License to Steal
Wine Marketing Conference
License to Steal (LTS) returns in 2019 with two days of sessions dedicated to wine marketing issues and ideas PLUS a new full-day workshop.
The workshop, entitled “Making Black Ink in a Red and White Wine Cellar,” is a new format for LTS in 2019 and is for those looking to get into the business or those just getting started in a new venture.
LTS is chaired by Donniella Winchell, Executive Director of the Ohio Wine Producers Association and is best described as a place where wineries, growers and ancillary entities willingly share, collaborate and contribute to the future strength of the grape and wine communities across the nation. Sessions are lively, interactive and led by some of the most exciting marketing minds in the business.
As part of their registration package, LTS attendees also have access to the EWE trade show, Welcome Wine Reception and ancillary events.
Visit the Registration page for more details about LTS pass options, inclusions and rates.
LTS will take place alongside EWE March 19-21, 2019. For questions about the LTS program content contact Donnie Winchell at 440-466-4417 or firstname.lastname@example.org.
2019 LTS SCHEDULE AT A GLANCE
TUESDAY, MARCH 19: LTS WORKSHOP
10:30AM | Welcome and introductions
10:45AM | US Department, TTB Presentation on Licensing, Applications, and Label Approvals
11:15AM | Handouts Regarding Choosing Accountants, Legal Advice, and Trademark Protection
11:25AM | Part 1 Workshop: Getting Into the Wine Business – Wine Business Fundamentals
12:45PM | National Issues Update; Lunch Provided by LTS
1:30PM | Part 2 More Business Fundamentals
3:00PM | Creating Lasting First Impressions
3:30PM | Establishing a Dynamic Tasting Room Program
4:00PM | Distribution Beyond the Tasting Room: Should It in Your Future? — Winemaker Panel
4:30PM | State Association Led Round Tables and/or Handouts on Various State Regulations and Contact Information
WEDNESDAY, MARCH 20
8:15AM | Voice Marketing: Alexa ‘Skills’: Powerful Way to Reach New Audiences
9:00AM | Taking Advantage of Collaboration with and Among All Craft Beverages
9:30AM | Differentiate or Be Forgotten
10:15AM | Steal Session: Wine Festivals from A to Z
10:45PM | Shaking Up the Status Quo
11:30AM | Doing Good To Do Good — Pairing with Charities for Mutual Benefit
12:15PM | Lunch and Visit the EWE Trade Show
2:30PM | Marketing and Public Relations Workshop
3:15PM | Steal Session: Bringing Life Back to Tired Programming — New and Fresh Ideas for Trails, Wine and Food Pairing Experiences, Etc.
3:45PM | Creating Sponsorship Relationships That Meet Their Goals and Satisfy Some of Your Funding Needs
THURSDAY, MARCH 21
8:30AM | Crisis Communications: Ways to Manage the Circumstances and Come Out the Other End Successfully: Handouts and Power Point Based on the International Association of Amusement Parks Association
9:00AM | Collaborative Partnerships: Experiential Programs
9:45AM | Steal Session: Best Ideas in Customer Service and Using Hash Tags Effectively
10:45AM | Music Licensing Update 11:45AM | Lunch and the EWE Trade Show
11:00AM | Developing Effective Wine Clubs & Loyalty Programs: A Roundtable Discussion Led by Elizabeth Stamp
1:30PM | Finance Your Operations and Expansion Best Practices
2:15PM | Federal Grants: How We Found and Utilized Six Figures of Grants Over the Last 20 Years
3:00PM | Are You Planning to Pass Your Winery on to a Family Member? Succession Planning Work Sheet
3:30PM | Getting Your Winery Ready for Sale
2019 LTS SPEAKERS
2019 LTS SESSIONS
TUESDAY, MARCH 19: LTS WORKSHOP
Welcome and Introductions
The wine industry has historically used the word marketing in a loosely applied manner. Typically, it has signified sales related programming with a focus on distribution. True marketing involves all facets of communication tied to a brand story It is time for wineries to discover how to build their brands will all aspects of true marketing.
US Department, TTB Presentation on Licensing, Applications, and Label Approvals | Susan Evans
Gather information to assist in the Federal permit process and understand the basics of labeling requirements and registration.
Handouts Regarding Choosing Accountants, Legal Advice, and Trademark Protection
Collect white papers with advice prepared by accountants, attorneys, insurance agents and trademark specialists, all of whom have had extensive experience in assisting wineries across the country.
Part 1 Workshop: Getting Into the Wine Business – Wine Business Fundamentals | Tim Hanni
Join Tim for a 3 hour systematic, supply chain based look at the financial, value and quality factors that go into wine production determining cost of goods, managing marketing plans and pricing models through the many consumer channels. The presentation will utilize wine business calculators and offer free access to several versions of these calculators to use prior to the conference to help you understand the decision points to optimize the quality and profitability for your wines.
National Issues Update | Michael Kaiser
An update on a myriad of major national policy issues that will impact your winery’s success.
Part 2 More Business Fundamentals | Tim Hanni
Part 2 of the Financial Business Fundamentals
Creating Lasting First Impressions | Mike Wangbickler
With only one chance to create a first impression, it is critical that you plan your marketing strategy well before your doors open. And then once the winery is launched, to create a workable and impactful program to build a viable business for the long term.
Establishing a Dynamic Tasting Room Program | Donniella Winchell
A dynamic tasting room program will provide your winery with the opportunity to build a ‘life long’ customer base, enjoy the greatest ROI on your investment and serve as a launching pad for future growth and expansion.
