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Oregon Wine Month: DTC Recap & Forecasting - Shared screen with speaker view
Toby
27:18
For clarification, these numbers only include wineries using ShipCompliant? Any idea what percentage of wineries aren’t using ShipCompliant and how that might affect these numbers?
Morgen - WVWA
30:07
How can we correlate the data points to specific campaigns?
Morgen - WVWA
30:27
Attribution to digital / media spends?
Vanessa Hadick, Double Tap Marketing
30:36
When wineries submitted their DTC #s for the study, did they include or exclude Club shipments? April/May is prime spring club shipping timing
Toby
30:48
Thank you
Joel Kiff - Yamhill Carlton Winegrowers
31:03
One other challenge in interpreting shipping data is that (for us), shipping is very seasonal. We hold shipments all summer and send once the weather is cooler.
Vanessa Hadick, Double Tap Marketing
31:07
Q2: Kai, have wineries yet been surveyed to provide data for wine sales tied to their OWM efforts and/or those of OWB?
Morgen - WVWA
34:08
Do we know how the Washington State Wine Commission tracks their ROI?
Joel Kiff - Yamhill Carlton Winegrowers
38:44
Small wineries may not have the bandwidth to participate in providing marketing data (compared to bigger wineries)
tom@oregonwine.org
38:46
Thanks Danny
Vanessa Hadick, Double Tap Marketing
39:59
Good point Joel - something definitely worth brainstorming how to overcome/help with that
Joel Kiff - Yamhill Carlton Winegrowers
49:28
Happy to share, and I have to leave at 11.
tom@oregonwine.org
53:33
What data points could support the observation that OWB online marketing drove traffic to WVWA or other regional assoc. sites?
Morgen - WVWA
56:00
We would like to see a co-op program for paid search, digital ads, media hosting, etc.
Vanessa Hadick, Double Tap Marketing
59:23
Tom - Google Analytics
Vanessa Hadick, Double Tap Marketing
01:00:02
Also, FB / IG / Google Ad results
tom@oregonwine.org
01:09:31
Thank you Gina for the member survey summary and for your advance preparation
Laurie PDX Urban Wineries/Hip Chicks do Wine
01:09:44
Gina that was awesome! Thank you!
Donna Morris- Winderlea and OWB
01:09:58
Gina, thank you. A great summary and ideas.
tom@oregonwine.org
01:14:07
If you haven't met Robert, he's the Exec. Director of the Walla Walla Valley Wine Alliance
Kris
01:17:35
I have another meeting this morning but thanks very much for inviting me on this call—some important and exciting work here.I agree with Morgen’s assertion that OWM is really useful as a halo brand around Oregon Wine, and its important role in driving traffic from the OWM website to local regions and wineries. I see the creation of an aesthetically attractive and engaging resource database for consumers as a primary aspect of all campaign efforts moving forward. We are enthused about the continued re-visioning of OWM to engage wineries across the state primarily through digital means. My opinion is that winery promotion for in-person visits will also stimulate interest in businesses and online sales, and that it is not necessarily the responsibility of OWM to stimulate online sales (though this will likely be a tangential result of in-person promotion).
Kris
01:17:49
Our experience is similar to Robert’s in Walla Walla. May is typically our best month of the year due to wine club pick up (month-long), wildflower bloom, and nicer weather for our outdoor-only tasting room. I’m sorry to say that we have not promoted OWM since 2015 but see big numbers this month every year regardless. Probably all factors are to be thanked. It would be fantastic to feel connected to OWM efforts again and to begin promoting early so that we may see some benefits before May, for example in April. We are so busy in the month of May that we’re really looking to increase traffic in June.Thank you for keeping us in mind for additional planning efforts and if you would like us to be a part of any additional brainstorms on OWM please be in touch. Thanks for all of the efforts here and look forward to being a part of the re-envisioned OWM!
Morgen - WVWA
01:20:32
n0
Morgen - WVWA
01:20:36
No
Eugenia Keegan
01:22:43
J, not sure that most people know that.
Justin King
01:23:23
Limit per month, per DTC customer was 2 cases, now it’s 5
Justin King
01:24:57
Definitely need to look at both in-person sales at tasting rooms as well as online sales; those efforts will complement and feed each other.
Justin King
01:25:45
*compliment
Nora Lancaster
01:28:40
excellent suggestion, Teresa!
Toby
01:29:04
OWM means different things to different AVAs. Education should be a big part of the month. If consumers aren’t aware of all the different AVAs, online or in-tasting room sales are irrelevant.
tom@oregonwine.org
01:29:53
The positive change from 2 cs. shipped directly per mo. to 5 is for Oregon residents
Justin King
01:30:17
Thanks Tom
Kate Norris - Division Wine Co. + WVWA
01:33:59
100%
Kate Norris - Division Wine Co. + WVWA
01:37:07
Agreed with Morgen that leveraging both together that would be a good idea for the strength of the overall program!
Kate Norris - Division Wine Co. + WVWA
01:37:59
(take one “that” out of my previous sentence ;)
Nora Lancaster
01:39:26
Justin is a patient man.... : )
Justin King
01:39:38
Ha, thank you Nora
Morgen - WVWA
01:42:45
The 3-Tier group has discussed national campaign / efforts vs. targeted regions. This would drive our respective DTC efforts too. If 3-Tier is focused on Arizona as an example, we can target our DTC efforts to that state as another lay - media spend, media hosting, etc.
Morgen - WVWA
01:45:07
Now - for 3 tier and dtc
Morgen - WVWA
01:49:06
Could Tom talk about the budgeting process and timeline for this?
Morgen - WVWA
01:50:20
So 2022 OWM budget has already been approved in the current OWB budget?
Morgen - WVWA
02:02:49
Nice meeting Kai!
Kate Norris - Division Wine Co. + WVWA
02:03:20
Thanks all!!!
Toby
02:03:20
Thank you- very informative!
Andrew Bandy-Smith
02:03:22
Thanks, Kai and OWB team