Speakers: Martha Stoumen, Owner, Martha Stoumen Wines
Why are testimonial videos important to your business?
Martha Stoumen: Wine is a product that is very hard to advertise for using traditional channels. In the past, we've relied on experts or wine critics to let our customers know that this wine is good, but no one wants to hear directly from the winery itself that their product is great. It's not a believable story. In recent years, wine criticism has become more egalitarian, and it's come from the customers themselves. Vocal Video is just a really great way to capture that.
How are you using Vocal Video?
Martha Stoumen: So far, we've been using Vocal Video for two things. One is to test the temperature of the category in general in which we operate. So in our case, that is natural wine, a small subcategory of the entire wine industry, which we don't have very many metrics. The second way we're using Vocal Video. Is to actually ask specifically about Martha Stoumen Wines. Why customers were drawn to it. This is a richer method for us to receive videos than to just put out a survey or something like that.
If you had to describe Vocal Video in one or two sentences, what would you say?
Martha Stoumen: Vocal Video is quick, easy and effective. It's easy to navigate, easy to edit. It's quick as well to get videos out the door, and it's effective for our customers to see testimonies in video format, which is a really rich interface.
How does video help Martha Stoumen Wines connect with your audience?
Martha Stoumen: Selling wine involves high touch customer support. Very seldomly do people just buy a bottle of wine and not expect some sort of experience around that wine. Generally this has been in the form of a wine club or wine release events and parties. But the whole idea of wine as a product is also, there's a sense of community that needs to happen, whether it's a wine club or people belonging to the community around that particular producer and that wine. It's very unique in this way. Vocal Video has allowed us to connect more intimately with our customers because they can give us direct feedback. We can then repost those videos to the community and, it really helps bolster this in an online format, which is something we haven't been able to do in the past.
Would you recommend others try Vocal Video? Why?
Martha Stoumen: Yes, I would absolutely recommend Vocal Video to others. It's light years ahead in terms of testimony building.
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