St. Julian Winery Digital advertising planning + buying
Challenge
St. Julian Winery was looking for a way to expand their customer base and increase visitors to the tasting rooms at their multiple locations. Despite their rich history and award winning product, they struggled to determine the right channels to reach their audience.
Solution
We initiated the campaign with an analysis of historical sales and traffic data, which was used to build a year-long digital advertising plan with goals to increase sales online and increase visits to their tasting rooms. A combination of digital media tactics was utilized to increase awareness, newsletter signups, and online sales. High and mid funnel tactics were used to drive newsletter signs, in order to get users into email automation programs, that generate consistent revenue.
Result
The campaign increased brand awareness and improved brand perceptions of St. Julian Winery. Through a series of online event promotions, St. Julian’s tasting room events consistently sold out across the state of Michigan.
By building the customer base through paid media, it allowed St. Julian to drive continued online sales through repeat customers. In 2018 alone, online sales increased by 120% and in-store revenue increased 35%.
- Media Planning + Buying
- Content + Communications
- Email + Marketing Automation
