2015 Wine

Country

Hospitality

Symposium

Business &

Entrepreneurship

Center

DEVICES & APPS TO

BOOST WINE SALES FOR

WINERIES

Presented by:

Ron Scharman 1

Currently Chief Operating Of ficer 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 Morrel l Wine Group

15 years as a specialty retai ler

MBA Cornell University Johnson School of Management

Lover of al l things food & wine

Passionate about direct to consumer wine marketing

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WHO AM I AND WHY AM I HERE?

Discover

and

Engagement

Apps

3

TIME TO LEARN ABOUT

YOU

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

Problem 1:

How Do You Get Discovered?

What’s Changed?

The evo lut ion

f rom ear ly

2000’s to

present day,

personal

comput ing has

changed 10

fo ld.

6

BIGGER,

MORE

COMPLEX

SITES

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

DISCOVERY TOOLS

Apps for the consumer

9

DISCOVERY

Social Media

Ratings System

User Created

Content

Sharing

Ambassadors

created and

rewarded

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AND ENGAGEMENT TOO

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VINOVISIT.COM

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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.

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Problem 2:

How do you make marketing agents and

customers out of your visitors and loyal fans?

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ENGAGEMENT

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VINOVISIT WINERY EXPERIENCE RATINGS

APP

CONNECT

COLLECT

CONVERT

Define the Problem

Please………

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

Using an iPad,

our tast ing

room data

co l lect ion app

is easy to use,

fun for the

v is i tors and

invaluable for

monet iz ing

tast ing room

t raf f ic .

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WINERY

RATINGS

TABLET

Collect valuable feedback on the customer’s tasting room experience

Build your customer database

Monetize winery visitations with automatic email offers.

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COLLECT CUSTOMERS

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.

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COLLECT DATA

VinoVisit drives

additional data

capture by offering

an attractive

incentive to join the

VinoVisit

Community.

The last slide in the

rating tool

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BUILD COMMUNITY

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 abi l i ty to evaluate your tast ing room per formance in real t ime as you connect and engage through emai l w i th your customers , makes the tablet a great tool for any tast ing room.

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ADVANTAGE

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PROBLEM 3:

Post-Visit Marketing – How do you

maintain a

selling relationship?

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CONVERSION

The Path to Monetization

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.

VinoVis i t w i l l

work wi th your

team to ta i lor

your iPad app,

emai l o f fers

and landing

page.

Ever yth ing we

do is

per formance

based.

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YOUR

ADVOCATE

I t ’ s cr i t ica l that your customer ar r ives at a speci f ic landing page that is responsive in des ign, and that st reamlines the i r path to purchase . And regardless of dev ice or operat ing system.

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PATH TO

PURCHASE

VinoVisit will build

winery approved

landing pages to

match the email

offer using

Wordpress and the

WooCommerce

plugin.

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LANDING PAGES

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”

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THE IRON IS “HOT”

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.

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THE CONVERSATION BEGINS

WooCommerce offers

a full integration with

ShipCompliant and

merchant services.

Nothing changes from

compliance,

fulfillment, or

processing

perspective.

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COMPLIANT

Gain

Customer

Insights

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CONCLUSIONS

“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.

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BY THE NUMBERS

Bui ld Your

Brand Advocacy

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GET SOCIAL

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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FINAL – APP OR NO APP

Ron Scharman

Chatterbox/VinoVisit

ron@chatterboxwinemarketing.com

707-556-2322

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CONTACT INFO