Wines & Vines Home
   
 
Welcome Guest
LOGIN |  CREATE ACCOUNT
 
ADVERTISEMENT
 
 
 
04.26.2013  
 

Wine Marketing With an Eastern Twist

License to Steal conference inspires sharing ideas, visits to local wineries

 
by Linda Jones McKee
 
 
license to steal
 
Sessions at the ninth annual License to Steal conference ranged from increasing tasting room sales to building exposure through social media..
Geneva-on-the-Lake, Ohio—Winery owners, tasting room managers, several wine distributors, tourism professionals and representatives from seven state wine associations participated April 16-18 in a marketing conference known as “License to Steal.” The only conference in the East to focus exclusively on wine marketing, License to Steal this year set a new high in attendance, with 151 wine industry people attending from 14 states from Vermont to Arizona.

Sessions at the ninth annual conference covered a range of topics from increasing tasting room sales to building exposure through social media. Speakers included Ron Cates, director of new market development for Constant Contact, who spoke about engaging customers through direct e-mail communications; Marnie Old, a Philadelphia, Pa.-based sommelier and author (her most recent book is Wine Simplified), shared ideas about making wine approachable to the wine-consuming public; and Craig Root, a tasting room consultant from Davis, Calif., participated via Skype in a 90-minute session about tasting room management.

In addition to the many scheduled speakers, each day featured “steal sessions,” where all attendees, as a requirement of their registration at the conference, shared some of their best marketing, social networking and money-saving ideas for “theft” by the other conference participants. Donniella Winchell, executive director of the Ohio Wine Producers Association and organizer of the License to Steal Conference, noted that she would like to keep attendance at future conferences at about the same size so interactive aspects such as the steal sessions can continue to involve many people.

Some of the ideas “stolen” at License to Steal included the following:
• The ins and outs of hosting a commodity group bloggers conference;
• Passport programs for regions and states;
• How to create an editorial spreadsheet for a social media campaign;
• Creating spheres of influence within your target demographic;
• How to hire the best tasting room manager.

One attendee, Fran Kratz from The Vineyard at Grandview in Mount Joy, Pa., told Wines & Vines that the content of the conference was very good, and she especially enjoyed the session led by Marnie Old. “She talked about the importance of being careful about the language we use to describe wine with customers and not use ‘wine-speak.’ For example, in the industry we know what the ‘body’ of a wine is, but the consumer may visualize a corpse instead. And there are lots of other examples.” Kratz attended the 2013 conference as well, and came again this year because she finds the real value to be in discussing ideas for marketing and different wine events with other winemakers and owners.

Highlights of License to Steal this year included visits to three local wineries. On the first night, attendees walked to the nearby Lakehouse Inn and Winery’s Crosswind’s Grill for a grazing reception that featured regional wines and food from ingredients grown within 50 miles of the winery. Many of the farmers whose meat, produce and cheeses were served that night also attended the reception.

On the final night of the conference, everyone was bussed to a wine reception at Laurello Vineyards and Winery in Geneva, Ohio. A five-course, eight-wine dinner followed at the Ferrante Wine Farm, also in Geneva.

According to Winchell, the visits to the local wineries were “a huge hit.” She told Wines & Vines that in the future, she may plan the program to end at the conference center by about 3 p.m. and then move everyone to different wineries to continue the sessions and then perhaps include a progressive dinner.

The 2014 License to Steal conference will be held April 8-10. For more information, visit nationalwinemarketing.com.

SHARE »
Close
 
Currently no comments posted for this article.
 
