OKANAGAN CRUSH PAD

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.
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