digital marketing strategy project: airlie winery

Digital Marke,ng Strategy Project by Chris Robisch

The following slides represent a complete Digital Marke,ng Strategy presented to a client opera,ng in Oregon’s WillameBe Valley wine industry.

The winery’s owner was interviewed at length to create the Crea,ve Brief. While the client had been opera,ng with a website and some social media for several years, she admiBedly did not have an effec,ve understanding of how to u,lize these online marke,ng tools. Furthermore, she also did not have a realiza,on of the poten,al value of these tools for her business. CR Crea,ve Marke,ng Strategies

What she did know is that sales and visita,on needed to improve. She also thought the website was not a good thing, but could be. In the realm of digital marke,ng, the owner’s ini,al spoken concern was the business website. An,quated and ill-‐equipped to support the business, it was the first item she men,oned needing serious aBen,on. The interview, and subsequent crea,ve brief, iden,fied other areas of concern for the business; all areas that are can be aBributed to the lack of a digital marke,ng strategy. The primary challenges and business objec,ves iden,fied (and contained in the CB) are within the Digital Marke,ng Strategy presenta,on herein.

CR Crea,ve Marke,ng Strategies

The Scope of Work’s deliverables for this project were as follows: Digital Marke,ng Strategy – Audit and Recommenda,ons

–  Company & Brand Defini,on –  Target Audience Defini,on –  Digital Marke,ng Compe,,ve Audit (Brand, Website, Social, SEO)

•  Company compared to three like compe,tors –  Insights and Opportuni,es Presented –  Proposed Digital Marke,ng Plan which includes:

•  Brand Improvements •  Website Improvements •  Digital Marke,ng Channels to Deliver •  SEO and SEM Recommenda,ons •  Strategic Goals Alignment •  Touchpoint Matrix •  Industry and Market Influencer Engagement Strategy •  Tools of Measurement

–  Proposed Company employees’ involvement


The client has embraced the strategy presented and acknowledged the need to implement, as per the Recommended Next Steps. The client also has cited a need to finish normal sales and agricultural ac,vi,es for the year before pursuing the implementa,on of the strategy presented. Time, staff and financial resources have been men,oned as factors in this decision.


Airlie Winery Digital Marke,ng Strategy Audit and Recommenda.ons

Prepared by CR Crea.ve Marke.ng Strategies Presented June 16, 2015

Table of Contents •  Who and What is Airlie?

–  Real and Perceived

•  Your Target Audience •  Your Business Challenges •  Your Business Objec,ves •  How Do You Stack Up? •  Do Opportuni,es Exist? YES •  So Now What? The Plan

–  Concepts, Pla`orms, Tools

•  Next Steps Recommended –  Hint: this is where it gets fun!

Airlie Winery – Digital Marke.ng Strategy CR Crea,ve Marke,ng Strategies

Who is Airlie Winery? Who You Are and What You Do… •  We have produced serious whites and elegant reds, since

1986 •  Sustainability and rela,onships consume us. •  We work hard at our crag and play hard too. •  Our friends come from our customers •  Our winery is a place to sit and stay •  We distribute wholesale to grocery and liquor stores and sell

direct retail onsite and through our website •  We provide onsite tas,ngs to our visitors


Your Target Audience The majority of your prospects: •  Have a rela,onship with wine as an experience, part of their

social lives •  Are loyal to their wine tastes/choices and local businesses •  Peer opinions are important to them; even more important to

Oregonians who possess a strong “pay it forward” aktude •  Majority of all wine consumers are:

–  Educated beyond a high school educa,on –  25 to 64 years of age –  59% of wine purchases are for regular, consistent consump,on –  Judge wine on value, not price

Wine Consumer informa.on source: Associa.on for Consumer Research and the Beverage Journal

•  Enjoy outdoor experiences and recrea,on


Your Target Audience The majority of your prospects (con,nued): •  55% of wine consumers are women, male percentage has increased

over last decade •  Millennials (21-‐36) are now second largest age group of actual wine

consumers •  Top 4 Reasons consumers drink wine:

–  Enjoy the Taste –  Pair with food –  Socialize with friends –  To Relax

•  Wine Consumers use Social Media: –  80% of wine drinkers use Facebook –  Wine is the 3rd most popular subject on Pinterest –  Wine drinkers talk about wine online 63 ,mes/minute –  50% more likely to interact with brands online


Business Challenges •  Inadequate Metrics – Onsite Visita,on, Website •  Product Sales at 62-‐67% of capacity •  Sales and Net Income/Loss are stagnant, year-‐to-‐year •  Net Income/Loss: “We’re breaking even” each year •  Onsite Visita,on/Tas,ngs is only at ~50% of loca,on capacity •  E-‐commerce retail only accounts for 4.8% of gross revenue •  Wholesale Sales are Lagging –  Distributorship limited to 10 US states –  Unable make a dent in major OR markets thus far

