1. Top 5 Things for 2010 and your Online Business Elaine Marshall, ACWP Marshall Wine Consulting www.marshallwine.com 925-784-1514

2. Here’s the list Email for 2010: Best Practices including Consistent patterning Segmentation improvement Current promotions that drive conversion Email and Social Media: The use of video Website Merchandizing trends

3. Time Well Spent 3 to 1 axiom More than just in Q4 Integrated approach Consistent branding Not only images Use alternative text option for mobile/image blocker

4. Email Best Practice Examples: Basic Layout

5. Promo with comp. offer (not to scale)

6. With Text integration

7. Email Segments Think like a tasting room/retailer Customers will tell you what they want by their actions Macro and micro The personal touch – video use

8. Two different segments for same product

9. Current trends and winners: Go Green Give and Get Yourself Top List draws Celebrity sells Recipe/use connection, scarcity Making your product relevant Decision making in the home prior to purchase

10. Scarcity, premium position

11. Specific Club Promotion

12. The trade, too. Trade is online Viable segment Sell direct, enhance visits Don’t blast LinkedIn

13. Video and its connectivity One of the top conversion tools Good for email, social, evergreen Doesn’t have to be that professional, viral works Invite participation Web broadcasts done easy

14. Website Merchandizing Flash is dead Opinion counts – customer tips, reviews Constant Updates Mobile device integration Seasonality Home page interlink to drive particular product sale

15. Use Customer Comments for Merchandizing

16. Product Special on Homepage Example

17. Effectiveness of Social Media on Conversion Democracy, not PR message machine Locale determines conversion, the micro- audience issue Requires in-market conversion mechanism New tools like Eventbrite, Tweet-up, FlipVideo, FourSquare/Yelp/Google location aps, Ping Soft benefits don’t go unnoticed – drive traffic, demographic shift How to track :SocialMention, CruVee

18. EventBrite

19. About Marshall Wine Consulting Elaine@marshallwine.comElaine@marshallwine.com, 925-784-1514 @ejerl Twitter, facebook as Elaine Marshall, OWC, LinkedIn Advanced Certified Wine Professional, Master of Wine Candidate Over 11 years wine experience with emphasis in DTC sales and marketing, including e-commerce, wine club, and direct mail. Clients Include: Sunset Magazine Wine Club, Brooks Wines, Calistoga Cellars, David Noyes Wines, Better Homes and Gardens Wine Club, San Francisco Chronicle Wine Club, Signature Wines, Kapcsandy Winery, Avventura Vintners, Scott Harvey Wines, Les Confrerie des Chevaliers du Tastevin, Windsor Vineyards, and “Wine Women & Shoes”. Former wine retailer, importer Private label brand developer Wine Educator for both trade and consumers. Published wine writer, featured in Diablo Magazine, WineBusinessMonthly.com, AllExperts.com, Intowine.com, and Sunset Magazine