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DTC Marketing

Presented by: Daniel Bishofberger

Customer Relationship Management (CRM)And Effective Email Marketing

November 20th, 20152015 Wine Tourism Conference

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DTC Marketing

Presentation Available in Digital Format

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• Currently Director of Sales at Chatterbox Wine Marketing Services-VinoVisit

• B.S. Business Administration, Sonoma State University Wine Business Strategies

• Previously 4 years DTC Sales & Marketing at Artesa Winery in Napa Valley, Grupo Cordoniu

• Previously 4 years as Sales Manager for eWinery Solutions-VA, Early Mtn, RdV, Grace Estates, Tarara, Greenhill Vineyards, & more…

• Lover of all things food, wine, & travel• Passionate about direct to consumer wine marketing• Just got married!!!

Who am I and Why am I here?

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TIME TO LEARN ABOUT YOUVirginia Wineries? Outside?Restaurants?Hotels?Consultants?Accountants? CRM SYSTEMS? Vin65, eWinery, AMS, OrderPort, VineSpring, VinNow, WineWare, WineWeb, Vintegrate, Nexternal, MicroWorks, Microsoft Products, SalesForce, and beyond…

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Where are We Going Today?

• Look at the historical perspective of DTC, CRM, and email marketing• Dive in to customer relationship management (CRM)• Explore data acquisition strategies around email• Discuss technology issues and best practices in email marketing • Discuss email marketing as part of an omni-channel marketing strategy

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QUESTION FOR THE DAY:

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QUESTION FOR THE DAY:

How do we sell a 3-dimensional story in a 2-dimensional world?

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THE TRUTH IS, ITS HARD. VERY HARD.

It is hard to capture the essence of your brand online. This is everyone’s challenge.

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.

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Tell your story + tell it well

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It’s Not Only Me…….

“Marketing is no longer about the stuff you make, but the stories you tell.”

Seth Godin Best Selling Author, Entrepreneur and Marketer

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And Even More………

“ The notion of connecting a luxury wine brand with its wider digital and cultural ecosystem is now a matter of survival.”

Ron Scharman Wine Consumer Advocate

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The Past, Present, and Future of Wine DTC

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The evolution from early 2000’s to present day, personal computing has changed 10 fold.

What’s changed? Bigger, More Complex Sites

2003

2015

2007 iPhone

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THE WEB HAS BEEN GROWING FASTER THAN STORES….

2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014-5%

0%

5%

10%

15%

20%

25%

30% 27% 25% 24%20%

3% 2%

16% 15% 16% 17%15%

6% 5% 5%3%

0%

-3%

2%4% 4% 4% 4%

Annual growth rate 2004-2014* eCommerce versus retail spending

Growth in e-commerce Growth in non-e-commerce retail

*Source: U.S. Commerce Dept., Internet Retailer

Note: All other retail sales excludes auto dealers, gasoline stations and fuel dealers, and restaurants and bars.

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MORE PC’S GATHER DUST

*Source: U.S. Commerce Dept., Internet Retailer

44%

11%

45%

Percentage of time on retail web sites

SmartphoneTabletPC

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MY PHONE IS MY LIFENOT MOBILE-ONLY, BUT MOBILE-FIRST

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THINGS TO WATCH: MILLENNIALS The crowd is here

Comfort level with mobile transactions

Ease of purchasing

Millennials

Growing FAST!

HENRY (High Earnings, Not Rich Yet)

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THINGS TO WATCH PERIOD

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It’s All About the Customer: Omni-Channel Marketing

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Omni-Channel Marketing

Transforming the customer

journey across all channels

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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 POSSearch Engine Optimization

(SEO)

FaxWinery

DTC/CRM Ecosystem

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CRMCustomer Relationship Management

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CRM – Customer Relationship Management

Simply put, CRM is putting customers at the heart of a business. Today it is more important than ever to build better relationships with customers as, in this day and age of social media, they now talk to ???? people at a time. They have a megaphone, making it easier for positive and negative messages to spread fast and wide. With the support of technology, the goal of CRM is to have a 360-degree view of the customer which will enable you to improve the quality and satisfaction of each customer interaction and maximize the profitability of customer relationships... a win/win for both the business and customers.

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Whether a customer buys wine in your tasting room, or on your website, their information flows to one central location.

Tangible benefits: Full purchase history in one system Segmenting customers for marketing Customer can access their profile online Access customer information from anywhere One central customer record shared across

multiple systems

Tastingroom

Wine club

Website

CustomerRelationship

Loyalty: One Customer, One Database

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360 Degree View of Your Customer Information about your members collected at each touch point outside your website should be attached to the member profile record, creating a complete

view of your customer.

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Filter and Segment Data

• CRM tools filter and segment data & should be available at the tasting room, or anywhere you are accessing a customer record.

• The first step to understanding how to market and sell to your customers and prospects is to first build custom fields to segment by preferences, buying habits and behaviors.

• Filtering tools are used to create custom marketing lists so that the right message is delivered to the right customer at the right time.