Distribution Beyond the Tasting Room: Should It in Your Future? — Winemaker Panel
Moving from a tasting room sales strategy to distribution to retail outlets is not for everyone. But for those who plan to make the leap, a carefully considered plan must be in place.
State Association Led Round Tables and/or Handouts on Various State Regulations and Contact Information
A series of roundtables led by state association executives and/or winemakers from each participants’ region helping to attendees to understand the local regulations with which they will need to comply.
WEDNESDAY, MARCH 20
Voice Marketing: Alexa ‘Skills’: Powerful Way to Reach New Audiences | Jeff ‘Ski’ Kinsey & Tom Montelione
Voice Assisted Marketing via Alexa has become one of hottest trends in AI in the past few months. Learn how to utilize an Alexa ‘Skills’ program to drive hundreds if not thousands to your web site, social media platforms and tasting rooms.
Taking Advantage of Collaboration with and Among All Craft Beverages | Mario Mazza
The future of craft beverage marketing is a trend not to be ignored. Join one of the East’s most successful family operations and learn how they were able to strengthen the business models of each of the craft elements to the benefit of all.
Differentiate or Be Forgotten | David Holder
An internationally acclaimed tourism expert will share why we may steal: because success breeds copies. When one business shows signs of success, everyone will copy it but separation from the pack requires differentiation. “Steal all you want, but make whatever you steal uniquely compelling. Make it yours.”
Steal Session: Wine Festivals from A to Z
An interactive session sharing and discussing festival best practices from the minutia [how to keep wines chilled without ruining labels] to the difficult [generating realistic profits] with and among the attendees.
Shaking Up the Status Quo | Tim Hanni
Learn how strategies and tactics will help you create better connections with your consumers. Learn how wine lore, myths and clichés might be costing you profits. Business is business: many conventional wisdoms may be undermining your profitability.
Doing Good To Do Good — Pairing with Charities for Mutual Benefit | Make a Wish Foundation
Learn how pairing with charities can contribute to a better society, but also can help build your bottom line.
Lunch and Visit the EWE Trade Show
Marketing and Public Relations Workshop | Mike Wangbickler
Any viable winery needs a strong and well planned marketing plan to include print, social and electronic. Learn from one of the nation’s most respected PR firms which truly understands our unique opportunities, challenges and perspectives.
Steal Session: Bringing Life Back to Tired Programming — New and Fresh Ideas for Trails, Wine and Food Pairing Experiences, Etc.
Wine trails, wine and food pairing opportunities and the like have, in many cases, become mundane. Participate in a lively discussion to identify some fresh ideas and approaches to revitalize or re-invent these kinds of efforts.
Creating Sponsorship Relationships That Meet Their Goals and Satisfy Some of Your Funding Needs | Mary Beth Lee
For decades, sponsorship dollars have supported various winery events and industry efforts. The days of free flowing money has ended. Learn how there may be new ways to identify potential partners and create win-win situations for all involved.
THURSDAY, MARCH 21
Crisis Communications: Ways to Manage the Circumstances and Come Out the Other End Successfully: Handouts and Power Point Based on the International Association of Amusement Parks Association
When disaster strikes, be it fire, an automobile accident, product defect, bad press or incident on your winery grounds, it is critical that appropriate response measures are in place well in advance of any incident.
Collaborative Partnerships: Experiential Programs | Donniella Winchell
The cruise ship industry has it figured out. One phone call and an entire experience is planned: no fuss, no hassle. Learn how the wine community can adapt their strategies, especially in light of millennials’ interest in immediate gratification and convenience and the busy schedules of the professional class we hope to attract.
Steal Session: Best Ideas in Customer Service and Using Hash Tags Effectively
Hashtags and other Social Media tools are critical as you build your SM marketing program. An interactive discussion of successes and failures with and among the attendees.
Music Licensing Update | Tara Good
Without doubt, one of most vexing and expensive things with which a winery manager must deal, is the need to adhere to the demands of PROs like ASCAP and BMI. Hear about the efforts of WineAmerica through a national coalition, MIC, to mitigate their negative impact on our businesses.
Developing Effective Wine Clubs & Loyalty Programs: A Roundtable Discussion | Led by Elizabeth Stamp
The value of a lifetime customer is often underestimated. Wine Club members and Loyalty programs can and often are the backbone of a winery’s financial existence. Learn how and why these programs are so important.
Finance Your Operations and Expansion Best Practices | Gregg McConnell
There are a variety of federal programs which can assist in both the establishment and expansion of farm winery operations. Leave the session with a myriad of information to help you make your dream affordable and your expansion a reality.
Federal Grants: How We Found and Utilized Six Figures of Grants Over the Last 20 Years | Cynthia Bohn
Learn how one of the most successful wineries east if the Mississippi has garnered over a half a million dollars in Federal Grants in the past two decades. While it may not be not rocket science, but there is a practical science and there are key strategies which contributed mightily to their funding successes.
Are You Planning to Pass Your Winery on to a Family Member? Succession Planning Work Sheet | David Marrison
Only a small portion of small family wineries in this country have a succinct plan to pass their dreams on to family members. Those plans must start with assessing the business circumstances and understanding the dynamics which need to come into play.
Getting Your Winery Ready for Sale | Scott Warren
The successful sale of a commercial winery takes months of planning and often years to complete. Taking steps, well in advance of putting out a for sale sign, will dramatically increase the opportunities for a satisfying and profitable outcome.