Eastern Winery Exposition Announces a Direct-To-Consumer Workshop To Be Presented by Elizabeth Slater and Gary Finnan of the Ovation Guild
Lancaster, PA—The Eastern Winery Exposition (EWE) is pleased to announce a new, intensive half-day workshop on Thursday March 6th titled Creating The Ultimate Direct-To-Consumer Business, presented by Elizabeth Slater and Gary Finnan, wine marketing professionals of the Ovation Guild. The Guild will also be the official sponsor of the workshop which will run concurrently with the distillation workshop following the regular conference March 4-5, 2014, from 9:00 a.m. to 12:15 p.m.
“We’re pleased that the Ovation Guild will present and sponsor this important marketing workshop” says Richard Leahy, conference director for Eastern Winery Exposition. “I have worked with Elizabeth Slater in the past and she has a strong loyal following in the regional wine scene. Her energy, bottom-line message and teaching style will be a great asset for winery marketers who want to learn more about direct-to-consumer marketing and why this is such an important topic for regional wineries. We also look forward to the contribution from her colleague Gary Finnan, who has extensive expertise working with wineries in strategic planning, design and direct-to-consumer concepts and programs, and how their joint approach will empower our attendees on this topic.”
Leahy further explains that the direct-to-consumer channel is much more than just establishing a wine club because other wineries have them. “This is why the industry refers to ‘direct-to-consumer’ instead of just ‘wine clubs’,” he says. “Elizabeth and Gary will give the ‘big picture’ on everything involved in the direct-to-consumer channel, then give examples of wineries with successful programs, and show how wineries can transform their business models with powerful, results-oriented direct-to-consumer programs that work for their own winery’s business model.”
The workshop is modeled on the book STANDING OVATION D-T-C subtitled “Four Elements Of Creating The Ultimate Direct-T0-Consumer Business,” authored by Slater and Finnan. Slater explains that “This is a definitive book on the fastest growing area of the wine industry, the direct-to-consumer channel.” In addition to presenting an overview of how a wine business is structured, this book presents the key elements of creating a profitable and sustainable direct-to-consumer business that is in balance with a particular winery’s whole business vision. “The book is also filled with actionable how-to tips and tactics that will kick start you into achieving your direct-to-consumer goals immediately, chapter by chapter,” she says.
The Eastern Winery Exposition is an Eastern-focused wine industry trade show and conference designed to provide the Eastern U.S. and Canadian wineries and vineyards with an easily accessible, low-cost professional meeting with a large number of winery and vineyard suppliers, at the right time of year. Complete conference information as well as registration will be available at www.easternwineryexposition.com.