Turn tasting-room traffic into known buyers.
A pour is a transaction. It is not a customer record. Find My Market builds your buyer personas before the event opens, matches every guest at the bar in under a second, and hands the opted-in contacts back to you in your CRM — tagged, segmented and ready for Monday.
Event & Activation scenario
Personas, not one customer.
Generated from the brand's website and refined through in-depth drinker interviews. Four scored questions route every sampler into one of these in about forty seconds.
The Curator
Entertains regularly, buys the story as much as the bottle, shares what she pours.
The Collector
Already owns labels. Asks about vintage and vineyard block. Buys by the case.
The Day-Tripper
First or second winery trip, moving in a group, low wine confidence.
The Occasion Buyer
Restaurant, retail, sommelier, event planner or press.
The Buyer
Restaurant, retail, sommelier, event planner or press.
01 The gap
Every event already produces demand signal. Almost none of it survives the day.
Motive, taste direction, budget, buying occasion — all of it is spoken at the bar and none of it is recorded. Three specific leaks.
The channel keeps the customer
A guest tastes four wines, talks for six minutes, buys two bottles and walks. You keep the revenue and lose the person — no name, no motive, no way to reach them on Monday.
On a typical event floor, under 5% of visitors leave a usable contact record.
The floor is a black box
You know case volume and gross sales by Sunday night. You do not know who converted, which label pulled them in, or which conversation moved a bottle.
Sales totals tell you what happened — never why, and never who.
Next year is planned on memory
Booth layout, pour list, staffing and which festivals to repeat all get decided from what the team remembers, not from what the floor recorded.
The same guesses get re-run, at full cost, every season.
02 What it costs
Four things an event floor costs a winery.
A general reading of how tasting-room and festival floors work — not a diagnosis of your business. A pilot replaces these assumptions with your own numbers.
Which label won them?
Several labels pour in six minutes. Nobody records which one sold the bottle.
Wrong brand followed up
Too much story, too little pour
Texas fruit, named blocks, grower partnerships — and no time to tell any of it at the bar.
Buying reason never said
The club moment passes unread
Your likeliest member shows up in minute one, and no cue ever reaches the staff pouring.
Club sign-ups lost
Trade waits in the crowd
Buyers, sommeliers and press queue for the same thirty-second pour as the day-trippers.
Best visitor walks
03 The method
We build the persona from real buyers — then put it to work at the bar.
Persona from data, not a workshop
Refined by real buyer interviews
Activated where the decision happens
Proven in a live pilot
Conversion lift
ROI in 6 months
Marketing Cost
04 How it runs
Three phases around one activation.
Four weeks out
- Anchor persona generated from the brand website
- 20 AI-facilitated in-depth drinker interviews
- Five floor personas defined and scored
- Poll questions and per-SKU content built
Activation days
- Sampler scans a QR or taps the table kiosk
- Four scored questions plus one consent tap
- Persona matched at the edge in under a second
- Matched content on kiosk and sampler's phone
One week
- Booth-level analytics report per label
- Persona mix, dwell and conversion by segment
- Opted-in contacts pushed into your CRM†
- Persona-segmented SMS and email sequences
05 On the floor
Built for a crowded tent with unreliable Wi-Fi.
The guest journey stays under sixty seconds, and the hardware flexes to whatever the venue can actually support on the day.
Scan or tap
Answer four or five questions
Matched in seconds
See your content
Content is cached on the kiosk before doors open, so a weak signal degrades the experience gracefully instead of stopping it. Hardware is a 27-inch portable touchscreen on a freestanding pedestal, with an onboard colour printer for coupons and a microphone for voice capture.
06 Guest experience
Tap to offer in five screens — and it all runs on site.
The whole flow runs on the kiosk at the booth. Only the sync leaves the venue.
Take a quick survey and get an offer picked for you. Scan the QR to continue on your own phone instead.
-
What brought you over?
-
Favorite pour so far?
-
How do you pick a wine?
-
Do you know our brand?
-
Send your match over?
Matched to a persona in under a second — on the kiosk, not in the cloud.
A matched article, a recommended bottle and a same-day offer, addressed to the guest by name.
One tap to rate the experience. Scores land in the booth report.
Sampler data is captured and matched behind the private network on site. Only aggregated results and opted-in contacts sync to the cloud, where vector persona mapping, model updates and the CRM sync run.
07 Why it scales
One activation proves it. The calendar pays for it.
The engine is built once. Every extra SKU and every extra market reuses it at near-zero marginal cost — compounding return, not compounding spend.
The pilot
- One activation, one lead SKU
- Baseline report
The portfolio
- Same engine, five SKUs
- Cross-SKU attribution
- One shared persona library
The season
-
Every market on one model
-
Market-to-market comparison
-
D2C and club pipeline fed year round
-
Plan from data, not a recap deck
08 Scope
Six weeks, one event, a clear split.
The only material ask on your team is ten interview introductions, content and claims sign-off. Everything else is ours.
W1~3
Discovery and persona build
W4
Poll, content, and dry run
W5
Event-day activation
W6
Report & CRM handoff
Find My Market provides
- Persona generation and model tuning
- 10 AI-facilitated drinker interviews
- Poll logic and the matching engine
- 27" kiosk, software and CMS setup
- On-site technical staffing
- Analytics report and CRM setup
You provide
- One nominated activation and table space
- Website and existing customer data access
- 10 drinkers or subscribers for interviews
- Brand assets and content
- Booth floor space for the kiosk
- A named contact for handoff
09 Your insights
A factual insights you can plan the next market from.
Every report includes
- Persona mix by booth ad label
- Dwell time and drop-off by question
- Content engagement per persona
- Consent and contact capture rate
- Tade and press capture log
- Year-over-year once a second event runs
- Recommended changes for the next activation
Delivered within two weeks of the final event day, with the contact file already live in your CRM.
Post-activation persona report
Illustrative only
Samplers engaged
Poll completion
Opted in to f/up
Trade contact
-
The small lot drew Cellar
The small-lot label pulled 3× its share of collectors — pour it earlier in the flight.
-
Gift peaked Sunday, 2–4pm
Occasion buyers cluster late. Staff the shipping conversation for that window.
-
Explorer stalled at price41% of the floor, 9% of sales. The uplift is the right first pour, not the flagship.
-
Trade went unrouted last year78 trade contacts captured this year against 19 last year.
10 Your return
Two things you do not have today.
Event intelligence you can act on
-
Who actually came, and what brought them
-
Which label pulled which persona
-
Where guests dropped off, and at which question
-
What to change in booth, pir list and staffing next market
Stop replaying last year's plan. Change the two things the data says are costing you.
A direct line the channel cannot take
-
Opted-in contacts land in your CRM with a persona tag
-
Persona-segmented SMS and email from day one
-
Club abd allocation offers routed to the right people
-
The floor conversation resumes on Monday
The event stops being a weekend and becomes the first touch of a tracked journey.