Strategy for Vinofactum
Current situation
Vinofactum is a provider of unique, high-quality wines from Central and Eastern Europe. The company delivers wines throughout Germany, with a primary focus on Berlin. 90% of the company’s sales are B2B. The company would like to scale B2C sales via website.
Challenge:
The current B2C audiences on Instagram and the email distribution base are quite small. Additionally, website visitor data has not been collected using Facebook Pixel for retargeting campaigns.
Challenge:
The current B2C audiences on Instagram and the email distribution base are quite small. Additionally, website visitor data has not been collected using Facebook Pixel for retargeting campaigns.
Objectives:
Achieve B2C sales generating a total net income of 5,000-6,000 euros.
2
Increase brand awareness and boost website traffic.
1
Strategy
Instagram and the newsletter currently have a relatively limited audience, which may not yet generate substantial sales. However, these channels hold significant potential for building a base of loyal customers and achieving steady repeat sales. To invest in the development of these owned media channels while generating sales early in the collaboration, we suggest the following approach.
We will simultaneously develop Vinofactum's own sales channels (Instagram and newsletter) and run a sales advertising campaign. Gradually, by accumulating a database of website visitors, launching retargeting advertising campaigns, and increasing sales from Vinofactum's own media channels, we will reduce the cost per sale (CPS) on the website and increase ROI. This entails the following tasks:
We will simultaneously develop Vinofactum's own sales channels (Instagram and newsletter) and run a sales advertising campaign. Gradually, by accumulating a database of website visitors, launching retargeting advertising campaigns, and increasing sales from Vinofactum's own media channels, we will reduce the cost per sale (CPS) on the website and increase ROI. This entails the following tasks:
- Running a Paid Social Campaign: Direct traffic to the website to train Facebook Pixel, collect audience data, and generate sales.
- Increasing the Audience: Grow Instagram followers and newsletter subscribers.
- Building the Vinofactum Community: Generate repeat sales from loyal customers - followers on Instagram and Newsletter subscribers.
- Paid Social Campaign
Given that we currently lack sufficient data on website sales and a base of website visitors collected by Facebook Pixel, the Paid Social Campaign will proceed through several stages.
Stage 1: Testing and Data Collection
During this initial test period, we will experiment with different ad campaign settings and offers targeting a cold audience that hasn’t yet interacted with Vinofactum. Our goals during this phase are:
Time Period: One month
Stage 2: Retargeting
In this stage, we will launch retargeting campaigns, showing ads to people who have already visited the Vinofactum website and are familiar with the brand. Retargeting campaigns achieve a lower cost per sale compared to cold traffic campaigns.
Our objectives for this stage include:
Stage 1: Testing and Data Collection
During this initial test period, we will experiment with different ad campaign settings and offers targeting a cold audience that hasn’t yet interacted with Vinofactum. Our goals during this phase are:
- Identify the best-performing offers and settings.
- Determine the lowest cost per sale for cold traffic.
- Collect a base of website visitors using Facebook Pixel.
- Increase the number of newsletter subscribers
Time Period: One month
Stage 2: Retargeting
In this stage, we will launch retargeting campaigns, showing ads to people who have already visited the Vinofactum website and are familiar with the brand. Retargeting campaigns achieve a lower cost per sale compared to cold traffic campaigns.
Our objectives for this stage include:
- Decreasing the cost per sale to half of the cost achieved in the first stage by the end of the fourth month.
- Further reducing the cost per sale as our retargeting audience grows larger.
- Increasing the number of newsletter subscribers.
2. Increase the audience
As part of our Paid Social Strategy, we will run a campaign to increase Instagram followers. This includes testing a discount offer for subscriptions, similar to Vinofactum's newsletter, to generate sales.
We will also test offline and online collaborations with relevant influencers and communities on a barter basis. Potential partners include @mittedaily and their new event, “Pétanque Picnic.” After evaluating the reach and cost per follower in the first month, we will focus on the most effective strategy.
Additionally, posting co-authored content with partner restaurants will help attract new audiences. Furthermore, a portion of the audience exposed to ads leading to the website is likely to subscribe to Vinofactum's Instagram.
We won't run a separate campaign to increase newsletter subscribers. Instead, we anticipate that the number of subscribers will naturally grow as website traffic increases from the paid social campaign.
We will also test offline and online collaborations with relevant influencers and communities on a barter basis. Potential partners include @mittedaily and their new event, “Pétanque Picnic.” After evaluating the reach and cost per follower in the first month, we will focus on the most effective strategy.
Additionally, posting co-authored content with partner restaurants will help attract new audiences. Furthermore, a portion of the audience exposed to ads leading to the website is likely to subscribe to Vinofactum's Instagram.
