3 Totally Fun Ways to Use Data to Sell More Wine
“Okay well THAT was fun!”
Not sure how often you get to say that in your day-to-day work life but I’d love to dedicate today’s newsletter to exactly that experience this week.
Call it Chapter Two. The next part of the story, that is, that I introduced a few weeks ago around one of the most foundational, essential things that we do at Enolytics: helping clients to segment their customer lists, to better target their outreach and sales.
This week we circled back to one of those segmentation projects, and workshopped content ideas with the client around the insights we saw from the segmentation. To be clear: I am no marketer, and people with far more expertise in this area would likely see the process differently. What I know is that it was a heck of a lot of fun to brainstorm ideas that are grounded in the data.
Here were a few.
Canned Wine Campaign Targeted to Millennials
What the Data Tells Us: One pattern we noticed in the ecommerce data was high interest in canned wine among customers in their 20s and early 30s. A second pattern we noticed was how many of those younger customers live in northern states like Illinois, Maine and Idaho.
How the Client Will Use the Data: Create a campaign incentivizing customers to share social media posts of the canned wine in winter-weather experiences, like around campfires after a day skiing or snowboarding.
Tasting Kits for Metro Area Customers
What the Data Tells Us: Tasting kits are a popular online purchase for an older audience (aged 45+) whose residences also happen to cluster in certain neighborhoods in New York, Boston and Washington DC.
How the Client Will Use the Data: Create a short “pre-tasting” video of the owner (who’s great on camera!) talking about the kits, why they created them, and tips about her favorite ways to experience the tasting. Then organize a three-day series of virtual tastings that progress from one neighborhood to another, communicating to geographically segmented audiences via email and encouraging guests to connect with other enthusiasts nearby.
Rolling Out Rosé Promotion
What the Data Tells Us: When we created heatmaps of customer shipping addresses, prominent clusters appeared across some markets in the South like New Orleans, San Diego and Tampa Bay.
How the Client Will Use the Data: Roll out annual rosé promotion in email “waves” according to geography. Customers who live in markets further to the South, where rosé weather arrives sooner, receive the promotion a few weeks earlier. The different timings of the roll out also allows for adjustments to the language of the campaign, depending on responses to the earliest waves of emails.
BONUS TIP: A quick note about the “pre-step” to this workshopping session, where the client cleaned up the bad email addresses, street addresses and phone numbers that we identified through the data cleansing phase of the process. It most cases, correcting the faulty record was a matter of adding the “.” before “.com” or “.net,” or recognizing the spelling error in a street name.
It’s one step at a time. You can do it, and we would love to help. Please be in touch.
Thank you as always for reading.