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Quenched

Beverage Branding Experts


Making the beverage buying experience a no-brainer.

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

The Nations Largest spirits chain with over 130

Get Here.

superstores from coast to coast

Grown from 1 Store in 1991 to 130+ Stores

Generating over $1.6 Billion in revenue

Over 8,000 Wines, 3,000 Spirits & 2,500 Beers

490k online visitors in the last 6 months

TWM App Downloaded 750/week

COMPETITION is GROWING

Strategy for Growth

Situation Overview

You are here.

Source: SimilarWeb.com

Current
Customer
Feedback
What your customers are saying

I go to Total Wine for the hard to find or


expensive items, but not for table wine
I go there if I want to try something
new
They have knowledgeable salesman who
dont make me feel stupid
I wish ordering online was as easy as
ordering on Amazon

How we can help.

Audience Segmentation

Situation Overview

Integrated Marketing

Conversion Generation

Research

Market Insights

Research

Source: .IBIS World Report

Market Insights
Alcoholic consumption decreases by aging generation
80% of
alcohol
drinkers drink
at home
Millennials are top beer, wine,
spirits and RTD consumers

Gen Xers &


Baby Boomers
are most likely
of them

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

Source: Mintel Reports

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

Source: .Fox Business

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

What do Alcohol Consumers like to Share?

47% of beer drinkers share their knowledge of beer with


others.

This Rises to 53% among craft beer drinkers.

Spirits drinkers sharing cocktail recipes on Facebook and food


blogs

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

Source: .Mintel Reports

Competitive
Analysis
What is your competition and what are
they doing?

Competitive landscape
Digital Retailers
Specialty Retailers
SWOT Analysis

Competitive Landscape
Independant
Retailers

Grocery & Club


Retailers

Digital Retailers

Specialty Retailers

Mom & Pop Stores


Bodegas

Competition

Total Wine & More is roughly 3.3%


of Total Market Share

Opportunity for Growth


Increasing 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

Digital Retailers face Regulations

Wine.com (Liqiour.Com, Whiskey.com, Amazon Wine)

3rd Largest Wine company in the world

Mobile is growth

Technology Driven Site

. Personalized Marketing Content

LiveChat Concierge Service

Surprisingly Poor Social

Competition

Specialty Retailers: BEVMO

California Based

+160 Stores: CA, WA, AZ

Studied Approach to Social Media

We Keep the Content Light & Fun (Director of


Marketing)

Newly Launched Website & Mobile Compatible

Facebook, Twitter, Pinterest, Instagram, Email

Exploring opportunities for textings, video and mobile


app

Competition

Specialty Retailers: BinnYs

Chicago Based

Largest Mid-West Alcohol Retail Chain

Priority e-commerce & social media

Focused on 21-40 yo

Platforms: Facebook (daily), Twitter, Pinterest,


Instagram, Email

Mobile-friendly Website; Binnys app; Blog

Facebook, Twitter, Instagram, Pinterest, Blog

Content: Shareable, Fun, Relevant, Brief

Competition

Specialty Retailers: SPECS

Texas Based

170+ Stores

Family Owned & Operated 50+ Years

Unsophisticated Website

Social Platforms: Facebook, Twitter, Pinterest,


Youtube, Instagram, Blog, Radio

Drives Traffic to Stores

Competition

The good, the bad and the opportunity.


W

SWOT

Mobile App
Current older
demographic
addressed
No middle man
Strong emphasis
on content

App doesnt generate


conversions
Social media traffic is
low
Digital strategy based
on current customers,
not potential
customers already
digital

App enhancements
Millennial potential
Brand ambassadors
Partnerships
Referral sites
SEM

Changes in
Federal/State
Regulations
Increased
Competition

The Plan

Total Wine & More:


Making the beverage buying
experience a
no-brainer.

Where we will go Together

Increase digital
conversions by

35%

Expand current digital


properties among potential
Millennial TWM digital
consumers by
Increase saved
online accounts
by

20%

The Plan

by the end of the


second quarter of
FY 2016.

20%

by the end of the second


quarter of FY 2016.

by the fourth quarter


of FY 2016.

Key Publics
Digital Customers can be different

Who are they?


What makes them different?
How can they be reached?
What is their Journey

Our people: Wine Lover Wendy

Who is she?

Young working mothers ages 28-45


College educated, earning $40k-$80k/yr

Seeking:

A low pressure, educational, and convenient


shopping experience in an upscale retail location.

