| We help wineries build direct-to-consumer sales.
Over
75 wineries have entrusted Benson Marketing Group to provide
Direct Marketing services, which can be purchased as a suite
or individually.
The Direct Marketing Package, described
below, includes a customized mix of analytics, direct mail
and email, and webmastering--all geared to pay for itself
in incremental revenues. For these clients, the agency serves
as the winery’s virtual
Direct Marketing division.
Alternatively, clients can purchase these services
as stand-alone products. The agency can design your website,
create and execute your email campaigns, or drive traffic
to your site using our proprietary Web Marketing Toolkit.
DIRECT MARKETING PACKAGE
Benson’s Direct Marketing Package is appropriate for wineries interested
in: |
- Understanding your consumer—buying behavior,
perceptions of the brand, etc.
- Increasing consumer revenues and profitability from
websites and tasting rooms, as well as print and electronic
communications;
- Increasing wine club members, and the pool of prospective
wine club members;
- Extending the average lifespan of Wine Club members;
and
- Keeping websites fresh and updated.
|
| The package includes the following services: |
Campaign Launch: Month One Activities
During the first month of our engagement, we meet with the client to develop
a strategic calendar. We also include a review and analysis of the client’s
consumer communications. This includes a combination of the following: |
- Tasting Room Secret Shopper: We’ll assess
customer service, staff knowledge, approachability,
collateral, wine club invitations, and other
components of a memorable, and profitable, visit.
- Collateral Review: We review and recommend
improvements to wine club and tasting room print
materials.
- Communications Tools: We review and assess
telephone service, email inquiry response times
and other points of consumer contact for their
timeliness, accuracy, and completeness.
|
Strategic Marketing Calendar
Our professionals customize a strategic calendar that
integrates all direct marketing activities on one
page. This includes the wine release schedule, club
shipments, print and email campaigns, tasting room
promotions, etc., and helps us plan activities well
in advance.
Analytics
Our package includes a monthly report of key statistics
that drive your direct business, including online
sales, average order size, wine club growth, tasting
room statistics and email campaign tracking, among
other variables. |
Additional Services:
|
- RFM Report: We augment our
analytics program by downloading and sorting
data based on order recency, frequency and monetary
value. This allows us to, for example, create
one-time email and/or print campaigns to highly-targeted
customer segments. ($600 per month)
- Customer Survey: We recommend
conducting an annual, online survey of club members
and mailing list customers to assess how well
the winery’s communications campaign is
meeting their needs. ($2,500 per survey campaign)
|
E-commerce
Benson Marketing Group will work with your existing
shopping cart to maximize its
effectiveness, as well
as keep the online store updated with new products
and promotions.
Email Campaigns
Email campaigns drive 70% or more of online winery
sales. Our Direct Marketing Package includes writing,
formatting and blasting 10-12 email campaigns per
year to the client’s opt-in list. |
Additional Services: |
- Targeted Email Campaigns: We
can augment the ongoing email campaign with the
following targeted email campaigns ($150 per
campaign, unless otherwise indicated):
- New Club Members: Thank you emails to
all new members (monthly)
- Inactive Customers
- Birthday Emails: Send a special birthday
greeting to customers (monthly)
- Best Customers: Special offers to your
highest-revenue customers. (Available only
with RFM analysis; bid provided on request).
- Email List Clean: Quarterly,
we will send a print letter to customers whose
emails have bounced several times, encouraging
them to rejoin the email list. ($300 per quarter)
|
Direct Mail
The most successful direct campaigns combine email
and mail, so our programs include writing, formatting
and distributing 1-2 print pieces each year to the
client’s physical mailing address list. These
can be newsletters, postcards, order forms, or simply
letters; and they are often targeting the best customers.
Webmastering
We keep winery websites fresh. We allocate ten hours
per month for basic changes, including text and images,
updating the shopping cart with new products, etc.
Additional hours are billed at $150/hour but ten
hours typically covers basic updates to the website.
Significant changes, such as changes in website navigation
or design, will be bid on a project basis.
Quarterly, we review all website copy and images to
ensure they are accurate. We also review the site’s
aesthetics and functionality, and make recommendations
for improvements.
Pricing
Our goal is to generate incremental revenues that more
than pay for the agency’s fees. Monthly fees
for the Direct Marketing Package start at $4,000
per winery website, with additional services priced
as quoted in a separate proposal. Or, some wineries
opt to purchase the Direct Marketing Package and
additional services for a flat monthly fee of $5,500. |
|
| Service |
Direct Marketing Package |
Enhanced DM Package |
A La Carte Services |
| Campaign Launch: Month One |
Included |
Included |
|
| Strategic Marketing Calendar |
Included |
Included |
|
| Monthly Analytics |
Included |
Included |
|
| RFM Report (quarterly) |
|
Included |
$2,400 per quarter (only available with DM
package) |
| Ecommerce Management |
Included |
Included |
|
| Webmastering (up to 10 hours) |
Included |
Included |
|
| Email campaigns (10-12 per
year) |
Included |
Included |
Create, write, format, blast; $1,500 per
campaign |
| Best Customer targeted email
(quarterly) |
|
Included |
only available with RFM; $1,800 per quarter |
| Targeted monthly email campaigns
- new, inactive, birthday |
|
Included |
$600 per month |
| Email List Clean * (quarterly) |
|
Included |
$1,200 |
| Direct Mail * (1-2 per year) |
Included |
Included |
Call for quote on your specs |
| Total Monthly Cost |
$4,000 |
$5,500 |
|
| *Printing, postage and mailing
costs not included |
|
Save $600 per month! |
|
| Additional Services: |
|
| Diagnostic Business Evaluation |
$10,000 |
| Annual Customer Survey |
$2,500 |
| Email List Clean - update with
customer input |
$150 per hour |
| Web Marketing Toolkit |
$2,000 one time |
| Email List Manager Installation |
$2,000 one time |
| Website Design |
$10,000-$20,000 call
for quote |
INDIVIDUAL SERVICES
CUSTOMER ACQUISITION SERVICES
Increasing your list of prospective consumers is key
to taking a direct program to the next level. We
can develop a plan to address newly opened direct
shipping states, overlooked opportunities, as well
as partnerships and associations that are simply
unavailable to most wineries, agencies or independent
consultants. Let us know your goals and we’ll
build a program to achieve them: |
- Mailing list leasing
- Partnership development
- Co-marketing deals
|
INCREASE TRAFFIC USING OUR WEB MARKETING TOOLKIT
Benson Marketing Group's proprietary Web Marketing Toolkit
is a unique suite of ten tools that we have developed that
increase traffic from search engines, improve site functionality,
and improve positioning in yellow pages directories, among
other benefits. Think of it as an oil change for your website.
