License to Steal Conference

2018 License to Steal
Wine Marketing Conference

Co-located with the 2018 Eastern Winery Exposition in Lancaster PA, the LTS Conference is a 2-day conference completely dedicated to wine marketing issues and ideas.

It 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.

LTS attendees have access to the EWE trade show, networking events and ancillary events.

EWE conference attendees have the option to attend two of the LTS sessions, M01 & M02, as part of their EWE registration package.

Visit the Registration page for more details about LTS pass options, inclusions and rates.

LTS takes place March 7-8. For questions about the LTS program content contact Donnie Winchell at 440-466-4417 or dwinchell@ohiowines.org.


2018 LTS SCHEDULE AT A GLANCE


WEDNESDAY, MARCH 7

8:15AM | M01: The Power of the Brand
9:25AM | 5 Ways to Use Social Media to Increase Event Attendance
10:00AM | LTS Steal Session #1: Resource Idea Exchange
10:40AM | M02: The Future of Wine Goggles (Is Not What You Think)
12:00PM | Lunch Provided by LTS
1:30PM | Wine Communication in the Digital Age
2:15PM | More on AI and AR
3:00PM | Media Training
3:45PM | Is Your Regional Wine Ready for Prime Time? Maybe Not!
4:30PM | Media Panel


THURSDAY, MARCH 8

8:15AM | Wine and Food Pairing
9:10AM | Customer Service Excellence
10:00AM | LTS Steal Session #2
10:40AM | Email Marketing Tips & Tricks to Improve Performance
11:20AM | A Compendium of Tuesday Tidbits
1:30PM | Weddings at Your Winery: Mistake or Opportunity?
2:00PM | How to Deal with Difficult Situations in Your Tasting Room
2:40PM | LTS Steal Session #3: Targeting Non-Traditional Partners

 


2018 LTS SESSIONS


WEDNESDAY, MARCH 7

8:15AM
M01: The Power of the Brand 

Monika Elling

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.
This is a joint session with EWE.

9:25AM
5 Ways to Use Social Media to Increase Event Attendance

Kathy Gray

Learn how to increase attendance at your events by creating pre-event buzz, utilizing Facebook event features, promoting ticket sales, sharing live updates and event wrap-up’s on social media.

10:00AM
LTS Steal Session #1: Resource Idea Exchange

Affordable stock photos, high quality graphic design, AP style book, HARO, current media lists, Go Fund Me and similar revenue generating streams, sponsorship success and failures, etc.

10:25AM
Coffee Break

 

10:40AM
M02: The Future of Wine Goggles (Is Not What You Think)

Jay Donovan

It may seem counter-intuitive to think that digital tools and content could play a role in the world of wine. After all, we’ve been making it, drinking it, and selling it just fine, for thousands of years without any digital help. However, as our world speeds up with each passing year of digital innovation, the tools and content afforded by these rapid changes have affected our consumer expectations and caused them to change just as fast. Even at the cost of what can feel like our own sanity, we expect more information, more efficiency, and more decision-making help with each product we make, see, or buy—courtesy of the little computers we carry around in our pockets called Smartphones. The truth is that Smartphones actually can help us see the world in a different way—metaphorically as well as literally. This leads to the next set of digital content and tools to contend with: Machine Learning and the powerful Computer Vision it enables. We’ll take a look at how this burgeoning technology is leaving the hype cycle and could help wine growers, sellers and buyers alike.
This is a joint session with EWE.

12:00-1:15PM
Lunch Provided by LTS

 

1:30PM
Wine Communication in the Digital Age

Monika Elling

The wine industry is lagging behind the curve in its utilization of marketing communications when compared to other CPG categories. In order to grow in sync with their customer base, wineries need to raise the bar in how they connect with consumers through various touch points.

2:15PM
More on AI and AR

Jay Donovan

More on AI and AR.

3:00PM
Media Training

The world of media relationships has changed: Bloggers, Feature Writers, Business writers, Travel Writers, Ag writers, Free Lance contributors, Facebook Fanatics, Stringers, Passionate Pinterest posters and much more: are you ready to take advantage of the many vehicles at your disposal?

3:45PM
Is Your Regional Wine Ready for Prime Time? Maybe Not!

Andrew Stover

The buzz surrounding farm to table restaurants and regional wines has reached a cacophony—it’s the in thing to support local. But is your wine ready to make the jump from the podunk tasting room to Michelin starred menus? Regional wine pimp Andrew Stover, a restaurant Sommelier-cum-wine distributor shares his views and stories on the subject.

4:30PM
Media Panel

Linda Jones McKee & Friends

How do you get the attention of our industry’s media? What trips their triggers? Bring along a 2-minute elevator pitch for these experts to critique. From their perspective: they will collect story ideas; your perspective: you will have a better idea of how to get your information into print (or via social outlets).

 


THURSDAY, MARCH 8

8:15AM
Wine and Food Pairing

Marnie Old

Cut to the chase learning about wine and food pairing. Discover the principles that govern pairing and how your senses really operate. Learn how everything you put in your mouth changes how the next thing tastes, and some simple pointers for finding flattering combinations.

9:10AM
Customer Service Excellence

Scott Swaldo

A Wise Man Once Said: If you don’t give your customers service excellence, someone else will! Excellent customer service is hallmark to building any successful hospitality business but how do you effectively get there? Scott Swaldo from Gervasi Vineyard will provide some specific tools and concepts for training staff and developing a culture of excellence to establish your brand and grow your customer base.

10:00AM
LTS Steal Session #2

Monika Elling

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.

10:30AM
Coffee Break

 

10:40AM
Email Marketing Tips & Tricks to Improve Performance

Kathy Gray

Improve the performance of your email marketing campaigns with tips and tricks on email subject lines, the best time to send, and what you should and shouldn’t include in the email.

11:20AM
A Compendium of Tuesday Tidbits

Donniella Winchell

101 Simple ideas to help build your business with a take home check list to implement immediately.

1:30PM
Weddings at Your Winery: Mistake or Opportunity?

Scott Swaldo

Weddings can be a challenging and complicated addition to your winery operation but also a significant business opportunity. Scott Swaldo will present an in-depth review of how to determine if weddings are for your winery, how to find your niche, how to operate weddings inside you winery business, and ultimately how to utilize weddings to grow your business and your brand.

2:00PM
How to Deal with Difficult Situations in Your Tasting Room

A pre-recorded presentation by Craig Root, California Tasting Room Specialist.

2:40PM
LTS Steal Session #3: Targeting Non-Traditional Partners

Why are we just selling to 50-year old men who smoke cigars? Or perhaps 30-year olds who travel in groups? Ideas to share using the passions of others to sell our wines.