Building US Tourist Brand Advocates
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This presentation, given in Ontario, CA, focuses on how Canadian wineries can leverage US tourism and direct-to-consumer wine relationships to gain more sales, demand, and brand advocates.
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Building US Tourist Brand Advocates
- 1. DIRECT TO CONSUMER WEBINAR SERIES BUILDING U.S. TOURIST BRAND ADVOCATES
- 2. Got Wine?
- 3. How do we sell a 3-dimensional story in a two dimensional world? How do you capture the essence of your brand online? 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. Is your website doing the same? Question for the Day:
- 4. DTC Targeting The Vino-Tourist The Opportunity Source: http://www.canadianvintners.com/?p=294 Canada’s Wine Industry: Ripe, Robust, Remarkable http://www.canadianvintners.com/?p=294
- 5. 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) Retail Locator
- 6. DTC Best Practice: Model of Customer Progression DISCOVERY • Search engines • Word of mouth • Travel websites • Regional organizations • Lifestyle websites ENGAGEMENT • Visits website • Visits tasting room ACQUISITION • Purchases wine online • Buys wine in tasting room • Joins wine club LOYALTY/LOVE • Email communication • Facebook shares • Special events
- 7. 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 Getting Found Building Advocates Discovery: Socializing Brick & Mortar Source: www.tripadvisor.com, Ram’s Gate Winery
- 8. How do you attract visitors and grow your customer base? Inbound Marketing is a system that allows interested buyers to actually FIND YOU via a combination of: Content Marketing Search Engine Optimization Social Media Lead Generation & Nurturing Discovery: Getting Found
- 9. Discovery: Content Marketing 1. Create useful, usable content that adds value to the customer experience with your brand. 2. Perform outreach, and determine the best outlets to publish (high- profile guest blogging, social networks, your own website). 3. Identify influencers who will share your content and further discussion. 4. Pay attention to the responses, and engage your audience. 5. Analyze the results, measure the impact (new links to your website, new visitors, increased social media activity, more sales).
- 10. Discovery: The customer funnel Unaware • Purpose: Create awareness, brand discovery • Blog posts, web page, customer stories, advertising, industry trends Interested • Purpose: Provide usefulness, education, create interest • Regional travel guides, events, independent articles, demonstrated values, email newsletters Desire • Purpose: Incentivize, stir emotion, demonstrate values • Demonstrate charity contributions, connect with lifestyles, build community of social sharing Purchase • Purpose: Secure customer, provide good experience, build loyalty • Reviews & ratings, customer service, upsells and promos, personalized content, streamlined checkout
- 11. Engagement: Making a Difference Source: www.kj.com
- 12. Every tasting room visitor is a potential customer. Collect email addresses Personally invite to Tasting Room Events and Winemaker Dinners Welcome “Check ins” via FourSquare, Facebook Promote reviews of your business (Yelp, TripAdvisor) and wines (Cellartracker) Communicate Club benefits and incentives Convey your winery’s story Don’t be afraid to ask for the sale Acquisition: Build Relationships
- 13. Consumers are on-the-go and want quick and easy access to basic information. 99% of the time, they want to do one of five things: Call Winery Find Tasting Room Locate Wine Buy Wine Join Wine Club Acquisition: Go Mobile!
- 14. LOYALTY GOT WINE CLUB! • Imports account for 35% of wine consumed in the US. • If a customer likes your product, they will be loyal beyond your countries border. • Create partnerships with local restaurants, hotels, and destinations to collectively entice return visits. • Ship It Home USA can help ease the burden that the LCBO places on exporting to the United States.
- 15. To Do List – Top 5 Things 1. Expand company profiles on both local and national travel and tourism sites like Fodors, Destination Canada, Virtual Tourist, and Lonely Planet. 2. Encourage visitors and fans to leave reviews at Trip Advisor, Zagat, Google+, Facebook. 3. Create useful and usable website content that includes resources, things to do, local knowledge, and popular destinations near your winery. 4. Claim your Google+ Local page. 5. Contribute guest blog posts on travel blogs and websites to increase exposure from new audiences.
- 16. Thank You
- 17. YOUR WEBSITE IS A MARKETING TOOL More traffic to your website leads to more purchases, visits to your tasting room, and brand recognition. But most wineries struggle to get visitors who search for anything but their brand name. Think about what's relevant to your winery - the varietals you make, the region you're located in, or the story behind your labels. Create a list of keywords that you can associate that go beyond your brand name. Branded search traffic accounts for about 95% of most winery websites traffic, which means they aren't getting much exposure from new, unfamiliar faces. Instead, try to focus on building your site to be a hub of information for not just your wines and your history, but the surrounding area, the vineyards, the AVAs, places to stay, things to see, and anything else that's relevant. Your website should be a flytrap for tourists looking to plan their vacation, or visit that special winery with a picnic area, great view, or wedding venue. 3 Traffic Sources you must cultivate: Organic search engines. Referral sites, especially from local regional sites. Local maps search results. Appendix A: Varietals • Cabernet, Rose, Muscat Regional • Carneros, Willamette, Rutherford Others • Wine tasting/tours • Weddings • Boutique Build a relevant list of keywords
Notas do Editor
- The crowd is here: Facebook reportedly is nearing the 700 million-user mark. Every month, according to Facebook, its members spend 700 billion minutes on the network. The average user clicks the Like button nine times a month, and three-quarters of users have “liked” a brand.Consumers’ comfort level has tipped: People have been buying virtual goods within Facebook since it introduced the (now defunct) Gift Shop in 2007; the practice exploded with the introduction of FarmVille virtual currency in 2009. Analysts believe virtual goods could bring in around $12.5 billion worldwide this year, almost double 2009 sales, according to Adweek. If people are paying real money for virtual goods, it’s not much of a leap to start paying for tangible items. And, of course, e-commerce has become second nature for many consumers, who are by now quite comfortable with the idea of feeding their credit card information into e-commerce sites. Internet retailing is expected to take in $197 billion in 2011 and grow to $279 billion by 2015, according to Forrester Research. Purchasing an item with a few clicks has become a habit for many people.