yao presentation

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Agenda• Target Market • Competition• Distribution• Advertising• Increasing Web Traffic• Event Marketing• Social Media

3Target Market

86.4% American & 13.6% InternationalAverage of 39.4 years of age

4Visitors

Average: 39.4 years of age Average: $482.71 per day

5Competition in Napa

Over 500 physical wineries in Napa Valley Almost 57% of visitors frequent 3 or more wineries during their stay Important to become staple destination on tours and shuttle/train stop Recommendations from analysis of competition:

More visual appealing photos on Instagram and website showcasing the property/grounds

Second only to wine (39.8%), scenery/landscape was most liked aspect of Napa(37.9%)

Food is a much greater focus with competitors and is integral to the overall experience

Host greater number and variety of special events in and out of house to enhance experience

6Competition in Napa – Key Competitors

Merryvale Vineyards: (Across the street) Special events include food and live music, release parties for new wines, and dinner

parties in conjunction with restaurants in cities across the U.S.

Clif Family Winery: (.1 Mile) Hosts art workshops and houses their own specialty food truck.

Beringer Vineyards: (1 Mile) Holds cooking classes with house chef where attendees pick ingredients from the

Beringer gardens, and offer free weekend stay for two winners of Instagram photo competitions.

Charles Krug Winery: (1.9 Miles) Caters an array of events from concerts to intimate dinners at club members homes, and

recently hosted the Napa Valley Film Festival.

Silver Oak Cellars: (7 Miles) Hosts wine paired dinners at upscale restaurants around the country, cook book signing

and dinner with published chef, and sponsors a South American cruise.

7Competition in Napa – Celebrity Wines

No.1 Celebrity Wine: Gia Coppola’s Pinot Noir &Francis Coppola’s Merlot.

Another key celebrity competitor would be Greg Norman and he is most famous for his “1998 Reserve Shiraz” which received #8 wine in the world recognition.

Other successful celebrity wines: Drew Barrymore - Pinot Grigio, Sting - 2011 Il Palagio, Mario Batali 2010 La Mozza Aragone.

8Distribution

Currently do not distribute to Idaho, which winepair.com says is the number one wine drinking state, with at least half a glass a day, on average.

Are not currently using Amazon as a distribution method.

Wine.com is one of the current distribution methods

9Advertising

Top US/CA Wine Influencers Wine Spectator Bonny Doon Vineyard Vinography

Recommendations: Send bottles to these influencers Get on the radar of winery locators Educate the public on the fine quality of Yao Family Fine Yelp, Trip Advisor, and Word of Mouth

10Increase Web Traffic

Our Solution to increase Web Traffic: Content Marketing

11Increase Web Traffic

Some simple rules: Step 1: Find influential people in your niche Step 2: What your influencers care about Step 3: Create content on that topic Step 4: Finally, Add Share Triggers

12Web Traffic: K.A.R.A.T.E. Rules

13Paid Search with Google Adwords

Great targeting

Predictability Speed Control

High conversion

rates

Brand awarenes

s

Our keywords:Napa Valley Best wines in NV Quality wines

Famous wines in NV Red wines from NVTasting room Buy Napa Valley wines online

Yao Ming NV tasting room Discover NV wines

Yao F Wines Napa Valley Cabernet SauvignonNapa Crest High class wines

14Tasting Room

Target more the metropolitan areas around SF and Sacramento

Focus on hosting business events and offer shuttles

Offer packages including wine walks and wine tastings

Target more Asian tourist market Be more active on Asian travelling forums Cooperate with Asian travel agencies

to include visit to a trip to San Francisco

15Joint Events

Passport EventsNetwork with other wineries

16Food & Wine Pairings

Dinner events at Club Member’s HousesGuest Vendors at Winery

17Other Key Marketing Points

Raffle – Dinner with Yao MingKeep events updated on website

18Social Media – How to increase the

reach?

Focus the effort on 3 Social MediaFacebook (1520 likes) Allocate a budget to sponsor facebook posts.

Targeting people from USA and china between 30-50 year-olds, wine lovers and fans of Yao Ming

For a budget of 5000$, you can reach between 8100-21000Each day during a week.

Animate the fan community by asking more review, questions,,surveys,And by proposing contests to win a bottle or an invitation to an event, or even a meeting with Yao Ming

19Social Media – How to increase the

reach?

Twitter (2995 followers ) Launch one or more Follow + RT contests with bottles or a

meeting with Yao Ming to win. Share the contest on Yao Ming's page (202K followers)

RT or share positive message about users (specially celebrities)

Also share content related to the activity or Yao Ming but not necessarily directly related to the brand

To reach a large number of twitter users, use Trending Topics in the top of the day by placing your brand.

20Social Media – How to increase

reach?

Instagram (756 followers) : Improve the content of photos posted: photos of the estate,

manufacturing, tastings. Images of better qualities and more artistic.

Send products to wine and food instagram influencers in exchange for a comment, share or notice on the network.

Examples of influential Instagrammers on the field :Reversewinesnob : 13,7 https://www.instagram.com/reversewinesnob/Damewine : 12,9K : https://www.instagram.com/damewine/Winefolly : 39,7K https://www.instagram.com/winefolly/

Thank You