We won't run a separate campaign to increase newsletter subscribers. Instead, we anticipate that the number of subscribers will naturally grow as website traffic increases from the paid social campaign.
Sales Funnel
3. Building a community: Instagram Strategy
Vinofactum is a brand that has clear positioning, distinct advantages and values.
To generate sales on Instagram we will add new types of content and build a content-driven sales funnel. This strategy will highlight the company’s advantages, engage the audience with Vinofactum's values, and guide them through various types of content to drive sales.
To generate sales on Instagram we will add new types of content and build a content-driven sales funnel. This strategy will highlight the company’s advantages, engage the audience with Vinofactum's values, and guide them through various types of content to drive sales.
Interest and Attention:
Goal: Introduce the brand and spark an interest in the product.
Tactics: We will share content that emphasizes Vinofactum's core values, and unique strengths. We will educate, promote wines, and warm up the audience for future purchases
Topics:
Tactics: We will share content that emphasizes Vinofactum's core values, and unique strengths. We will educate, promote wines, and warm up the audience for future purchases
Topics:
- About the winemakers
- Vinofactum's news and events
- Educational content about wines (grapes, soils)
- Blind wine tasting (with partner restaurants)
- Pairing wines with dishes at partner restaurants
- Pairing wines with popular dishes (pizza, tacos)
Desire:
Goal: Inspire purchase
Tactics: At this stage, we’ll showcase how and when to enjoy Vinofactum's wines. We’ll focus on a seasonal approach: in summer we will be highlighting summer wines perfect for picnics or a day at the lake and pairing them with light, seasonal dishes.
Topics:
Tactics: At this stage, we’ll showcase how and when to enjoy Vinofactum's wines. We’ll focus on a seasonal approach: in summer we will be highlighting summer wines perfect for picnics or a day at the lake and pairing them with light, seasonal dishes.
Topics:
- Wines for this season
- Pairing wines with seasonal dishes
- Wines for an occasion: picnic, lake, pasta at home
- Wine of the week
Action:
Goal: Finalize the purchase
Tactics: At this stage, we’ll focus on driving conversions by highlighting special offers and promotions, emphasizing fast delivery service, and reminding customers to buy wine for specific celebrations.
Topics:
Tactics: At this stage, we’ll focus on driving conversions by highlighting special offers and promotions, emphasizing fast delivery service, and reminding customers to buy wine for specific celebrations.
Topics:
- Fast delivery
- Upcoming celebrations
- Special offers
- New arrivals
- Low in stock
Maximizing engagement and reach: collaborations
We suggest working closely with partner restaurants for content creation. Vinofactum cooperates with vibrant Berlin spots that might be open to collaboration and creating content together. Here are some content ideas with B2B partners:
- Blind tasting of Vinofactum wines (the sommelier tries to guess the region)
- Blind tasting of two Vinofactum wines, trying to guess which one is more expensive, etc.
- Recommendations on pairing with particular dishes from the menu
Maximizing engaging: video content
Video content is unparalleled in increasing engagement and enhancing results at each stage of a content-based sales funnel. Here are some of the benefits that can be achieved with video format:
- Storytelling: Videos offer higher engagement by telling compelling stories.
- Personal Connection: Videos facilitate a personal connection with the Founder and Winemakers.
- Viral Reach: The reel format can achieve additional organic reach of non-followers, expanding brand awareness significantly.
4. Building a community: Newsletter
Email marketing is essential for fostering community and generating repeat sales. In our email marketing content strategy, we suggest focusing on three pillars:
This way, a mini sales funnel will be implemented in each email.
We suggest sending out 2-3 emails per month, depending on the season.
- Personal connection with winemakers and the Founder (people buy from people)
- Seasonal approach: highlighting summer/fall/winter wines and pairing them with seasonal dishes
- Call to action: encouraging recipients to buy the wines that are low in stock, wine of the month, etc.
This way, a mini sales funnel will be implemented in each email.
We suggest sending out 2-3 emails per month, depending on the season.
Expected results
1
1st month
- 90% of sales are generated via the Paid Social Campaigns.
- Objective: Define the lowest cost per sale (CPS) for cold traffic.
2
Months 2-3
- 80% of sales are generated via the Paid Social Campaign.
- 20% of sales via Instagram and Newsletter.
- CPS reduced by 20-30% compared to the first month.
3
Months 3-4
- 70% of sales are generated via the Paid Social Campaign.
- 30% of sales via owned channels.
- CPS reduced by 50% compared to the first month.
4
Month 5 onwards
- 60% of sales are generated via the Paid Social Campaign.
- 40% of sales via Instagram and Newsletter.
- Continued gradual reduction of CPS
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