What do people say when they’re talking about your wine?
How do they describe it?
How does someone in, say, Boston describe your wine differently than someone in Miami or Vancouver or even Sydney?
Knowing the answer would add so much meat to the bones of your communication strategy, because it would show you how to talk to consumers in different markets the way that they are already talking, in language that they already use.
Not only that. Studying the data would also show you how consumers in those markets talk about your competitors, so that you can further emphasize your own brand’s value as distinct from theirs.
Let’s say that you’ve got a red wine that sells for around $40. How can we use data to figure out the best way for you to talk about that wine?
Some steps that we can take:
- Query your brand in relation to other brands in that category.
- Drill down to the reviews of those wines.
- Apply our proprietary algorithm in order to map out the frequency of terms like “full-bodied” versus “Brunello” versus “fruity.” The algorithm also distinguishes terms such as “not too sweet” versus “sweet.” Many analysis tools do single word analysis, where “not too sweet” and “sweet” are understood as the same thing. But they aren’t, of course. The language of wine consumers is not a single-word language and it is important to be able to distinguish between terms. Enolytics’ algorithm understands consumer wine language.
- Geographically illustrate the frequency of the terms, so that you see the patterns of language that consumers use in different markets.
It’s pretty cool. It’s accurate and easy to understand. It’s also fairly evident: what you’ll do with the information, that is, in order to market better and, ultimately, sell more wine.
Can we give you a demo? It’s something we love to work on and, as a communicator, it’s also one of my personal favorite applications of the data.
Please be in touch. We’re psyched to keep going further with this!
PS Some good news to share: Enolytics was featured this week in The Buyer, a London-based platform for the trade. The article focuses on how data drives buyer decisions, and I’d be glad to hear your thoughts on it.
I’m grateful for your time in reading this post, and staying up-to-date on all that’s been happening --