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DTC Forum at Sonoma State

Date: 06/13/13

Monitoring, Marketing and Modeling Wine Club Membership

Rohnert Park, CA- Wine clubs are a useful way to build customer and brand loyalty. Yet generating interest, capturing members and sustaining them is challenging. To meet this challenge, Richard Kline, Founder and CEO of eWinery Solutions, Ahin Thomas, President of Vintners’ Alliance and Dr. Steven Cuellar of Sonoma State's School of Business and Economics will be presenting and discussing the latest in strategies, processes and tools for building a successful wine club as part of a larger strategy of maximizing Direct to Consumer sales.

According to Ron Scharman, President of eWinery Solutions, “This seminar is very timely for the wine industry. Wine clubs are the single most important loyalty program that most wineries have in their arsenal. They are also highly profitable and provide consistent cash flow for wineries throughout the year. Giving attention to using analytic tools to increase member lifetime value has definite bottom line impact on winery sales and profitability. ”

Topics will include:

• Measuring Marketing Effectiveness
• Using Modern Technology to Increase Wine Club Membership
• Decreasing Attrition and Increasing Member Lifetime
This forum will take place on Thursday, June 20th, 5:30 p.m. in Darwin 103 at Sonoma State University. Wine and cheese will be served at a reception following the presentation. It will be an excellent opportunity to network with industry colleagues and talk with the presenters.

RSVP to Jessica Heing at or by calling 707-664-3347 by June 17th. A parking pass will be provided with your RSVP. Admission at the door is $20 with proceeds benefiting the Wine Business Institute, cash or check only. Make checks out to: Sonoma State University.

About Sonoma State University's Wine Business Institute:
Sonoma State University's Wine Business Institute is located in the heart of California wine country and was created through a public-private partnership between the university and the wine industry. Founded in 1995, it is the first program in the United States to offer undergraduate and graduate degrees focused exclusively on the business aspects of the wine industry. In addition to its academic programs that include the first undergraduate and graduate degrees with a concentration in wine business, the Wine Business Institute offers an array of professional development courses for the industry. Its faculty members are published experts, active researchers, and requested presenters on pressing industry topics. The Wine Business Institute operates within Sonoma State's School of Business and Economics, a fully accredited AACSB institution. Learn more at

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