CURRENT NEWS INDEX »


 
Wines & Vines Home
 
866.453.9701 | 415.453.9700 | Fax: 415.453.2517
65 Mitchell Blvd., Ste. A San Rafael, CA 94903
info@winesandvines.com
Wine Industry Metrics
 
Off-Premise Sales » Month   12 Months  
June 2014 $562 million
5%
$7,549 million
6%
June 2013 $535 million $7,094 million
     
Direct-to-Consumer Shipments » Month   12 Months  
June 2014 $87 million
17%
$1,669 million
11%
June 2013 $74 million $1,510 million
     
Winery Job Index » Month   12 Months  
June 2014 300
34%
220
21%
June 2013 224 182
     
 
MORE » Released on 07.15.2014
 
 
 
 
 
 
 
 
 
 
 
 
 
 

Wines & Vines
Packaging Conference
 
Learn More »
 
 

Practical Winery & Vineyard Library
 
Search the PWV archive »
 
 

Direct To Consumer
Wine Shipping Report
2014
 
Download full report »
 
 

CALENDAR
  • July 30
     
    Sweet and Fortified Wine Association Meeting
     
  • July 30 - August 1
     
    Indy International Wine Competition
     
  • August 1-3
     
    West of West Festival
     
  • August 2
     
    Urban Wine Xperience
     
  • MORE »
 

READER COMMENTS
 
Article: Wineries May Lose Internet Domain Dispute »
 
All these arguments could be levied by any industry associated with any gTLD, new or...
Reader: Doug Barnett
 
Article: Wineries May Lose Internet Domain Dispute »
 
Do brands get hijacked now? Even though .wine does not yet exist, are there false...
Reader: Larry Chandler
 
Article: Resistant Weeds Threaten Vineyards »
 
Roundup is not benign. It does not always break down in a day or two...
Reader: Robert Rex
 
Article: Resistant Weeds Threaten Vineyards »
 
Mitigating water use in the vineyard in the first place is also an applicable tactic....
Reader: Guest
 
Article: Resistant Weeds Threaten Vineyards »
 
Having managed vineyards that have used both approaches, I would say that a diverse approach...
Reader: Guest
 
 


Directory/Buyer's Guide — Your Wine Industry Marketplace
 
 
WINERY SEARCH
 
 
Advanced Search »
SUPPLIER SEARCH
   by Product
 by Company Name or Brand
 
Browse by Category »
2014 Directory/Buyer's Guide
The Wines & Vines Directory and Buyer's Guide
 
 
EXPANDED ONLINE SEARCH INCLUDED WITH PURCHASE
 
ORDER NOW »
 
LEARN MORE »
 
 
Wines & Vines Magazine
 
 
LEARN MORE »
 
SUBSCRIBE »
 
Digital Edition Now Available!
Wines & Vines Digital Edition Now Available
 
LEARN MORE »
 
ORDER NOW »
 
 
The Wines & Vines Online Marketing System
 
The Industry Standard winery marketing application
 
FREE LIVE DEMO »
 
VIEW VIDEO »
 
 
 
 
Latest Job Listings
 Wine Club Manager
 Healdsburg, CA
DTC, Tasting Room and Retai
 Guest Relations Host
 Oakville, CA
DTC, Tasting Room and Retai
 Brand Manager Wolf Bla...
 Toronto, ON
Sales and Marketing
 Brand Manager/Develope...
 Paso Robles, CA
Sales and Marketing
 Territory Sales Repres...
 All Of California, CA
Sales and Marketing
 Sales Representative
 Northeastern Us, Southeastern Us, NA
Sales and Marketing
 Fine Wine Sales Repres...
 San Francisco, CA
Sales and Marketing
 Tasting Room Managemen...
 Dundee, OR
Sales and Marketing
 Harvest Intern
 Mcminnville, OR
Winemaking and Production
 Guest Services Represe...
 Benton City, WA
DTC, Tasting Room and Retai
 
More Job Listings >>
Follow Us On:
 
 





Home  |  About Us  |  Editors  |  Subscribe  |  Print Edition  |  Digital Edition

Advertise  |  Site Map  |  Contact Us  |  Privacy Policy
 
 
Copyright © 2001-2014 by Wine Communications Group, Inc. All Rights Reserved.
No material may be reproduced without written permission of the Publisher.
Wines&Vines does not assume any responsibility for any unsolicited manuscripts or materials.