Diving a little deeper into the Constellation Brands Project Genome data that we touched on a few weeks ago, let’s take a look at the kinds of wine buyers you might want to seek out with your marketing. [level-members]
As you can see from the chart below, Enthusiasts and Image Seekers are not the two largest segments of the wine buying audience, but they do account for nearly half of the wine purchases made.
That would seem to be a great set of data to build a marketing plan around. So maybe really stocking up on that Yellow Tail isn’t the best route to take. Not that you would necessarily eliminate it, but perhaps your merchandising changes and you don’t feature it so prominently in your windows and up-front displays.
Perhaps your marketing changes and you focus on appealing to these two groups with wines that are exciting to both.
Of course, you have to be aware of the make-up of your local audience, which may not match the breakdown in this national data. If you have few image seekers in your market (and feel certain they aren’t around but you aren’t attracting them) then your product mix, merchandising and marketing need to reflect that reality.
In other words, you can’t be all things to all people. You must decide on the audience you want to attract and then build your business around pleasing them.
Over the next two weeks, we’ll take a deeper look at each of these market segments.