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John Landry
Beerman
Creative Strategist
Heather Magazine
Manager of Market Research
Happy Hour Hostess
Quenched
Beverage Branding Experts
Hannah Spurrier
Wine-O
Creative Strategist
Lauren Jarema
Project Manager
Fun Facilitator
Situation Overview
Research
Plan
Agenda
Tactics
Measurement &
Evaluation
Calendar
Budget
Situation Overview
Get Here.
COMPETITION is GROWING
Situation Overview
Source: SimilarWeb.com
Current
Customer
Feedback
What your customers are saying
Audience Segmentation
Situation Overview
Integrated Marketing
Conversion Generation
Research
Market Insights
Research
Market Insights
Alcoholic consumption decreases by aging generation
80% of
alcohol
drinkers drink
at home
Millennials are top beer, wine,
spirits and RTD consumers
Consumption is higher at
home than at restaurants
So what?
Retailers need to emphasize the benefits of the at-home experience through messaging, promotions,
Research and food or activity partnerships
Millennial Insights
Fastest growing
segment
+50% drink
>1x week
Drink Everything
Proud of
Experimenting
25% would
like see
more info
on food
pairings
Specialty Retailers
are their Stores!
So what?
TWM must target Millennials. And do so by providing relatable, personalized, engaging & easily accessible
content for this audience. Take advantage of their eagerness for trail and loyalty to specialty retailers.
Research
Millennial Insights
Millennials are unlike any population segment seen in the industry due to their
socially savvy ways and quest for all things authentic. These factors are driving
shifts in both the kinds of wines that are being produced and how companies are
marketing to them.
Source: .Mintel Reports
Historically, wine has been marketed to older generations and came with a huge
pretense. But this generation is blowing all of that out of the water. They dont care
about the pretentiousness of a wine, they want something that is authentic and
speaks to them. This is a huge marketing opportunity.
Research
Market Insights
Research
So what?
TWM must ensure that it allows an outlet for Peer recommendations too!
Source: .CrowdTap
Market Insights
So what?
TWM must tap into the revenue
potential of Mobile & Social
Media
Research
Source: .CrowdTap
Women are more likely to use spirits as a catalyst for party and
menu planning, primarily on blogs
So what?
TWM must allow for sharing & use Social platforms in a
targeted way
Research
Competitive
Analysis
What is your competition and what are
they doing?
Competitive landscape
Digital Retailers
Specialty Retailers
SWOT Analysis
Competitive Landscape
Independant
Retailers
Digital Retailers
Specialty Retailers
Competition
Grocery &
Club Retailers
Supermarkets and mass merchandisers
accounted for an estimated 42% of all retail
wine sales in the U.S.
Warehouse clubs are amongst the fastestgrowing retail channels for alcohol
Increased Selection, Support, Services
. Categories hard to locate online
Content is not extensive but can be rich &
engaging
Competition
Digital Retailers
Mobile is growth
Competition
California Based
Competition
Chicago Based
Focused on 21-40 yo
Competition
Texas Based
170+ Stores
Unsophisticated Website
Competition
SWOT
Mobile App
Current older
demographic
addressed
No middle man
Strong emphasis
on content
App enhancements
Millennial potential
Brand ambassadors
Partnerships
Referral sites
SEM
Changes in
Federal/State
Regulations
Increased
Competition
The Plan
Increase digital
conversions by
35%
20%
The Plan
20%
Key Publics
Digital Customers can be different
Who is she?
Seeking:
Influences:
Digital Domain:
Motivated By:
Key Publics
Who is he?
Seeking:
Influences:
Digital Domain:
Motivated By:
Key Publics
Who is he?
Seeking:
Influences:
Digital Domain:
Motivated By:
Key Publics
Awareness
Consumer Journey
Consideration
Decision
Source: thinkwithgoogle.com
Social Media
Facebook is the
top social media
platform in our
target
demographic.
Increase brand
awareness to lead
to direct searches
and conversions.
Content &
Community
Help consumers in
the research and
decision phase
with reviews
Continue
educating on blog
to strategically
promote offers
and build trust
Paid Media
Mobile App
Website
Creative
Optimize paid
and organic
keywords based
on what
consumers are
already
searching for
Promote content
marketing
emails with
calendar syncs
to in-store
events
Streamline
digital shopping
for one-click
purchase orders
Easy to use
checkout,
mobile friendly
Tangible and
surprising
content to help
convert.
Provide push
notifications
feature and
calendar sync for
in-store events
Center of
Digital TWM
Space
Leverage
influencers
already in
conversation
Brand
We like wine as much as our customers do. Access to the best wine, beer and spirits at the best price.
