Case Details

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

Customer Experience  Brand Experience, Employee Experience  Product Experience

24 January, 2021

Canada

Overview Projects

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+).  

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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