Google has been talking about micro-moments for about a year – so, of course, everyone is talking about micro-moments for about a year. As written in Forbes, “What makes this moment (in time) interesting and equally challenging is that it’s not really one moment, it’s a series of micro-moments that amount to the new reality of consumer behavior… these new micro-moments unbundle activities and break them down into smaller, more manageable (and winnable) scenarios.” In this world, search and keyword interact with digital and social during micro-moments to push consumers through customer purchase funnels. These moments link discovery and engagement to determine consideration and intent. Sounds pretty cool, right? What’s not to love?
For the wine business, the problem is that Google’s version of micro-moments assumes that consumers are using search to find you – either by category or by brand – and the truth is that nobody’s actually, at any meaningful scale, looking for you. Sure, they’re looking for wine for dinner parties, weddings, weekend escapes and quiet time but they are not looking for your wine, your brand or your tasting room by name. They don’t really know you, by name and varietal, so you cannot intercept these micro-moments. The good news is that consumers aren’t looking for 90%+ of wine brands. At least not in the way Google wants you to think about them – via paid search. High fragmentation, low brand awareness, low brand loyalty, and relative scarcity in market, the FALS of wine marketing, leaves you with very few people actually trying to find, well, you. Because of the FALS, winning front-page category, varietal, region or price is a nightmare with 7,000 SKUs trying to do the same thing. Paying for that nightmare is made worse by retailers fighting for that same space. What to do?
Groove is using social and digital channels to create highly relevant micro-moments via our Social Publishing methodology, as we have been for several years now. We test unique reasons your brand exists (through stories, really) and marry those reasons to real people who care. Our ability to find and nurture the right fans (lead generation) is by far the best in category because we specifically attack ways to overcome the FALS. This approach allows us to find fans at the awareness and consideration stages of the customer purchase funnel and apply world-class publishing tactics to maximize “reach and impressions” – that’s right, “reach and impressions” are micro-moments. We incentivize multi-channel micro-moments to creates more micro-moments, using engagement to propel more consideration, which in turn propels trial, conversion, and ultimately, loyalty.
Social Publishing offers meaningful, relevant, consistent, and engaging micro-moments – and lots of them. As we build relationships, we drive up your brand’s relevancy and with it, drive up the number of micro-moments your brand receives from Facebook, Instagram and Pinterest while also creating relevancy with bloggers and tweeters. Traditional agencies, and even some digital agencies, will tell you that you can still “buy your way into this kind of relevancy” through paid search, banner ads and PR. And in categories with a narrow market of major competitors (like 10M+ case beer or spirits producers) they are correct. However, this is simply not the world of most wine producers. Relatively few people know you and almost nobody is looking for you in the digital realm. There are literally thousands of choices for consumers and, because of the Tied-house laws, relatively little is known about the people making wine purchase choices. Moreover, your wines are simply not everywhere for everyone (especially not at a SKU level) because good wine cannot be mass-produced like beer or spirits. Using saturation marketing is outrageously expensive for wine producers and throwing your money at paid search is highly risky with relatively low return. We’ve seen wine clients pay $2-$3/click for paid search programs. By using Groove’s Social Publishing methodology, our clients pay $1.5-$2/year (yes, per YEAR) to nurture consumer leads 30 to 50 times.
Google’s thinking around micro-moments is incredibly vital for wine producers – but just not in the way Google is thinking about it. Consumers are not looking for you, so you need to look for them. Like it or not, you need to chase consumers by creating a meaningful marriage between a unique reason your brand exists and a specific consumer who cares about that reason. You need think seriously about ways to create these Google-inspired micro-moments to build an army of advocates. Social Publishing is about creating relationship-driven relevancy. That’s what we do at Groove.