The best academic research on wine drinkers is an Australian study that I believe is also very applicable to the US, UK and New Zealand. The Segments are: 1. Conservative, Wine Knowledgeable Wine Drinkers (20.9% of wine drinkers); 2. Image Oriented, Knowledge Seeking, Wine Drinkers (22.3%); 3. Basic Wine Drinkers (16.8%); 4. Experimenter, Highly Knowledgeable Wine Drinkers (19.0%); 5. Enjoyment Oriented, Social Wine Drinkers (20.9%)
Wine Marketing: Different Wine Consumers (1)
December 11, 2009 By Leave a Comment
If we can understand why people buy and consume wine then we can create better ad copy, website content and emails. So I’m doing some of posts on different wine consumers, or “segments”. This wine drinker segmentation is based off analyzing Amazon wine book categories. It provides some excellent ideas on website content.
Selling Wine Online: Your Point of Difference
December 9, 2009 By 2 Comments
This post is about possible points of difference for an online wine retailer. First what most of the good online wine retailers offer, the “price of entry” rather than your point of difference. Second potential points of difference.
Selling Wine Online: The Long Tail of Wine- an opportunity?
December 8, 2009 By 2 Comments
Chris Anderson, wrote a book called “The Long Tail”. It was a best seller, and is all about the millions of niches in the world and the successful businesses that have been built around this concept e.g. Amazon with books, iTunes with music, and Google Adwords with small business advertising. But the truth is the concept has a serious flaw.
Wine eCommerce Solutions Ranking
December 5, 2009 By 5 Comments
Here’s my analysis, I’ve done it by finding a representative sample of eCommerce and internet marketing solutions, rating them based on a criteria outlined in a previous post, and weighting and ranking them to come up with some suggested rankings.
wine eCommerce and SEM: Ranking and Review Criteria
December 4, 2009 By 3 Comments
In this post I’m going to nominate a weighting to put to the criteria. The idea is you can make up your own mind what the eCommerce options are, what the weight of each criterion should be and then score each option so you can compare different internet wine marketing and ecommerce solutions. I’ll have a bash at this myself, but first this post on weighting.
The Cost of Wine eCommerce and Marketing Solutions
December 3, 2009 By 2 Comments
I’ve shown that most attention is given to only one part – the design – yet there are many other parts that need to be done well to make a profitable online wine business. So when I talk about the cost I’ll look at the cost of the whole process not just the website.
Selling Wine Online Process 2: Conversion
November 29, 2009 By 9 Comments
This post will look at converting traffic. The Landing Page. As mentioned in the last post you should build you SEO and PPC campaigns so that people land on an individual page, the “landing page”, rather than just a general home page. There are a number of reasons for this but the key one is that your customer is hot on the trail of an attractive wine and we don’t want to throw any obstacles in the way of that purchase – such as having to search the site.
Selling Wine Online Process 1: Traffic
November 28, 2009 By 21 Comments
This post is about generating traffic to your wine retailer website. As you will see they are reasonably simple – the obstacle isn’t understanding them so much as doing them. Note that I am skeptical about secret SEO software and processes – they may help at the margin so to speak, but not with getting most of the results (i.e. 80/20 rule). Three types that I’ll split out below: SEO, PPC and Email Marketing.
Selling Wine Online, a Criteria: Marketing to eCommerce Process
November 27, 2009 By 6 Comments
In order to sell wine online you need to generate traffic, convert the traffic into sales and nurture repeat business. You also need support for any technical or marketing issues you may have along the way.
