Company Profile:

The Mountain Winery, located in Saratoga, California, continues the tradition started by Paul Masson, of creating innovative and memorable experiences for their guests. The Mountain Winery provides an incomparable setting for a wide variety of events, including weddings, corporate meetings, dinner parties, concerts and holiday parties.

The Mountain Winery wanted to revamp their advertising program and needed to gather key information to help them determine which of their current advertising was the least effective.

Objective:

They planned to test and analyze the current advertising media and rate the effectiveness of each method, as well as capture critical information that would help them improve the efficiency of their Website.

Solution:

The Mountain Winery invests approximately $10,000 per month in advertising. For the past three years, they have been relying on the same advertising channels and had no way of determining the effectiveness of each channel when compared to some of the new alternatives available.

The majority of their budget was allocated to online and geographical print media. To ensure they had an accurate and quantifiable system to understand what advertising efforts were effective, The Mountain Winery enlisted the services of VisiStat.

Prior to using VisiStat, The Mountain Winery did not track and measure their advertising. Although their front desk employees were instructed to ask new customers "how they heard of The Mountain Winery," no system was in place to keep, track and quantify the results.

VisiStat® Analysis:

By using VisiStat services, The Mountain Winery began to test and measure their existing advertising methods. With easy to use, comprehensive VisiStat reports they discovered ...

• The importance of having visibility of their top search words
  
  
• They could pinpoint where guests are going on their Website
  
  
• There was a need to redesign their Website to optimize commerce opportunities
  
  
• The value of knowing where their guests are located geographically

Identified Solutions:

The Mountain Winery determined many weaknesses in their Pay-Per-Click (PPC) campaigns that were not apparent from their advertising results. By analyzing the performance of their keywords, they were able to reduce ad campaign spending, increasing their return on investment.

They continued to place ads, but eliminated some generic keywords that were producing clickthroughs, but had a low sales conversion rate - saving $700 a month.

Because they learned many Web visitors live in the Northern San Francisco Bay Area, The Mountain Winery has refocused their marketing efforts to attract new customers in geographical areas that currently produce less traffic.

By analyzing the way visitors travel through their Website, they have been able to improve their Website navigation and content layout to increase the amount of time visitors browse, increasing visitor interest in their venue, products and services.

Conclusion:

For The Mountain Winery, VisiStat has given them valuable information and resources to effectively track and measure their marketing campaign and determine the best way to spend their advertising dollars.