OREGON WINE BOARD UPDATE · May 10 – Dr. Richard Smart Canopy Management and Trunk Disease...
Transcript of OREGON WINE BOARD UPDATE · May 10 – Dr. Richard Smart Canopy Management and Trunk Disease...
WINE TOURISM
CONSUMER MARKETING
TRADE MARKETING
MEDIA RELATIONS
INDUSTRY EDUCATION
TECHNICAL RESEARCH
OREGON WINE BOARD PRIORITIES
HIGH FREQUENCY HIGH END
CONSUMER RESEARCH
• Increased awareness, quality perception and availability remain major opportunities for Oregon wine
• Retail and restaurant staff recommendations are key influencers
• Familiarity with or prior visitation to a region is a major purchase driver
• Experience with Oregon wine in home market drives visitation to Oregon
WINE OPINIONS RESEARCH: KEY TAKEAWAYS
WINE TOURISM
CONSUMER MARKETING
TRADE MARKETING
MEDIA RELATIONS
INDUSTRY EDUCATION
TECHNICAL RESEARCH
OREGON WINE BOARD PRIORITIES
OREGON WINE COUNTRY TOURING GUIDE
REMINDER!
Review your Tasting Room profile for accuracy – deadline Mar. 1
Order guides for your tasting room – deadline Mar. 11
OREGON WINES FLY FREE
REMIND YOUR CONSUMER
AUDIENCES THAT
OREGON WINES FLY FREE!
See the Marketing Toolkit for resources and ideas at
INDUSTRY.OREGONWINE.ORG
Not enrolled? Visit the Toolkit to signup
WINE TOURISM
CONSUMER MARKETING
TRADE MARKETING
MEDIA RELATIONS
INDUSTRY EDUCATION
TECHNICAL RESEARCH
OREGON WINE BOARD PRIORITIES
OREGON WINE MONTH OBJECTIVES
1. Build the Oregon wine brand with consumers
2. Encourage a swell of trade support
3. Create a platform for winery programs
OREGON WINE MONTH 2016
OWM 2016: BUILD BRAND WITH CONSUMERS
MULTI-CHANNEL
Print, online, radio, social
MULTI-STATE
Oregon and Washington
TARGETED OUTREACH
High end wine consumers
BROAD EXPOSURE
Mid-March to end May
OWM 2016: BUILD BRAND WITH CONSUMERS
It’s Oregon Wine Month! We’re celebrating with 2-for-1 tastings all month long. Cheers!
4x6 table tent / bar top sign
Posters and case cards
Skewer cards
Bottle neckers
Customizable templates
THREE THINGS TO DO NOW
Order printed materials for your tasting room before Mar. 11
Alternately, download and print directly from the Marketing Toolkit
Tell your audiences (social, e-news) that Oregon Wine Month is coming… and what you’re doing to celebrate
Grab the logo/graphics from the Toolkit to enhance your message
Submit photos to be considered for the Oregon Wine Month social media campaign
OWM 2016: BUILD BRAND WITH CONSUMERS
OREGON WINEMAKER WEDNESDAYS FEATURED IN
ADVERTISEMENTS
DISPLAY CONTEST AT KEY CHAIN RETAILERS
AC
CO
UN
TS
OWM 2016: ENGAGE THE TRADE
ON PREMISE OFF PREMISE
“REP OF THE YEAR” COMPETITION
IPNC TICKET INCENTIVE
“REP OF THE YEAR” COMPETITION
IPNC TICKET INCENTIVE
DIS
TR
IB
UT
OR
S
THREE THINGS TO DO NOW
Share the programming and materials for Oregon Wine Month with your distributors
Set a sales goal for May (or Q2) for your distributor
Bonus: Make it bigger by joining forces with other Oregon wineries!
Talk to your top accounts to set up retail tastings, features at wine bars, by the glass specials and dinners at restaurants
Bonus: Submit these events to the consumer calendar!
OWM 2016: ENGAGE THE TRADE
• All OWM consumer communications point to OREGONWINEMONTH.ORG
• #1 page visited during Oregon Wine Month 2015
• Events calendar available FREE for all Oregon wine events (winery, restaurant, retailer)
OWM 2016: PLATFORM FOR WINERY PROGRAMS
THREE THINGS TO DO NOW
Plan your events and promotions for May now to get ahead of the game
Talk with your neighbors – start today! What will you do this year to entice people to your area?
