Preference Based Marketing (PBM)

Preference Based Marketing is a very effective tool for providing specific information and offers to your customers, based on information they give you about their individual interests. For example, a customer may be interested in attending special events at the winery, or only have an interest in new releases, or want to know about winemaker dinners in their area. These questions and their answers will give you new insight into the kinds of programs and offers that you can offer to subsets of your customer base.

Preference Based Marketing, used in conjunction with PromoBuilder and ListBuilder, allows you to easily create targeted offers that will help you build successful, long-term relationships with your club members and customers. Once you create customer profiles using the Preference Based Marketing tool, the ListBuilder will extract specific lists of your customers based on the criteria you select.

More about Preference Based Marketing

BEST PRACTICE TIP
Subscribers are specifically giving you permission to correspond via email. Nobody likes receiving SPAM. Unsolicited emails can be reported and cause our mail servers to be Black Listed by certain Internet Service Providers. Technically, subscribers and other customer types need to give you specific permission to send them other marketing-type offers. Therefore the first question you should consider for each profile is: Would you like to receive special email offers, Yes/No. You will also notice that we are now collecting the STATE during Subscriber sign-up. In certain states, like Michigan, it is illegal to send any solicitation about purchasing wine via email.

Add a PBM Question

Where do Preference Based Marketing Questions appear?

The preference-based marketing questions you create can appear inside the following pages:

• Under the member's Edit Profile page (the member will have to be logged in with username and password to see this page).
• The Checkout Step 1 page for the online store.
• The Mailing List Sign-Up, the subscribe page.
• The Wine Club Sign-Up page.
• The Member Sign-Up page.
• The Allocation Checkout Step 1 page for the allocation store.
• The Kiosk Wine Club Sign-Up page.
• The Kiosk Mailing List Sign-Up page.
• The Admin Orders page.

Add a PBMQ

1. Click the Members icon on the Admin Panel. In the menu bar, select Preference Based Marketing.
   
   The Preference Based Marketing page appears.
   
   
2. On the left pane of the window, click Add a Question.

3. In the Question box, type in your question.

4. Select the type of answer you would like from the Type drop-down list:

   • True/False.
   • Yes/No.
   • Multiple Choice options.
   • Text Box.
     NOTE: If you use a text field option that information cannot be pulled in Listbuilder or Ad Hoc Reporting. This information will only stay in the member record in the Preferences tab. Drop-Down Select Box.
     

5. Specify if the answer is required or not. If yes, the consumer will not be able to proceed to the next page without responding.

6. Select Yes/No to make the question active or inactive.

7. If you have created multiple questions, specify the sequence order in which you would like the question to display.
   
   

8. Select the check box of each of the pages on which you would like the question to appear:
   
   • Under the member's Edit Profile page (the member will have to be logged in with username and password to see this page).
   • The Checkout Step 1 page for the online store.
   • The Mailing List Sign-Up, the subscribe page.
   • The Wine Club Sign-Up page.
   • The Member Sign-Up page.
   • The Allocation Checkout Step 1 page for the allocation store.
   • The Kiosk Wine Club Sign-Up page.
   • The Kiosk Mailing List Sign-Up page.
   • The Admin Orders page.
     
     

9. When you have completed your selections, click SAVE.
   

10. From step 4 above, you chose a Multiple Choice or Drop-Down Select Box question type, an Answer Options tab will appear that allows you to define your answer options.
    
    Add the Answer Options and click SAVE.
    
    
    
    
    
    
    
    
    
    
    
    NOTE: When you have completed your questions, you may then create an email list in ListBuilder to target specific customers. For example, if you are planning a winemaker dinner, you would go to List Builder and create a list of customers who have indicated in their Profile that they would like to attend a winemaker dinner. Because you will be sending out a focused email specifically to people who have indicated an interest, you can expect that your response rate will be much greater than a random email blast to everyone, and you will not run the risk of bombarding customers with excessive emails.
    

Edit a PBM Question

1. Click the Members icon on the Admin Panel. In the menu bar, select Preference Based Marketing.
   
   The Preference Based Marketing page appears. The questions previously created appear in the right panel.
   
2. Locate the question you wish to edit and click the Edit icon beside the question.
   
3. Click the Question or Answers Options tab and make the desired edits.
   
   NOTE: The Answers Options tab displays only for Multiple Choice and Drop-Down Select Box question types.
   
   
   
   
   
   
   
   
   
   
4. Make your changes and click SAVE.

Deleting a PBM Question

BEST PRACTICE TIP: You have the ability to either deactivate or delete preferences. By deactivating preferences, data in the system will be preserved.

1. Click the Members icon on the Admin Panel. In the menu bar, select Preference Based Marketing.
   
   The Preference Based Marketing page appears. The questions previously created appear in the right panel.
   
2. Locate the question you wish to delete and click the Delete icon beside the question.
   
3. You will receive a message prompting you to confirm the deletion. You will not be able to undo the deletion. If you are sure you wish to delete the question, click OK to confirm the deletion.