When it comes to creating awesome marketing campaigns for your wine brand one of the most powerful tools you can use is customer data. Carefully examining the consumer habits and lifestyle of your customers can help you build up a detailed picture of who is buying your wines or spirits and how to target your marketing to reach this specific audience. Here are four ways that customer data can maximise the potential of your wine & spirits marketing campaigns.
1. Categorise Your Customers
It is highly unlikely that all of your customers will behave in the same way when purchasing your wines & spirits or engaging with your marketing campaigns. One crucial first step is to understand the types of customers that you have and how their buying habits differ from each other.
For example, you may have a strong group of younger consumers who respond well to social media or influencer marketing. You might also have consumers or wholesale customers who respond better to email marketing. In this case, making sure you are covering both groups with your marketing campaigns will ensure you are able to reach and engage with the maximum number of consumers.
2. Prioritise Your Marketing Efforts
Once you have categorised and have a clearer idea of your customer base and sorted their contact details, you can begin to prioritise your marketing efforts. This step will help you to make the most of your marketing budget by targeting the consumers who are most important to your brand. This step may also help you to consider where you could create new products to appeal to certain segments of your customer base or how you might experiment with new approaches like using the social media platforms Instagram and Facebook to reach potential customers who are similar to your existing customer base
3. Optimise the Customer Journey
Another key use of customer data is to apply what you have learnt to optimise your consumer’s journey from first encounter with your brand right through to loyal customer. By examining which social media posts, ad campaigns, or emails were particularly popular and resulted in conversions you can build up a detailed understanding of how to sharpen and focus your marketing campaigns.
4. Ask Your Customers
Another goldmine for wine & spirits marketers is the customer survey. By asking customers questions about their buying habits and motivations for purchasing particular products, surveys allow brands and producers to find out a wealth of information. Understanding exactly why consumers choose your wine or spirit is crucial to creating marketing campaigns that will truly resonate with them and encourage brand loyalty. Encourage your top customers to fill in your survey, and consider offering them an exclusive product, or early access to a new product.
Understanding and applying customer data is a crucial part of crafting a successful marketing campaign for your wine or spirits brand. Consumers today are more educated and knowledgeable about their wine and spirits than ever before, and they expect brands to deliver quality products that suit their lifestyle. If done correctly and sensitively, fine tuning your marketing campaigns using this insider information will boost sales and draw many more loyal customers to your brand.
