digital wine report release

8/17/2019 Digital Wine Report Release

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he five tribes of online wine buyers.

2016 DIGITAL WINE REPORT


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As marketers, social listening is nothing new. We can all agree that there ar

interesting things to learn from social listening that enables us to optimize ou

ability to engage with customers on those channels. But, our view of social

one-dimensional. We wonder: are the people our brand is engaging with o

social our target customers, and what is the contribution of engagement tlonger-term customer loyalty and value?

The purpose of this report is to address these types of questions. In orde

to conduct our research, we mapped the full set of purchasing and socia

behavior as well as demographics for 12,500 online wine consumers acros

multiple brands at the individual customer level. The final dataset analyze

considered 5.7M following relationships, 2.3M social posts, 53K online winpurchases and 16.8M in sales.

To understand customers and brands, we analyzed the interactions that win

customers were having with wine brands on social channels. Using TMRW

Engine, we were able to put a dollar value against customer engagemen

Utilizing all our findings we built a better understanding of the customer

beyond their social behaviors and purchasing habits. On Friday May 6th, th

unique personalities of online wine buyers will come to life in a report we’v

titled:

THE FIVE TRIBES OF ONLINE WINE BUYERS

THE METHOD


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THE AUTHORSPaul Mabray

Ryan Flinn

Louis Calli

Group Director

Director of Earned Media

Director of Marketing

A 23 year veteran of the wine trade, Paul’s leadership is the driver f

the overall vision, strategic direction and product development for t

company. Handling all of the business development and sharing th

vision for product development allows him to be in a key position toconnect emerging technologies for the wine industry.

Formerly a writer for of Bloomberg, Ryan has guided clients throug

crises, acquisitions, leadership changes, rebrandings, IPOs, medica

meetings, FDA approvals and product launches.

Louis has been in the wine business for 16 years as everything

from a restaurant wine director to the DTC marketing specialist for

an international wine company with a portfolio of 25 properties.

Currently he leads TMRW Engine’s marketing initiatives and works

with clients in developing effective strategies.


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G r a h a m

: The I n f o G

e e k

A n n a :

T he S o p h i s t i c r a

t

S o p h

i a : T

he Di g i t a l N a t i v

e K

e v i n

: T he T r o p h y H

u n

t e

r

D o n

:

T h

e S o u

ther n C o n s e r v a

t i v e

THE TRIBES


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Graham: The Info Geek

ri e easer

Graham represents

1/3 of online wine

buyers

Charitable

Graham is:

Environmentally

Conscious

Graham’s

Interests

include VCs &Tech pundits, and

sharing articles

and ideas

through social

media.

“Graham & his fellow info geeks

spend the most online and order

online the most often.


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Anna: The Sophisticrat

Tribe #2 Teaser

Over 50% of Anna’s

fellow sophisticrats

are women.

International

Travel

Anna loves:

Yoga

Anna is highly

sophisticated

in wine and the

most likely to

discuss specific

grape varieties or

regions on social

media.

“Sophisticrats taper their love for

food and drink with their affection

for fitness.


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Would you like t

know more

We’ve only just scratched the surface of two of the five tribes we’vedentified. The full report will contain not just the results of our research,

but also ways to engage and activate each persona. We will examine

nterests, habits, geography, club versus non-club activity and what criter

each uses when making a purchase.

Please join us for a private report walkthrough via GoToWebinar of our fi

annual digital wine report next Friday at 3pm PST. Authors Paul Mabray,Ryan Flinn and Louis Calli will be online to guide you through the finding

and answer any questions you may have.

To register go to: https://goo.gl/cXcS77 (case sensitive) or follow the link

he email.

f you have any questions please email us at: [email protected].

W W W T M R W E N G I N E C O M

digital wine report release

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