OKANAGAN CRUSH PAD

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Brand Character and Personality The language and tone of OCP’s email marketing elements are personable and represent the brand character well - and do not need to be altered. The visual layout of email blasts, e-newsletters and direct mail pieces need to be more representative of the brand, with an appealing visual format and/ or letterhead, consistent with the new brand image and other campaign elements. OCP could be investing more in developing their client relationships through their direct mail channel, such as sending them gifts, like a bottle of wine for the office to enjoy, or appropriate OCP advertising specialties. Their target market is relatively small, meaning efforts to improve 1:1 selling and communications would be valuable, and easy to execute. Direct mail could also have been utilized to send pieces that would attract attention and have staying power, such as unique printed articles or wine posters/ calendars. Content of messages can also be improved. Messaging is currently “company-focused” (look how well our new wine has been rated), versus consumer benefit focused. Interesting, shareable articles could be “blasted” so that they stand out in the email inbox and attract attention, even amongst personal emails. This would position OCP favorably in the audience’s mind, further build relationships, and capitalize on the trend that people are reading their business and personal emails together. This also means that it makes sense for OCP to utilize technology to create emails with a mobile friendly interface. Association with Okanagan Terroir Email and content links can be improved to showcase this. Increase Brand Awareness OCP could take advantage of transactional emails to improve customer loyalty and drive sales, by using suggestive selling techniques and up selling. Customers who currently stock or sell Haywire Pinot Gris by the bottle, for example, may also be interested in selling Haywire “raised in concrete” Pinot Gris. This would be effective in reaching these customers, as they already open invoices and bills that are emailed. Email marketing communications would have been more effective if they were sent at an appropriate time of day for the audience - before work around 6 a.m., or lunchtime at noon (Kessler, 2012). Wine Wednesday blasts should have been written prior and scheduled via Constant Contacts. Subject lines could be made more interesting. OCP could take advantage of the email marketing metrics provided via Constant Contact, to better gauge what works and what doesn’t. This would have allowed OCP to improve overall effectiveness and maximize this influential channel. Direct mail could have been used to cross-sell and take advantage of a prime, follow-up touch point with consumers, via previously used “wit” sampling tubes. A wit of a new wine, or one currently not sold at that location, could be included for resellers to taste when receiving their OCP orders. This could have increased brand awareness, and driven demand for the delicious product. Okanagraffiti Campaign Pieces Two brochure executions will be presented; one focused on consumers featuring, used at trade shows and distributed during special public events and at retailers, and the second aimed more at commercial buyers looking for more factual product information and contact details. LOGICAL ART Page | 19
Improved Thank-You Cards - The calling cards will use the full colour Okanagraffiti image, and OCP logo with text. The inside will remain blank to keep the card versatile and personalised, while the back will once again feature the OCP logo. The attractiveness of the card will make recipients hesitant to simply throw it away - it is beautiful enough to be kept and shown off, rather than just showing people and images specific to OCP; it looks like a small piece of art. Brochure: Consumer Focus - The cover of this brochure uses the familiar concrete theme and “Raised in Concrete” trademark, and the Okanagraffiti image. The copy speaks more of OCP’s features rather than simple facts. Inside the brochure, rich, colourful background images along the Okanagraffiti theme persists, with an introduction to OCP as well as the Haywire and BS stories. The campaign tagline “Wine Done Different” is also clearly shown. Pictures of the unique concrete eggs and the large “O” sign representing OCP are superimposed. The back has inspirational text and an introduction to the team, showing them in fun, inspiring situations to emphasize their friendly nature. Brochure:- Retail/Restaurateur Focus - This brochure follows a similar layout and style as above. The cover will clearly state it as a sell sheet, since inside it has specific information regarding the wines, their pairings, RRSPs and composition data. This alludes to the fact that it is aimed at trade buyers. The rear sections of the brochure show images of the various wines and interesting quotes from positive reviews. Mention of their on-tap/kegging and boxing abilities is also provided, for the benefit of retailers and restaurateurs. Information is provided regarding who to contact to order, and also mentions their shipping and discount options, and the campaign tagline also shown; “Wine Done Different”. The overall intent of the brochure is to make it easy for commercial buyers to make the purchasing decision by balancing the right amount of information and inspiration they may need. Social Media Recommendations Social media has been analysed in its entirety below as part of OCP’s direct marketing tactics Brand Character and Personality OCP uses social media to directly communicate and inform end consumers and retailers. They keep their content intriguing, informative and witty; requiring only minimal adjustments in order to be more effective in reaching objectives. Their tone is conversational, which successfully engages their audience. However, the tone is very “us-focused” and would have been more successful in building a loyal audience if they posted content that was consumer-benefit oriented. This engagement is important because it allows potential consumers to understand the OCP brand character, and drives traffic to their website to learn, buy, or engage with OCP. Although there are no tangible results from receiving followers and likes, it does signify that the awareness of the OCP brand is growing and end consumers are acting on OCP. Also, as businesses such as retailers and restaurants engage in one-to-one communication with their target audience, awareness is brought to the brands or products they sell. Therefore, businesses that sell OCP products could reply, “hashtag” or share something related to OCP through social media; further increasing OCP’s awareness and driving consumer demand. The blog featured on OCP’s website is active and their activity should be maintained. It allows OCP’s audience to source information that may be relevant to them. Also their YouTube channel has great branding videos that the primary market. Association with Okanagan Terroir OCP is a believer in community involvement and lending a helping hand, but they don’t do much to portray that within social media. They could improve on involving the locals more through incorporating different posts directed towards the Okanagan community and local businesses. For example, having local businesses post pictures of people attending their restaurants and drinking OCP wine. LOGICAL ART Page | 20
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 and 16: Wine Access magazine The Vancouver
Page 17 and 18: This media selection is rewarding i
Page 19 and 20: Sales Promotion The sales promotion
Page 21 and 22: store. In order to position OCP acc
Page 23: Association with Okanagan Terroir O
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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