2022 Eastern Winery Exposition | LTS

2022 License to Steal
Wine Marketing Conference

The License to Steal Wine Marketing Conference (LTS) is co-located with the Eastern Winery Exposition and offers 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 the LTS 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 22-24, 2022. For questions about the LTS program content contact Donnie Winchell at 440-466-4417 or dwinchell@ohiowines.org.

 


2022 LICENSE TO STEAL SCHEDULE AT A GLANCE


TUESDAY, MARCH 22: TASTING ROOM MANAGEMENT WORKSHOP 

9:30am-9:50am | Welcome
10:00am-10:25am | Coffee Break
10:30am-11:25am | ‘IT’ all begins Before ‘THEY’ Arrive
11:35am-12:30pm | Tasting Room Design
12:30pm-1:30pm | Workshop Lunch
1:40pm-2:10pm | Staffing Issues
2:15pm-3:10pm | Creating Memories
3:15pm-3:45pm | Building Sales Beyond Wine
3:45pm-3:55pm | Break
3:50pm-4:45pm | Making Wine Approachable for the Newbee as Well as the Veteran

WEDNESDAY, MARCH 23

8:30am-8:45am | Welcome and Introductions
8:50am-9:40am | Helping Business and Events Grow
9:45am-10:20am | Building Sales and Customer Loyalty
10:25am-10:35am | Coffee Break
10:40am-11:40am | We’ve Ignored the Boomers Long Enough
12:30pm-1:30pm | Buffet Lunch Social
1:40pm-2:35pm | Steal Session: Swag Bag Idea Exchanges
2:40pm-3:45pm | Ohio State Cooperative Extension: Having Fun with Family Business Dysfunctionality
3:55pm-4:15pm | Bit Coin Discussion

THURSDAY, MARCH 24

8:45am-9:20am | Steal Session: 3 Topics
9:30am-10:30am | What Is New and Hot in Packaging Today
10:30am-10:40am | Coffee Break
10:45am-11:45am | Beyond Traditional Table Wine
11:45am-1:15pm | Lunch in the Exhibit Hall
1:30pm-2:15pm | Marketing Science or Science Fiction: Evidence Based Tipsfor Brand Image & Price Setting
2:20pm-3:00pm | Competition: Using Those Medals to Your Best
1:30pm-2:15pm | Marketing Science or Science Fiction: Evidence Based Tipsfor Brand Image & Price Setting
3:05pm-3:45pm | The Gillig Wine Club Magic: A Program to Build Cash Flow & Amazing Local Missionaries for a Brand

 


2022 LICENSE TO STEAL SPEAKERS


George Hall
Benjamin Stamp
Andria Godfrey
Scott Harvey
Joe Juniper
Larry Lockshin
Bob Madill
David Marrison
Braden McManus
Donniella Winchell

 


2022 LICENSE TO STEAL SESSIONS


TUESDAY, MARCH 22: TASTING ROOM MANAGEMENT WORKSHOP

Presented by Donniella Winchell 

 

9:30am-9:50am
Welcome and Handouts

Welcome, handouts, format for the day, ‘Steal’ ideas for Wed-Thurs

10:30am-11:25am
‘IT’ all begins Before ‘THEY’ Arrive

Web, blog, social media, signage and more.

11:35am-12:30pm
Tasting Room Design

Layout, merchandising, theming, use of color, suggestive selling and more.

1:40pm-2:10pm
Staffing Issues

Recruitment, training, closing the sale, incentives, retention.

2:15pm-3:10pm
Creating Memories 

Strategic event planning, implementation, creative project ideas, marketing suggestions.

3:15pm-3:45pm
Building Sales Beyond Wine 

Gift shops, loyalty programs, lodging and livery partnerships, using your chambers and CVB’s plus nontraditional partnerships.

3:50pm-4:45pm
Making Wine Approachable for the Newbee as Well as the Veteran

Approaches to build sales on all ends of the spectrum.


WEDNESDAY, MARCH 23

8:30am-8:45am
Welcome and Introductions

Review format for next two days.

8:50am-9:40am
Helping Business and Events Grow | Branden McManus

Helping business and events grow through on-line sales, easy check out processes, and reservation management tools for events and trails.

9:45am-10:20am
Building Sales and Customer Loyalty | Scott & Jana Harvey

Building sales and customer loyalty, even in a post-Covid era – A virtual presentation.

10:40am-11:40am
We’ve Ignored the Boomers Long Enough | Andria Godfrey

New perspectives to tap into this very important market segment.

1:40pm-2:35pm
Steal Session: Swag Bag Idea Exchanges

Plus information from a wide variety of vendors for gift shops, give-aways, trail programs, and more.

2:40pm-3:45pm
Ohio State Cooperative Extension: Having Fun with Family Business Dysfunctionality | David Marrison

Dealing with the dynamics of multi-generational family business.

3:55pm-4:15pm
Bit Coin Discussion


THURSDAY, MARCH 24

8:45am-9:20am
Steal Session: 3 Topics

  1. Dealing with difficult customers
  2. Finding new sponsorship money
  3. Doing good to do good charity partner

9:30am-10:30am
What Is New and Hot in Packaging Today | George Hall

What is new and hot in packaging today as well as what is coming in the future.

10:45am-11:45am
Beyond Traditional Table Wine | Joe Juniper & Ben Stamp

New trends in tasting room offerings – beyond traditional table wine.

1:30pm-2:15pm
Marketing Science or Science Fiction: Evidence Based Tipsfor Brand Image & Price Setting | Larry Lockshin

Evidence based tips for brand image and price setting – a pre-recorded session.

2:20pm-3:00pm
Competition: Using Those Medals to Your Best Advantage | Bob Madill

Head Judge for the Finger Lakes International Wine and Spirits Competition: Using those medals to your best advantage.

3:05pm-3:45pm
The Gillig Wine Club Magic: A Program to Build Cash Flow & Amazing Local Missionaries for a Brand | Donniella Winchell

A program to build cash flow and amazing local missionaries for a brand.