The US wine market is not a simple place to conduct business.....if you are reading this, you already understand. I call it a 'spiral staircase' that seems to descend and ascend with a never ending barrage of busy details that can drive an ROI focused manager right out of his mind.
Wine Concepts was retained to remove the chaos for a veteran Napa Valley wine négociant operating a tasting room as well as distributing multiple brands from a variety of California appellations.
The primary goal was to identify the target market for one specific brand with several quality price points. Each of the individual iterations of the brand were all designed with 'classic' label design values with a vineyard landscape emboss, centered scripted fonts on a soft cotton fiber muted paper. In other words, conservative value brand labeling. This turned out to be a key and a great lesson in making assumptions not substantiated by good data.
Step 1 : Identify the target consumer of a classic wine brand design
We first accumulated all the known direct purchase data from direct shipping logs, credit card purchases, market sales data from online sales and tasting room direct sales. We then separated the sales data into the categories of purchases. Once separated, we organized each group looking at purchases of each price point to see if we could determine specific groups of consumers for each of the price points whether the same or different.
Step 2: Find out exactly who they are.
Once each of the groups were identified in 'person', Wine Concepts profiled these consumers through Experian's Mosaic segmentation system and the use of Geo Strategies Epiphany Analytics Software Platform. Mosaic separates 71 different lifestyle personalities for every household in the United States. Each of us has already been identified with a unique category where marketing and advertising values are matched to our specific habit, tastes, likes and dislikes. Purchasing choices are accurately predicted understanding how each group plays, lives and works.
Once identified and then segmented, the Napa winery clients were very similar in each of the price point purchases based on the label and brand design and philosophy. Although each brand and business must be reviewed separately, one specific personality rose to the top and mathematically 'indexed' at nearly 7:1 as 'more likely to purchase this product' than all other people groups. That is nearly 7 times more likely.
Step 3: Locate the customer in markets requested by Napa client.
There were several personality profiles that showed attraction to WCI's client brand, but the one showing extremely strong alignment with the brand was mapped in 3 distinct areas along the eastern seaboard. Geo Strategies FlexQuad Geographic Mapping module was utilized to show the highest concentration of targeted household around one specific type of wine retailer. Once this done, the highest rated targets were located with simple visual overlays with map locations, specific wine sales in the area and the people groups identified.
Step 4: Hand off information to sales staff for marching orders into market.
Each of the locations that were identified as 'high potential retailer targets' were then handed off in an interactive map and list for use by the sales force in the market. Several locations and groups of retailers were listed on the east coast of the US with contacts, sales figures for the area itself within the 'Flex - Quadrant', all with interactive mobile device compatibility for travel appointment management.
Final Results: Setting the appointments, tastings, colds calls and wholesaler interaction.
The information was taken to the streets with the National Sales Manager leading. The reduced risk in time, lodging and travel expenditures made it possible to add other markets to the same travel period resulting in the Sales Manager's request for more market information while on the road with an extra day to spare for more appointments. With a list in hand to utilize going forward for prospect and lead generation for future follow up and travel, the sales manager and Napa clients confidence was boosted in a way that none of the staff or Wine Concepts were anticipating. In addition, a high rate of sales per visit on a 'hand sell' drive into the market gave the wholesaler and retailer a greater confidence to introduce our client's products.
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