OREGON WINE MONTH MAY 2016 Industry webinar: Tools, Tips and Examples
PRESENTING TODAY Carrie Hardison Education Manager Oregon Wine Board Jess Willey Marketing Manager Oregon Wine Board Christina DeArment Marketing Coordinator Oregon Wine Board
HOUSEKEEPING All attendees are on mute. To ask a question use your question tool in the task bar. We will answer questions as they come up but there will also be time at the end for Q&A. The webinar slide show and a recording of the presentation will be available to view or share on our website at: industry.oregonwine.org/education Follow-up email: survey, link to webinar, toolkit and checklist.
EDUCATION RESOURCES industry.oregonwine.org/education The slide show and recording of this webinar will be under Education Tools on the Education Resources page of the industry website:
WEBINAR AGENDA Oregon Wine Month campaign overview Direct-to-consumer examples and strategies Trade programming Wholesaler engagement Off-premise strategies On-premise strategies Toolkit Review Q&A
CAMPAIGN OVERVIEW
OREGON WINE MONTH 2016 OREGON WINE MONTH OBJECTIVES 1. Build the Oregon wine brand with consumers 2. Create a platform for winery programs 3. Encourage a swell of trade support
WHAT IS THE OWB PROVIDING IN 2016? Consumer-facing media and promotion Campaign materials Press outreach Online consumer hub Trade programming: distributors and accounts Ideas, inspiration and checklists
CHECK OUT THE TOOLKIT! industry.oregonwine.org/marketing Access the toolkit access under the Oregon Wine Month tab.
OREGON WINE MONTH 2016 MEDIA PLAN MULTI-CHANNEL Print, online, radio, social MULTI-STATE Oregon and Washington TARGETED OUTREACH High end wine consumers BROAD EXPOSURE Mid-March to end May
OREGON WINE MONTH 2016 MEDIA PLAN PRINT week of: 3/21/2016 3/28/2016 4/4/2016 4/11/2016 4/18/2016 4/25/2016 5/2/2016 5/9/2016 5/16/2016 5/23/2016 Portland Monthly April May Southern Oregon Magazine Spring 1859 Magazine May/June Seattle Met April May Oregon Wine Press April May Sip Northwest Spring ONLINE ADVERTISING Portland Monthly Southern Oregon Magazine 1859 Magazine Seattle Met Travel Oregon Sip Northwest RADIO Sip Northwest Live week 1 week 2 week 3 week 4 week 5 OPB Radio PARTNER SUPPORT (TRAV. OR) TO.com editorial, Twitter, Facebook, Instagram, E-news CONSUMER SWEEPSTAKES SOCIAL MEDIA
OREGON WINE MONTH 2016 CAMPAIGN Wildly Sophisticated, Properly Oregonian advertising campaign tells stories of real Oregon winemakers Builds the message of the commitment to handcrafted wine, sustainable farming and the resulting quality that defines Oregon wine A variety of media outlets including radio and social media will be used to share a greater variety of stories from around the state
2016 CAMPAIGN Jim Bernau Willamette Valley Vineyards Among the first LIVE and Salmon Safe certified vineyards First in world to use Rainforest Alliance certified cork Leader in many environmental causes including wine bottle recycling refund, cork recycling, habitat protection and more One of America's Great Pinot Noir Producers.
2016 CAMPAIGN Bill and Barbara Steele Cowhorn Vineyard and Garden First biodynamic winery in Southern Oregon In hot pursuit of the Living Building Challenge certification Southern Oregon s Cowhorn wines are exceptional. -Matt Kramer
SIP NORTHWEST LIVE WITH BRIAN BUSHLACH Affluent consumer with passion for wine, fine dining and travel 50k+ listeners tune in each week in Seattle and Portland Coverage extends throughout OR and WA Five weekends of dedicated content (April 30 May 29) Two interviews per week All major regions represented Interviewees talk about Oregon at large not only their winery Themes include quality winemaking, sustainability, food friendliness Provides content for Oregon Wine website, social, etc. Retailers tie-in offered for chain partners
SOCIAL MEDIA EXAMPLES Social media helps build engagement with a targeted consumer audience and provides a platform to share stories of the real people behind the wines. #OregonWineMonth
DIGITAL ADVERTISING DISPLAY ADS E-NEWSLETTERS
CONSUMER SWEEPSTAKES
CONSUMER SWEEPSTAKES Help spread the word! Share with your audiences via social and newsletter (easy value-add to your fans) Help bring people to the website to see events Grow the OWB s consumer database for future outreach Materials available on the Tooklit, including links to sweeps entry page
OREGON WINE MONTH CAMPAIGN HUB
EVENTS CALENDAR All OWM consumer communications point to OREGONWINEMONTH.ORG #1 page visited during Oregon Wine Month 2015 Events calendar available FREE for all Oregon wine events (winery, restaurant, retailer)
POINT OF SALE MATERIALS Bottle neckers Skewer cards Posters and case cards 4x6 table tent / bar top sign Customizable templates
DIRECT-TO-CONSUMER OPPORTUNITIES
DIRECT-TO-CONSUMER STRATEGIES Winery and AVA/Community Engagement Tasting room specials Mailing list promotions Winery events Wine club events Regional / community / AVA events Resources Available Graphics and templates to create your own materials! Consumer hub for event promotion Checklist for ideas
TASTING ROOM SPECIALS Use OWM materials to sell something different while offering something exclusive Celebrate Oregon Wine Month with a Family Affair 5/1 5/31 Family Cards are just $10 Good for 2 for 1 tastings at three wineries.