•  Pricing? Tas,ngs and Product •  Wine Club


Business Objectives •  Increase total sales volume 50-‐60% •  Increase online retail sales •  Expand wholesale opportuni,es – Obtain distributors in the eastern and southeastern US

– Crack the Portland restaurant/bar market – Expand presence in OR grocery and liquor stores

•  Increase onsite visita,ons, tas,ngs, and sales •  Increase financial value of the Company


How Do You Stack Up? Airlie’s Online Visual Presence


How Do You Stack Up? Online Visual Presence for “Winter’s Hill Vineyard”

Who is Winter’s Hill? “A family legacy of Oregon Pinot Noir and Pinot Gris in the Dundee Hills” Offers onsite tas,ngs, sells wines through its website, sells grapes wholesale


How Do You Stack Up? Online Visual Presence for “Kramer Vineyards”

Who is Kramer Vineyards? “Two genera,ons & 30 Years of Oregon Winegrowing” Offers onsite tas,ng, sells retail through its website and wholesale through distributors


How Do You Stack Up? Online Visual Presence for “Illahe Vineyards”

Who is Illahe Vineyards? “UNDEFINED” Offers onsite tas,ngs, sells retail through its website, and wholesales through distributors


How Do You Stack Up? Illahe Vineyards

Ac,ve Social Channels Social Percep,ons •  Website is unique, may

appeal to some, but seems out of place in industry

•  Blog post frequency is poor and bad content

•  Inconsistent Branding •  Very infrequent pos,ng &

low engagement •  Needs engaging content

everywhere •  Need to add LinkedIn

Social Media Score 5 of 30; 17%

SEO Percep,ons •  Meta and Alt Tag Needed •  Site Map and Naviga,on Fixes Needed •  Site Rank: 17,188,056

Kramer Vineyards

Ac,ve Social Channels Social Percep,ons •  Website is bland, boring

and needs engaging content

•  Blog does not exist •  Classy logo & good brand

imagery exists •  Very Infrequent pos,ng & low engagement •  Engaging content needed

on social channels •  Need to add LinkedIn


SEO Percep,ons •  Meta and Alt Tag Needed •  Site Map and Naviga,on Fixes Needed •  Emarke,ng Elements

Must be Improved •  Site Rank: 13,145,580

Winter’s Hill Vineyard

Ac,ve Social Channels Social Percep,ons •  Website has good structure,

but needs user-‐focused content badly, less text on home page

•  Blog not used properly •  Inconsistent brand imagery •  Infrequent pos,ng & low engagement •  Engaging content needed

everywhere •  Needs to add LinkedIn •  Need to improve Google+


SEO Percep,ons •  Alt Tags Needed •  Site Map and Naviga,on Fixes Needed •  Emarke,ng Elements Must

be Improved •  Site Rank: 7,553,335

Airlie Winery

Ac,ve Social Channels Social Percep,ons •  Website – not good; needs full replacement •  Blog exists but not used •  Poor brand imagery •  Infrequent pos,ng & very low engagement •  Engaging content needed

everywhere •  LinkedIn profile needed •  Realignment of Channels

necessary


SEO Percep,ons •  Meta and Alt Tag Needed •  Site Func,onality and Naviga,on Fixes Needed •  Emarke,ng Elements

Needed •  Site Rank: 8,345,555

Note: Brand Profiles and performance summary for SpindriL, Adelsheim, Sokol Blosser, and LeL Coast Cellars are within Appendix


How Do You Stack Up? Scoring Summary

Social Media Summary


Each category is rated on a 0-‐5 scale


How Do We Stack Up? Scoring Summary

SEO Summary



Opportunities DO Exist! •  Define Your Brand – The Horse that Pulls the Cart •  Improve Imagery – Logo and Brand •  Website Replacement – Can Easily Win This

–  Layout/Appearance, Keywords, Naviga,on, Content, Sales Funnel Considera,ons

•  Weak Content by All –  It’s about the Customer or Prospect! –  Educate/Inform -‐> Target = Value Increase –  Post-‐sale and customer reten,on nurturing is ignored

•  Blog, Blog, Blog! Everyone in industry is lagging


Opportunities DO Exist! •  Infrequent Usage for All – Begging for dominance

•  No Ac,vity and/or No Updates – Wide-‐open Opp

•  LOW Engagement with Thought Leaders •  Consistency Across Channels is Lacking – HUGE OPP •  Overall, everyone is missing the point of (and is very poor at) Digital Marke,ng


The Plan •  Define the Brand •  Create Strategic Goals Alignment •  Website Replacement •  SEO/Keyword Development •  Analy,cs & Repor,ng Development •  Implementa,on

