The curated wine club sector is a highly competitive. Wine is seen as complicated and open to social faux pas, so customers are happy to hand their choices to connoisseurs, supermarkets, celebrities, newspapers and other businesses who run wine clubs rather than pull out a dud at the next dinner party. So a company like Rude Wines, whose founders just wanted to make a profitable business out of their genuine love of great wine without the snobbery and price tags, faced an uphill struggle to get noticed among the well-known big-budget operations.
A standard acquisition technique in the sector is to sell the first box as an introductory sample offer, often at a highly discounted rate. The idea is that wine buffs recognise the quality and open accounts to form a long-lasting relationship with the provider. In practice, however, customers who don’t necessarily appreciate good wine often work their way through the companies, making one discounted introductory order but never re-ordering at full-price. This phenomenon was another problem that affected Rude Wines.
They contacted PushON to help raise their profile and help them to win quality, valuable, long-term customers.
PushON started by experimenting with a modest PPC campaign, but as expected, the brand was held back by the fact that it wasn’t as well known as the large clubs. In paid search, as in all marketing, trust plays a big part. The experience was, however, valuable in ascertaining keywords and other data.
We then switched our focus to paid social, particularly Facebook. Instead of being product-centred, we pushed the brand itself, to familiarise people with Rude Wines and to help potential customers emotionally connect the company and quality wines. We succeeded in growing the Facebook audience from 3,000 to 7,000, so when we ramped up the marketing to focus more on the products, we found an audience much more receptive to the brand thanks to the genuine quality signals they had been consuming.
The final action we took was to integrate Nosto for Facebook so that we could perform effective, targeted remarketing. We also put Nosto on the Rude Wines site to learn what customers bought together so we could make recommendations to purchasers. Nosto is a Facebook Partner and also a PushON Partner company, so we knew we would have the optimum integration.
Our work with Rude Wines is an example of the complex balance of story, brand and product needed to win over a genuine customer base in a competitive marketplace. Price is not always the main consideration for this market – it’s the quality of the product on offer, and that can only be communicated once the trust barrier has been broken down.
The real results are quantifiable, though.
In every targeted metric, PushON has improved Rude Wines’ position thanks to our results-driven strategy. For example with only a 48% increase in paid spend we improved revenue by over 900% after the brand’s profile had been improved by our Facebook campaign. The return on investment thus increased from £0.40 to £8.70 from March 2016 to December 2017.