Social Media Camp Workshop Victoria - Liquor Plus Case Study
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Transcript of Social Media Camp Workshop Victoria - Liquor Plus Case Study
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Social Media Camp Workshop Series: Victoria
THE LIQUOR PLUS STORY
Rod Phillips @[email protected]@telus.net
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LIQUOR PLUS: Case Study
Before and AfterSocial Media
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BUSINESS PERSPECTIVE
Business is1) Profitability
2) Flavour
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PROFITABILITY
ISMargin X Volume
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FLAVOUR
IS1) All the things that differentiate you
from your competition2) All the things that identify you in
your customer’s mind
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PRE-2003
• 89% of all retail liquor sales were through BC Liquor Stores.
• Postage stamp pricing throughout BC
• Private retail was known for being too expensive & short on selection
• No advertising
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2003 LIQUOR PLUS OPENS• 100% of customers coming from
government stores
• Capitalize on perceived lack of service in government stores
• Change people’s pricing expectations
• Advertise our message
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2003 -2005• Liquor Plus grows from 1 to 3 stores
• Bi-weekly price & item ads in the Times Colonist
• Wine talk on CFAX– Saturday afternoons
Changing pricing expectations Elevating service / knowledge expectations
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2005 -2009• Liquor Plus grows from 3 to 4 stores
• Number of liquor stores servicing market area grows from 22 – 57
• Almost all competitors adjust pricing model to match us
• Customer counts flatten out
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2009 NEEDS• Broaden our flavour to elements uniquely
us
• Seek professional help
• Renew our look
Enter Doug Brown of Copeland Communications
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ARE YOU ON…..
JULY 22, 2009
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SOCIAL MEDIA MEANS…
• Engaging your customers – listening
• Gain advocates for your business
• Opportunity to…
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GO FROM…
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TO…
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Listening to your customers will…
• Add personality to your message
• Add soul to your company
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EXAMPLE
What I thought I tweeted…“@Rod_Phillips $1 off 6 pack of Race Rocks Amber Ale for first
50 to reply or RT”
What I actually tweeted….“@Rod_Phillips $1 6 pack of
Race Rocks Amber Ale for first 50 to reply or RT”
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What I actually tweeted….“@Rod_Phillips $1 6 pack of
Race Rocks Amber Ale for first 50 to reply or RT”
Was seen by over 2,000 people
Offer completed in 15 minutes
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GAINED…
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IDEAS GO VIRAL WHEN..
1. A trusted friend is the source
2. A trusted store advocate stands behind the message
3. A company promotes
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LEAD TO..
WHICH LEAD TO….
WHICH LEAD TO…
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I KNOW WHAT YOUR SAYING..
Where the hell does he find the time?
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CAVEAT…
If part of your flavour is quality or value insure your posts have quality and value
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FOOD FOR THOUGHT…
• In 2009 we spent $70,000.00 on advertising in traditional media
• We serviced 649,872 transactions
Cost / transaction: $0.11
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FOOD FOR THOUGHT…
• Our total marketing budget in 2010 was $6,429.00
• We serviced 874,519 transactions
Cost / transaction: $0.007
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WHAT IS OUR FLAVOUR NOW?
• More than price, selection, and location
• Includes our staff
• Includes our advocates
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Programming Examples
• Tweet Deals
• Consistent Blog
• Consistent Message Intro
•Consistent Video
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Tweet Deals
• Twitter Based Price & Brand offers.
A Test of How Your Business Conveys its Value.
Practice Before Moving On to other programming- if not
it is just advertising.
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Tweet Deals
• Twitter Based Price & Brand offers.
Content is Key-Reader must understand the
value of propostion in two seconds.
-Content must inspire advocacy
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Tweet Deals
• Twitter Based Price & Brand offers.
Random but Opportune Timing-Advertise upcoming offer 3 days
in advance-Offer in advance of competitors
schedule.
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Tweet Deals
• Twitter Based Price & Brand offers.
Measurement-Measure Speed of Completion
-Measure Actual Reach-Measure Post-Offer Ripple.
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Consistent Blog
• Quality Content that comes out on the same Frequency & Builds Anticipation
Facebook & Twitter are filling up with a lot of white noise. You will
build a bigger and more loyal following by quality posts with
consistent frequency.
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Consistent Message Intro
• Key Flavour Messages Have Same Intro each time. Builds Anticipation.
I.E. Brew News, Wine Talk, Coming Soon, Question, Poll, Staff Pick, Pick O’ The Week,
Inspired By
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Consistent Video
• Specific Messages in Specific Format.
Work In Progress but all of our Pick O’ Week are presented in
Video format.
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FINAL THOUGHTS
• Be real
• Be concise
• Be engaged
@Rod_PhillipsRod Phillips LinkedInRod Phillips Google+
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WIN a t-shirt
Question: What is the best way to sell a product or service?
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WIN a t-shirt
Answer: Advocated by trusted friend?