OKANAGAN CRUSH PAD

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and around the association with dogs. OCP’s donations and association with <strong>PAD</strong>S suit the industry, their friendly brand personality, and attracts the targeted primary and secondary markets; however, it doesn’t differentiate the brand. OCP partners with Vancouver’s Sommelier of the Year to produce a unique vintage, designed by the winner (currently their Kurtis brand). Profits from this are donated to their Wine Campus Scholarship, for those studying viticulture and needing assistance. They also recently made a $5,000 donation to the foundation. This is an effective and strategic cause-related marketing effort as it relates directly to the company’s product. It meets the objectives of positioning OCP as a high quality winemaker, and creates exclusivity, as sommelier batches are limited. OCP’s “chicken pad” was recently created, using wine barrels fashioned into nesting boxes. Over 45 chickens are “sent out daily to manicure sections of the vineyards”, and also provide free-range eggs for the winery and vineyard staff. This is not a promotional effort, but simply a fun pet project that aligns with their quirky nature. Direct Marketing OCP communicates with their target audience on a one-to-one marketing level, primarily through email marketing and direct mail. These channels are appropriate for the business-to-business marketing model, as information must be personalized to each customer’s unique needs. Offers are based around OCP’s exclusive availability, prestigious products and the unique brand itself, versus discounts and promotions. This aligns with OCP’s objectives of being positioned as high quality brand. However, trade customers are mainly interested in their own margins and markup, meaning the value of the offer OCP provides is determined by how much OCP helps them meet their objectives; how OCP wines will affect their brand image, character, and drive sales. Offers are segmented and targeted based on individual needs. Contact information is pulled from their house list, or from manually generated response lists of prospective customers within the target market. OCP grows their database through event sign-up sheets, asking customers to join mailing lists at events and tastings, or through personal phone calls (depending on the level of engagement). Email Marketing Specific vehicles of email communication include transactional emails (invoices, confirmations, reminders), such as new product releases, limited/ exclusive batches), newsletters, and drip marketing emails (inform and support sales staff, generate new sales leads), via Constant Contacts’ email services. OCP also communicates with the media through email marketing (press releases, event invitations, product launches) to indirectly communicate with the target audience. Email communication is an easy, fast and extremely cost effective touch point for OCP to utilize. It maintains the personal levels of communication preferred by trade customers. This is a very appropriate channel, as high quality and relevant information is sent, reducing unsubscription rates and creating value for customers. Although, considering such a large ROI from email marketing in the business to business industry, OCP doesn’t nurture or support long term customer relationships as best they could. E-newsletters are sent seasonally, only to those who express interest on the OCP website. They contain new product releases, product information, news, suggested pairings, philanthropic involvement and general OCP company information. Shorter “Wine Wednesday” newsletter blasts are sent every week, however they contain repetitive and generic information, potentially causing readers to quickly scan the messages and delete them because information is not new, exciting or relevant (see Appendix D-1). As email has the highest response rate of all channels (about 20-30% higher than traditional direct marketing), OCP creates clear response options for the customer. Each newsletter and email contain the same format of clickable links to the website, directed links to topics mentioned in the letter, inquiry and media contact information, and links to OCP on social media sites - which can all be measured and tested. However, the messages are not action oriented; they don't contain exciting information that would trigger a response. LOGICAL ART Page | 11
