Wine companies of all sizes are seeking to promote direct to consumer (DTC) sales because of several distinct advantages. Without distributors, wholesalers and retailers, DTC sales produce much greater profit margins since the cost of interacting with intermediaries has been effectively eliminated. The end result is not only a higher relative profit, but an unprecedented opportunity to contact and understand the customer base. This unobstructed connection provides the wine club managers, tasting room directors and marketing staff with the ability to recognize shifting demographic patterns, purchasing psychologies and consumer needs.
It's no secret that the wine industry fosters a relationship-driven business model. Wineries are constantly encouraging people to visit their tasting rooms, to join their wine clubs, to read their e-mail newsletters and to share the philosophy of their company. However, several issues have emerged within the wine industry and DTC channels specifically. According to a Wine Business Monthly "Tasting Room Report", there are certain barriers to maximizing DTC potential such as ineffective technology and systems, an inability to acquire customers and a lack of proper marketing tools for an integrated approach. Confluence Media has deliberately constructed its services based on these considerations.
Confluence Media has a product roll-out strategy that augments existing DTC programs using social media intelligence and marketing techniques, driving sales and increasing efficiency.
CM Social Email
The Confluence Media Social Email program empowers your marketing organization by mining your existing email databases and adding social media intelligence and techniques that increase click through rates and conversions. The first step in our method is to ensure that your organization is using best practices in email marketing. Next, we integrate social media extensions that create deeper connections with your customers. Our goal is to optimize your key direct-to-consumer profit centers and demonstrate immediate results.
CM Social Club
The Confluence Media Social Club program is designed to give you a true understanding of who your customers are. Specifically, we analyze your club list with a series of tools that enable demographic segmentation by gathering data like age, sex, race, and location. In some cases, we will be able to further profile your customers by adding activity and cultural data. Using this demographic and activity segmentation data, we provide your business with social media marketing methods to reach your most profitable customers, attract new members, increase conversion, and stem attrition.
CM Social PR
The Confluence Media Social PR program is intended to extend the reach of your current PR initiatives. PR has proven to be effective in generating traffic and buzz amongst key influencers and information channels. Our method is to echo your messaging within focused social communities to enhance the message’s reach. We base our delivery strategy upon customer profile information, and then link your PR content into communities that match the interests of your customer profiles. These methods have proven success in building brand affinity and generating interest among new customers through social influence.
Additional Products (Coming Soon)
- CM Social Events
- CM Social Advertising – Print & Radio
- CM Social Mobile
SMM Litmus Test SMM Readiness Assessment