment Assistant Manager Trade Marketing

• All attendees are on mute.

• To ask a question use your question tool in the task bar.

• We will answer questions as they come up but there will also be time at the end for Q&A.

• The webinar slide show and a recording of the presentation will be available to view or share on our website at:

industry.oregonwine.org/resources

• Follow-up email: survey, link to webinar, toolkit and checklist.

HOUSEKEEPING

EDUCATION RESOURCES

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EDUCATION RESOURCES

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The 2017 OWM webinar can be found here once it is complete

• Oregon Wine Month campaign overview

• Direct-to-consumer examples and strategies

• Trade programming

– Off-premise strategies

– On-premise strategies

– Wholesaler engagement

• Toolkit Review

• Q&A

WEBINAR AGENDA

PROGRAM OVERVIEW

OBJECTIVES

1. Build the Oregon wine brand with consumers

2. Encourage a swell of trade support

3. Create a platform for winery programs

OREGON WINE MONTH

• Consumer-facing messaging and promotion

• Point of sale materials

• Spotlight on regional events

• Press outreach

• Trade programming: – on-premise

– off-premise accounts

– distributors

• Ideas, inspiration and checklists

WHAT IS THE OWB PROVIDING IN 2017?

CHECK OUT THE TOOLKIT!

INDUSTRY.OREGONWINE.ORG/MARKETING

• Read more about the program

• Order POS for your tasting room

• Get sell sheets for your distributor

• Post an event to the calendar

• Download digital images and templates

… and much more!

CAMPAIGN OVERVIEW

Continuing style of past two years

• Personality-centric campaign

• Intriguing photography

• Bold, modern treatment

Layering on culinary theme

• Oregon Wine A-List chefs

• Food and wine pairings

• Culinary-themed sweepstakes

CAMPAIGN

CASE CARD AND POSTER: PINOT NOIR

CASE CARD AND POSTER: PINOT GRIS

CASE CARD AND POSTER: CHARDONNAY

CASE CARD AND POSTER: SYRAH

CASE CARD AND POSTER: RIESLING

CASE CARD AND POSTER: PINOT NOIR

POSTERS: BOTTLE GRAPHIC

SMALLER FORMAT POS

• Bar-top signage and customizable menu inserts are available for download in a variety of sizes. Perfect for restaurants and tasting rooms.

DOWNLOADS: MENU AND SIGNAGE TEMPLATES

It’s Oregon Wine Month! We’re celebrating with 2-for-1 tastings all month long. Cheers!

MESSAGING & MEDIA

STRATEGY

MESSAGING STRATEGY

Start thinking about a trip to Oregon wine country –

Order a free Touring Guide

Imagine yourself taking a culinary getaway to Oregon wine country –

Enter the sweepstakes

Discover for yourself how well Oregon wine goes with food – Explore recipes and

pairings from Oregon chefs

Make your Oregon Wine Month plans – Check out events and plan your itinerary

Participate in Oregon Wine Month! – Reserve your table and get out to wine country

Drive traffic to oregonwine.org

Capture contact information

Create shareable content to extend impact

CONSUMER MARKETING

MULTI-CHANNEL Digital, radio, social

TARGETED OUTREACH High end wine consumers

MULTI-MARKET Oregon, Seattle, San Francisco

BROAD EXPOSURE Early March to end May

• Five weekends of dedicated content (April 29 – May 28)

• Two interviews per week – All major regions represented

– Interviewees talk about Oregon “at large” not only their winery

– Focus will be on wine and food experiences throughout Oregon

• Provides content for Oregon Wine website, social, etc.

SIP NORTHWEST LIVE WITH BRIAN BUSHLACH

• Affluent consumer with passion for wine, fine dining and travel

• 50k+ listeners tune in each week in Seattle and Portland

• Coverage extends throughout OR and WA

DIGITAL ADVERTISING

E-NEWSLETTERS

DISPLAY ADS

SOCIAL MEDIA

What happens when Oregon chefs are tasked with creating

recipes to pair with Oregon wine? You get a delectable Spring

Pea Pasta with Bay Shrimp from NedLuddPDX. Get Chef

French’s recipe and try it for yourself and enjoy with a glass of

Oregon Riesling. Cheers! www.oregonwinemonth.org

OREGON WINE MONTH CAMPAIGN HUB

www.oregonwinemonth.org

• All OWM consumer communications point to OREGONWINEMONTH.ORG

• #1 page visited during Oregon Wine Month 2016 and 2015

• Events calendar available FREE for all Oregon wine events (winery, restaurant, retailer)