TASTING ROOM IDEAS Use OWM materials to communicate unique ideas that promote wine purchase. This template is available on the Toolkit! SUGGESTED PAIRING 2012 Bolton Vineyard Pinot Noir Reserve pairs beautifully with this rich and earthy recipe
MAILING LIST PROMOTION Promote your tasting room special to your mailing list using OWM templates and materials. This graphic is available on the Toolkit!
MAILING LIST PROMOTION Use OWM to sell more wine directly to your mailing list May is Oregon Wine Month! To kick off the celebration, we are offering a special promotion Use the coupon code ORWINEMONTHSHIP
CREATE YOUR OWN MATERIALS Customize your own Oregon Wine Month materials with your logo and branding!
WINERY EVENTS TO KICK THINGS OFF Oregon Feast at Del Rio Vineyards Join us as we kick off Oregon Wine Month with a one of a kind Oregon themed evening, embracing Oregon culture and community. Get your lumberjack on! When: Friday, May 1st 2015 Time: 5:30PM Where: Del Rio Vineyards Park Featuring: Gold Rush Cider, Fresco Cuisine, Del Rio Vineyards Wine & Jeff Kloetzel Music Tickets: $55
WINERY EVENTS
WINERY EVENTS THAT ONLY YOU COULD DO Offer a unique winery event that expresses your brand culture. A live art installation depicting the magic of winemaking unfolds beside our tasting room during Oregon Wine Month.
WHEN ALL ELSE FAILS GO BIG!
AVA/COMMUNITY EVENTS May 3, 2015 @ 3:00 pm - 6:00 pm Union Pine, 525 SE Pine St. Portland, OR. Kick off Oregon Wine Month with some Urban Wine! Join our twelve winery members of the PDX Urban Winery Association for an afternoon of wine, food and fun. Each winery will be pouring 2-3 wines and you will have the chance to hear about the wines from the owners and winemakers. Bottles will be available for sale and we will offer discounts on 6 and 12 bottle purchases. Mix and match wines from your favorite wineries for the discounts! Small plates provided by Cuisinières Catering. Tickets are $40 at the door so we encourage you to prepurchase online by April 30th.
AVA/COMMUNITY EVENTS Participating Wineries: Angela Estate Argyle Winery Aubichon Cellars Four Graces Cathedral Ridge Chapter 24 Vineyards Dobbes Family Estate Domain Trouvere Duck Pond Cellars Hyland Estates Le Cadeau Vineyard Panther Creek Cellars Ponzi Vineyards Tertulia Cellars
AVA/COMMUNITY EVENTS
AVA/COMMUNITY EVENTS Offer a special self guided tour through your AVA in May! Roam the Rogue Spring Wine Tour Wind your way through the gorgeous Upper Rogue Wine Trail tasting award winning wines while enjoy nibbles at each winery. This self guided one day tour gives you access to all seven of the participating wineries and includes a commemorative wine glass, two wines tastes at each location as well as food pairings.
D-TO-C: WHAT YOU CAN DO At your next AVA meeting, plan an Oregon Wine Month kickoff event, month-long passport or other special activity to bring tourists to your area OWB will give special emphasis to promoting multi-winery events Tell your mailing list that Oregon Wine Month is coming in May and that all month long it s a great time to visit Oregon wine country Start planning a special event for your wine club members, a promotion for your mailing list and a special for your tasting room Submit planned events to the consumer calendar (find the link on the Toolkit!)
DIGITAL AND SOCIAL OPPORTUNITIES
DIGITAL STRATEGIES Help spread the word about Oregon Wine Month! Social Media examples Instagram Facebook Twitter Newsletter examples Integrate with OWB social media efforts What you can do checklist
SOCIAL MEDIA INSTAGRAM
SOCIAL MEDIA FACEBOOK
SOCIAL MEDIA TWITTER
DIGITAL MEDIA NEWSLETTERS
DIGITAL MEDIA WHAT YOU CAN DO Participate in the Oregon Wine Month 2016 social media campaign! Send a picture along with a short caption through the Toolkit OWB will choose most compelling images and stories to share through its social media campaign Use graphics provided in the Toolkit to update your cover photo or create your own Oregon Wine Month imagery Use the campaign hashtag! #OregonWineMonth
TRADE ENGAGEMENT OPPORTUNITIES
2016 DISTRIBUTOR REP CONTEST OREGON WINE MONTH REP OF THE YEAR CONTEST Two reps one on-premise and one offpremise will be recognized as Oregon Wine Month Rep of the Year based on performance during May. Each receives their own Wildly Sophisticated, Properly Oregonian print ad, which will run in the Oregon Wine Press in fall 2016. ALL distributor sales reps are eligible and ANYONE can submit a nomination! CONGRATULATIONS Candice LaTourette and Kelly Dougherty of Young s Market Company, 2015 Oregon Wine Month Reps of the Year!