Submit any and all events to the consumer calendar
OWM 2016: PLATFORM FOR WINERY PROGRAMS
2015 OREGON WINE MONTH EVENT EXAMPLES
Two-for-one tastings • Winemaker dinners • Live music at tasting rooms • Documentary viewing with reception • Retail tastings • AVA Block Party • Wine and
art events • “Fun run” • Passport event
WINE TOURISM
CONSUMER MARKETING
TRADE MARKETING
MEDIA RELATIONS
INDUSTRY EDUCATION
TECHNICAL RESEARCH
OREGON WINE BOARD PRIORITIES
WITH MORE AND MORE PEOPLE INTERESTED
IN THE OREGON WINE STORY…
AND MORE AND MORE PEOPLE (YOU!)
WANTING TO TELL THE STORY…
SHARING AND SELLING THE OREGON WINE STORY
HOW DO WE SHARE OUR UNIQUE STORY
WITH THE WORLD IN A WAY THAT
FEELS TRULY OREGONIAN?
IS OPEN AND COLLABORATIVE?
IS A BIT GEEKY BUT VERY APPROACHABLE?
PROVIDES THE CONTEXT THAT
LETS INDIVIDUAL STORIES SHINE?
ADDRESSES THE NEEDS OF A
DIVERSE SET OF AUDIENCES?
SHARING AND SELLING THE OREGON WINE STORY
SHARING AND SELLING THE OREGON WINE STORY
INPUT FROM
STAKEHOLDERS
(OWB marketing committee; local and
national trade)
SMART
RELEVANT
IN-DEPTH
BITE-SIZED
FLEXIBLE
EASY TO ACCESS
CUSTOMIZABLE
CURRENT
NEXT STEPS
• Attend Context is King session with Doug Frost at 11 a.m.
• Collaborate with your AVA associations to build regional content
• Participate in OWB’s hands-on workshop coming to Medford, Roseburg, Salem, Hood River and Portland in August to learn how to customize this resource for your brand
COMING SOON: OREGON WINE eCAMPUS COMING SOON: DIGITAL OREGON WINE EDUCATION
Rachel Tourville, Graphic Lime Creative
Jeremy and Allison Schubert, Lunabean Media
Carolyn Wells Kramer, CWK Photography
Holly Macfee and Paul Donohoe, Lookout Co.
Dr. Scott Burns, Portland State University
Dr. Greg Jones, Southern Oregon University
Rachael Woody, Oregon Wine History Archive
Jordan Thomas, Everyvine
… and many, many more people throughout the industry who have and will help us make this a resource created by the
Oregon wine industry for the world!
THANK YOU FOR CONTINUED COLLABORATION
WINE TOURISM
CONSUMER MARKETING
TRADE MARKETING
MEDIA RELATIONS
INDUSTRY EDUCATION
TECHNICAL RESEARCH
OREGON WINE BOARD PRIORITIES
The Oregon Wine A-List Awards recognize restaurants across the world displaying enthusiasm for Oregon wine and a deep appreciation of the diverse regions, varietals and producers of Oregon.
OREGON WINE A-LIST AWARDS
OBJECTIVES:
• Grow the presence of Oregon wine on restaurant lists in Oregon, nationally and internationally
• Express appreciation and build relationships with Oregon wine’s biggest, most influential fans
• Increase sales of Oregon wines at restaurants
STRATEGIES:
• Increase recognition through digital and print advertisements, print collateral at tourism hubs
• Leverage events like Feast and Portland Dining Month to amplify exposure among key members of trade
• Drive earned media buzz to enhance visibility
OREGON WINE A-LIST AWARDS
OREGON WINE A-LIST AWARDS
“Imperial has been named an Oregon Wine A-list restaurant thanks to its continued support of the local wine industry and
appreciation of our state's diverse regions, grapes and
producers. ” -Ellen Brittan, OWB Chairwoman
GET INVOLVED!
