Tasting Room Profitability & Wine Club Summit
Speakers & Topics
2010 Tasting Room Profitability and 2010 Wine Club Summit
Conference & Trade Show Events
New Dates...New Location!
April 6-8, 2010
Wells Fargo Center for the Arts in Santa Rosa, CA
"Connection" will be the theme at the next Wine Club Summit and Tasting Room Profitability Conference and Trade Show events. Through technologies and more traditional methods, making the sale is all about how we connect in today's marketplace. Learn innovative ideas and rediscover tried-and-true techniques to increase traffic and drive sales. There will be something for everyone.
Plus we've moved dates and location. If you're traveling in from Mendocino, Lake, or Napa counties, you'll find Sonoma County to be easier to access whether you're coming for sessions or visiting the trade show.
For out-of-towners, only one hour north of San Francisco in the heart of Sonoma wine country with close access to wineries and tasting rooms.
2010 SPEAKERS AND TOPICS:
Wine Club Summit
Tuesday, April 6, 2010
9:00 - 9:55 a.m.
Get To The Points
Leveraging Rewards Points Programs
Whether you're a frequent flyer or a regular at your local coffee shop, you've probably seen rewards points programs in action. These types of value-added programs encourage purchasing and connection, so why not start one for your wine club? Wine club value-add programs can range from partnering with other tasting rooms to creating your own customer points card with a variety of redeemable rewards. In this session, three successful wine club managers will share creative ideas for value-added programs that will garner interest and boost sales.
SPEAKER
Three wine club managers including Kathie Barclay-Barclay Marketing Solutions
Kathie Barclay
Kathie Barclay is founder at Barclay Marketing Solutions and an instructor at WISE Academy. Her specialties are in direct to consumer marketing, strategic planning, analytics, and creative services. Barclay has expertise in marketing with specialty in consumer direct, merchandising, planning, forecasting, and project management for wine and lifestyle oriented companies. She launched ClubBev! for retailer Beverages & More and grew list from zero to 500,000 members in 3 ½ years, increased wine club membership for winery clients, averaging 20%+ growth over 3 years, drove direct to consumer sales increases of 25%+ over 3 years, and developed and launched websites for winery clients.
9:55 - 11:00 a.m.
R U Connected?
Keeping up with Today's Technology
To be better connected with wine club members, wineries need to stay on top of the latest technologies, like Skype, texting, and Twitter alerts. Do you have the right tools and know-how to connect with your customers? Technology is constantly changing and keeping up can be a major time suck. Don't miss this opportunity to grab some up-to-the-minute tips and strategies from our tech-savvy panelists.
SPEAKER:
Scott Mangelson of Elypsis
Scott is Vice President, Sales and Marketing at Elypsis and Owner and Winemaker at Redmon Family Vineyards. Elypsis, Inc. has been providing software products and consulting services to Napa Valley businesses since 1987. During the last five years the company has grown to become one of the most respected software providers in the wine industry by providing expertise from vineyard to winery to retail shop.
Jeff Stevenson of ProVino (bio coming soon).
11:00 - 11:15 a.m. Break
11:15 - 12:00 noon
"Survey sez..."
Do you need a better way to proactively identify wine club members who are at risk of dropping out? What steps can you take to give those members compelling reasons to stay? Let survey expert Ross Goodwin tell you how to craft an effective survey that will:
• Stem attrition
• Increase sales growth
• Strengthen and deepen member relationships
• Encourage reactivation
• Enlist "ambassadors" to promote your brand
• Reveal perceptions of your quality-price ratio
SPEAKER
Ross Goodwin
Over the last decade, consultant Ross Goodwin has written articles and white papers about how to craft and conduct surveys, and has shared his expertise through numerous conference presentations. Formerly with Hewlett Packard, Goodwin is credited with helping to differentiate the company from its competitors by focusing on the "total customer experience."
1:30 - 2:25 p.m.
The Social Hour
Best Practices for Social Networking
Make your social networking (SN) even more effective by understanding the difference between attracting an audience and turning people off. Discover how to avoid "update-posting overkill" on social networking sites, when not to use SN tools, and how to get more people to recommend you
SPEAKER
Theresa Dorr, CEO, Active Club Management
Formerly the vice president of marketing at Imanami Corporation, a privately held computer software company, Dorr's areas of expertise include marketing, auto-delivery programs, direct-to-consumer sales, and consumer marketing. Her professional accolades include IBM's International Quality Assurance Award for Product Development, and Microsoft's Best Product of the Year.
2:25 - 3:20 p.m.
Wine Shipping
Taking an Alternative Route
Have you ever wondered if it's possible to ship wine to your customers without using the Big Two (FedEx and UPS)? There are, in fact, other ways to get your wine where it needs to go - in one piece, on time, and without costing a fortune. In this enlightening session, Brian Hogue of Golden State Overnight will tell you how to get your wines into customers' hands without the usual hassles - even on weekends.
SPEAKER
Brian Hogue, Director of Sales for Golden State Overnight
Golden State Overnight is a regional overnight delivery company that has served the legal industry in California, Nevada and Arizona for more than ten years.
