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Marketing: Preference Based Marketing

What is Preference Based Marketing?

Preference Based Marketing is a very effective tool that can provide specific information about customers based on their individual interests. Preference Based Marketing Questions and their answers can help you determine the kinds of programs and offers that you should extend to your customer base. 

Example: You wonder if your customers are interested in attending special dinners at your winery. A specific question that is tailored to that event can provide insight into your customers' interest and the overall success of the dinner. 

Preference Based Marketing, used in conjunction with List Builder, 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 List Builder can create specific lists based on the criteria you select. 

 

Adding Preference Based Marketing Questions  

1) In the vinSUITE admin panel, expand the ‘Marketing’ section in the left hand navigation panel, and then select ‘Preference Based Marketing’.  

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2) The Preference Based Marketing page will open in the work space. Click the 'Add a Question' button. 

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Note: Click the Pencil Icon Pencil.png in the Actions column to edit a Preference Based Marketing question. 

 

3) The Add a Question window will appear. You can enter information in several fields to customize your Preference Based Marketing Question.

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A.png  Question Enter the question for your customers. 
B.png  Type

Select the type of answer you would like to receive to your question.

 

True/False - The answer to your question will be presented with only two options - True or False.

 

Yes/No - The answer to your question will be presented with only two options - Yes or No.

 

Multiple Choice (Single Selection) - The question will be presented with multiple answer options. Only one answer can be selected. 

 

Multiple Choice (Multi-Selection) - The question will be presented with multiple answer options. Multiple answers can be selected. 

 

Multiple Choice (Single Selection) with Other - The question will be presented with multiple answer options, when only one answer can be selected. The last option will include a blank text field where the customer can enter their preference.   

 

Multiple Choice (Multi-Selection) with Other - The question will be presented with multiple answer options, when multiple answer can be selected. The last option will include a blank text field where the customer can enter their preference.   

 

Text Box (Single Line) - The answer to your question will display as a single text line. 

 

Text Box (Multi Line) - The answer to your question will display as a text box with multiple lines.  

 

Drop Down Select Box - The answer to your question will be presented with multiple options in a drop down menu. 

Note: Entering content for answers in be explained in Step 5.

C.png  Required:

Select the appropriate answer if this question is required for completion on your website. 

Note: A customer will not be able to move to the next page if a PBM Question is required and not completed. 

D.png  Active:

Select the appropriate answer if this question is active.

All active PBM Questions will display in selected pages on your website. 

E.png  Display Order:

If you have multiple PBM Questions and want them to be displayed in a particular order, enter the numerical position to display this question on your website. 

Note: Currently, you can only choose one order for PBM Questions and the order will display on all selected website pages.  

F.png  For Mobile Site:

If you would like your PBM Question to display on the mobile site, but NOT your online website, select 'YES'. 

If you would like your PBM Question to display on your online website, select 'NO'. 

G.png  This question will appear on the following pages. 

Select the appropriate website pages where you would like to display your PBM Questions.

Currently, you can display PBM Questions on the:

  • Edit Profile page
  • Checkout Step 1 page
  • Mailing List Sign-Up page
  • Wine Club Sign-Up page
  • Member Sign-Up page
  • Allocation Checkout Step 1 page
  • Kiosk Wine Club Sign-Up page
  • Kiosk Mailing List Sign-Up page
  • Admin Orders page

 

4) Click the 'Save' button at the bottom of the page to save .

PBM_Click_Save.jpg

 

5) The Answer Options tab will appear if you selected any Multiple Choice (Single Selection), Multiple Choice (Multi-Selection), or Drop Down Select Box for your Answer Type. Navigate to the Answer Options tab. 

PBM_Click_Answers.jpg

 

6) Enter any appropriate answer options for your PBM Question. 

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7) Click the 'Save' button at the bottom of the page.

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