WHOLESALERS: WHAT YOU CAN DO Get Oregon Wine Month plans in place with your distributors (in and out of state!) Tell your distributor about the Rep of the Year contest and nominate them if they deserve it! Sell sheet for Oregon Wine Month Rep of the Year available on Toolkit Nomination form coming in late May Share the OWM materials and programming Distributor presentation available to download on Toolkit Ask about opportunities to present to their team Plan a sales goal for your distributor for the month of May or the second quarter (April June) Think about what unique experience you can offer if the goal is met: Dinner with the winemaker? A stay in your guesthouse? Make a bigger splash by combining resources with other Oregon wineries working with the same distributor
OFF-PREMISE STRATEGIES WINE STEWARD DISPLAY COMPETITIONS
2015 DISPLAY EXAMPLES
OFF-PREMISE: WHAT YOU CAN DO Activate at independent retail accounts / bottle shops Schedule tastings, a time to greet patrons, wine and food pairing sampling events Submit planned events to the consumer calendar (find the link on the Toolkit) Share POS materials (available for printing on Toolkit) Skewer cards Case cards Shelf talkers Bottle neckers Posters Customizable signs
ON-PREMISE STRATEGIES On-Premise Engagement OpenTable partnership OWB on-premise promotions Oregon Wine A-List restaurant server incentive Customizable templates Resources Available Downloadable POS materials (available on Toolkit) Table tents, menu templates, sell sheets
OPENTABLE PARTNERSHIP NEW PARTNERSHIP: OREGON WINE MONTH ON OPENTABLE Goal: increase on-premise participation in Oregon Wine Month OpenTable restaurants can participate by offering a month-long Oregon wine promotion in May Participants will be featured on OpenTable s Oregon Wine Month promotional page and in its proven online campaigns Restaurants not on OpenTable are also invited to participate and will be promoted on the oregonwine.org restaurant promo page To be included, restaurant promotions must be submitted through this short form (also on the Toolkit): http://bit.do/owmeventform
OWB ON-PREMISE PROMOTION OWB will promote all on-premise activity through digital advertising, its social channels and consumer newsletter Restaurant promotion plans should be submitted to OWB by filling out this form: http://bit.do/owmeventform
OWM A-LIST RESTAURANT ENGAGEMENT Oregon Wine A-List restaurants have been directly contacted by OWB to encourage their participation. OWB offering $50 server incentive to participating A-List restaurants Details about month-long promotion must be submitted here to receive server incentive: http://bit.do/owmeventform
ON-PREMISE INSPIRATION: MONTH-LONG PROMOS TOP IDEA: OREGON WINE MONTH PRIX FIXE MENU Pitch restaurants on a month-long Oregon Wine Month prix fixe menu complimented with Oregon wine pairings. Winemaker(s) could come in for an evening for staff training and to meet with guests. Other ideas for month-long offerings: One special Oregon Wine Month dish with pairing Oregon wine flight Oregon wine BTG features 10% off Oregon wine bottles
ON-PREMISE INSPIRATION: MONTH-LONG PROMOS Menu inspired by sommelier James Rahn at The Heathman. Menu templates can be downloaded and printed from the Toolkit.
ON-PREMISE INSPIRATION: MONTH-LONG PROMOS
OREGON WINE MONTH ON-PREMISE MATERIALS Bar-top table tents, customizable menu inserts and table top feature cards in various sizes available to download on the Toolkit OREGON BY THE GLASS SPECIALS 4x6 table tent Argyle 2011 Vintage Brut $7/gl Phelps Creek 2013 Estate Pinot Gris $7/gl Stoller 2012 Reserve Chardonnay $8/gl Brandborg 2011 Benchlands Pinot Noir $8/gl Winderlea 2012 Dundee Hills Pinot Noir $9/gl Seven Hills 2012 Cabernet Sauvignon $9/gl
ON-PREMISE: WHAT YOU CAN DO Reach out to your top accounts to share the OWM plans and OpenTable partnership Help restaurants set up month-long promotion (you can help them out by submitting the details for them at http://bit.do/owmeventform) Develop your own server incentive Set up a Meet a Maker dinner and submit to the event calendar Share the program materials with your distributor to use in selling your wine to on-premise accounts
WRAP-UP
TOOLKIT REVIEW industry.oregonwine.org/marketing Access the toolkit access under the Oregon Wine Month tab.
COMPREHENSIVE CHECKLIST Find it on the Toolkit!
QUESTIONS?
THANK YOU