VIRGINIA IS FOR WINE LOVERS!...IMC EXAMPLES - RADIO •WTVR 98.1FM Adult Contemporary •WARV...
Transcript of VIRGINIA IS FOR WINE LOVERS!...IMC EXAMPLES - RADIO •WTVR 98.1FM Adult Contemporary •WARV...
VIRGINIA IS FOR WINE LOVERS!
Campaign Presentation for the Virginia Wine Board
Amber Hallquist
Tim Scully
Troy Bauer
Troy Fredrick
Laura Bergen
BACKGROUND INFORMATION
• Wine Tourism Service
• Based in Richmond, Virginia
• Promotes Virginia Wine & Wine Tourism
• Focuses on 130 different wineries
•Promotes interest & education of wine
STRENGTHS & WEAKNESSES
• STRENGTHS:
• Only Virginia Wine Service
• 130 different wineries
• Current Promotions
• WEAKNESSES:
• Strong Competition (California Wine)
• Relatively Unknown
OPPORTUNITIES & THREATS
• OPPORTUNITIES:
• Capitalize on the health benefits of wine
• Appeal to growing pop of young consumers
• Virginia Tourism (Theme Parks, etc.)
• THREATS:
• Poor Economy & Gas Prices
• Huge saturation of wines
TARGET AUDIENCE
• Target Audience 1: 32-65 Years Old
• College Educated, Wine Connoisseurs• Mid – Upper Income• Enjoys the Arts, Good Food, and Gourmet Products• 50 – 64 Market Consume 30% of wine
• Target Audience 2: 23-32 Years Old
• College Educated, Upper Class• Alcohol Consumers• Computer & Internet “Savvy”
• Fact: These Targets Dine Out Often
MARKET
ONE TO ONE MARKETING
• Direct Mailings
• Sent to visitors of wineries
• Sent to 5,000 customers
• Achieve a 30% response rate (1,500)
• 53.4% return on investment
ONE TO ONE EXAMPLE
WEBSITE MARKETING
• Online Label Design Contest
• Label will be featured on a select wine
• Offered a free case of wine for winning
• Must create a Username & Login
• Consumer Personalization
• Check off wineries they’ve visited
• Rank wineries
• Receive special offers and discounts
• Website Features
• Locate Wineries, History, News
SALES PROMOTION
• Wine Tastings
• Run Promotions in early summer months
• Instant $2.00 coupons
• Used in conjunction with one-to-one
PUBLIC RELATIONS
• Highlight award winning wines through PR
• Advertise in Print Magazines that feature Virginia Wine
• Relay benefits of Virginia Made Wine
• Charitable Efforts
• Support of Local Farmers & Wineries
• Focus on Green Friendly Initiatives
IMC EXAMPLES - TELEVISION
• Food Network
• Travel Channel
• 30 Second Spots
• Assumption: Production Costs
• March – June, Bi Weekly
• 1-800 Number to Request Guide
IMC EXAMPLES - TELEVISION
IMC EXAMPLES - PRINT
• Virginia Wind Magazine
• Food & Wine Magazine (Northeast Regional)
• Travel Magazine (Northeast Regional)
• Full Color, 1 Page Ads
• April, May, June, July
IMC EXAMPLES - RESTAURANTS
• Specialty 4 Star Restaurants
• Encourage Trial of Virginia Made Wines
• Special Signage, Menu Items & Napkins
• Relay “Virginia is for Wine Lovers”
• Runs all year long
IMC EXAMPLES - RESTAURANTS
IMC EXAMPLES - RADIO
• WTVR 98.1FM Adult Contemporary
• WARV 100.1FM Adult Hits
• Relay benefits of Wine Travel
• Virginia is for Wine Lovers Slogan
• Website for more Information
• March – September
IMC EXAMPLES - INTERNET
• Google AdWords (Smart Search)
• Allows for $.60 per click through
• Yellow Pages Online
• 125,000,000 Search Monthly
• Banner Ads would appear
• Travel + Virginia
• February – August
IMC EXAMPLES - INTERNET
VIRGINIA WINE GUIDE COVER
BUDGET NOTES
• Results would be measured by website
• Based on # of clicks to Wine Board Site
• Based on # of brochure & guide requests
• Highest CPM:
• $52.31 – Television, Food Network
• Lowest CPM:
• $19.31 – Radio, WARV
• Average CPM:
• $28.32 – All Media Vehicles
AD BUDGET ALLOCATIONS
Television 22%
Radio 20%
Print 13%
Restaurant 15%
Outdoor 5%
Internet 25%
WHY THIS WORKS
• RIGHT TARGET
• RIGHT VEHICLES
• RIGHT COST
• RIGHT ADS
• RIGHT MEDIA
FOR THE RIGHT COMPANY