The document discusses new media marketing strategies compared to traditional media strategies. It explains that new media uses social media, blogs, search engine optimization, and email marketing to develop audiences and engage with them, while traditional media relies on things like newspapers, radio, TV, and subscriptions. The document then goes into more detail about how to use content for different new media strategies like public relations, search engine optimization, social media, and email marketing to drive traffic to a website. It also discusses using a sales funnel approach with content to move people through the stages of awareness, credibility, need, evaluation, and fulfillment.

1. How to Make Your
website Viral &
Profitable
Inbound Marketing Explained

2. Talk is Sheep
Marketing Philosophy
Audience
Engagement
Revenue
New Media vs Traditional Media

3. New Media Vs
Traditional Media
Traditional Media Audience Development
•Radio: Radio Waves
•Newspaper: Newspaper Stands
•Television: Cable Networks
•Newspapers: Subscriptions
New Media Audience Development
•Social Media Fans & Followers
•Blog Subscribers
•Search Engine Traffic
•Inbound Links (bloggers, trade journals, etc)
•Online Review Sites

4. New Media Vs
Traditional Media
Traditional Media Engagement
•Newspapers: Editorial Content
•Newspapers: Comics
•Newspapers: Coupons
•Radio: Music, Sports, News
New Media Engagement
•Blog Posts
•Promotion
•Video
•Ebooks
•Podcasts

5. New Media Vs
Traditional Media
Traditional Media Revenue
•Newspapers, Radio, Television: Advertising
•Newspapers: Classifieds
•Newspapers: Subscriptions
New Media Revenue
•Leads
•Direct Purchases

6. New Media Marketing
Revolution
Sales are now directly linked and measured
with the marketing process

7. Sales Funnel
Awareness
Credibility
Need
Evaluation
Fulfillment

8. “Content is King”

9. Search Engine
Optimization is
now a Misnomer
website on SEO
• The Industry Expertto moz.org from
changed their name
seomoz.org in 2013
Engine website Traffic is the only
• Search of web traffic - social media and
source
inbound links are just as important

10. Talk Is Sheep Marketing’s
November 2013 Traffic Sources
•
Direct Traffic is also
“organic search” but by
users with privacy settings.
•
“referrals” are traffic from
website visitors who click
on a link to my blog post
via another website. For
example, a blogger who is
blogging about my
content. I.E “inbound
links”
•
The 4th column,
“Contacts” are the leads,
but for producers the leads
would be sales and would
be a much higher #
because the sales process is
much shorter and privacy
concerns are lower.
•
Website traffic would be
magnified for a wine
producer because their
audience is much much
larger. TISM audience
3,800 bonded wineries in
the US, but a wine
producer audience is 35%
of Americans.
Website Optimization is about optimizing all website traffic
sources; this is done 95% through quality content

11. Content is Key
New Media Content is
•Public Relations
•Social Media
•Search Engines Optimization
•Email Marketing

12. Content For PR

13. Content for PR
•
Referral links from traditional and online media,
e.i writers blogging about your own content and
website and linking to your website
•
Builds trust because wine write is advocating for
your product

14. Unpaid Media Traffic

15. Content for Google
Wine enthusiasts now
learn about wine via
blog posts that they
find search Google &
Bing.

17. Content for Social
Media
•
David Carr the media critic at The New York
Times describes Twitter as “a personalized
"human-enabled RSS [feed]" that allows him
to follow what his friends are reading and
thinking about at any given moment.
•
Facebook builds loyalty. Facebook content is
generally about the people - producers and
fans. Not wine bottles and food.
•
25% - 50% of social media posts should
include links to your website
Gary “V”, social media superstar, understood the value $$$ of content

19. Content for Email
Marketing
•
Nurture leads and customers with educational content,
promotions, video, food pairings, etc
•
Always host content on your website - only link to it in
your emails.
•
Segment, Segment, Segment!

