A Case Study (Continued)

Continued from page 1.

Achieving the increased sales via the economic levers could be done through wine and cheese socials, wine tasting classes, and newsletters advertising specials and newly arrived vintages.

Often, there is overlap in which initiatives achieve which goals, an effective way to maximize marketing dollars and time. The wine tasting classes are used as an example.

Initiative Results
Wine tasting classes
  • more visits to the store, assuming the class is held on the premises
  • more enjoyment of wines, increasing the number of bottles sold
  • better appreciation of wines, increasing the price of the bottles sold

In order to support the initiatives, this fictional website could be developed with: a calendar of events, a section for advertising new arrivals and specials, a resource section to educate and increase the appreciation of fine wines, and an interface for visitors to sign up for newsletters.

An account would be developed for the store owner to faciliate making changes to the website themselves. The account would enable the owner to update: the calendar of events, the new arrivals and specials, and the resources section, contact information, and any other content that would change regularly.

Continued on page 3.

Location

Calgary, Alberta, Canada

Phone Numbers

Office:

403.975.3143

E-mail Addresses

All inquiries:

Technical issues with the website: