Wonder
Log in
Research Outline
Prepared for Michelle | Delivered September 26, 2019
Wine Customer Acquisition
Review your project details
Goals
To define a strategy and plan for advertising videos for an eCommerce wine company selling online to mid to high end consumers in the US. Research will be used to guide strategic plan to generate more consumers through video advertising.
View less
Early Findings
Forbes
interviewed two experts in how to attract high-end customers, including one from a premium champagne brand. They recommend using organic advertising as the foundation for marketing, making the products more exclusive, having production transparency, using sensory branding, SEO presence, ad
r
e
t
a
r
g
e
t
i
n
g
, leverage
g
e
o
fencing with a physical store front and use third part email services target the premium customer.
Traditionally, the tasting room was the way wineries used to market their wines. Now, wineries have moved
beyond the tasting room
and need new ways to attract customers.
As an
e
c
o
m
m
e
r
c
e
business, a winery cannot drive customer to its tasting room for experience and packages so it must innovate to find other ways. One idea is to use
pop-up experiences
and find ways to connect with customers
offline
.
A brand's story is becoming an increased
focus
in wine marketing.
Humanizing
a brand is especially important in video advertising, as putting a face to name helps people remember a brand. The
goal
is to show off the brand and demonstrate why the brand is passionate about its wine.
Distribution is obviously key, as audience targeting is the most effective advertising. This means using the correct social targeting and using native ads in the right places.
For example, baby boomers mostly
consume
blog articles, images, comments,
e
B
o
o
k
s
and reviews over other types of content. They are also more
likely
to seek out world news and politics than other generations. They also use Facebook more than other generations and platforms, especially for video.
Baby boomers
also prefer wordier information, as that is how they make a decision about purchasing. More information is better, as 8 out of 10 boomers research products online. This means
blog posts
, especially company blog posts, can be an especially effective tool for this demographic.
Search engine marketing
is the most effective for this generation.
An AARP campaign found that the older demographic
prefers
m
u
l
t
i
g
e
n
e
r
a
t
i
o
n
a
l
videos. A campaign featuring an older comedy icon alongside a millennial rapper did especially well. Baby boomers are
optimistic
and want to be seen as living their best lives.
Even in
2019
, this generation
i
s
s
t
i
l
l
p
r
e
f
e
r
r
i
n
g
to mostly shop on their computers, so omnichannel and native mobile experiences are less important.
One study looked at purchase motivations for high-end wines around the world. It found that Americans purchase wines for reasons of
hedonism
, but that for all buyers, wines should "
reflect
their own heritage and history".
The study also found the luxury wine buyer is slowly
evolving
. Up-and-coming luxury wine buyers have a "
focus
on socializing with friends or family, healthy activities like yoga and walking, nature-focused activities like hiking and gardening, as well as spiritual practices. The same luxury consumer also shows interest in volunteering and giving to charity and playing leisure sports such as golf or tennis."
Luxury wine marketers should
focus
closer on pairing wine with experiences, such as romance or wine/food pairings.
View less