How do I know if my marketing outreach is working?
That's one of the topics that resonated with respondents to our "pain points" survey from a few weeks ago, and this week we'd like to take a closer look at how that works.
Two ways that wine companies have measured marketing success are, of course, sales increases (historically) and more buzz on social media (in more recent years).
Lately we've been working with companies on another option: tapping third party data sources to measure a baseline of interest before an outreach campaign, and then taking a second measure after the campaign in order to gauge lift among wine consumers.
This process works especially well when a company targets specific markets -- a particular city, say, before and after a localized engagement.
(That's a trend to discuss in another post, by the way: the move from national marketing campaigns to market-specific outreach. Data makes this possible.)
It's a fairly simple idea.
First, understand where consumers are engaging with information about your wine, and see what they are saying about it.
Then, after you execute your marketing campaign, see how many more consumers are talking about it, where those hotspots of consumer interest are located, and compare what they're saying about it now to what they were saying about it before the campaign.
Would this information help you? Would it help your sales and marketing people?
Let's take it a few steps further, even.
What if you could target what you know to be a very low-interest area, create interest, and measure it?
What if you could do that not only for the short term, but for the long term too?
Let's see what's possible.