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Keynote Addess

2016: Beyond the Horizon
The next new new developments in technology and media.

Jeff Matisoff
SVP, Digital Director PHD West

Jeff Matisoff

As a billion people join the online community via mobile devices in the next few years, how will trends in media consumption and new technologies change our businesses and our lives?  Consumer media expert Jeff Matisoff will draw a map of what's new and next, and how these trends and ideas could affect DTC wine marketing.  

His agency’s book, 2016: Beyond the Horizon, explores what is driving technological innovation and predicts what we should expect to see in three areas: infrastructure, interface and internet. Published in 2011, the book paints a picture of marketing in 2016, and provides a springboard for a thought-provoking keynote session.


Why Don't I Sell More Wine?
Dan Goldstein
Chief Strategy Officer, db5

Dan Goldstein

The question on every producers lips is, “My wine is great -- why don’t I sell more?”  Dan Goldstein, chief strategy officer of db5: the 21st Century Research Agency, will share his personal experiences from advertising global colas, spirits and beers in order to help answer this perennial question. He will discuss how lessons from advertising's past will help us market toward a more successful future.

Dan is a leading practitioner in advertising and has worked on brands including Levi’s, Pepsi, Johnnie Walker, VISA, and Nissan. He has held management positions in the world's most creative agencies, and has won numerous industry awards.


Did Santa Deliver? Direct Shipping Key Metrics Update
Jason Eckenroth
CEO, ShipCompliant

Jason Eckenroth

ShipCompliant CEO Jason Eckenroth will present an overview of 2012 direct wine shipment data with year over year comparisons to provide insight into how the direct shipping sector has performed. In addition, Jason will provide attendees with a deeper dive into very specific direct shipping data that has yet to be publicly presented in any forum—delivering new insights into this critical sales and distribution channel.

Research Project: DTC Winery Check Up
Presented by Ross Goodwin, Bennett Valley Group
We are excited to announce the 2nd annual research project of the DTC Wine Symposium, the “Winery Check Up”, a comprehensive research project that will help wineries compare their direct to consumer sales performance against their peers.

This project will report on over 18 separate metrics, including Tasting Room club sign up rate, additional club member revenue, average Tasting Room dollar transaction and Facebook likes, from data collected in a survey, voluntarily, confidentially from California wineries for the 4 quarters of 2012.

No wineries will be identified in the presentation at the Symposium, just the aggregated data. Results from this survey will be presented January 24, 2013 by Ross Goodwin, managing partner of Bennett Valley Group, our returning research partner.

Legislative Update

Steve Gross
Director of State Relations, Wine Institute

Steve Gross

State of the States: What to Expect in 2013
Steve Gross’ annual “State of the States” speech is an annual highlight of the DTC Wine Symposium. The Wine Institute’s State Relations Director will provide an overview of legislative changes and challenges in 2012, as well as opportunities in 2013. Steve will certainly bring up the new sweepstakes/contest laws in California, and states targeted for “fix it” legislation to streamline cumbersome regulations and create new opportunities for wineries.


Here is a summary of afternoon Workshop Sessions:


Effective Events: Party Like A Rock Star (and Gain New Customers)

Looking for new ideas to increase attendance and engagement? This workshop will explore innovative ways to encourage prospective and current customers to join in the fun! Speakers will include Michael Brown (Sokol Blosser Winery) and Katie Noonan (Tolosa Winery). The Session is moderated by Lisa Barker (Miner Family Winery).


Video: The Next Best Thing to Being There

How do you make video really work? Our panel will present case studies of effective video campaigns, and how to create and market your video program. Speakers will include Ken Nerlove (Elkhorn Winery), Lisa Gottfried (Video in a Minute) and Susan DeMatei (Wine Glass Marketing). The Session is moderated by Mark Elcombe (Sonoma-Cutrer Vineyards)


Metrics: What Do They REALLY Tell Us?

By popular demand, this session will expand on the morning's presentation of the DTC Winery Check-Up research project, one of the highlights of the 2012 summit. DTCWS research partner Ross Goodwin will show you how to use the study to benchmark your winery and increase sales.

The Session is moderated by Matt Wood (Domaine Chandon)


Systems Integration: Speed Dating with the DTC Geeks

This unique format will allow you to interact with experts at three of the six thematic tables within the hour allotted for this session. Table themes and their geek hosts will include:

  • The Joy of POS and CRM Systems Integration, with eCellar and Napa Valley POS
  • Reconciling Club and CRM Systems, with eWinery Solutions and bLoyal
  • Dialing the Right Number with Telemarketing, with Chatterbox and Call for Wine
  • Delivering on Fulfillment’s Promise, with Wineshipping and FedEx
  • Email and Ecommerce Bliss, with Nexternal and Silverpop
  • Web Content Management Contentment, with Benson Marketing Group and Vin65.
The Session is moderated by Kevin Jordan (Chateau Montelena Winery)

2700 Napa Valley Corporate Drive, Suite H, Napa, CA, 94558 Phone: 707.254.1168    Fax: 707.254.0433    email: dtcwinesymposium@gmail.com