Top 5 Things for 2010 and your Online Business

Elaine Marshall, ACWPMarshall Wine Consultingwww.marshallwine.com

925-784-1514

Here’s the list

• Email for 2010: Best Practices including Consistent patterning

• Segmentation improvement• Current promotions that drive conversion• Email and Social Media: The use of video• Website Merchandizing trends

Time Well Spent

• 3 to 1 axiom• More than just in Q4• Integrated approach• Consistent branding• Not only images• Use alternative text option for mobile/image

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Email Best Practice Examples: Basic Layout

Promo with comp. offer (not to scale)

With Text integration

Email Segments

• Think like a tasting room/retailer• Customers will tell you what they want by

their actions• Macro and micro• The personal touch – video use

Two different segments for same product

Current trends and winners:

• Go Green• Give and Get Yourself• Top List draws• Celebrity sells• Recipe/use connection, scarcity• Making your product relevant• Decision making in the home prior to

purchase

Scarcity, premium position

Specific Club Promotion

The trade, too.

• Trade is online• Viable segment• Sell direct, enhance visits• Don’t blast LinkedIn

Video and its connectivity

• One of the top conversion tools• Good for email, social, evergreen• Doesn’t have to be that professional, viral

works• Invite participation• Web broadcasts done easy

Website Merchandizing

• Flash is dead• Opinion counts – customer tips, reviews• Constant Updates• Mobile device integration• Seasonality• Home page interlink to drive particular

product sale

Use Customer Comments for Merchandizing

Product Special on Homepage Example

Effectiveness of Social Media on Conversion

• Democracy, not PR message machine• Locale determines conversion, the micro-audience

issue• Requires in-market conversion mechanism• New tools like Eventbrite, Tweet-up, FlipVideo,

FourSquare/Yelp/Google location aps, Ping• Soft benefits don’t go unnoticed – drive traffic,

demographic shift• How to track :SocialMention, CruVee

EventBrite

About Marshall Wine ConsultingElaine@marshallwine.com, 925-784-1514@ejerl Twitter, facebook as Elaine Marshall, OWC, LinkedIn

• Advanced Certified Wine Professional, Master of Wine Candidate• Over 11 years wine experience with emphasis in DTC sales and marketing,

including e-commerce, wine club, and direct mail.• Clients Include: Sunset Magazine Wine Club, Brooks Wines, Calistoga Cellars,

David Noyes Wines, Better Homes and Gardens Wine Club, San Francisco Chronicle Wine Club, Signature Wines, Kapcsandy Winery, Avventura Vintners, Scott Harvey Wines, Les Confrerie des Chevaliers du Tastevin, Windsor Vineyards, and “Wine Women & Shoes”.

• Former wine retailer, importer • Private label brand developer• Wine Educator for both trade and consumers.• Published wine writer, featured in Diablo Magazine, WineBusinessMonthly.com,

AllExperts.com, Intowine.com, and Sunset Magazine