–  Key Messages and Offers –  Social Media Channels to Deliver –  Engaging Industry and Market Influencers –  Proposed Team Members responsibili,es –  Measurements of Success –  SEM Development (post Website and SM re-‐launch) –  Paid Social Development (post Website and SM re-‐launch)


The Plan Define the Brand •  Brand Exercise will help •  Who We Are and What We Do, and Consider:

–  Target Audience –  Brand Promise –  Brand Behavior –  Brand Prac,ce

•  Linguis,cs, Visuals, Messages •  Update Logo

–  Add “Winery”? –  Make it POP & Hit Emo,onal Touch Points

•  Update Image & Video Library –  Add logo to all; brand those visuals

•  Distribute Images and Videos Across All Channels •  Ensure Logo and Slogan Shown Everywhere


The Plan Define the Brand Apply to all channels; online, offline, onsite, behaviors and prac,ces:

–  Website Header and SM Profiles to Match –  Consistent Graphics / Colors / “Feel” Across All Online Channels –  Consistent Layout and Func,onality Across All Online Channels –  Incorporate the Brand strategy into all content, marke,ng and

opera,onal thoughts


The Plan Strategic Goals Alignment We will address Brand Goals: •  Iden,fy each Goal Category •  Define each Goal(s) within Category •  Iden,fy Ac,ons to Reach each Goal •  Iden,fy the Audience for each Goal •  List the Benefits of Reaching each Goal


The Plan


The Plan Website Replacement •  Create Site Organiza,onal Chart •  De-‐CluBer and Simplify the Design •  Incorporate Updated Branding (visuals, art, etc) •  Home Page – Clean-‐Up for Site Visit Depth •  Ensure Brand Strategy and SEO Objec,ves Met

–  Breadcrumb Naviga,on –  Keyword-‐aided links –  Sitemap and Robot.txt files –  Content Strategy

•  Insert Landing Pages for SEM use, when appropriate


The Plan SEO/Keyword Development •  SEO Audit and Iden,fy Keywords •  Insert Keywords into Website Structure

–  Appropriate Title and Descrip,on for each page –  Meta Tag for all pages –  Alt Tags for Images/Graphics –  Proper Link Crea,on

•  Insert Keywords into all Online Content –  Aka Content Strategy


The Plan Analy,cs Development •  Build KPIs Report for Website and Social Media •  Build Google Analy,cs Dashboard for Website •  Prepare Bi-‐Monthly KPIs Reports –  Ini,al/Baseline Report(s) prior to re-‐launch of website and SM

–  Post re-‐launch •  Insert other Social Media Repor,ng Source Data post re-‐launch


The Plan Methods for Success

Key Messages and Offers Development •  Develop Touchpoint Matrix for Channel Op,miza,on and

Engagement –  ABach to each key message: Content Topic, Online Loca,on, Offers,

Keywords, Thought Leaders

•  Determine Key Messages for Social Media and Blog –  List topics based on SEO, Brand, Audience, Channel using Touchpoint

Matrix and Industry & Market Influencer Strategy Table



Channels to Deliver – Social Media •  Primary:

•  Secondary: •  Other: Email, Social Media News Release

Touchpoint Matrix – Helps Us to Manage Social


The Plan



Proposed Teams •  Social Web Ac,on Team

–  Owner, Winemaker, Sales, Marke,ng, 3rd Party Sources

•  Subject MaBer Experts –  Key for Blog, SM Engagement, Finalizing Keyword Use

•  Content Crea,on Partners; visual and wriBen assets –  Marke,ng to have role in edi,ng and media placement –  Internal SMEs and 3rd Party/external visual experts to create

•  Ownership and Management team will review monthly Social Media, Website, SEM and Paid Social Repor,ng



Measurements •  Monthly Reports -‐ weekly sta,s,cs

•  Sources: Klout, SocialMen,on, Twitalyzer, SproutSocial,

Google Analy,cs, Airlie’s other Internal Traffic Data



SEM and Paid Social Development (when appropriate) •  U,lize Keyword Audit and Budget for Google Campaign

•  Build Google Ads, Display Ads, and Landing Pages •  Incorporate any Special Campaigns and Events


Closing Summary Recommended Next Steps 1.  Brand Revitaliza,on Project 2.  Brand Assets Project

a.  Logo, visuals, etc.

