A look at direct to consumer marketing for wineries and wine retailers, delivered as part of a wine marketing masterclass with Georgia Rasmussen, and Mehgan Ragan of eWinery Solutions.

1. It’s Not About The Wine Digital Marketing for Direct to Consumer Sales.

2. “ Via Media is South Australia’s leading Digital and Direct Marketing Agency. We combine strategy, creative, data and technology to connect our clients with today’s customers. .”

3. What We Do Marketing Strategy (Digital/Direct Focus) Research & Insights Brand and Campaign Creative Website Design & Development (incleWinery) Search & Social Email Marketing Analytics Mobile Campaign Strategy, Management

5. DPC (SA)

6. Department of Education and Children’s Services (SA)

7. DFEEST (SA)

8. TAFE SA

9. Arts SA

11. Accolade Wines

12. BankSA

13. Rural Bank

14. Adelaide University

15. Adelaide Festival Centre

16. Adelaide Casino

17. Arts Projects Australia

18. Wicks Estate

19. Skye Cellars

20. Rosedale

21. Gibson Wines

23. Lots of choice, lots of reasons not to buy yours

24. Wallflowers = Wallpaper

27. Technology enabling interaction

29. Twitter

30. LinkedIn

33. Conversation Catalyst

34. Extension of the Cellar Door, of the dinner table

36. So Why Bother? Facebook Fans/Likes are 41% more likely to recommend ayou 28% more likely to continue usingyou in the future Fans are worth on average $136.38 to a business and spend $71.84 more per year. Forbes Research 2010

37. But Let’s Take a Step Back Digital Objectives (not just Social) Information Delivery Brand & Community Advertising & Direct Response (Sales) Customer Service Measurement Cost Reduction Product Development?

38. Where is the Value?

40. Search

41. Online Advertising

42. Email Marketing

43. Social Media

45. Must reflect physical attributes

46. Sensory

47. Enabling

49. Email Source: CEASA Report June 06

50. Social Media Average Reach %

51. Social Media Average Reach %

52. Location Marketing Average Reach %

53. F-Commerce

54. The Humble Telephone

55. Where To From Here? Org Policy (Marketing, HR, IT, Legal) Training & Skills Development Active ‘Listening’ Set Objectives & Measurement Metrics Resourcing – Identity, Community Manager Build Community – Data Acquisition Pantene

57. ADMA Digital Certificate Course

58. ADMACustomised In-house Training

59. AFA

60. Online Courses

63. PR

64. Retention

65. Referrals

66. ProfitVia Chris Lake - eConsultancy

67. New Measurement Metrics

68. But More Importantly…

69. In Closing Match Business and Marketing Objectives Consider ALL channels Data is critical – all touchpoints Ignore email at your peril Participate in Social Be you, not just your wine Innovate, Experiment Measure everything

71. Want to Talk Some More? Jason Neave 08 7225 2688 0410 664 920 Twitter: jasonneave Skype: jasonneave LinkedIn:jasonneave www.viamedia.com.au