• The event submission link can be found in the Toolkit

EVENTS CALENDAR

DIRECT-TO-CONSUMER

OPPORTUNITIES

Winery and AVA/Community Engagement

• Regional / community / AVA events

• Tasting room specials

• Mailing list promotions

• Winery events

• Wine club events

Resources Available

• Graphics and templates to create your own materials

• Consumer hub for event promotion

• Checklist for ideas

DIRECT-TO-CONSUMER STRATEGIES

We’re inviting AVA groups and regional associations to develop a special event or promotion. The following groups have enrolled: • Cascade Foothills Winegrowers • Chehalem Mountains AVA • Eugene Urban Wine Circuit • Heart of Willamette Wineries • PDX Urban Wineries • Ribbon Ridge AVA • Southern Oregon Wineries Association • Umpqua Valley Winegrowers Association • Walla Walla Valley Wine Alliance • Willamette Valley Wineries Association

Contact your AVA or association to participate ASAP

AVA/REGIONAL EVENT INVITATION

Activation examples:

• Single-day tasting event (e.g. Dundee Block Party, PDX Urban Wine Experience)

• Passport program (e.g. Heart of Willamette Wineries)

• Regional self-tour event with winery specials (e.g. Roam the Rogue)

• Tasting room promotion featuring all wineries in your association (e.g. each has a feature wine at special price; charitable donation for every purchase; two-for-one tastings; etc.)

AVA/REGIONAL EVENT IDEAS

EXAMPLE AVA/COMMUNITY EVENTS

Kick off Oregon Wine Month with some Urban Wine!

Join our twelve winery members of the PDX Urban Winery Association for an afternoon of wine, food and fun. Each winery will be pouring 2-3 wines and you will have the chance to hear about the wines from the owners and winemakers. Bottles will be available for sale and we will offer discounts on 6 and 12 bottle purchases. Mix and match wines from your favorite wineries for the discounts! Small plates provided. Tickets are $40 at the door so we encourage you to pre-purchase online by April 30th.

EXAMPLE AVA/COMMUNITY EVENTS

Participating Wineries:

• Angela Estate • Argyle Winery • Aubichon Cellars • Four Graces • Cathedral Ridge • Chapter 24 Vineyards • Dobbes Family Estate

• Domain Trouvere • Duck Pond Cellars • Hyland Estates • Le Cadeau Vineyard • Panther Creek Cellars • Ponzi Vineyards • Tertulia Cellars

EXAMPLE AVA/COMMUNITY EVENTS

Roam the Rogue Spring Wine Tour Wind your way through the gorgeous Upper Rogue Wine Trail tasting award winning wines while enjoy nibbles at each winery. This self guided one day tour gives you access to all seven of the participating wineries and includes a commemorative wine glass, two wine tastes at each location, as well as food pairings.

Offer a special self guided tour through your AVA in May

If you choose to participate by creating a joint promotion or event for your region, OWB will help promote it through:

• Placement on Oregon Wine Month Featured Events page on www.oregonwine.org

• Promotion to OWB’s consumer audience via social media and consumer newsletter leading up to and during May

• Inclusion in pitches to media as highlights of Oregon Wine Month activity around the state

AVA/REGIONAL EVENT PROMOTION

TASTING ROOM SPECIALS

Celebrate Oregon Wine Month with a “Family Affair”

5/1 – 5/31 Family Cards are just $10

Good for 2 for 1 tastings at three wineries.

Use OWM materials to sell something different while offering something exclusive

TASTING ROOM IDEAS

Use OWM materials to communicate unique ideas that promote wine purchase. This template is available

on the Toolkit

SUGGESTED PAIRING 2012 Bolton Vineyard Pinot

Noir Reserve pairs beautifully with this rich and earthy recipe

TASTING ROOM POS

A complimentary suite of tasting room POS material is available for pre-order until Mar. 15. Each suite includes: • 3 unique posters (11”x17”) • 5 table tents (4”x6”) • 10 bottle neck hangers

TASTING ROOM POS

These materials are being printed based on pre-orders. Be sure to submit yours by Mar. 15 on the industry Toolkit.

