Social Media Camp Workshop Series: Victoria

THE LIQUOR PLUS STORY

Rod Phillips @Rod_Phillipsrphillips@liquorplus.carodphillips@telus.net

LIQUOR PLUS: Case Study

Before and AfterSocial Media

BUSINESS PERSPECTIVE

Business is1) Profitability

2) Flavour

PROFITABILITY

ISMargin X Volume

FLAVOUR

IS1) All the things that differentiate you

from your competition2) All the things that identify you in

your customer’s mind

PRE-2003

• 89% of all retail liquor sales were through BC Liquor Stores.

• Postage stamp pricing throughout BC

• Private retail was known for being too expensive & short on selection

• No advertising

2003 LIQUOR PLUS OPENS• 100% of customers coming from

government stores

• Capitalize on perceived lack of service in government stores

• Change people’s pricing expectations

• Advertise our message

2003 -2005• Liquor Plus grows from 1 to 3 stores

• Bi-weekly price & item ads in the Times Colonist

• Wine talk on CFAX– Saturday afternoons

Changing pricing expectations Elevating service / knowledge expectations

2005 -2009• Liquor Plus grows from 3 to 4 stores

• Number of liquor stores servicing market area grows from 22 – 57

• Almost all competitors adjust pricing model to match us

• Customer counts flatten out

2009 NEEDS• Broaden our flavour to elements uniquely

us

• Seek professional help

• Renew our look

Enter Doug Brown of Copeland Communications

ARE YOU ON…..

JULY 22, 2009

SOCIAL MEDIA MEANS…

• Engaging your customers – listening

• Gain advocates for your business

• Opportunity to…

GO FROM…

TO…

Listening to your customers will…

• Add personality to your message

• Add soul to your company

EXAMPLE

What I thought I tweeted…“@Rod_Phillips $1 off 6 pack of Race Rocks Amber Ale for first

50 to reply or RT”

What I actually tweeted….“@Rod_Phillips $1 6 pack of

Race Rocks Amber Ale for first 50 to reply or RT”

What I actually tweeted….“@Rod_Phillips $1 6 pack of

Race Rocks Amber Ale for first 50 to reply or RT”

Was seen by over 2,000 people

Offer completed in 15 minutes

GAINED…

IDEAS GO VIRAL WHEN..

1. A trusted friend is the source

2. A trusted store advocate stands behind the message

3. A company promotes

LEAD TO..

WHICH LEAD TO….

WHICH LEAD TO…

I KNOW WHAT YOUR SAYING..

Where the hell does he find the time?

CAVEAT…

If part of your flavour is quality or value insure your posts have quality and value

FOOD FOR THOUGHT…

• In 2009 we spent $70,000.00 on advertising in traditional media

• We serviced 649,872 transactions

Cost / transaction: $0.11

FOOD FOR THOUGHT…

• Our total marketing budget in 2010 was $6,429.00

• We serviced 874,519 transactions

Cost / transaction: $0.007

WHAT IS OUR FLAVOUR NOW?

• More than price, selection, and location

• Includes our staff

• Includes our advocates

Programming Examples

• Tweet Deals

• Consistent Blog

• Consistent Message Intro

•Consistent Video

Tweet Deals

• Twitter Based Price & Brand offers.

A Test of How Your Business Conveys its Value.

Practice Before Moving On to other programming- if not

it is just advertising.

Tweet Deals

• Twitter Based Price & Brand offers.

Content is Key-Reader must understand the

value of propostion in two seconds.

-Content must inspire advocacy

Tweet Deals

• Twitter Based Price & Brand offers.

Random but Opportune Timing-Advertise upcoming offer 3 days

in advance-Offer in advance of competitors

schedule.

Tweet Deals

• Twitter Based Price & Brand offers.

Measurement-Measure Speed of Completion

-Measure Actual Reach-Measure Post-Offer Ripple.

Consistent Blog

• Quality Content that comes out on the same Frequency & Builds Anticipation

Facebook & Twitter are filling up with a lot of white noise. You will

build a bigger and more loyal following by quality posts with

consistent frequency.

Consistent Message Intro

• Key Flavour Messages Have Same Intro each time. Builds Anticipation.

I.E. Brew News, Wine Talk, Coming Soon, Question, Poll, Staff Pick, Pick O’ The Week,

Inspired By

Consistent Video

• Specific Messages in Specific Format.

Work In Progress but all of our Pick O’ Week are presented in

Video format.

FINAL THOUGHTS

• Be real

• Be concise

• Be engaged

@Rod_PhillipsRod Phillips LinkedInRod Phillips Google+

WIN a t-shirt

Question: What is the best way to sell a product or service?

WIN a t-shirt

Answer: Advocated by trusted friend?