Wine about it.

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

The Client

Ste. Michelle Wine Estates

Location

WA, OR, CA, TX, NY, FL, IL

Services
Ste Chateau Michelle Winery logo
A little background...

Copacino+Fujikado is an advertising, marketing, and branding agency in Seattle 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, Stag’s Leap, Erath, and Chateau Ste. Michelle, they soon realized that Google Ads would be a great platform to round out their efforts.

The Problem

Each winery had a different obstacle whether 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.

The Solution

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

Optimize

Google Ads Consulting: We worked with Copacino+Fujikado on how to best strategize campaigns for each client whether focusing on wine pairings, affordability or approachability, or specialty.

Drivitize

Google Ads: Different brands focused on different keywords based on their respective landing pages and target demographics. This allowed us to deliver specialized ad copy reflective of their respective brand personalities. We tracked form fills, special page views, calls, orders, and more. 

The Results

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

Google Ads traffic

Benchmarking against the travel and hospitality market:

  • Average CTR: 4.68% (our campaigns ranged from 2.48%-18.14%, on average 6.68%)
  • Average CPC: $1.53 (our campaigns ranged from $.52-$11.53, on average $2.51)
  • Average conversion rate: 3.55% (ours ranged from 0.18%-33.23%, average of 18.81%)
  • Average cost per action: $44.73 ( our average was $13.38)
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