CellarPass Presentation 40511

What is CellarPass?

CellarPass is the leading destination to discover, book and share wine

experiences across the US.

Audience Questionnaire

• Who has a direct marketing program?– How often are you sending?

• Who has a wine club?• Who does onsite events? And offsite?

• And who wants to increase their sales?• And increase their WC memberships?

The Importance of an Email Address

• Email addresses are the single-most overlooked company asset in any industry

• The most-preferred form of communication by consumers

• The foundation of direct-to-consumer marketing programs

• Wineries need tools to opt-in to email-based marketing

How to use those email addresses

Consumer Communications– Upcoming Wine Releases– Recent Awards (wine, sustainability, etc)– Upcoming Events

• Onsite• Offsite

Loyalty Marketing- Consumers can be more powerful than any media-based review

Loyalty Marketing

• Loyalty marketing programs have been in commerce for many years, but are just starting to be used in the wine business.

• Basic Benefits of Loyalty Marketing– Shift – Acquire new customers– Lift – Increase the spending of existing customers– Retention – Improve the natural attrition rate of customers– Profit Mix – Shift spending to more sales channels (on site purchase to

ecommerce) and/or higher margin products…increasing company overall sales production.

Although the Loyalty programs have evolved over the years with technology resources made available to us, the foundation pretty much remains the same…to implement any kind of loyalty program you must be able to communicate with your customer. In the past this was Name, Address and Phone number, today it is the almighty email address.

How Do you Acquire Email Addresses?

• Website Contact Form• Online Sales• Wine Club Memberships• On/Offsite Events• Tasting Room Guest Lists• Purchased Lists- no longer recommended• And now through reservations!

Other Forms of Consumer Notification

• Website Homepage• Website Events Page• Facebook• Twitter• YouTube• Email Signatures

Introducing CellarPass

• CellarPass is the only consumer-focused website to promote and manage events nationwide covering:– California (Calaveras, Monterey, Napa, Santa

Barbara, Sonoma)– Oregon– Washington– New York– Virginia

How Does CellarPass Help Me?

Like what OpenTable has done for restaurants, CellarPass does for wineries:• Get you an email address which is required to book.• Promote winery visitation- equally for all wine countries

across the US• Creates consumer awareness of other notable regions• Communicate business hours and upcoming events.• Real-time event/tasting availability• Instant confirmations 24/7• Provide maps, directions and “share” capability.

– Share function was used over 1800 times in March which is used to encourage friends to join in on the tasting/tour.

Email Address is the Key Take Away

• CellarPass requires an email address to make a reservation– Consumers receive confirmations– “My Account” to view past RSVPs and view/modify

upcoming ones.

• Guest accounts are evergreen- meaning that once they have made a reservation with you, you will always have access to their latest information

Nationwide Coverage

• “Level playing field” as every winery, big or small has equal access to CP members.

• CP Homepage• Winery Profile Page• Accept RSVPs through your own website with

CellarPass widget• Partners

– Facebook pages– Media, trade press, etc.

CellarPass Marketing

Full page ads feature regional coverage

Local Marketing Programs

Rack Card Window Sticker

Regional/National Consumer Events

New York City San Francisco

Los Angeles San Jose

Upcoming Consumer Events

• SF Vintners Market- April, San Francisco• MuseExpo- May, Los Angeles• Pink Out- May, San Francisco• Napa Valley Wine Auction- June, Napa• Wine Expo- June, Los Angeles• Wine Fest- July, Watkins Glen- just added!

• Grape to Glass- August, Sonoma

CellarPass Guests

Consumer Demographics

“New Visitors” for March 2011 was over 57%

Future Expansion Q2/Q3 2011

CellarPass expands to allow full travel planning to feature “Arrive, Taste, Eat, Play, Stay” themes.• OpenTable and flight booking integration• Technology Integration- Point of Sale,

ECOM and more.

Member Marketing Opportunities

Standard Marketing Offerings Tasting Room Profile on Cellarpass.com Featured Winery Rotator on CellarPass.com Featured Special Events Eligible for Winery Spotlight Article or mention

[example spotlight themes: CellarPass Staff Favorites, Best Cave Tour Experience, Tasting Rooms with a View, Top 3/5/10… Napa Valley Tasting Rooms]

Optional Marketing Programs Placement on the CellarPass rack card (distributed nationally)

Discounted booth space at consumer wine tasting events

Advertorial placement on CellarPass.com

Our Proposal

• Signup 12-17 wineries from FLX- saturation is key to consumer buy-in

• Monthly will be waived for the “next” month for any winery that receives at least 30 reservations in a single month (widget, CP.com, backoffice, etc.

• Develop strategic tasting/tour programs that will entice consumer to book.

• Launch wineries by June 1st.• Partner with The Glen, Seneca Lake Wine Trail and

FLX to develop sweepstakes leading up to Wine Fest to create consumer awareness program