License to Steal
Wine Marketing Conference
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.
Information about the 2021 License to Steal Conference will be available in late summer. In the meantime, for questions about LTS contact Donnie Winchell at 440-466-4417 or firstname.lastname@example.org.
2020 LTS SCHEDULE AT A GLANCE
TUESDAY, MARCH 10: LTS WORKSHOP
9:00am | Welcome and handouts
9:30am-10:00am | An insurance primer–What You Need to Know to Protect Your Business
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: A discussion on the Impact of the Seltzers
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 | Drive DTC Sales Through the Roof with Existing Customers
3:10pm-4:30pm | Tasting Room Techniques
2020 LTS SESSIONS
TUESDAY, MARCH 10: LTS WORKSHOP
Welcome and Handouts
An Insurance Primer: What You Need to Know to Protect Your Business | Eric Hoffner, National Winery Insurance
Prepare BEFORE disaster hits. Learn how to buy what you need, especially for things that might not be understood by agencies without winery experience.
TTB-Labels–Rules, COLA’s | Sean Prather
Helping wineries to do it right the first time to save time, money and frustration.
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?
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.
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?
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.
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.
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.
Cause Marketing | Kathy Kelley
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.
Winery Panel: What I Would Do Differently, What I Would Replicate | Ed Trebets, Urban Vintner (OH) & Bob Manley (NH)
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
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.
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.
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.
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.
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.
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.
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
What Is Trending and Update on Today’s Wine Consumer and Product Trend | Kathy Kelley
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.
Steal Session: A discussion on the Impact of the Seltzers
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.
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.
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.
Drive DTC Sales Through the Roof with Existing Customers | Kelli Shaffner
We’re all striving to find new customers and bring more traffic into our wineries. But in doing so many of us neglect our existing, loyal fans that are primed and ready to purchase. This session will use a development-centered approach in marketing to your existing customers. You’ll find out how to sort through your customer database and figure out which ones to target, and how to easily persuade them to buy more, and more often.
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