Price: $2,000 one-time charge.
|
|
SEARCH ENGINE OPTIMIZATION
Search engine optimization can improve revenue and raise awareness by driving more qualified traffic to your website. Benson Marketing Group has extensive knowledge of search engine optimization techniques and strategies as well as a deep understanding of the wine market. This combination allows our clients to enjoy the benefit of great 'organic' search engine rankings, meaning results that are not paid advertisements. Just as you would not choose an Optometrist to perform an appendectomy you should choose a search engine optimization provider with experience in your vertical market.
Search Engine Optimization begins with an analysis of your website that we call Web Marketing Toolkit, priced at $2,000. Then, on a quarterly basis the agency will re-evaluate keywords and recommend adjustments as necessary. The agency can make these changes at an hourly rate or can work with your webmaster to have the changes made. Once the changes have been implemented, agency will blast your site out to over 130 search engines to request them to re-index your site to incorporate these changes into their databases of results.
The search terms that consumers use to find information on the Internet are constantly evolving and this service ensures that your website will keep pace with the changing interests of your consumers. Pricing is $1,250 per quarter. |
WEBSITE DESIGN
Add some zip to your website with a fresh new design that updates your brand.
Avoid the costs and cookie cutter look of sites designed by the mega-agencies.
Most design projects cost between $10,000 and $15,000. Some of our creations: |
|
DIRECT EMAIL: DRIVE SALES, STAY IN TOUCH
Email campaigns drive 70% or more of online winery
sales. We've installed Email List Manager, a state-of-the-art
tool used by thousands of companies, for more than 45 wineries.
The technology collects emails automatically (eliminates
re-keying), manages and segments lists, blasts campaigns,
and reports results with sophisticated, 24/7 online reporting.
If you’re still using Outlook to send email campaigns
and manage lists, this is your answer. Our one-time fee includes
installation, email list cleaning, design of customized email
template, etc.; that is, everything you need to get your
email program launched. Price: $2,000 one-time. |
Additional Email Services
Benson Marketing Group provides several options for your email campaigns. We’ll help you choose the one that best fits your requirements, resources and budget. We will provide as much or as little creativity and copywriting as you need. In all cases, we’ll format and test your campaign and provide you with drafts for your approval prior to blasting to your list.
$1500 – Create, write, format, test and blast email campaign
This is an excellent option for wineries that want to keep in touch with customers on a monthly or quarterly basis. These campaigns frequently include winery news, seasonal vineyard updates, wine club information, new releases and special offers. We’ll take your notes and talking points and then write to your specifications, offering insights we have gained from the literally hundreds of email campaigns we’ve blasted.
$150 – Format text and images, test, and blast email campaign
When you know just want you want to say, we’ll get your message out to your customer list.
$150 per hour - Edit text, format text and images, test and blast email campaign
This option provides a very effective way to manage your email campaign costs where you need some assistance but not the full writing assignment. We’ll take your text and images and add our insights, edits and wordsmithing. Costs vary with the amount of copy needed.
In order to give email requests the attention they deserve, and also to work within our very active calendar of email campaigns for our clients, we request 48 hours advance notice of your email requirements. For those with less than 48 hours advance notice, a rush fee of $200 may apply. |
Full Direct to Consumer Business Evaluation
Most businesses need a “check up” from time
to time to stay on track and ahead of the competition. Benson
Marketing Group can provide a full evaluation of the
current state of your online and offline marketing efforts. We
will review and provide a detailed written report with
recommendations on the following areas:
|
- Website – search engine optimization,
ranking reports, key words, url and domain name research
and recommendations
- Tasting rooms – how are customers engaged,
asked to sign up for the mailing list or wine club,
staff knowledge, customer service; secret shopper service
- Collateral material – wine club brochure and
application, mailing list form, tasting notes, bag
stuffers, club shipment box stuffers
- Direct mail and email campaigns – critique
of list, offer and creative design, response rate evaluation
|
The fee for this full diagnostic evaluation is $10,000.
Annual Customer Survey
We strongly recommend an annual survey of your wine club
members and other customers. The survey unveils the
thoughts and motivations of your customers – what they
like, and dislike, about your wine club, tasting room, email
campaigns, website, and more. We work with you to construct
an online and offline questionnaire that gets to the heart
of how customers perceive your brand. We summarize the results
and present actionable recommendations to help you rise above
the competition. The price for the annual survey is
$2,500.
Contact
For more information, contact Jeremy Benson, president, at
707.254.1107, or benson@bensonmarketing.com.
For a list of agency clients, click
here. |
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