Wine DTC Report of the Week: Fun with Filters!
Image Credit: Edmonton Public Library
A few days ago we received this request from Kimberly Whistler, VP of Marketing and DTC Sales at Lede Family Wines, who uses Enolytics' DTC software. It totally cracked me up.
We want to pull a list of all customers who have purchased a Cabernet Sauvignon in the last four years, with a minimum order value of $300, and a birthdate between November 1, 1972 and February 1, 1973.
My first thought was, is she joking?
(She was not.)
My second thought was, maybe she's testing us.
(Maybe, but if so, we passed.)
My third thought was, pulling that list will take us 30 seconds.
(Which it did, for the record.)
The idea behind the request, and those very specific filters, was to identify a segment of customers with an upcoming milestone birthday who may be inclined to purchase a celebratory bottle.
A big bottle for a big birthday, right?
I love this idea because it's playful and fun and unusual. I love even more that the list was fast and easy to pull so that Lede Family could make the most of the idea, efficiently.
This week, I want to invite you to play too.
Experiment. Use your imagination. Ask questions that start with "What if..." and "Why not..." Try something you've never done before.
Maybe even giggle.
No, we aren't going back to kindergarten. But that is the mindset - wonder and play - that I'd like to encourage this week, especially as you think about communicating with your audience during the busy end of the year season.
Wonder what's possible, and play with the ideas that arise.
The best part is that you already HAVE the data to get creative and playful just like Kimberly did. It's your own data, already there.
It's just a question of being able to use it.
That's where Enolytics comes in.
So here's a suggestion. Let's get you onboarded with the DTC software as part of our 30-day risk-free trial period. There's still plenty of time before the holidays to dive in and start playing.
I'd love to help and to hear your ideas too. Send me an email at cathy@enolytics.com or give me a call at +1.702.528.3717 or schedule some time through the "Let's Brainstorm" button below.
I look forward to that.
Thank you for reading, and for your ongoing support and encouragement —
Cathy