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Email List Segmentation• Content is Primary• Segmentation comes next

– Varietal preferences (Special offer on Reds)

– Locals (Come to our next event)

– Order history (We’ve missed you)

– Club join date (One year anniversary together)

– Credit card set to expire (Update your profile)

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Know Thy Customer

What kind of relationship do you want to build with your target audience?

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What’s New? Social CRM

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Customer Acquisition• Wine club signup

– Most traditional tasting room business model• Newsletter signup form-Reciprocity!! Chatterbox Holiday Guide example

– Critical best practices – Let’s discuss• Email Campaigns

– Critical best practices – Let’s discuss• Telesales

– With click-to-call email digital campaign – Let’s discuss• Direct Mail, Catalog

– Can still be effective; can drive ecommerce conversions• Social media, events, other

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Newsletter Best Practices – Make It Easy!1 - 5

1. Your registration form should request the user’s email and as little else as possible.

2. Present the opportunity to sign up on every page on your site, and in the same spot.

3. Try to show an actual sign-up form on each page instead of just a link.

4. A one-time pop-up requesting visitors to sign up is okay.5. Include a link to your Privacy Policy as close to the form as

possible.

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Newsletter Best Practices – Make It Easy!6 - 10

6. Include an example of what your customers are signing up for.7. Present a clear confirmation after your customer signs up.8. Wait until AFTER the initial sign-up to ask more detailed questions.9. Send an email confirming the user’s registration.10. Consider a discount code for a future purchase in the Confirmation Email.

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Newsletter Signups - Good

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Acknowledge and Reward

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Newsletter Signup – Or Make It HardIf you want someone to sign up for your newsletter, make it easy.

Do not:

1. Hide your newsletter link

2. Ask for huge amounts of information

3. Demand more information after the user submitted what was asked for.4. Force customers to enter all their information all over again if they make a mistake in one particular field

5. Forget about thanking them for subscribing

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Newsletter Signups - Not So Good

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Customer Acquisition• Wine club signup

– Most traditional tasting room business model – Let’s discuss• Newsletter signup form

– Critical best practices – Let’s discuss• Email Campaigns

– Critical best practices – Let’s discuss-Deliverability • Telesales

– With click-to-call email digital campaign – Let’s discuss• Direct Mail, Catalog

– Can still be effective; can drive ecommerce conversions• Social media, events, other

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The Self-Fulfilling Prophesy of Fear Marketing:

Please Cancel Me From Your Ecosystem

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Email Marketing for Success

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Email Still Rules EMAIL MARKETING ROI

According to Exact Target and HubSpot:

• Companies view email marketing as a better return on investment than PPC, content marketing, social media, offline direct marketing, affiliate marketing, online display advertising, and mobile marketing. 

• Email Marketing has an ROI of 4,300% (Based on marginal cost)

• 66% of in-house marketers rate email as having “excellent” or “good” ROI

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How Money is Spent vs. ROI

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Sent

Delivered

Opened

Clicked

Product Views

Cart Additions

Checkouts

OrdersRevenueUnits

The power of browse

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Volume versus conversion

Wine Club

RedWhite

Cart Abandonment• Low volume• High conversion

Browse & Process Abandonment• High volume• Lower conversion

{

{

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Managing the Output – SilverPop Stats

Program Open Rate Conversion Rate

Broadcast 18.1% 1.6%

Purchase Confirm -- 2.4%

Welcome 34.4% 1.4%

Browse Remarket 41.8% 2.2%

Cart Abandon 27.9% 23.1%

SKU Notify -- 23.9%

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Email Marketing 1 - 5

"Think of how you can make the user love your emails rather than how to land in the Inbox."• Know your audience• Find Out What Subscribers Want and Honor and Deliver on That• Mitigate Deliverability Risks by Delivering Value Not Just Email• Have a clear value proposition for subscribers and customers• Don’t just batch and blast – segment your list and use preference

based marketing data

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Email Marketing6 - 10

"Think of how you can make the user love your emails rather than how to land in the Inbox."• Test different types of content and promos to see what generates the best

engagement rates, and look beyond opens and clicks to measure success – spam complaints, unsubscribes, etc.

• Think responsibly, and responsively – emails must be mobile optimized• Test your promos carefully before blasting away• Use designated landing pages or send customers to relevant product pages • Use an email marketing platform that guarantees high deliverability rates-be

careful with winery native platforms for sending emails…

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+ Social Media Marketing

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+Social Media Marketing

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+Social Media Marketing

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+ Social Media Marketing

ReachMail 2015

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The Changing of the Guard and What It Means for You

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• Largest Web-based email service in the world• Has become the standard bearer for ad supported,

consumer email services.• Currently has more than 600 Million users worldwide.*• Adding more than 1 Million new users per week.*• 66% of Gmail users open their email on a mobile device. **• One Billion people have downloaded the Gmail Android App as of 2014.***

* Quora 2015**Mashable 2014***Digital Trends 2014

Gmail Achieves World Domination

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The New World of Gmail

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• Clean your data• Send out test emails first to an email address at major ISP’s• Use “Content Dialysis” software to check your content for

spam inducing results. Ex. Content Detective• Stop using the word “Free”, all caps, colored fonts, etc.• Try sending text format emails vs. HTML.• Go light on imagery, links, and heavy content.• Drip your emails, and break down your large lists• Provide a clear unsubscribe list

So What Do I Do Now?

