Zoomerang Success Stories
The Wine Sisterhood
Case Study: The Wine Sisterhood - Crowdsourcing With Online Surveys
The Hero:
The Wine Sisterhood was created by a group of female wine marketers, colleagues and friends, who share many years of experience in the wine industry creating successful brands. The idea was sparked by the group"s hands-on methods of research including asking strangers for their opinions on packaging, bringing a new wine to a party to see if guests liked the taste, querying servers which potential wine names they liked best, and polling taxi drivers on their favorite varietals. With the explosion of the blogosphere and the birth of social media, the sisters decided to take their more personal approach online to engage more wine consumers than ever before.
The Challenge:
Mary Ann Vangrin is the Director of Communications and Social Media at The Wine Sisterhood. Her challenge was to bring the Sisterhoood's unique research methods online in a scalable way while maintaining a personal touch. "When we started the wine company we knew that in order to compete we needed to get ahead of the curve and use social media to make us seem bigger than we were," explains Mary Ann. The Sisterhood was in need of a tool that could reach out to their expansive online community of wine lovers and get them involved with the decision making. Enter Zoomerang.
The Solution:
The Wine Sisterhood chose Zoomerang Online Surveys to engage their online wine sisters and get feedback on everything from new wines to label designs for their bottles. "Our social media agency recommended Zoomerang.", says Mary Ann. "We create the surveys ourselves, it's really straightforward and easy." With Zoomerang's one click deployment, surveys are launched effortlessly into Twitter and Facebook. That way, everyone who follows WineSisterhood online will see the survey in their Facebook newsfeed or Twitter stream.
The Wine Sisterhood also includes the survey in their newsletter and features it on their blog for even more feedback. Mary Ann continues, Our community is very passionate about wine and they really like to share their opinions by taking the time to fill out our surveys."
The Results:
"Our survey results go directly into the marketing mix. They help us gain insight and make more informed decisions," says Mary Ann. She continues, "we are engaging with very passionate people who want to be part of the process. For example, we used an online survey to ask our community which varietal they would prefer if we were to launch a new wine. Our instincts were pointing to a Moscato, and their responses validated our intuition. We thought that it would be a hot wine in the marketplace, and that turned out to be the case." The Wine Sisterhood takes their survey efforts one step further by posting the results for all community members to see, providing even more opportunity to engage.
The Future:
"We try to run a survey once a month. I think it's pretty amazing that a non technical person can just pick up this tool and use it", says Mary Ann. We asked her one last question; would you recommend Zoomerang? She replies enthusiastically, "I would absolutely recommend it. Especially to anyone who wants to find out what their customers are thinking. It's a great value, easy to use, and it integrates with the social media platforms that everybody is on fire about right now."
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