wedu Creates First-in-Industry Mobile App for New Hampshire Wine Week

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App enhances event attendees’ experience and boosts wine sales.

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Digital marketing agency wedu created a first-in-industry mobile app for NH Wine Week.

wedu’s development and implementation of this app, along with their focus on reaching new audiences through innovative trends in digital marketing, supports the Liquor Commission in developing new customers.

New Hampshire Wine Week has become one of the premier wine events in the Northeast and features influential wine personalities from around the world, such as Michael Mondavi, Joel Peterson and Maria Helm-Sinskey, who participate in dozens of tastings, dinners, educational events and the weeks’ crowning event – the Winter Wine Spectacular.

The Winter Wine Spectacular features more than 1,800 wines and 50-plus wine celebrities, and draws more than 1,200 attendees annually. Beyond traditional event marketing and publicity, the New Hampshire Liquor Commission (NHLC), organizers of NH Wine Week, challenged wedu to develop ways to improve attendees’ overall event experience and improve the wine-ordering process to help boost event-specific wine orders.

At events of this kind, attendees typically sample wines, but are unable to place orders. The New Hampshire Liquor Commission was one of the first in the industry to promote on-site ordering, but the process could be time-consuming for attendees, and manual order entry and fulfillment was cumbersome and costly for NHLC. To address this challenge, the wedu team developed a web app from the ground up by analyzing the event ordering process and poring through attendee feedback from previous years’ events.

The mobile web app developed by wedu allowed attendees to easily search wines by tasting table number or keyword directly from their mobile devices and record tasting notes after sampling wines. Users could then place wine orders directly from the app and pick up their orders from a convenient New Hampshire Liquor & Wine Outlet location at a later time.

“The New Hampshire Liquor Commission has long been an industry leader in the wine world,” said Chairman Joseph Mollica of the New Hampshire Liquor Commission. “wedu’s development and implementation of this app, along with their focus on reaching new audiences through innovative trends in digital marketing, supports the Liquor Commission in developing new customers.”

The app also encouraged customers to access savings by taking advantage of exclusive event-only discounts. Ultimately, the Wine Week app drove a 15% increase in wine sales at the Winter Wine Spectacular, and accounted for more than 20% of the orders placed at the event. wedu promoted and encouraged usage of the app through on-site signage, table tents and handouts, as well as targeted social media and email campaigns.

“The New Hampshire Liquor Commission has been extremely open to creative marketing approaches, especially related to digital strategies,” said Sean Owen, President and CEO, wedu. “We have attended a handful of Liquor Commission-hosted wine events over the years, and our partnership with them presented an excellent opportunity for us to integrate digital with traditional marketing tactics to help improve their customer experience and grow their business.”

The Wine Week app was developed to be rolled-out for other NHLC events and promotions, and to potentially provide customers with pre-order/in-store pickup options during busy holiday and tourism seasons.

About wedü: wedu (twitter: @weduinc) is an award-winning, digital marketing agency. Core services include: brand development, strategy, public relations, creative, experiential, and a full range of digital marketing services. wedu is a proven leader in providing online and offline marketing initiatives through website design and development. Other digital services include; e-commerce, e-mail marketing, search engine optimization, advertising and brand engagement.

wedu was named 2009, 2010, 2011, 2012 and 2013 Best Advertising Agency and Best Web Developer by New Hampshire Business Review. wedu is also a recipient of numerous Summit International, MarCom International and Hermes Creative Awards.

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Lisa Cramb

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