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This Is Our Vision
This Is Our Vision
Somm Digital is Napa’s leading wine digital marketing consultancy specialized in developing and implementing wine digital strategy for the wine industry. We specialize in data-driven strategies for wineries in Napa & Sonoma dedicated to learning and understanding your business. We have a unique approach to digital marketing: data. From your data, we will provide actionable insights. All our recommendations are based on an in-depth data analysis where we identify potential customers and how to acquire them.
Our work is based on transparency. We are dedicated to learn and understand your business. Our digital marketing strategy is built with a focus on improving your online presence, sales performance, productivity, and social engagement with customers.
PIERRE LINCOLN, FOUNDER
Digital Marketing was created by engineers, not marketers. We are living in the age of social marketing and it requires a new way to purchase wine. DTC wine business holds a straight contact with consumers that allow us to understand their behavior and preferences. With DTC on the rise and the need to adapt to the digital world, Somm Digital offers a unique purely data-driven approach. All our digital strategies are customized to each specific customer. A strategy that works for one may work for one winery, may (and most of the time won’t) work for another. Most Marketing Agencies are focused on the same approach to different clients. Digital has democratized the opportunity for all businesses. Digital Marketing has a strong focus on ROI. Although Brand Awareness is not the focus of ROI, we can measure the impact of a brand and its potential impact on Customer Lifetime Value (CLV).
After years of seeing wineries struggling to understand what Digital Marketing was, I felt it was time to help them to build the bridge between wine and digital marketing. After working several years as a sommelier, several certifications, I switched careers and went Digital. I worked for a few Media Agencies in Ireland and London as well as Software PPC management companies. Once I came to Napa, I realized that I can’t run away from wine. Could I combine both two passions? Why not?
Now, I have over 10 years’ experience in sales, marketing, digital marketing, and e-commerce, 6 years of which was in the wine industry. My goal is to help wineries to develop direct and online sales, social media strategies as well as brand awareness and online customer experience.
Nobody could predict the growth of e-commerce in 2020. However, we could foresee the user behavior changes by analyzing their data. We create predictive models where we can identify potential customers among visitors.
Somm Digital doesn’t offer any solution at first. We study your needs, your goals and your expectations. It is very easy to build web traffic or create content online. However, meaningful sales, customer retention, relevant and authentic content takes time, resources, and research. We deliver a smart digital strategy and implementation, to ensure that your goals and expectations are met.
We apply some advanced Digital Marketing Analytics techniques used by MIT. These predictive models enable us to identify customers and how to apply this knowledge back to Digital Marketing strategies. The goal is not to increase sales, but to understand why the customers buy wine from you and what triggers them to do so.
It has become a routine for us to see clients that have no faith in digital marketing and, a few months later, they understand their clients better, their expectations, and why they buy your brand in the first place. These details are hidden in the data. Once we strip out the narrative, we develop a digital strategy by channel based on the outcomes. Not all models are feasible to build, but there are always opportunities to be explored.
Understanding your online customer journey will enable you to segment your crowd and approach them differently. Your campaigns are focused on results. We can help potential customers to find your winery easily. Getting involved in the initial stages of the process will increase the number your loyal customers and surpass their expectations. Consequently, it will increase revenue and customer lifetime value.
We have developed a few research studies in digital marketing and its adoption in the wine industry. Working in partnership with Sonoma State University, we have elaborated a cohesive study how wineries adopt digital marketing and how they can expand their efforts by using technology to connect with their customers.