2020 EWE | LTS

License to Steal
Wine Marketing Conference

The License to Steal Wine Marketing Conference (LTS) returns in 2020 with three days of programming dedicated to wine marketing issues and ideas.

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 10-12, 2020For questions about the LTS program content contact Donnie Winchell at 440-466-4417 or dwinchell@ohiowines.org.

 


2020 LTS SCHEDULE AT A GLANCE


TUESDAY, MARCH 10: LTS WORKSHOP 

9:00am | Welcome and handouts
9:30am-10:00am | An Insurance Primer with American Winery Insurance
10:00am-10:25am | Coffee Break
10:30am-10:50am | TTB-Labels–Rules, COLA’s
10:50am-11:10am | Steal Session: Book List with an Idea Exchange
11:15am-12:00 pm | The Winery as a Destination: Creating a Sense of Place
12:00pm-12:30pm | Increasing Your Yield: A Process to Develop a Successful Marketing Plan
12:30pm-1:30pm | Workshop Lunch
1:40pm-2:30pm | Unleash the Stories Trapped in Your Winery
2:35pm-2:50pm | Panel: Planning for a Profitable Retail Program
3:30pm-3:45pm | VinoShipper
3:45pm-3:55pm | Break
3:55pm-4:10pm | Cause Marketing
4:10pm-5:00pm | 
Winery Panel: What I Would Do Differently, What I Would Replicate

WEDNESDAY, MARCH 11

8:15am-9:15am | The Riedel Experience
9:25am-10:10am | TTB-American Viticultural Area
10:10am-10:25am | Oval Collection
10:25am-10:30am | Coffee Break
10:40am-11:55am | The Mature Generation: Marketing to Gen X, the Millennials and Preparing for the Z’s
12:00pm-1:00pm | Buffet Lunch Social
2:15pm-3:00pm | The Long Game: Building an Enduring Wine Brand
3:00pm-3:40pm | Planning for Growth: Enhancing Your Existing Winery Through Master Planning
3:40pm-4:50pm | Media Relations, Traditional and Otherwise

THURSDAY, MARCH 12

8:20am-9:00am | What Is Trending and Update on Today’s Wine Consumer and Product Trend
9:00am-9:20am | Steal Session
9:30am-10:30am | Retargeting Advertising Techniques and Opportunities
10:30am-10:40am | Coffee Break
10:45am-11:45am | Google Marketing–Are You Ready?
11:45am-1:15pm | Lunch in the Exhibit Hall
2:00pm-3:00pm | Event Marketing and Using Influencers 
3:10pm-4:30pm | Tasting Room Techniques

 


2020 LTS SPEAKERS


Steven Harrison
Eric Hoffer Photo
Eric Hoffer
Kathleen Kelley
Scott Kolbe Photo
Scott Kolbe
Bob Manley
Chris Murphy Photo
Chris Murphy
Sean Prather Photo
Sean Prather
Jeffrey Ryzner Photo
Jeffrey Ryzner
Scarfone Photo
Scott Scarfone, PLA, ASLA
Simon Solis-Cohen Photo
Simon Solis-Cohen
Thornton Photo
Karen Thornton
Trebets Photo
Edward Trebets
Donniella Winchell

 


2020 LTS SESSIONS


TUESDAY, MARCH 10: LTS WORKSHOP

9:00am
Welcome and Handouts

9:30am-10:00am
An Insurance Primer with American Winery Insurance | Eric Hoffer

What you need to know to protect your business. Preparing BEFORE disaster hits. Learn how to buy what you need, especially for things that might not be understood by agencies without winery experience.

10:30am-10:50am
TTB-Labels–Rules, COLA’s | Sean Prather

Helping wineries to do it right the first time to save time, money and frustration.

10:50am-11:10am
Steal Session: Book List with an Idea Exchange | Donniella Winchell

Bring some ideas for the most powerful books you have read in recent years. What are the authors sharing that is applicable to our industry?

11:15am-12:00pm
The Winery as a Destination: Creating a Sense of Place | Scott Scarfone

Wineries that have a unique ‘sense of place’ are better positioned to attract customers in a competitive landscape. Capitalizing on a winery’s physical environment to create an ‘experience’ can make it a sought-after destination. It needs to be designed not only to be aesthetically pleasing but also functional. This session will explore how your winery can take advantage of your unique circumstances.

12:00pm-12:30pm
Increasing Your Yield: A Process to Develop a Successful Marketing Plan | Jeff Ryznar

You spend so much time growing great grapes and/or producing great wines. Without a creative and well thought out marketing plan, how will you be able to sell the wines of which you are so proud?

1:40-2:30pm
Unleash the Stories Trapped in Your Winery | Scott Kolbe

Every craft winemaker has a unique story to tell, how engaging is yours? The do it yourselfers who built the craft wine industry deserve tools to start storytelling on a bigger scale, shaping a marketing focus to match their winemaking expertise? Together we’ll walk through successful brand building concepts including writing an impactful story; knowing what content to share with customers; outsmarting your competition; developing a marketing budget; and executing your plans brilliantly. Expand the capabilities of your teams and grow market share with storytelling strategies and resources that can be put to use immediately.

