Schedule-at-a-Glance
35th Anniversary Celebration
Conference: March 29-April 1, 2011
Trade Show: March 30-31, 2011
Location: Richmond, VA
We are currently lining up speakers and topics. Please check back soon for more details.
Workshop Description: Tasting Room Profitability and Wine Club Summit
Get ‘Em ‘N Keep ‘Em
Acquisition and Retention of Customers & Club Members
Wineries Unlimited is dedicating a full day to delve into one of the most important aspects of profitability for wineries; acquisition and retention of customers and club members.
This Must Attend one-day conference is for any winery that wants to see more visitors, and acquire and retain more consumers as customers and club members.
Morning Session, Tasting Room Profitability
Session One: Acquisition
"Attracting visitors to your tasting room"
You may make the most amazing wine in the world, but who's going to drink it if there's no one visiting your tasting room? Attracting visitors to your tasting room is critical.
• Learn the strategies that will bring people to your winery
• Develop the tactics that make you stand out from the crowd
• Implement the steps that create connection with visitors
Session Two: Retention
"Connecting with visitors and turning them into long-term, loyal customers"
Now you've got the visitors in the door, turning them into customers who regularly purchase wine, attend events and become brand ambassadors for your wine and winery is the next step to profitability.
• Build up your customer contact list with people who continue to purchase
• Strengthen your communication with customers through all channels
• Establish the messaging that activates the desire to purchase
Afternoon Session, Wine/Case Club Summit
Session One: Acquisition
"Turning visitors into Club Members"
In this first session of the afternoon, Elizabeth (E) Slater of In Short Direct Marketing presents proven techniques for increasing club member acquisition. Wineries now using methods taught to them by E confirm that their wine club sign ups have improved dramatically and goals are being exceeded monthly.
• Acquire the sales tools to effectively sell club memberships
• Understand what makes visitors join the club (it's not all about the wine)
• Help visitors internalize the value of membership
• Understand why wine clubs make life better
Session Two: Retention
"Keeping Members in the Club"
Retaining club members in these unsettled economic times can be a difficult and unrewarding task. Member retention should start the day the visitor signs up for the club and continue ceaselessly from that point on.
• Forge the bonds that will keep club members loyal
• Segment your list to improve retention
• Learn the tactics that can bring members back if you have lost them
Workshop Description: "Public Relations Intensive: The biggest bang you can get for your buck".
PR Expert Paul Wagner leads this very practical seminar on how small wineries can get the most out of the public relations efforts, from press releases and sample mailings to sponsorships, donations, and special events. This step-by-step workshop will give you all the tools and techniques you need to compete in today's market. Mr. Wagner will identify the most cost effective and practical ways for wineries to maximize their public relations budgets and time.
Media relations: How to target the right people, and how to give them what they need to help you reach more and better customers.
Advertising and Promotions: How to get more than what you pay for from the publications and wine industry partners that can help take your winery sales to the next level and beyond.
Events and Sponsorships: Do you want to stop giving wine away, and start marketing effectively? Here are five great ideas on how to make better decisions about your wine events.
Consumer direct relationship marketing: How to meet more customers every day, and how you can take full advantage of the potential customers you meet!