3:20 - 3:35 p.m. Break
3:35 - 5:00 p.m.
Meet Your Members
A perennial favorite at Wine Club Summit, the "Meet Your Members" session turns the floor over to three real-life wine club members, who'll give you their no-holds-barred opinions about what makes them join, stay or drop out of certain wine clubs. Some of this year's questions will focus on how the economy may be changing members' views on their wine club memberships.
SPEAKER
People belonging to multiple wine clubs: Susan Jones, Ava Ahearn
Tasting Room Profitability
Wednesday, April 7, 2010
DAY ONE
9 a.m. - 9:55 a.m.
Social Network Guidelines
What and what not to do.
What does social networking mean to your winery, and how can you use it to your best advantage? In this session learn the "do's and don'ts," including tips on how to:
• Create procedures and guidelines for use in your social network marketing
• Develop clear guidelines for your business's social networking
• Establish procedures for posting to social networking sites
• Know what words are not acceptable to use and what topics should be avoided
• Know what action to take if the person who manages social sites or runs your blog leaves.
Rocl Baclas. Director of Social Media Marketing, St. Supery Vineyards & Winery.
9:55 - 10:50 a.m.
Beyond Twitter
"Are you Twittering away your time?"
You might be doing a great job monitoring your Facebook or Twitter account, but what about your Orkut, Perfspot, and Yahoo 360 accounts? Wikipedia lists well over 150 social networking sites, and while there are some that you definitely don't want your winery to be a part of, others are well worth joining. Find out what you're missing, how to keep up with social networking sites, and how to find out which websites are reviewing your wines - and what they're saying about you.
SPEAKER
Evan Cover, Founder & CEO, Cruvee
With over 18 years of marketing and strategy experience in the hospitality industry, Evan brings key sales and marketing strategies to the Cruvee team. A veteran entrepreneur, Evan was previously CEO at EMC Solutions, a digital marketing consultancy for the golf industry. Prior to that, Evan consulted for top hotel holding companies and helped form online marketing and operational strategies for their brands.
10:50 - 11:05 a.m. Break
11:05 - Noon
25 Things You Absolutely, Positively Must Do in the Tasting Room
What will it take to make your winery the magical place to visit in your local wine country? How can yours become the winery that other wineries recommend, because they know that they can count on you to entice visitors to return to the region? Speaker Elizabeth Slater has spent the last few months researching the features that will entrance visitors and draw them back again and again, and she's ready to share her findings with you.
SPEAKER:
Elizabeth Slater, In Short Direct Marketing and Wine Industry Network
Marketing expert Elizabeth Slater is an internationally recognized seminar and workshop leader, speaker, and trainer. Specializing in all facets of direct marketing, her seminars - presented with humor and enthusiasm - are jammed with innovative, useful and easy-to-implement ideas. Through her company, In Short Direct Marketing, Slater works with wineries and associations to create and implement marketing and PR programs and strategies. She also teaches classes in wine marketing at Santa Rosa Junior College in Sonoma County and writes a regular marketing column for Vineyard & Winery Management magazine.
Noon - 1:30 p.m. Lunch
1:30 - 2:45
Talking to the Bloggers
Blogging is big and it's only going to get bigger. Uncover the secrets of becoming a blogger's favorite winery when a panel of three influential wine bloggers tells you:
• How they choose the wines and wineries they write about on their blogs
• What you can do to make your winery and wines stand out
• Things that turn bloggers off to a winery
SPEAKER
Panel of bloggers
Thea Dwelle Luscious Lushes
Ray Johnson Taste Wine
2:45 - 3:00 p.m. Break
3:00 - 4:00 p.m
TRFP (Tasting Room Faux Pas) or 25 Things You Should Never Do in the Tasting Room
What are your tasting room servers doing that makes visitors crazy (and not in a good way)? In this session, Elizabeth Slater of In Short Direct Marketing and the Wine Industry Network will reveal the 25 things that servers should never do in the tasting room. You may be surprised at how well your winery is doing in avoiding these TRPF.
SPEAKER
Elizabeth Slater, In Short Direct Marketing and Wine Industry Network
(see Elizabeth's bio above)
4-6 p.m. - Wine Reception
Tasting Room Profitability
Thursday, April 8, 2010
DAY TWO
9:00 - 10:45 a.m.
Techno World
Technology can sometimes seem daunting, but it can also be the key to success in the tasting room. Guided by a panel of experts from three winery-focused e-companies, you'll discover how new technologies can help you track customers' purchases, monitor event attendance, and market to customers while keeping costs down.
SPEAKER:
Paul Theines is CEO & Founder at Missing Link Networks, Inc.
Launched in 1999, Missing Link developed eCellarTM as the first web-based system that allows wineries to sell and market direct, covering all sales transaction points in real time. eCellarTM offers an integrated philosophy, not piecemeal, and is unlike any other system in the wine industry. It puts all of your customers and orders in a single, integrated database where they may be queried in unlimited ways for better marketing, merchandising and sales reporting, from anywhere at anytime via the web.