2:35pm-2:50pm
Panel: Planning for a Profitable Retail Program | Chris Murphy and TrueBrands Rep

Two of the industry’s premier suppliers to the most successful winery gift shop entrepreneurs will share how adding a retail component can not only add to your bottom line, but can serve as walking advertising vehicles for the wine experiences you provide.

3:30pm-3:45pm
VinoShipper | Steven Harrison

Ever more into the future, the coming generations will not only expect, but demand to get their wines via internet shopping. Facing the tangled web of state laws is and will be the primary obstacle in tapping into this lucrative and critical market channel. Learn how you will be able to manage your shipping programs.

3:55pm-4:10pm
Cause Marketing | Kathy Kelly

Doing good is part of the DNA of the Millennials and Z’s now coming of age. There are ways to ‘do good, then do good.’ Learn how your winery might help, even in a small way to both make the world a better place and sell more of your great wines at the same time.

4:10pm-5:00pm
Winery Panel: What I Would Do Differently, What I Would Replicate | Edward Trebets, Bob Manly and TBA

While the ‘experts’ share their formulas for success, sometimes those who have practical experience can temper idealism with a dose of reality. Hear from some of the most successful wineries, from large to small, share their insights on how they build their businesses.


WEDNESDAY, MARCH 11

8:15am-9:15am
The Riedel Experience | Presented in Collaboration with Wine and Beer Supply LLC

Wine glasses make a difference. Learn how the various Riedel stemware can complement the wines you are so carefully producing. And take home a set of this fabulous glass which retails for over $125.

9:25am-10:10am
TTB-American Viticultural Area | Karen Thornton

Karen is TTB’s authority on AVA designations. These federally recognized growing regions can be extremely important for wine regions to gain national acclaim. They are also important tools for consumers seeking to understand the various unique growing conditions which allow wines to take on distinctive characteristics. Learn what it takes to develop an AVA for your region.

10:10am-10:25am
Oval Collection | Steven Harrison

Ohio State University Alumni launched a special wine label collection and has marketing to their loyal graduates all over the nation. The limited production wines have, in the two years since the program developed, sold out within days of the announcement of their availability. Learn how your winery, your state or your regional group might replicate this very dynamic and lucrative program.

10:40am-11:55am
The Mature Generation: Marketing to Gen X, the Millennials and Preparing for the Z’s | Jeffery Ryznar

There are significant ‘markers’ for each of the generational groups noted above: in how they perceive not only wine, but other consumer goods, in what they value regarding marketing techniques and often how they view the world around them. This session will help you prepare to identify approaches to each which will significantly increase your sales and build their loyalty to your brand.

2:15pm-3:00pm
The Long Game: Building an Enduring Wine Brand | Scott Kolbe

Your brand is the foundation upon which you will create a successful marketing plan. Together we’ll explore building a competitive wine brand, including marketing best practices that can be put to use immediately for attracting and engaging customers.

3:00pm-3:40pm
Planning for Growth: Enhancing Your Existing Winery Through Master Planning | Scott Scarfone

A winery’s design, if properly done, will not only improve visual appeal but also enhance the guest experience. To create a memorable experience, a winery needs to accentuate and build upon its physical assets. This session will explore how your winery can develop a strategy (master plan) to enhance your property over a period of time.

3:40pm-4:50pm
Media Relations, Traditional and Otherwise | Donniella Winchell

The media is changing so rapidly that it is difficult to keep up with the trends. We will explore a wide range of approaches to social, traditional and partnership relationships with all types of media.


THURSDAY, MARCH 12

8:20am-9:00am
What Is Trending and Update on Today’s Wine Consumer and Product Trend | Kathy Kelly

Keeping an eye on trends will prepare a winery to meet challenges more effectively than their neighbors who continue to rely on what had been done in the past. Learn from an expert researcher to watch for ‘what is hot and what is not’ and then apply those revelations to your marketing efforts to stay ahead of the game.

9:00am-9:20am
Steal Session

Registrants will be queried for ideas they would like to see shared in the Steal Sessions so the information share will be of most value to attendees.

9:30am-10:30am
Retargeting Advertising Techniques and Opportunities | Simon Solis-Cohen

Learn how national marketers’ ads and promotions appear after you order online or make some queries of the search engines. The techniques are ubiquitous, and sometimes irritating, but they are impactful.

10:45am-11:45am
Google Marketing–Are You Ready? | Simon Solis Cohen

And then there is the world of Google Marketing. This session will decipher the mysteries of what may well be the primary marketing channel of the future.

2:00pm-3:00pm
Event Marketing and Using Influencers

TBA

3:10pm-4:30pm
Tasting Room Techniques | Donniella Winchell

Tasting room sales are critical to small wineries, but also essential for those in distribution. Learn how developing a strong tasting room program will send cases out the door and drive sales off retail and restaurant shelves