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How Money is Spent vs. ROI

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Cart Abandonment Pit Stop

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It’s All About Retargeting

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What is Cart Abandonment?

“Shopping cart abandonment — when shoppers put items in their online shopping carts, but then leave before completing the purchase — is the bane of the online retail industry, and that includes the wine industry.”

BusinessInsider.com

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Why Should I Care?

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Here’s Why

• Approximately $4 Trillion worth of merchandise will be abandoned in online shopping carts this year..

• This equates to approximately 68% of all shopping cart transactions

• 63% of these are potentially recoverable, according to BI Intelligence.

• Shopping cart abandonment will continue to increase as more consumers shift to online and mobile shopping.

BusinessInsider.com

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And Really Why

• An abandoned cart does not automatically translate to a “lost sale”.

• Three-fourths of shoppers who abandon shopping carts say they plan to return to the retailer’s website or store to make a purchase.

• Initial emails, sent 3 hours after a consumer abandons a cart, average a 40% open rate, and 20% click through, according to Listrak.

• You can expect up to a 20% recovery rate on abandoned carts with a well executed retargeting program

BusinessInsider.com

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  VWO Ecommerce Survey 2014

Reasons for Cart Abandonment

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Cart Abandonment • Regusci Winery Example- eWinery Bill.

• $100/mo. = $5,000+

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What Should I Do About It?

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Talk to Your eCommerce Provider

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Shopping Cart Recovery Tips

• Strike fast – 50% of carts are typically recovered in the first few hours after abandonment.

• Produce a series – typically 3 emails over a 7 day period.

• Stage your incentives for returning – increase the discount or other incentives through the series of emails.

• Segment and test different creative, subject lines, offers, calls to action, and messaging to see what works best.

• Appreciate the value of an email address – no recovery possible without it.

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Converting visitors• Wine club signup

– Most traditional tasting room business model Newsletter signup form– Critical best practices –

• Email Campaigns– Critical best practices – Let’s discuss

• Telesales – With click-to-call email digital campaign – Let’s discuss

• Direct Mail, Catalog– Can still be effective; can drive ecommerce conversions

• Social media, events, other

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Let the Consumer

Decide

Email and Omni-channel Marketing

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Email +

Relationship-Based Telesales+??

Click – To – Call Email

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Click – To – Call Email

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Click – To – Call

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Click – To – Call

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A Click to Call email is a mobile optimized email announcement for a winery telesales campaign. The object is to allow the consumer to simply call or email their interest to purchase.

What is Click- to - Email?

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Clear Calls to Action

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• Consumers receive hundreds of emails a day, mostly read on a mobile device.

• Click to Call emails are optimized for all mobile devices.

Optimized for Mobile

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• Each email personalized to address the winery customer.

• Focused Call to Action - “Call Us” or click to email us is emphasized for greater conversion rates, upsell, and best user experience.

Personalized

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It’s apples and oranges

“CLICK TO CALL”VS.

TRADITIONAL EMAIL MARKETING

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• Mobile optimized with clear call to action “Call Us”.• One Touch – User clicks phone number and it instantly

dials.• Lean: Limited text and imagery.• Content “above the fold”.• No landing page or driver to the cart.• Sales captured through inbound phone calls.

The “Click-to-Call” Difference

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• Omni-channel - Customer has two ways to order wine.

• Quick and flexible engagement to a specific offering.

• Soft sell that finds lost revenue in your customer database.

• Highly targeted for outbound telesales to customers who have clicked on/opened your email campaign or announcement.

• Allows for profitable upsell beyond initial offer

Quick Engagement

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A-B Testing

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Additional Omni-Channel Components

• Add direct mail with the same offer at the beginning of telesales and email campaign.

• Add buy button with link to landing page and campaign shopping cart.

• Tie in social media marketing for campaign on Facebook and Twitter – link to call or email.

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How To Define Success• “Click to Call” broadens winery outreach and contact rate beyond telesales giving a large return on a telesales campaign.

• More contacts, engagements and sales, plus upsell.

• Appending your data will clean up bad email and telephone contacts and return valid emails and phone numbers.

• Drive More Wine Sales!

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FINAL THOUGHTS

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The Heart of the Matter

AT THE CORE OF DIGITAL RETENTION:

CONSUMERS CAN LEAVE YOUR BRAND FOR

SOMEONE ELSE.

ALWAYS REMIND CUSTOMERS WHY THEY FELL IN LOVE WITH YOU

IN THE FIRST PLACE

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Hopefully It Starts With:

“You had me at hello…….”

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And Delighting Customers

Make Me Feel Special

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Contact Info

Daniel BishofbergerChatterbox/VinoVisitDaniel@chatterboxwinemarketing.com707-225-2704Find Me on LinkedIn at http://bit.ly/215msY1