Brand Promise
World class service from wine experts to get exactly what you want at a great price.
Brand Platform
Campaigns
Blog Posts
#TWM
PESO
Reviews
Shares
Partnerships
Influencer Engagement
SEM
Keywords
Social media ads
Display ads
Website
Mobile App Blog
In-store POS -
Content
Brick & Mortar swag
Creative Deliverables
Social media
platforms
Partnerships
Social Media
Twitter
You are here.
32k followers
Various accounts for
different locations
Season-appropriate
content
Where you
could be.
Tactics
Instagram
You are here.
8400+ followers
Profile picture isnt
consistent
throughout
platforms
Visually appealing
photos
Product-pushing
Where you
could be.
Tactics
Facebook
You are here.
94K likes
Seasonal cover photo
Product-oriented
posts
Somewhat engaging
questions asked
Where you
could be.
Tactics
Pinterest
You are here.
4.1K followers
Overlapping
boards
Unclear Board
Names
Boards are
content- light
Fragmented
Where you
could be.
Tactics
Shoppable Boards
User curated boards
Time sensitive content
relative to significant
events and holidays
Develop Thoughtful
Boards with Millennial
End Users in Mind (Ex.
Party Planning; Holiday
Cocktail Recipes; DIY
Cork Crafts)
Build out boards
Pinterest 5x a day
YouTube
You are here.
591 subscribers
No regular posting
schedule
Stiff & dry videos
Where you
could be.
Tactics
Exciting and
conversational videos
Promote videos on other
social media channels
YouTube 1x week
Content
Consideration
Video Content
Internet persona as a
brand ambassador
Celebrity
Interviews
Keep it Fun
Tactics
Tailored Content
to Channel
How-To videos
Interviews
Recipes
Brand ambassador
appearances
Guest spots
Incorporate educational
content for the
consideration phase.
Quality Content
(professional videos)
Tactics
Encourage sharing
Internal links
Community
Engage TWM customers by creating an online
community where they can share their
knowledge, advice & recommendations.
Awareness
Consideration
Allow Total Discovery program and app to sync contacts and Facebook
friends
Tactics
Paid Media
Consideration
Search
Leverage non-branded
keywords consumers
are already searching
for
Tactics
Source: Similarweb.com
Look-a-like audiences
Tactics
Display Ads
Tactics
Source: alexa.com
Personal
Relevant
Timely
Tactics
Website
Your Digital Headquarters
Conversion
Focus on Conversion
Highlight Content
Tactics
Source: Forbes.com
Mobile App
Generate more in-app conversions
Conversion
Mobile App
Tactics
Event Invitations
Push Notifications
One-Click Checkout
Tools
Tactics
Creative + more!
Delight
Coaster
Campaign-specific
Digitally connected
Element of surprise
r glass
u
o
y
t
o
g
Youve x!
la
now re
ere to
h
w
w
o
(You kn refill)
r
get you
Your local Total Wine
Tactics
Partnerships
Tactics
Events
Tactics
Evaluation
Measurement
Objectives:
Gain and maintain the attention of current Total Wine digital consumers by increasing saved online accounts by 20% by the end of
the second quarter of FY 2016.
Expand current digital properties to gain and maintain brand loyalty among potential Millennial Total Wine digital consumers by
20% by the end of the second quarter of FY 2016.
Measurement
Social Media
Followers
Likes
Shares
Comments
Fans
Search
Content &
Community
Blog
comments
Video views
Peer Reviews
Rewards
Member
Reviews
Bounce Rate
Organic
Traffic
Paid Traffic
Unique
Visits
Value per
Visit
Order Value
Open rate
Traffic
Click
Through Rate
Printed
Coupon
Mobile App
App
downloads
In-app
purchases
Reviews
Linked
Rewards
Membership
Accounts
Find Store
Website
Bounce rate
Conversions
Time on Site
Average
Order Value
E-Commerce
% Total
Revenue
Survey
Creative
Reach
Store
traffic
Calendar
Calendar
January 2016
Content Publishing
1QTR
3QTR
2QTR
Feb 2016
Produce coasters
September 2016
Organize Pinterest
boards for Fall
Spring 2016
Organize summer 5k
wine run
Summer 2016
Launch Website in
May for Summer
4QTR
October 2016
Publish Halloween
Content
Start gathering
customer feedback for
2017 website updates
Holidays 2016
Publish Thanksgiving
Content
Publish Christmas
content
Budget
Budget
Breakdown
$5,000,000
Mobile App
Website
Paid Media
$500,000
$1,000,000
$500,000
$3,000,000
$1,000,000
Cheers.