Digital Marketing Brief
September 2022
Why Digital Marketing?
Digital marketing can help you reach a far larger audience than you would be able to through more traditional methods. Digital marketing is more cost-effective and more flexible - you are never locked in, and you can always flex your spend up or down (or pause completely).
With digital marketing, you will be able to focus your advertisements on only the prospects most likely to lead to your desired outcomes.
Why Digital Marketing?
Digital marketing is measurable, meaning we will be able to show you exactly what your spend has accomplished.
Digital marketing allows us to complete with even the largest brands for share of voice.
We can adjust our marketing strategy to have an impact with our audience at any stage: awareness, consideration, or conversion.
Trefethen can reach its audience at certain key points in the conversion funnel by using different digital channels:
Marketing Levers
Awareness:
Introduce your brand to the right prospects
Google Display:�Awareness
Google display ads are eligible to be shown to users across over two million websites, videos, and apps. ��This is an affordable top-of-funnel advertising tool to build brand awareness. Top-of-funnel ads are an important step towards conversion but are unlikely to convert by themselves.
Google Display:
By utilizing custom-intent audiences, we can reach customers who are actively searching within the wine category and visiting competitor’s websites, but may have never heard of Trefethen. This can be used nationwide to boost awareness, especially of wines that are available via retail purchase.
Potential Spend:
Not currently recommended
Estimated Results at $500/Month:
450,000 impressions | 2,200 clicks
Key Performance Indicator:
Google Display’s main KPI is impressions. ��A secondary KPI for Google Display is traffic.
Consideration:
Help your audience learn Trefethen’s story and the value that you provide.
Social Media:�Consideration, conversion, post-conversion
Social media advertisements are a great place to tell your story. Through branded video, full-screen experiences, and carousel advertisements, you have huge flexibility in how you will show up in front of your audience.
Social Media:�Consideration, conversion, post-conversion
In addition to consideration, you can also use social media to drive conversions towards event sales and winery traffic. You can retarget website visitors or email subscribers to help them cross the finish line towards making a purchase, or keep you top-of-mind after they’ve converted.
Social Media
By advertising on social media in conjunction with email campaigns, we can lift revenue. By building a consideration funnel of advertisements around Trefethen’s experiences, we can boost traffic to the winery. By remarketing to website visitors, we can stay top-of-mind.
Potential Spend:
$1000 per Month
Estimated Results:
145,000 impressions | 1,450 clicks
Key Performance Indicator:
At the top of our consideration funnel, our goal is Ad Recall Lift Rate. At the bottom, our goal is Website Traffic, Reservations, and Sales.
Conversion:
Close the sale, book the reservation, and secure the club membership.
Google Search:�Conversions
Google search is uniquely positioned to reach people exactly when they are at a point of conversion - whether they are looking for a winery to visit or a bottle of wine to purchase.
Google Search
With a limited budget, Trefethen should focus on branded terms and lower-competition keywords. By running search ads on a schedule according to Trefethen’s operation hours, we can make your budget go further. To limit competition with large brands like Amazon and Wine.Com, we should focus our spend on driving visitation.
Potential Spend:
$1000 per month
Estimated Results:
15,000 impressions | 1,200 clicks
Key Performance Indicator:
Our KPI for Google Search will be Click-Throughs and, with proper tracking set up, Reservations.
Digital Customer Journey