EWP

Direct & Digital Marketing Plan for English Wine Producers



Direct &Digital Marketing Plan for English Wine Producers

Introduction

A digital marketing plan is a very important aspect of a business.It is always important to understand how marketing budget is divided into digital tactics. There are certain aspects that need to be considered in allocating digital marketing budget. Firstly, we need to understand the marketing objective and marketing plans for the next year (Chaffey, 2010, pg, n.d). Secondly, the way digital aspects comes into play by looking at the digital marketing objectives such as digital assets used by the company, digital liabilities and digital reputation being set over the internet (Donald,2011). The English Wine Producers are the marketing organization for the wine in UK industry. English sparkling wines have gained greater consumer interest over the years and there has been considerable growth in this sector (Council, 2012, pg 2). Each bottle costs between £20 and £40 and needs to be sold between three channels which are through independent retailers, bars and restaurants and direct sales from vineyard.

Discussion

Main Objective

To sell more than 50,000 bottles of English Sparkling Win during the English Wine Week 2013. Further to raise awareness in the five main groups by atleast 15% by the end of EWW. The use of social media facebook and twitter, to increase the traffic on company's webpages by 300% and 500% . In order to increase sales at the Vineyards by sales of 1.1 bottle per person and increase visitors to 26 per day.

Testing

Various methods employed which were online and offline were checked and it was seen that distributing 10,000 business cards in twenty on-trade places within a period of three weeks period showed that there was a 50% increase in the website traffic. This was checked through trial weeks before the start of the actual week.

Before the distribution of cards, the numbers of visitors on the English Wine Week Website were around 600. In the second week, there was a 7% increase in the numbers and they reached around 700. In the second week, the visitors increased by 900 which was a 25% increase from the previous week. Week 3 showed the visitation showed a 50% increase and the numbers were now 1200.

Currently, the main direct and digital marketing objectives of EWP are to increase awareness about English Sparkling wine in target market. Moreover, one of their main aims is to increase the reputation of English Sparkling wine along with achieving a threefold off-trade distribution by May 2013.Before the distribution of cards, the numbers of visitors on the English Wine Week Website were around 600. In the second week, there was a 7% increase in the numbers and they reached around 700. In the second week, the visitors increased by 900 which was a 25% increase from the previous week. Week 3 showed the visitation showed a 50% increase and the numbers were now 1200. This was an effective trial of looking at how simple distribution of business cards increased ...