Wine Marketing: What to Do and Not DoJanuary 24, 2017
More than 38 billion bottles of wine find their way to shelves and consumers’ homes each year, which means you have many opportunities to reach your target market and win a coveted spot on their wine rack. Being the best producer is not enough to get you ahead, however. You have a lot of competition from all over the world, and your wine marketing needs to be precise to capture your audience. Follow these do’s and don’ts when you put together a wine marketing strategy for your business.
Use data to segment your audiences.
A one-size-fits-all approach wastes your marketing dollars and fails to give you the conversion rates you seek. In-house data on winery customers, as well as wine club members, should be segmented by demographics, SKU, red/white, frequency of club shipments, and size of orders. Historical data is a goldmine for wine marketing, because it helps you target consumers with the most relevant offers. It becomes even more valuable when you apply predictive analytics, where your existing data helps you find even more similar prospects who are ready to buy from you.
Customize creatives and messaging.
Once you establish segments, customize the creatives and messaging for those consumer groups. You would not approach an experienced wine drinker with a family the same way you would work with a younger person in a different life phase. Let your marketing speak to them with the colloquial phrases and voice that they use.
Grow your target segments.
You have identified your best customers based on segments and behaviors (e.g. highest spend, repeat buyers, etc.) – now you want to find more individuals like these customers to expand your business and increase revenue. Prospecting with easy-to-use predictive marketing tools will allow you to quickly identify and target these net-new customers. For example, if you’re using Reach Analytics’ cloud-based predictive marketing software, you simply input your data, instantly get new insights on your customers, and identify and download your best prospects – in under five minutes.
Take an integrated marketing approach with direct mail.
You might scoff at using direct mail in the digital age, but it is a powerful method when combined with data-driven insights and other channels. For example, you can create a behavior-triggered mailer that goes out after a purchase. The mailer has a QR code that takes consumers to a customized landing page. If you have their email addresses, you can send links in a message to increase the chances that they notice it. You create a feedback loop that ties into your digital marketing efforts.
Listen to customer input.
Social media, email, and online review sites give you an unfiltered view of your customers’ opinions. You do not have to rely solely on expensive market research to figure out whether your efforts are working well. You can reach out directly and get valuable data and constructive criticism on your endeavors. Even more strategic, predictive marketing tools can take these social signals into account when delivering your best prospects and continuously refines these lists by learning over time.
Be afraid of testing new tactics.
You believe that the tried-and-true marketing techniques work, but are you maximizing your ROI and optimizing for changing market conditions? Try out new tactics, channels and approaches to continually improve your brand’s positioning.
Ignore your data.
Going with your gut feeling has its place in marketing, but hard data helps guide your intuition when you work on a new campaign. Data-driven approaches are also excellent for refining and improving existing strategies, especially if you have tried several ways to improve it without result. If you’re trying to revive customers who haven’t purchased for a period of time, you’ll want to consider a campaign targeted directly at this list. Predictive marketing is an excellent tool for loss mitigation, and it can help you maintain existing customer relationships – some of your most valuable.
Use a set-it-and-forget-it direct mail strategy.
You deal with many sources for market disruption and channels in modern marketing, and you cannot go hands-off with any part of the campaign. You could miss prime opportunities or end up with a total direct mail flop, like Naked Wines. They tried to move into new territory with a direct mailing campaign that did not adjust over time; in the end, they wasted $2.6 million on this mistake.
Data-driven wine marketing helps you send the right message, to the correct audience, when they are ready to learn about a new company or purchase a bottle. On the other hand, it can also be an excellent vehicle for driving interest and sales from current subscribers. As you set goals for this year’s wine marketing, consider the advantages of predictive marketing to keep current customers happy, reach new prospects, and increase the loyalty of both.
To see how predictive cloud works, you can request a demo of the Reach Analytics software.