Influences:

Peer recommendations through social media and


content through email

Digital Domain:

Facebook, Pinterest, YouTube, Mommy Blogs

Motivated By:

Sales, seasonal entertaining, and in-store


promotions

Key Publics

Our people: Beer Drinker Bruce

Who is he?

Young professionals ages 25-40


College educated, earning $40k-$120k/yr

Seeking:

Purchasing beer should be easy, especially when


I know what I want. I also enjoy discovering new
and hard to find beers to share with my friends.

Influences:

Mainstream media, digital outlets, social media


and peers.

Digital Domain:

Twitter, Instagram, Facebook, YouTube, Beer


Blogs

Motivated By:
Key Publics

Unique selection, limited release and seasonal


brews

Our people: Social Spirit Steve

Who is he?

Mid-career professional aged 30-45 $100K250k/yr, has an advanced degree

Seeking:

A knowledgeable salesperson who offers rare and


expensive spirits he can showcase to his dinner
party guests.

Influences:

Thought Leaders, Colleagues, and Tastemakers

Digital Domain:

Subscription and traditional online news outlets,


Twitter, Facebook, Email

Motivated By:

Exclusivity, ego driven, indulgence, concierge


services and personalized shopping experiences

Key Publics

How our audience converts.


The consumer buying journey for a large business in the food & drink industry in the U.S.

Awareness
Consumer Journey

Consideration

Decision
Source: thinkwithgoogle.com

The game plan.


Goal: Establish Total Wine & More as the digital destination for Millennial beverage consumers

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

Email

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

With us, youll get a Total Wine experience.

Mobile App experience

Campaigns

Social Media Enhancements

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

Promote content on relevant platforms


to lead consumers to landing pages,
blogs, promotional codes or coupons.

Less than 1% of traffic comes from your


social channels. Use it to your advantage!
Awareness
Source: blog.bufferapp.com/how-often-post-social-media

Twitter
You are here.

32k followers
Various accounts for
different locations
Season-appropriate
content

Where you
could be.

Tactics

Tweet regular promos for


products
Engaging photos and
questions for customers.
Consolidate accounts
Develop brand guidelines
for consistency
Promote tweets for
extended reach
Tweet 3x a day

Instagram
You are here.

8400+ followers
Profile picture isnt
consistent
throughout
platforms
Visually appealing
photos
Product-pushing

Where you
could be.

Tactics

Routinely ask customers to


share their photos and
videos as they relate to the
brand under hashtags like
#TWM.
Leverage already popular
hashtags like
#DrinksintheAir
Instagram 1 to 2 times a day

Facebook
You are here.

94K likes
Seasonal cover photo
Product-oriented
posts
Somewhat engaging
questions asked

Where you
could be.

Tactics

Questions, polls and engaging


content
Respond to comments daily
Promote posts for extended
reach
Publish content while
consumers are thinking about
happy hour & thinking about
evening plans
Facebook 2x a day

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

Guide Awareness & Consideration


Make Current Content Accessible
Expand to New Types of Content
Establish Thought Leadership

Generate accessible authentic content


Awareness

Consideration

Video Content

Creative & visually


appealing

Internet persona as a
brand ambassador

Celebrity
Interviews

Timely & Holiday


related posts

Content that Trends


& is Shareable

Captivating & Quick

Keep it Fun

Stream Directly from


website

Tactics

Tailored Content
to Channel

How-To videos
Interviews
Recipes
Brand ambassador
appearances
Guest spots

Blog: Your Content Headquarters

Holiday related posts

User generated content

Incorporate educational
content for the
consideration phase.

Quality Content
(professional videos)

Tactics

Promotional content for the


decision phase

Turn consumers into brand


advocates.

Encourage sharing

Internal links

Community
Engage TWM customers by creating an online
community where they can share their
knowledge, advice & recommendations.

Awareness

Conduct regular social listening to


understand what consumers like
and dont like.
Respond to comments and reviews
daily.

Consideration

Connecting the TWM Community


Get Social

Allow Total Discovery program and app to sync contacts and Facebook
friends

Manage in store event registration through Eventbrite

See products friends review and like

Total Wine-O Referrals

Give/Get referral program

Tools for the Ultimate Hosts & Guests

Tactics

Stock the Bar Beverage Registry

What Should We Serve?

Paid Media

Immediately optimize landing page


for SEO
Research search terms for SEM
Create targeted social media ads

Pushing your brand past the goal line.

Consideration

Search

Leverage non-branded
keywords consumers
are already searching
for

57% of traffic comes from search


90% organic, 10% paid
39% come from Google
4% from Yahoo
3% from Facebook
2% from wine-searcher.com

Current top paid keywords:


1. total wine
2. liquor store
3. total wine and more
4. wine and more
5. total wines

Tactics

Source: Similarweb.com

Social Media Ads

Look-a-like audiences

Target those who have liked


relatable profiles

Pandora & Spotify Ads

Goals can be app downloads, site


visits and conversions.

Tactics

Display Ads

Tactics

.04% of traffic comes from display


Opportunity to place ads on popular sites our consumers are on:
Ebay
Barstool Sports
Rolling Stone
New York Times
BeerAdvocate; Untapped; Wine Enthusiast; Wine-Searcher

Source: alexa.com

Email

Personal
Relevant
Timely

Grow lead list, increase email engagement


and open rate.
Conversion

Tactics

Catchy Email Subject Lines


Timely Correspondence
Quality Email Design & Personalization
Include Call-To-Actions
Coupons
Membership Updates
Personalized birthday deals
Social media buttons
Keep Following Up

Website
Your Digital Headquarters

Center of Digital Marketing


All Properties Link to Here
Redesign for easier & more engaged
consumer interaction
Simplify Conversion

Conversion

Continue Website Redesign

Focus on Conversion

Highlight Content

Drive Organic Search

Ease Internal Website Search

Highlight In-Store Option

Mobile Site Redesign

Getting the current basics right

Mobile Friendly equals 67% More


Likely to Buy

Tactics

Mobile friendly sites means more


customers longer visits.

Mobile Unfriendly equals 61%


More Likely to Leave

Source: Forbes.com

Mobile App
Generate more in-app conversions

Simplified Website with tools


Push notifications sent before
happy hour.
Saved Purchase Orders for ease of
repeated purchase

Conversion

Mobile App

Tactics

Event Invitations

Mobile Calendar Sync

Push Notifications

Easy Access to Content

One-Click Checkout

Tools

In-Store Promotion of App


Located at Registers &
Tasting Stations InStore

Tactics

Creative + more!

Refine and engage leads with


surprising content
Leverage brick and mortar
interactions with swag that
connects them with the store

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

McLean Shopping Center


1451 Chain Bridge Road
McLean, Virginia 22101
(703) 749-0011

Tactics

Partnerships

Popular weekly blogger who uses a whole bottle of


wine in every Whine About It episode

Tactics

Highly followed blog where guests make drinks, show


recipes, etc.

Internet Personality The Fat Jewishs line of wine

Events

Tactics

Leverage in-person event sponsorship and community outreach to connect consumers


digitally. Campaign-themed hashtags, e.g. #WineRun #TotalWineRun

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.

KPI: Accounts opened and maintained, which lead to conversions

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.

KPI: Social media followers, likes, shares and engagement

Increase digital conversions by 35% by the fourth quarter of FY 2016.

KPI: Conversions, Cost per acquisition, Click through rate

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

Email

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

Launch new mobile app


updates

Content Publishing

SEM Keyword research

1QTR

3QTR
2QTR

Feb 2016

Publish Valentines Day


Content

Produce coasters

Send out brand


guidelines to all stores

= highest traffic months

September 2016

Publish back to school


mom blog posts,
mixed drink recipes
for neighborhood
parties

Organize Pinterest
boards for Fall

Spring 2016

Launch Mobile App

Publish St. Patricks Day


Content

Publish Easter Content

Organize summer 5k
wine run

Summer 2016

Launch Website in
May for Summer

Publish 4th of July


Content

4QTR
October 2016

Publish Halloween
Content

Start gathering
customer feedback for
2017 website updates

Holidays 2016

Aim up social media


presence with recipes
and wine pairings,
educational content

NYE drink recipes and


party ideas

Publish Thanksgiving
Content

Publish Christmas
content

Publish New Years


Content

Budget

Creative & Visual Content

Budget
Breakdown
$5,000,000

Mobile App
Website
Paid Media

$500,000
$1,000,000
$500,000
$3,000,000

App Scope Breakdown


App Component Cost
By Developer Hours
Rate: $150/hour

$500,000 = Minimum viable product


+ $200,000 = Complete App Design
+ $300,000 = Retainer (Maintenance,
support, monthly updates)
*Source: Clutch

$1,000,000

Paid Media Breakdown


$200,000 Facebook
$100,000 Twitter
$100,000 Youtube & Vimeo
$50,000 Pinterest
$50,000 Instagram
$50,000 Spotify & Pandora

BuzzFeed & Matt Bellassai


Partnership
Whine About It Sponsorship
$450,000
Display Ads Rotating Campaigns

Cheers.

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