3.  Analy,cs and Measurement Project (pre-‐launch) 4.  Website Project

a.  SEO and Keyword Development included

5.  Social Media, Blog, Content Strategy Project a.  Touchpoint Matrix, Influencer Engagement Strategy, and Content

Calendar included

6.  Analy,cs and Measurement Project 2 (post-‐launch) 7.  SEM & Paid Social Development (post Website and SM re-‐launch)


Appendix

•  Addi,onal Target Audience and Wine Industry Informa,on (2 Slides)

•  Addi,onal Compe,,ve Visual Audit Detail (5 slides)

Your Target Audience Some fun facts about Wine Consumers in the Digital Age

•  Average 22 hours of digital media usage per week •  Use mobile devices 45% more than average consumer

–  36% more likely than average consumers to research products on mobile devices

•  50% more likely to interact with brands online •  They share, consume, and create 2 ,mes as much digital

content than average consumer –  69% more likely to share branded content

•  78% of consumers say that brand posts on social media influence their in-‐store purchase behavior –  52% of consumers use technology while grocery shopping –  62% of consumers purchase in-‐store ager researching online

•  91% visit a store because of an online experience

Your Target Audience Other Wine Industry Informa,on

•  Most popular varietals, off-‐premise, in order: –  Chardonnay, Cabernet Sauvignon, Pinot Grigio, Merlot, Blends

•  Syrah and white zinfadel con,nue to decline in popularity •  Crea,ve opportuni,es for wine include:

–  Seasonal wines –  New types of containers:

•  Mini 6-‐packs •  New varietals •  Blends •  Innova,ve labeling

•  2013 Online sales to consumers: winery to consumer increased 9.3% and increased 17% overall

•  2013 Online sales to consumers by wineries: 3.47 million cases, or an average of 500 cases per winery

•  Most Wine sold by state, in order: –  CA, WA, NY, OR, TX, VA

How Do You Stack Up? Le8 Coast Cellars

Ac,ve Social Channels Social Percep,ons •  Website has good layout

and org. structure with good content. Appealing site but home page could improve (content layout)

•  No Blog •  Inconsistent Branding and

Imagery •  Logo (font) does not seem

to fit brand •  Social: needs to seriously

improve content, frequency and engagement


SEO Percep,ons •  Alt Tags Needed •  Site Map and Naviga,on Fixes Needed •  Emarke,ng Elements Don’t

Exist •  Site Rank: 6,709,332

Sokol Blosser

Ac,ve Social Channels Social Percep,ons •  Website layout is so-‐so,

menu doesn’t fit look, social links are “hidden”, but site is elegant, appealing and has good content

•  Blog is “hidden”, sparse •  Logo is so-‐so, imagery is

nice doesn’t say “wine” •  Social: needs to improve

engagement, frequency and produce strong content


SEO Percep,ons •  Meta Tag work needed •  Alt Tags Needed •  Site Map and Naviga,on Fixes Needed •  Blog (Emarke,ng) Needs

to be moved within Menu •  Site Rank: 1,216,335

Adelsheim

Ac,ve Social Channels Social Percep,ons •  Website has good structure,

powerful look, classy, good imagery, content needs some work, home page needs work too

•  No Blog •  Inconsistent brand imagery •  Infrequent pos,ng & low engagement •  Engaging content needed

everywhere •  Need to improve Google+


SEO Percep,ons •  Alt Tags Needed •  Site Map and Naviga,on Fixes Needed •  Emarke,ng Elements Don’t

Exist •  Site Rank: 2,776,485

Spindri8

Ac,ve Social Channels Social Percep,ons •  Website structure is good

but is not aBrac,ve and needs content

•  Blog exists but is really news •  Inconsistent brand imagery •  Logo is confusing •  VERY poor frequency and

engagement on social •  Engaging content needed

everywhere •  LinkedIn profile

improvement needed


SEO Percep,ons •  Good SEO work done •  Site Rank: 12,444,737

How Do You Stack Up? Online Visual Presence for “Spindrig Cellars ”

Who is Spindri8 Cellars? “From our first vintage we have been dedicated to producing sustainable Oregon Pinot Noir, Oregon Pinot Gris, Pinot Blanc, and Syrah wines.” Offers onsite tas,ngs and sells retail through its website

How Do You Stack Up? Online Visual Presence for “Adelsheim Vineyard”

Who is Adelsheim Vineyard? “Adelsheim Vineyard is a top Oregon winery in the WillameBe Valley in the Chehalem Mountains AVA producing Pinot noir, Chardonnay, Pinot gris, Auxerrois, Pinot blanc, Syrah” Offers onsite tas,ngs, some food, sells retail through its website, and wholesales through distributors

Note: Website header image could not be copied

How Do You Stack Up? Online Visual Presence for “Sokol Blosser Winery”

Who is Sokol Blosser Winery? “A second genera,on family owned and operated Winery and Tas,ng Room in Dundee, Oregon producing Pinot Noir and Pinot Gris wines” Offers onsite tas,ngs, food, tours, sells retail through its website, and wholesales through distributors

How Do You Stack Up? Online Visual Presence for “Leg Coast Cellars”

Who is Le8 Coast Cellars? “Sustainable Wines” Offers onsite tas,ngs, food, sells retail through its website, and wholesales through distributors

digital marketing strategy project: airlie winery

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