• Recognize your best accounts – nominate them for a spot on the 2017 A-List at www.oregonwinealist.com
• Join the selection committee! If you are interested in learning more email [email protected]
• Train your tasting room staff to recommend A-List restaurants to guests looking for dining options
• Increase the awareness of the A-List awards by sharing on social media, in wine club newsletters and on your website
OREGON WINE A-LIST AWARDS
SEE THE 2016 A-LIST AND MAKE NOMINATIONS
www.oregonwinealist.com
WINE TOURISM
CONSUMER MARKETING
TRADE MARKETING
MEDIA RELATIONS
INDUSTRY EDUCATION
TECHNICAL RESEARCH
OREGON WINE BOARD PRIORITIES
• In 2015, 56% of Oregon wines reviewed by Wine Spectator received 90+ scores. This compares to 46% for Washington State and 39% for California.
• In the second half of 2015, Wine Spectator gave 1,039 wines 90+ scores worldwide. Despite producing only 0.1% of the world’s wines, Oregon garnered 10% of those 90+ scores across six varieties and nine AVAs.
• In April 2015, The Wine Advocate rated 357 Oregon wines representing 12 varieties from 13 AVAs at 90 points or higher.
ANALYSIS OF COVERAGE
WINE TOURISM
CONSUMER MARKETING
TRADE MARKETING
MEDIA RELATIONS
INDUSTRY EDUCATION
TECHNICAL RESEARCH
OREGON WINE BOARD PRIORITIES
• Expansion of the delivery model of current educational programs for BOTH business and technical support to include:
– online webinars
– online tools and resources
– hands-on, statewide learning workshops
EDUCATION OBJECTIVES
INDUSTRY.OREGONWINE.ORG/EDUCATION
INDUSTRY.OREGONWINE.ORG/EDUCATION
• Expand the Education Tools tab to reveal access to recent webinars and tools available to view or share.
EDUCATIONAL RESOURCES AND TOOLS
NEWLY POSTED:
• Media Relations 101 webinar
– Dixie Huey (Trellis Growth Partners) and Marilyn Hawkins (Hawkins PR) presenting
• National Consumer Research webinar and presentations
– Christian Miller of Full Glass Research presenting
– Full report available
• Online hub for 2016 Symposium presentations and materials
• Access to past Symposia presentations
• Photo Gallery
SYMPOSIUM ONLINE
UPCOMING INDUSTRY WORKSHOPS
SAVE THE DATES!
Mar. 24 – Oregon Wine Month webinar May 10 – Dr. Richard Smart Canopy Management and Trunk Disease Workshop at Linfield College
DIGITAL OREGON WINE EDUCATION
WEBSITE TRAINING WORKSHOPS
Aug. 9 – Medford Aug. 10 – Roseburg Aug. 11 – Salem Aug. 16 – Hood River Aug. 17 – Portland
SPANISH LANGUAGE RESOURCES
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• Health care information
• Spanish language publications
• Training resources in Spanish
• Oregon OSHA PESO program
• Contact Carrie to share ideas about additional resources or training opportunities that can be added
GET INVOLVED!
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• Join the Education Committee! We are
seeking statewide representation for both business and technical education committee support.
• Provide feedback on educational support and direction.
Email Carrie at [email protected]
WINE TOURISM
CONSUMER MARKETING
TRADE MARKETING
MEDIA RELATIONS
INDUSTRY EDUCATION
TECHNICAL RESEARCH
OREGON WINE BOARD PRIORITIES
• $1 million invested in technical research over past 5 years
• Grant allocation increased by 40%
• Partnership with OWRI to develop research priorities for Oregon with an emphasis on collaborative projects
• Support the Northwest Center for Small Fruits Research
TECHNICAL RESEARCH
INTERNATIONAL MARKETING
TARGET MARKETS
Canada – Ontario Japan South Korea United Kingdom Denmark Sweden
ACTIVITIES
Inbound Tours Trade Tastings Promotions Trade Education
VINEYARD & WINERY SURVEY
COMPLETE SURVEYS BY MARCH 15TH
GRAPE PRICING published in JULY Final 2015 report available in August
MAKE INDUSTRY.OREGONWINE.ORG YOUR
GO-TO RESOURCE FOR:
• Marketing toolkits
• Signing up for the Grapevine newsletter
• Event submissions for industry and consumer calendars
• Upcoming education opportunities and materials from past seminars
• Updates on OWB-sponsored technical research
• Listings of grapes, bulk wine, job opportunities and more
• Vineyard and Winery Census Reports, Harvest Reports and Economic Impact Studies
INDUSTRY.OREGONWINE.ORG