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The 2014 Direct to Consumer Wine Sympsoium was another success! Thank you to all of the speakers, attendees, sponsors and volunteers. Please check back soon for information about the 2015 symposium!




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Wednesday, January 22, 2014

Research Two-fer: Wine Market Council, ShipCompliant

An objective of the DTCWS is to present useful, relevant research for vintners. During this session, two of the industry’s leading organizations for data analysis and insight will present their latest findings. First, ShipCompliant’s Jeff Carroll will assess the effects of recent regulatory changes on the DTC marketplace, and how future changes in large states like MA and PA could affect your businesses. Second, Wine Market Council’s John Gillespie, president, will give a sneak peek at some results of his organization’s fall 2013 wine club survey.

Town Hall Meeting: Wine Club Managers

Join us and other wine club managers in a town hall style session to discuss issues facing wine clubs today including acquisition, retention and service level. This is an opportunity to hear what other wine club managers are facing and solutions they’ve tested. This town hall meeting is perfect for any wine club manager facing the daily challenges of creating and maintaining a successful wine club.

Town Hall Meeting: Tasting Room Experience

Bring questions to this town hall style meeting for a moderated discussion on how to improve the overall tasting room experience, continue providing the best service to customers and meet sales goals. Whether you have a reservation-only tasting room or one that sees hundreds of visitors every weekend, this town hall meeting is a place to learn more about how to adapt your tasting room for the perfect experience for every visitor and keep them visiting you often.

Delivering DTC Growth with FedEx

How can an effective transportation strategy increase DTC sales for your winery? As direct to consumer wine sales continue to grow, your customers make buying decisions based on various criteria, one of them being the ease of delivery! The FedEx wine team will be hosting an informational session to help you understand the impact we have on your business with our vast suite of delivery options, year round shipping strategies and regulatory updates! Come join us to see how we can impact your DTC growth!

State of Wine Tourism Roundtable

Food and wine tourism is a core value of the California brand. Visitors consider food and wine a part of other destinations but consider it a critical must –have experience when choosing California. Visit California the official agency charged with marketing California spends $50 million a year to promote California to potential visitors around the world.

Join Brian Baker, VP Sales and Marketing Chateau Montelena and former chair of Cal Travel as he facilitates a wine tourism roundtable on January 22nd at 3:30. The session will feature Lynn Carpenter, VP Marketing Visit California presenting a State of Wine Tourism Address and Chris Thornberg, Founding Partner Beacon Economics will present the latest economic trends in the wine tourism industry and highlight a new research tool specifically designed to help winery associations and their members make the most of the $100 billion + California tourism market.

Target Audience: Association Directors and Staff, Tourism Professionals and Events Managers.

Thursday, January 23, 2014

From Social Media to Social Business

Glen Gilmore

What is the difference between social media and social business? Should you “tweet”, “post” or “pin”? Join Glen Gilmore, attorney, social media strategist and one of Forbes’ “Top 50 Social Media Influencers”, as he explains how to best assess your digital footprint, connect with your communities and understand the legal landmines in social media marketing.

Glen will also address:

  • Understanding Facebook’s Dirty Secret
  • How to be ready for the future of social media marketing
  • How to use social media for actionable success!

DTC Past, Present, Future: 2013 vs. 2023

Jason Eckenroth, Lulie Halstead

How will you invest limited resources to maximize DTC sales?  First you will need to understand current trends and extrapolate them into the future. This session will do just that. Jeff Carroll, Vice President Compliance & Strategy at ShipCompliant, will assess 2013’s wine shipments to unearth the hot states, fast-growing price points, and demographic trends. This will be the first public presentation of the widely anticipated, annual ShipCompliant / Wines & Vines Direct Shipping Report.

Next, Lulie Halstead, Chief Executive of Wine Intelligence, one of industry’s premier research firms, will present a series of predictions about the future DTC consumer. What trends are influencing consumers in 2014 and beyond? What can we predict about shopping and media consumption habits in the years to come? What brand values will matter? Most importantly, how will your business need to change to address these predictions?

What Drives Today’s Luxury Buyer?

Alf Nucifora

What can other luxury businesses teach us about the evolving behavior of consumers? What is the role of heritage, bespoke quality and customer experience in the branding and consumption of luxury products and services?

Moderator Alf Nucifora, chairman of The Luxury Marketing Council of San Francisco, leads a fascinating panel of senior executives including:

  • Shari Jones, Chief Marketing Officer, XOJET
  • Jeffrey Gibson, VP, Brokerage Manager, Sotheby’s International Realty, San Francisco
  • Gordon Huether, Principal, Gordon Huether Studio
  • Dennis Owen, VP Marketing, Americas, Cathay Pacific Airways

This compelling panel discussion will investigate the changing "personality" of luxury as a product and category to be purchased and consumed, preview emerging trends with respect to the ever-morphing profile of the luxury consumer, and debate marketing implications as they relate to customer service, technology, product development and promotion.

Legislative Update 2014: State of the States: What to Expect in 2014

Steve Gross

Steve Gross’ annual “State of the States” speech is an annual highlight of the DTC Wine Symposium. The Wine Institute’s State Relations Vice President will provide an overview of legislative changes and challenges in 2013, as well as opportunities in 2014. Steve will certainly bring up states targeted for “fix it” legislation to streamline cumbersome regulations and create new opportunities for wineries.
Steve Gross, Vice President of State Relations, Wine Institute

Wine Club Makeover: How to Refresh Your Wine Club

Wine Clubs have been around for decades now; is your club meeting the needs of your customers? This workshop is for anyone interested in taking a look at your club, to evaluate it and identify potential opportunities. From considering items like customer feedback, competitive landscape, financial needs, staffing, best practices and other relevant topics, we’ll present a roadmap for assessing and planning a change for your club program.
Moderator: Taylor Eason
Panelist: Stephanie Friedman, Laila Subaie and Katy Westgaard

The Tasting Room Experience: Mapping Your Guest Journey

Crafting guest touchpoints to deliver on your brand promise and achieve business goals requires a strategic approach. Creating a customer experience that takes them on a journey – one that educates, inspires and entices them to become a brand ambassador – includes an orchestration of clear objectives, infrastructure, timing, messaging, flow, and of course, a top-performing cast.
Moderator: Lesley Russell
Panelist: Sean Brosnihan, Gary Finnan and Dev Sidhu

Social Media: Creating Your Editorial Calendar

Can you imagine planning the content, day after day, for the Six O’ Clock News? You’ve got news to get out each and every day to work the Social Media space. Join us to explore creating an editorial calendar to drive your social media objectives. A well-planned editorial calendar will make your day-to-day life easier and keep your efforts on track with your marketing plan.
Moderator: Lia Huber
Panelist: Brett Van Emst, Zack DeVincent and Michael Manny

Leadership: Taking Charge of Your Development

In his well-known book, Leaders, Warren Bennis declares, “The most dangerous leadership myth is that leaders are born—that there is a genetic factor to leadership. That’s nonsense; in fact, the opposite is true. Leaders are made rather than born.” In this workshop, we’ll be discussing how to ensure you’re on the right track to grow your DTC career, specifically the required skill sets and how to acquire them.
Moderator: Dawn Wofford
Panelist: Ray Johnson, Norman Mitroff and Matthew Wood

May change without notice

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