Social Media Sales Case Study
Vinum had no tasting room or ability for sales through hospitality. WGM put into place a Social Media Campagn in July of 2016. The goal was to extend the existing email campaigns onto Facebook to increase reach and use the audience to spread word in an organic manner. We implemented the following tactics:
- Link back to the website – particularly the store
- Keep engaged with any comments on posts
- Boost messages using $5 and $10 to extend reach
- Using non-campaign topics from a third party to tie back to the winery (e.g. “We tried this recipe for red wine hot chocolate using our Pinot Noir. Buy your bottle here and try it out for yourself.”)
Over 5 cases sold, with a combination of 1st time, repeat customers, and club members.
Facebook was used to support email campaigns and timed to coincide with launches. 4 cases sold with 1 case being sold to a 1st time customer.
Ongoing support around the holiday gift sets provided a “halo affect” for the season. Over 10 cases of wine were sold after these supporting posts, all to but 6 bottles to 1st time customers.
After 6 months, Social Media posts are generating sales on their own. This post generated 4 sales: all were 1st time customers, 3 of whom purchased this Cabernet Sauvignon.
Results
This Social Meda plan, implemented in July 2016, has helped sales recover, created 1st time customers from prospects, as well as increased sales from repeat customers. Vinum saw a dramatic increase in the number of social media referrals to the website from .44% in July 2016 to 7.31% by January 2017. Social media also helped promote brand awareness and is partially responsible for 21.74% growth in the database over the last year.
