Case study

The Wine Industry Case Study

Identify Effective Advertising Channels And Campaigns

To help elevate the branding of local wines, wine makers, and wineries, the state’s wine and grape board desired to better understand which advertising channels and campaigns would perform best among state residents and residential cohorts (Millennials, Gen X, Boomers+).

State Wine & Grape Board

Brand Experience, Product Experience

2019

Midwest, US

Overview Projects

Additionally, the board wanted to know how different generational cohorts and coinciding factors influenced their reception of advertising.

The Solution

Leverage new and existing cohorts to understand advertising and purchase preferences Collect and measure key insights, such as wine consumption, wine knowledge, and purchase habits. Develop strategies to meet the demand and desire of target cohorts. Utilizing two sources – a virtual panel comprised of Millennials and the client’s newsletter subscriber base – we conducted an online survey using Qualtrics, the leading experience management software, to evaluate respondents’ impression of the advertising copy, to discover purchase influencers, and to gather other actionable data including wine consumption (frequency), wine knowledge (varietals), and purchase satisfaction.

Winery visitation, its impact on varietals awareness, and social media preferences were also analyzed. Differentiation and examination by generational groups, gender, and highest educational level attainment were conducted as well.

The Results

Uncovered generational preferences across multiple areas Identified Millennials as a key target for marketing growth Insights are guiding future marketing campaigns and efforts Distinctions were identified among cohorts across multiple areas of analysis. Differentiations were classified across age, gender, education level, wine consumption frequency, and newsletter / panel sourcing.

Millennials were identified as a key target market for wine industry growth in the state, and this affirmed that unique needs and desires exist for this generational cohort compared to older generations. Insights provided from this survey guided marketing decisions and campaigns going forward.

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