|
Direct to Consumer Symposium Previews Session Topics
(Wireless News Via Thomson Dialog NewsEdge)
The first annual Direct to Consumer Symposium has unveiled session
topics and speakers for the summit on wine direct marketing and sales,
scheduled for May 1-2 at the Meritage Resort in Napa Valley.
Presented by Coalition for Free Trade and Free the Grapes!, the first
day of the conference will focus on high-level analyses appropriate for
owners and managers, including:
Who's Buying? Consumer Research Findings: Get inside the minds of
consumers who buy directly from wineries. Barbara Insel, Stonebridge
Research Group, and Joe Costa, American Express, will present trends on
wine purchasing behavior.
Who's Selling? Winery Benchmarking Study: How does your winery's direct
business compare to industry benchmarks? Lesley Berglund, co-founder of
the new WISE Academy, will present lessons from a winery survey.
Enotourism: Food and Wine as Marketing Strategy - Successful regional
associations are capitalizing on this trend; how can wineries benefit?
Brian A. Baker, Cultivar Marketing, will moderate a panel including Ted
Farthing, Oregon Wine Board; Jim Trezise, New York Wine & Grape
Foundation; and Nancy Light, Wine Institute.
Litigation Landscape: Tracy Genesen, legal director of the Coalition
for Free Trade, will summarize the status of litigation across the
country, including implications in the Massachusetts lawsuit.
Alternative Pathways to Consumers: Affinity programs that leverage
magazines and the Internet are creating new pathways for consumers to
connect with your wines. Brett DeLeuze, ZD Wines, moderates with Dave
Studdert, WineCountryConnect.com and the wine.woot.com model; and Sara
Schneider, Sunset (magazine) Wine Club.
The States' Perspective: Legislating, Regulating Direct Shipping -
Steve Gross, Wine Institute, will moderate this session with Hobart
Rupe, executive director of the Nebraska Liquor Control Commission and
Representative Jeff Fitzgerald, Assembly Majority Leader of Wisconsin.
The second day of the conference will illuminate more tactical
solutions and recommendations to help wineries build their businesses:
Building Your Consumer Mailing List: A Town Hall Meeting - An open
forum on how to build and manage your mailing list to increase
prospects, customers, sales, and brand loyalty. Alicia Kelley Raymond,
Mollydooker, moderates.
Climbing Beyond 5K: Taking Your Wine Club to the Next Level - What does
it take to build a wine club beyond 5,000 members? Bob Kelso, Cline
Cellars, moderates with Julie Behren, Domaine Chandon, and other
vintners.
Start Up, Start Over: Lessons from the Trenches - Tailored for new
wineries, this session includes speakers who will share the good, the
bad, and the ugly. Dennis Cakebread, Symposium Chair; Greg Ralston,
Chateau Montelena; Donn Reisen, Ridge Vineyards.
Please Phone Home! Telemarketing for Service and Profits - Improve
customer retention and sales through telemarketing. Brian A. Baker
moderates with Pamela Hiett, Jackson Family Wines; Mark Parton, Call
for Wine; and Abdi Humphries, Vinfolio.
The Down and Dirty of Compliance - What you need to know to stay on the
right side of the law. Mack Schwing, co-founder of WISE Academy,
moderates with Matthew Botting, California Department of Alcohol
Beverage Control.
The State of the States: The Legislative Landscape - Steve Gross, Wine
Institute, will summarize current and pending state direct shipping
legislation.
"We've put together an impressive list of session topics and great
speakers to help wineries improve and expand direct-to-consumer sales
and marketing," said Dennis Cakebread, Symposium Chair. "This a
must-attend event for any winery seeking to get an upper-hand in this
increasingly competitive market, and it raise funds for the
organizations that have helped to improve the marketplace."
Thursday's sessions conclude with a dinner featuring a keynote address
by Dean Kenneth W. Starr, followed by a short and lively auction with
Fritz Hatton wielding the gavel. Auction proceeds will benefit
Coalition for Free Trade.
The Coalition for Free Trade is a non-profit legal foundation whose
goal is to legalize direct-to-consumer shipments of wine from
out-of-state wineries and retailers in those states where it is
currently prohibited.
Event information: www.coalitionforfreetrade.org or
www.freethegrapes.org.
((Comments on this story may be sent to newsdesk@closeupmedia.com))
((Distributed on behalf of 10Meters via M2 Communications Ltd -
http://www.m2.com))
((10Meters - http://www.10meters.com))
Copyright ? 2008 Wireless News
[ Back To TMCnet.com's Homepage ]
|