This media selection is rewarding in terms of measurement and cost effectiveness. Email marketing is the easiest direct communication vehicle to measure, and can generate a high return on investment. Open rates and click through rates can be measured and monitored; however, OCP does not take advantage of these metrics to improve their communication. Emails, newsletters and blasts are sent whenever they are finished being written (between two and four in the afternoon). This is not an effective time of day to reach OCP’s primary target audience, as they have already checked their emails that morning. The fact that the blasts are sent on Wednesdays is effective, considering midweek emails are found to return the best yields (Comm 100, 2012). Also, subject lines, such as “Wine Wednesday Update”, are not interesting and don’t grab readers attention when skimming through the vast inbox. Landing pages are effective; they relate to the subject being discussed in the email. The long-term returns on e-newsletters outweigh the associated costs - each mailing costs between $0.20 to $0.35 to send (in OCP’s case this could be higher, as they have a smaller customer list), but have the potential to generate repeat purchases and loyal customers for life. OCP doesn’t take full advantage of their transactional emails to cross-sell, upsell, and effectively promote or position the brand. Although OCP communicates their brand personality through the humorous tone of mailings, no consistent messaging is delivered between channels, relating to the current campaign. The email and e-newsletter’s visual appeal is limited to the nature of informational transactions and templates provided by Constant Contacts; they are professional and flat. Newsletters contain generic stock photos, employee photos and a variety of colors and images that do not represent the crisp, modern, quirky brand character of OCP - an aspect OCP should be emphasizing, and capitalizing on. Direct Mail When clients receive their wine orders, they receive a handwritten thank you card or email, when appropriate (see example in Appendix D-2). Letters are written from Christine and Steve, and use a playful, conversational, humorous tone; this expresses and establishes OCP’s personality. A card sent to media during their launch last year, is included in Appendix D-3, as an example of OCP’s writing style. They are able to utilize this touch point because they are a small-scale company and can manage their clients on a one-to-one marketing level. OCP may also send printed newsletters (see examples in Appendix D-4), invoices and event invitations. This follow-up piece is appropriate for OCP to take advantage of, as they are focused on building relationships and lifetime customers (clients). The follow up notes/cards/letters reinforce the personable, friendly brand personality of OCP and is suitable for the target market and industry as wine is social and often gifted; thank-you cards are just common courtesy. The brand benefits of the products are indirectly shown as one of the images includes an egg-shaped fermentation tank and Okanagan facilities. It takes advantage of this touch point and closed loop communication, which reinforces a positive brand image. As trade purchases are large in nature, OCP can afford this highly personalized method of communication because the relationships and repeat orders generated from customers heavily exceed mail costs. Also, ride-along mailers (thank you cards) require no additional shipping costs as they are sent with pre-purchase orders. This extra effort creates a stronger relationship with the customer; a lifetime value that exceeds print and human labour costs. Social Media OCP uses social media to communicate with their secondary audience. OCP actively uses a Twitter account, Facebook page, and YouTube channel. They also manage Twitter and Facebook accounts for the Haywire and Bartier Scholefield brands. Twitter OCP actively engages with the larger community by posting and tweeting content that reinforces their brand personality (see Appendix D-6). They utilize this tool by tweeting constantly (about five to ten times per day) and creating discussions about their wines, media mentions, and events they take part in (OKCrushPad, 2012). This has allowed them to build a substantial follower base. LOGICAL ART Page | 12
Page 1 and 2: OKANAGAN CRUSH PAD
Page 3: Campaign Analysis & Recommendations
Page 7 and 8: OCP’s vision revolves around pass
Page 9 and 10: use dedicated distribution channels
Page 11 and 12: Target Market OCP’s primary targe
Page 13 and 14: Magazine Most established wineries
Page 15: Wine Access magazine The Vancouver
Page 19 and 20: Sales Promotion The sales promotion
Page 21 and 22: store. In order to position OCP acc
Page 23 and 24: Association with Okanagan Terroir O
Page 25 and 26: Improved Thank-You Cards - The call
Page 27 and 28: OCP could have used spiff promotion
Page 29 and 30: Industry Canada. (2011, 12). Establ
Page 31 and 32: Appendices Contents APPENDICES ....
Page 33 and 34: Appendix A-2 (The Province of Briti
Page 35 and 36: A-5 Competitor Wine Labels Campaign
Page 37 and 38: Magazine B-3 Magazine Online B-4 Wi
Page 39 and 40: C. Public Relations Media Coverage
Page 41 and 42: LOGICAL ART Page | 11
Page 47 and 48: Direct Mail D-2 Thank you card LOGI
Page 49 and 50: -4 My Pad Newsletter - Front LOGICA
Page 51 and 52: D-5 B.S. Newsletter LOGICAL ART Pag
Page 53 and 54: D-8 Blog D-9 Competitors Social Med
Page 55 and 56: E-3 Shelf Talkers LOGICAL ART Page
Page 57: G. Advertising G.1 Advertising Sche

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