Three unique 11”x17” posters

Offer a unique winery event that expresses your brand culture.

WINERY EVENTS THAT ONLY YOU COULD DO

“A live art installation depicting the magic of winemaking unfolds

beside our tasting room during Oregon Wine Month.”

Help spread the word about Oregon Wine Month:

• Across all your social media channels – Instagram

– Facebook

– Twitter, etc.

– #oregonwinemonth

• On your website – OWM logo overlay

– Blog post

– Footer content

• Within your newsletter

DIGITAL STRATEGIES

MAILING LIST PROMOTION

Share your Wine Month events or promotions with your mailing list using OWM templates and materials.

This graphic is available on the Toolkit

MAILING LIST PROMOTION

“May is Oregon Wine Month! To kick off the

celebration, we are offering a special promotion…”

“Use the coupon code ORWINEMONTHSHIP”

Use OWM as an opportunity to offer a calendar based incentive to sell more wine directly to your mailing list.

MAILING LIST PROMOTION

SOCIAL MEDIA – MULTIPLE PLATFORMS

#oregonwinemonth

Help spread the word about Oregon Wine Month with the hashtag:

#oregonwinemonth

#OREGONWINEMONTH

Customize your own Oregon Wine Month materials with your logo and branding

CREATE YOUR OWN MATERIALS

With your AVA / Association, plan an Oregon Wine Month kickoff event, month-long passport or other special activity to bring tourists to your area – OWB will give special emphasis to promoting multi-winery events

Tell your mailing list that Oregon Wine Month is coming in May – and that

all month long it’s a great time to visit Oregon wine country

Start planning a special event for your wine club members, a promotion for your mailing list and a special for your tasting room

Submit planned events to the consumer calendar (find the link on the Toolkit)

Order POS material for your tasting room by Mar. 15 (find the link on the Toolkit)

Share your efforts on social media and hashtag #oregonwinemonth

D-TO-C: WHAT YOU CAN DO

For all the tools demonstrated here and more, go to the Wine Month Toolkit:

industry.oregonwine.org

VISIT THE TOOLKIT

TOURISM SUPPORT

CONSUMER SWEEPSTAKES

One Grand Prize winner will win a three-night culinary getaway built around the 2017 Oregon Wine A-List Wine Program of the Year, Larks Home Kitchen Cuisine.

Additionally, three runners up will win a Cellar 503 subscription.

The sweepstakes runs from Mar. 15 to May 31.

Help spread the word

– Share with your audiences via social and newsletter

– Help bring people to the OWB website to see all OWM activations around the state

– Grow the OWB’s consumer database for future outreach

industry.oregonwine.org Toolkit has the sweeps link and will have images for sharing by Mar. 15

CONSUMER SWEEPSTAKES

The 2017 Oregon Wine Touring Guide printed in mid-February.

Both the print order and distribution footprint were increased more than 20% compared to 2016.

Complimentary 40 count cases are available now. To order, visit: industry.oregonwine.org/marketing/

The guide is also available as a digital flipbook, here.

ITINERARY TOOLS: 2017 TOURING GUIDE

To claim and beautify your listing, visit the industry Toolkit.

ITINERARY TOOLS: TASTING ROOM LISTINGS

Explore Oregon Wine Tasting Rooms is a new consumer-facing web tool with 500 tasting room listings, search-able by nearly 50 unique parameters.

OFF PREMISE:

RETAIL

POS MATERIALS: POSTERS & CASE CARDS

• 11 x 17 posters in graphic and photographic style

• 8.5 x 11 case cards in photographic style only

POS MATERIALS: BOTTLE NECK HANGERS

Neck hangers were a big hit last year so we are offering them again.

POS MATERIALS: SKEWER CARDS

4.25” x 5” cards provide education on Oregon and quotes from wine writers extolling the virtues of Oregon wine

WINE STEWARD DISPLAY COMPETITION

DISPLAY EXAMPLES

OREGON WINE MONTH EVENTS

Chain and independent retailers are encouraged to submit tasting and events to our Oregon Wine Month calendar.

