Result-OrientedMarketing Initiatives

ROI (ROMI)

Proposed by:

The ROMI Approach

Phase 1 – Online & Social Media1A - Wine Lovers Portal1B - Social Media Strategy

Phase 2 - Mass Media Pitching2A - Wine Appreciation Competition2B - Wine & Your Personality

Phase 3 – Marketing Mix3A - Thematic Event3B - Retail Promotion3C – Venue Usage

Objectives of ROMI ApproachBuild Customer base (retail)

Direct MarketingReferral ProgramReseller network

Objectives of ROMI Approach

BrandingOrganisation – A Wine Portal; not a Wine

CompanyDesign – Creative, Not ConventionalCommunication – Publicity, Not

advertising

Objectives of ROMI ApproachMarketing

Segmentation (Distribution)

Customers Fans / AdvocatorFriendly Competitors

Phase 1a - Wine Lovers’ PortalOrganic Interaction•Wine Lover Profiles•Wine Venue Profiles•Wine Blogs•Wine Classified Ads•Wine Pictures•Wine Events (rsvp)

Monetize Models - Banner Ad- SEO (Ad word, Adsense)- Ecommerce

Publicity - Media Stories

Marketing•Wine Survey/Poll•Wine Rating•Wine Groups

1st Year Targets:• 1500 wine lovers profiles• 15-20 wine events• 10 resellers (venue)• 4 regular banner ads

Contents ……. Conversation …….Community

Phase 1b - Social Media Strategy

Name : Casa•1000 friends•Main link for other SMs

Name : Casa Channel•10 wine appreciation videos•20 wine event

Name : Terry & Mike•300 Connections•20 recommendations

Name : Casa l•20 wine appreciation presenation

Phase 2 - Mass Media PitchingWine Competition

AmateurProfessionalTypes of wineYear of harvest

Media TargetNew PaperMy PaperTODAYRazor TVRadio 938 LiveWine & Dine MagazinesParty Portal – whoisgoing, mumtazz,

Phase 2 - Mass Media PitchingWine & Personality Type

Phase 2 - Mass Media PitchingThe Unique Wine Club

ExclusiveWide Wine Selection

Phase 3a – Thematic EventsSpeed Wine Networking

Equal number, preferably 202 groups : 1 stationery, 1 movingEach spend 8 min of exchange

Phase 3a – Thematic EventsPitch & Wine

Preferably 10Each spend 10 min of pitching

Investor Partners Distributors

A separate target group is invited Evaluation Matching

Phase 3a – Thematic EventsPecha Kecha (chit-chat in Japanese) -

LifestyleIdeally 20Each spend 6min 40 sec

20 slides per presentation 20 sec per slide Any topic/story OR Wine Group Voting of Best Story Winner gets a bottle!

Phase 3a – Thematic EventsSix in a City / Glasses for Six (social)

Compulsory 3 couples(single & available)Matched according to

age range wine preference

Phase 3b – Retail Promotion

Phase 3C – Venue Usage TrainingWorkshopBusiness Club Affiliation

The ROMI ApproachPhase 1 - Online

1A - Wine Lovers Portal1B - Social Media Strategy

Phase 2 - Mass Media Pitching2A - Wine Appreciation Competition2B - Wine & Your Personality

Phase 33A - Thematic Event

Business - Speed Networking Business – Pitching Event Lifestyle - Pecha Kecha Networking (6m 40sec speech) Social – Six in a City / Wine for Six

3B - Retail Promotion A pair for every case Event Part-Sponsorship

3C – Venue Usage

Timeline of ApproachesJan/10 Feb/10 Mar/10 Apr/10 May/10 Jun/10

Phase 1a(portal)

Phase 1b(Social Media )

Phase 2a(Wine)

Phase 2a(Personality)

Phase 3a(Theme Events)

Phase 3b(Retail Promo)

Phase 3c(Venue Usage)