20. 30% - 50% open rates is utterly unheard
of but the most important metric

21. Sales Funnel
Awareness
Credibility
Need
Evaluation
Fulfillment
Awareness
• Twitter Shares
• Facebook Shares
• Bloggers & Journalists
sharing and writing about
your content
• Search Engine Traffic

22. Sales Funnel
Awareness
Credibility
Need
Evaluation
Fulfillment
Credibility
• Twitter Shares
• Facebook Shares
• Bloggers & Journalists
sharing and writing about
your Product
• Product & Yelp Reviews
• Targeted Email Marketing
- No SPAM allowed
• Blog Content

23. Sales Funnel
Awareness
Credibility
Need
Evaluation
Fulfillment
Need
• Email Nurturing
• Proper Call to Actions on
Website
•Clear messaging on Value
Proposition
•Promotions

24. Sales Funnel
Awareness
Credibility
Evaluation
• Wine Club Benefits Page
Need
Evaluation
Fulfillment
Design
• Wine Club Benefits
• Intuitive Design (coveys
good customer service)
•Promotions

25. Sales Funnel
Awareness
Credibility
Need
Fulfillment
• A intuitive and easy
checkout system.
Evaluation
Fulfillment

26. Navigation
Design Is Queen
• Navigation that Addresses
each buyer persona’s needs.
•Visual Modules for the
visual navigator

27. Design Is Queen
Lead
Nurturing
• Email Signup
SEO
• Address & AVA in footer
• Ease of Use

28. Design Is Queen
Promos
•Free Shipping on a Case
Social Media
• Share Icons
Usability
•No Scroll
•Fast Load Time
Reviews

29. Brand Consistency
LOGOS
Complete Logo
Complete Logo Reversed
Complete Logo No Duck
Complete Logo no Duck or AVA
N A P A VA L L E Y
N A P A VA L L E Y
N A P A VA L L E Y
FONTS
BUSINESS COMMUNICATIONS:
COLLATERAL DESIGN COLORS
Garamond (Faxes, Memos, Letter, Emails etc.)
BACKGROUNDS AND WATERMARKS
COLLATERAL DESIGN
Background (PMS 7500)
C=0
M=2
Y=15
R=247
G=237
B=212
K=3
Background (Rather than White)
C=0
M=0
Y=2
R=255
G=254
B=249
K=0
Watermark Duck
C=9
M=9
R=231
G=222
K=0
Y=24
B=196
CENTAUR MT
TITLES: ALL CAPS
TEXT AND BORDERS
Adobe Garamond Pro
Founded by Dan and Margaret Duckhorn in 1976,
Duckhorn Vineyards has been crafting classic Bordeaux
varietals from the Napa Valley for over 30 years. This
winemaking tradition has grown to include seven
meticulously farmed Estate vineyards, located throughout
the various microclimates of the Napa Valley. Focused
on quality and consistency, these Estate vineyards are an
essential element in making wines of distinction. One
of the first wineries to pioneer Merlot as a premium
varietal, Duckhorn Vineyards now makes several elegant
Merlot and distinctive Cabernet Sauvignon bottlings
that showcase the characteristics of its various vineyard
sites. In addition, the winery is known for its acclaimed
Sauvignon Blancs. Beginning with the 2006 vintage,
Duckhorn Vineyards unveiled The Discussion, a Cabernet
Sauvignon-based blend representing the pinnacle of the
Duckhorn Vineyards portfolio.
DUCKHORN VINEYARDS
Text: Title Case, +1pt Leading, Tracking - 10, Vertical Scale
- 90%, Horizontal Scale - 103%, 0.625” Paragrah space.
SUBTITLES: SMALL CAPS, TRACKING - , VERTICAL
SCALE - , HORIZONTAL SCALE - )
1000 Lodi Lane
St. Helena, California 94574
(707) 963-7108
www.duckhornvineyards.com
© 2010 Duckhorn Wine Company, St. Helena, California
Acceptible Substitute: Garamond Premier Pro
Logos, Titles, Borders
C=49
M=48
R=115
G=103
Y=81
B=63
K=26
Primary Text Color
C=54
M=47
R=113
G=110
Y=58
B=98
K=119
LABEL COLORS (for reference)
Subtitle Color (Primary Background only)
C=27
M=22
Y=36
K=0
R=189
G=185
B=164
Titles/Accent Red
C=43
M=79
R=78
G=35
Y=76
B=29
K=62
OTHER LOGOS
DV Yellow (PMS 7402 U)
C=0
M=6
Y=30
R=255
G=240
B=178
K=0
DV Label Red (PMS 202 U)
C=0
M=100
Y=61
R=152
G=0
B=46
K=243
DV Label Green (PMS 362 U)
C=70
M=0
Y=100
R=74
G=170
B=66
K=9