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 2015 $602 million
5%
$8,101 million
6%
June 2014 $571 million $7,676 million
     
Direct-to-Consumer Shipments » Month   12 Months  
June 2015 $92 million
6%
$1,901 million
14%
June 2014 $87 million $1,669 million
     
Winery Job Index » Month   12 Months  
June 2015 366
22%
261
19%
June 2014 300 220
     
 
MORE » Released on 07.15.2015

 

Direct To Consumer
Wine Shipping Report
2015
 
Download full report »
 
 

Practical Winery & Vineyard Library
 
Search the PWV archive »
 
 

CALENDAR
  • August 7
     
    International Cold Climate Wine Competition
     
  • August 8
     
    Wind to Wine Festival
     
  • August 15
     
    ZAP Simply Summer Celebration
     
  • August 16
     
    Family Winemakers Trade Tasting
     
  • MORE »
 

READER COMMENTS
 
Article: The Spiciest Wines You Have Ever Tasted »
 
There are some wines from New Mexico are infused with pepper flavors. Also, The Wine...
Reader: Guest
 
Article: Does Red Blotch Affect Wine? »
 
I have a grapevine in my polytunnel in east London which is showing signs of...
Reader: Guest
 
Article: Central Coast Wine Harvest Begins »
 
Here at Flying Goat Cellars in Lompoc we harvested last week the Bien Nacido Pinot...
Reader: Guest
 
Article: The Spiciest Wines You Have Ever Tasted »
 
I'm curious as to how 'guest' defines wine and their rational for claiming this is...
Reader: Rob McDonald
 
Article: The Spiciest Wines You Have Ever Tasted »
 
This is not wine. This is aromatized drink. Like vermouth.
Reader: Guest
 
 


2015 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
 Harvest Help 2015
 Chelan, WA
Cellar, Lab and Production
 Managing Director
 San Francisco, CA
General Administration and
 Facilities Tech Ii *mu...
 Geyserville, CA
General Administration and
 Lab Tech/Qa
 Geyserville, CA
Cellar, Lab and Production
 Shipping And Sales Ass...
 St. Helena, CA
Sales and Marketing
 Harvest/Cellar Staff
 Richland, WA
Cellar, Lab and Production
 Cellar Worker Ii
 Yountville, CA
Cellar, Lab and Production
 Sales Consultant/Marti...
 Hartford, CT
Sales and Marketing
 Part-Time Wine Educato...
 Healdsburg, CA
DTC, Tasting Room and Retai
 Tasting Room Manager
 Sherwood, OR
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 © 2001-2015 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.