Word of Mouth Marketing Strategy

The Team: Brad Anguramahasuk Tina Brothers John Sims Jennifer Walker

Agenda: The Woodinville Story SWOT 5 Ts

Assessment & Recommendations: Website LinkedIn Facebook Youtube Twitter Mobile Email Ethics

Interior

 Organic, Northwest Made Community Events Brand Identity Home Kits Website

Awareness Difficult to Find Uninviting Exterior Customer Engagement Social Media

Strengths

Weaknesses

Opportunities
Sample Bottles Twitter, LinkedIn, Youtube Mobile Peabody Jones and dog Whiskey Cause Marketing

Threats
Brand Loyalty Kentucky Roots Woodinville Wineries Competition

5 Ts Talkers

Bartenders

Wine Tourists

Students

5 Ts Topics
Woodinville Whiskey is so unusual its clear and organic! Kentucky, meet Washingtons best Woodinville Whiskey.

Theres a Woodinville Whiskey mixology contest lets enter and win a whole case!
Bring your dog out to the Summer Concert Series for a BBQ and play date with Peabody Jones and his loyal dog Whiskey. Have you seen the specialty Woodinville Whiskey pink label bottle, proceeds benefit the American Cancer Society.

5 Ts Tools

1. Coupons Woodinville bus tour Groupon. Attend a bottling session, receive 25% off in-store merchandise.

2. Product & Literature Handouts Miniature sample bottles. Etched glasses with every 1 gallon purchase. Postcard re: product purchase outside WA and OR.
3. Electronic Messages Youtube page, cooking and mixology videos. Tweet for a Track.

5 Ts Taking Part
Promptly follow-up on all posts. Thank new group followers. Feedback with simple Qs Whats your favorite Woodinville Whiskey mixed drink? Regularly search + and posts and respond.

5 Ts Tracking

Hubspot and Websitegrader.

Facebook Insights.
Long term: Search Engine Marketing (SEM) and Search Engine Optimization (SEO).

Website

Hubspot tool: Competitors analysis

Website Jack Daniels, Tennessee

Website Indexed Linking Twitter Facebook mozRank Traffic Rank Grade Pages Domain Followers Fans
94 6.10 122,833
1,230 3,097

547

17,062

Stranahans, Colorado
Heaven Hill, Kentucky Woodinville Whiskey, Washington

71
76 90

4.60
5.00 4.40

1,968,096
1,651,262 1,128,019

894
235 17

241
390 109

1,365
-

Volunteers

Distribution channels

NW wine testing connoisseur

Bartenders

Food networks & Cooking shows

Liquor salespeople Restaurants

Assessment
Very active on facebook. Make excellent use of page to pub distillery happenings and events. WVW has dialogue with its facebook fans.

Recommendations
Ask users to post more stories, photos, etc. about their experiences with WVW.

Showcase content from related facebook pages.

Youtube

Assessment
Videos originally posted by customers only. Woodinville Whiskey just started posting in late July.

Recommendations
Post short, inexpensive, homemade videos regularly.
Post creative videos (worth talking about) focusing on WVW characters. Post more videos demonstrating uses for their products.

Youtube

Twitter
Puget Sound Entertainment Tip of the Week. Woodinville Cookbook monthly video. Photo and video mixology contest. Peabody Jones Whiskey Code #452 Never put ice in a great dram as it kills the taste and aroma Promote date night or speed dating at the distillery. Link social networks via TweetDeck or PeopleBrowsr.

Mobile

Before

After

Email
Assessment:
Mailing list via Facebook / On Site. Newsletters. Offers & promos. Product News. Recommendations: Early stages, awareness is key. Utilize existing fan base, Talkers. Games/contests. Sign up with email address for tour. Forward to 5 close friends. Always include logo, Facebook, Website. Be Remarkable - Purple Cow.

Ethics
Alcohol industry is scrutinized for sending unethical messages. Drinking alcohol = fun and trendy with few consequences.

Mitigate those negative biases.

Ethics Laws Disclosure of identity. Social media outreach campaigns. Compensation and incentives. Truthfulness Agency or contractor disclosure. Vendor questionnaire, policies and training. Creative flexibility.

Conclusion

Balance the Brand Identity Align the Online Social Media Experience with the Actual Environment

Whiskey

Peabody Jones