Here For The Right Riesling

A traditional Seattle marketing company was looking for digital support for their local winery client, Ste. Michelle Wine Estates.

INDUSTRY

Food, Wine

GOALS

Increase brand awareness

SERVICE

Search Engine Ads

Their goals

Copacino+Fujikado is an advertising, marketing and branding agency in Seattle that has been going strong since the mid-70s. While working on mass-marketing campaign strategies for wineries in the Ste. Michelle Wine Estates portfolio, including 14 Hands, Stags’ Leap, Erath, and Chateau Ste. Michelle, they soon realized that Google Ads would be a great platform to round out their efforts.

Each winery had a different obstacle whether it was promoting their tasting rooms locally, introducing new products e.g. “wineskis” to the market, promoting new sales on sites like Drizly, or just general brand recognition. To top it all off, sometimes they needed to target the same locations.

Our results

Benchmarking against the travel and hospitality market:

Average click through rate (CTR)

ranged from 2.48%-18.14%, with an average CTR 6.68% (vs an industry average of 4.68%).

Average cost per click (CPC)

ranged from $.52-$11.53 with an average CPC of $2.51 (vs an industry average of $1.53).

Average conversion rate

ranged from 0.18%-33.23% with an average conversion rate of 18.81% (vs an industry average of 3.55%).

Average cost per action

was $13.38 (vs an industry average of $44.73).

Continuous campaign reviews meant we could respond quickly and efficiently to data trends, holidays and specials, which resulted in increasing clicks, click-through rates and conversions.

14 Hands, Stags’ Leap, Erath, and Chateau Ste. Michelle received more website visits and engagement, foot traffic, online orders and overall increased brand awareness.

How we did it

Copacino+Fujikado approached Intellitonic to see if we’d be willing to partner with them on fleshing out a search strategy. They’d capture the campaign goals and client communication, and we’d deliver the goods and reporting metrics.

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