Andrew Kamphius or Brent Johnson of Vin | 65
Vin | 65 offers solutions for managing winery websites including website design, ecommerce, content management, and customer relationship management. Based out of British Columbia, Canada, our parent company, K1 Technology Corp started in November 1999 building content management and ecommerce systems for small businesses. Clients include Crushpad, Mission Hill (largest winery in Canada), Yates Family Vineyard and Silver Hills Winery. Andrew Kamphuis is the lead developer at Vin | 65. He is responsible for the features that get implemented in the platform. Brent Johnson is the go-to-guy for us to spread the word about Vin | 65 and the set of web tools they offer wineries.
10:45 - 11:00 a.m. Break
11:00 - Noon
Steve Heimoff Hour
Steve Heimoff is the West Coast Editor for the Wine Enthusiast, the author to two books and still finds time to blog. While Steve focuses on California wines (reviewing approximately 4500 each year). How does he do it? Steve is here to give you the lowdown on what attracts him to wineries and wines. Get the inside scoop from a wine writer who shares with you the do's and don'ts of submitting wine for tasting and getting wine writers to your property.
SPEAKER: Steve Heimoff- West Coast Editor, Wine Enthusiast
Noon - 2:15 p.m. Lunch
2:15 - 4:00 p.m.
Courting the Customers
This session will feature a panel of three consumers who love wine, visit tasting rooms, buy wine, come to events and recommend wineries to their friends. In other words: they're the ideal customers. Panelists will discuss the factors encourage long-term relationships with a winery, what wineries can do to make them feel special, what keeps them connected, and what turns them off.
SPEAKER:
Panel of consumers who love wine and visiting tasting rooms
Toni Lisoni
Schedule is subject to change.
Exhibiting Wine Club Summit Trade Show Vendors
| Company | Booth | Description |
| Elypsis, Inc. | 16 | Integrated POS and Wine Club Built on the Latest Microsoft Technology |
| Golden State Overnight | 14 | Overnight Parcel Delivery |
| Packaging Plus | 18 | Wine Packaging |
| PakSource | 3 | Green Wine Club Packaging |
| Vin Table | 4 | Custom (Name) Pins, Stoppers, Towels |
| Wine Appreciation Guild | 15 | Largest Selection of Cost-Effective Gifts & Incentives for Wine Clubs |
| WineWare Software Corp. | 5 | Touch POS Wine Club Systems |
Exhibiting Tasting Room Profitability Trade Show Vendors
| Company | Booth | Description |
| Active Club Management | 41 | Affordable & Unique Wine Club Solution |
| Anette's Chocolates | 42 | Custom Blended and Private Labeled Sweets |
| Art & Stone | 21 | Tumbled Marble Coasters and Gifts |
| Arton Glass & Ceramic Decorators | 31, 65 | Custom Imprinted Glassware & Ceramics |
| Boelter Beverage Group | 71 | Custom Decorated Stemware |
| Bottleneck Wine Cards LLC | 18 | Greeting Cards for Wine-Giving Occasions |
| Bridge Brands Chocolate | 55 | |
| Cascade Designs Inc. | 49 | Extend the Life of Your Wine |
| Chris's Stuff, Inc | 43 | Unique Wine Imprinted Merchandise from Rhinestone T's to Ties |
| CI Solutions | 47 | Wine Club Member Card Systems |
| Debbie Douglas Designs | 12 | Provider of Stemware, Screening & Etching |
| Deborah Ross Designs, LLC | 9 | Special Message Gift Wine Bag |
| Epic Products Inc. | 70 | Tasting Room Supplies |
| Glass Tech | 56 | Wine Glasses |
| Golden State Overnight | 28 | Overnight Parcel Delivery |
| Metrokane Distribution LLC | 63 | Rabbit Aerator, Rabbit & Houdini Corkscrew |
| Microworks Technologies Inc. | 22 | Direct Sales Software |
| Missing Link Networks, Inc. | 15 | eCellar: POS, eCommerce, Club, Sex |
| Monvera Glass Décor | 46 | Bottle & Stemware Decoration |
| Oenophilia | 4 | Wine Accessories |
| Packaging Plus | 24 | Wine Packaging |
| PakSource | 20 | Green Wine Club Packaging |
| Ray Carlson & Associates, Inc. | 17 | Land Surveying & GIS Vineyard Consulting |
| Sterling Products | 11 | Wine Tags & Earthquake Protection for Wine Bottles |
| TopNest Designs | 45 | Customized Wine Accessories & Gourmet Gifts |
| Vin Table | 29 | Wine/Grape Motif Wares |
| VinNOW by Update Software | 57 | Complete Software for Wineries |
| Wine Appreciation Guild | 1 | Wine Accessories and Books |
| Wine Things Unlimited | 64 | Glassware, Wine Charms, Stoppers, Openers |
| WineWare Software Corp. | 30 | Touch POS / Wine Club Systems |
| Winocerous Apparel | 10 | Compressed Wine Bottle - Shaped Ladies T's |