Submit an event on the Oregon Wine Month Toolkit!

Activate at independent retail accounts:

Schedule tastings, a time to greet patrons, wine and food

pairing sampling events

Submit planned events to the consumer calendar (find the

link on the Toolkit)

Share POS materials (available for printing on Toolkit) – Skewer cards

– Case cards

– Shelf talkers

– Bottle neckers

– Posters

– Customizable signs

OFF-PREMISE: WHAT YOU CAN DO

ON-PREMISE:

RESTAURANTS

OREGON WINE MONTH FLIGHT PROMOTION

The Oregon Wine Board and OpenTable are partnering up to promote restaurants featuring a flight of three Oregon wines throughout May. Participating restaurants will be promoted through OpenTable and the Oregon Wine Board’s consumer advertising channels.

Promotion taking place throughout Oregon and Washington.

Sign up restaurant accounts on the Oregon Wine Month Toolkit by April 1.

OREGON WINE A-LIST RESTAURANTS INCENTIVE

2017 Oregon Wine A-List restaurants featuring a flight of three Oregon wines throughout May will receive a $50 Visa gift card to be used as a server incentive. For a full list of eligible restaurants visit www.oregonwinealist.com

When an Oregon Wine A-List restaurant signs up to participate in the OpenTable promotion on the Oregon Wine Month Toolkit, they will be flagged and sent the gift card

in the mail by May 1.

POS MATERIALS: ON-PREMISE

Bar-top table tents, customizable menu inserts, check presenter inserts and table top feature

cards in various sizes available on the Oregon Wine Month Toolkit

Table Tent Check Presenter Inserts

Menu Templates

“5 WAYS TO GET YOUR RESTAURANT INVOLVED”

Download this sell sheet from the Oregon Wine Month Toolkit and share with restaurant accounts.

Download the “5 Ways to Get Involved in Oregon Wine Month” and share with your top restaurant accounts to share the OWM plans and OpenTable partnership.

Pitch a flight of your wine to a restaurant on OpenTable for the Oregon Wine Month flight promotion. Sign the restaurant up on the Oregon Wine Month Toolkit.

Develop your own server incentive

Set up winemaker dinners and submit information to be included on the Oregon Wine Month event calendar

Share the program materials with your distributor to use in selling your wine to on-premise accounts

ON-PREMISE: WHAT YOU CAN DO

WHOLESALERS

GRAND PRIZE: OWM REP OF THE YEAR

3 nights of accommodations 2 tickets to Counter Culture, an IPNC

kick-off event at Anne Amie on 2 tickets to IPNC

IPNC VIP Package for 2

Will be offering two packages for an on-premise rep and an off-premise rep.

WHOLESALER COMMUNICATION

The Oregon Wine Board has communicated Oregon Wine Month Campaign elements, incentives and provided POS order forms to the following distributors:

• Young’s Washington & Oregon • Southern Glazers Oregon • Oregon Brand Management • Oregon Wine Sales • Casa Bruno • Galaxy • Mitchell Wines

If your distributor is not on this list, please contact christina@oregonwine.org for a packet of materials to present the Oregon Wine Month program.

WHOLESALER POS ORDER FORMS

OWB will ship printed Oregon Wine Month POS to any distributor in Oregon and Washington. If your distributor was not on the previous list, you can provide them with a POS order form found on the Oregon Wine Month Toolkit.

Tell your distributor about the Rep of the Year contest … and nominate them if they deserve it!

– Sell sheet for Oregon Wine Month Rep of the Year available on Toolkit

– Nomination form coming in late May

Download OWM trade materials from the OWM Toolkit and share with your distributor

Ask about opportunities to present to their team

Plan a sales goal for your distributor for the month of May or the second quarter (April – June)

– Think about what unique experience you can offer if the goal is met: Dinner with the winemaker? A stay in your guesthouse?

– Make a bigger splash by combining resources with other Oregon wineries working with the same distributor

WHOLESALERS: WHAT YOU CAN DO

WRAP-UP

TOOLKIT REVIEW

industry.oregonwine.org

Click on Resources

Filter your search to reveal OWM toolkits

COMPREHENSIVE CHECKLIST

Find it in the Toolkit!

QUESTIONS?

THANK YOU