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Tuesday, February 24, 2009
The Meritage Resort & Spa
Napa, CA
The Program for the Direct to Consumer Symposium 2009 is geared to provide both thought provoking research as well as actionable recommendations that wineries can implement immediately. A General Session in the morning for all guests will be followed by Workshops. When registering online, guests will decide which workshops to attend.
Return to this page for updates and additions to session descriptions, moderators and speakers.
Keynote Address: We Are What We Click
Bill Tancer
Author, Columnist, General Manager of Global Research, Hitwise
The best-selling author of Click will take us behind the scenes into the massive database of online intelligence, revealing the naked truth about how wine consumers use search engines, navigate the web, and search for wine information. In Click, What Millions of People are Doing Online and Why it Matters (Hyperion, 2008), Bill Tancer demonstrates how the Internet is changing the way we absorb information and how understanding that change can be used to our advantage.
Tancer is General Manager of Global Research at Hitwise, an online competitive intelligence company, and was named one of the twelve people to watch by TVWeek. He appears frequently on CNBC and contributes a weekly column, “The Science of Search,” on Time.com.
The Iron Marketer Challengem
Live from Symposium Stadium!
Host: Jeremy Benson
Watch and be amazed as your peers tackle a direct sales case study and present their recommendations – all within three hours! The Iron Marketers – a carefully chosen team of direct marketing consultants and suppliers – will hear the Chairman’s “secret ingredients” for the first time at 8:30 a.m. and then present their direct marketing recommendations to you before lunch. Will their marketing plan reign supreme? You be the judge!
Presentation of the Annual Grape Liberator Award
Presented by Coalition for Free Trade and Free the Grapes!, the Grape Liberator Award was established to recognize individuals who have played an instrumental role in improving consumer choice as well as free trade in wine. Eleanor and Ray Heald, journalists, wine advocates and Michigan plaintiffs in the U.S. Supreme Court case Granholm v. Heald received the first annual “Grape Liberator” award at the 2008 Direct to Consumer Symposium.
Relationship, Relevance and Results:
The Three Critical Principles of CRM
The fine art of hospitality may seem like “old hat” but the true science of Customer Relationship Management can help you put on your “Sunday best” for each and every customer allowing you to gain the maximum potential from these relationships. This session will lead you through the three principles of CRM. Learn how to apply current technologies to manage your relationships, communicate in a relevant way, and learn the best practices for measuring results. This session will also include a discussion of standard metrics that matter.
Moderator:
Matt Wood, VP of Ambrosia, Marketplace and Direct to Trade
Panelists:
Lesley Russell, VP Direct Marketing and Sales, St. Supéry Vineyards and Winery
Kathie Barclay, Account Supervisor, Benson Marketing
Philip James, Founder, Snooth
Red Light, Green Light, Proceed with Caution…
Update from the State Capitols and Courts
What states are likely to consider direct shipping legislation this year, and how may it affect your ability to access consumers? Steve Gross, Director of State Relations at Wine Institute, will provide a timely update on the post-election landscape. Next, Tracy Genesen, Partner in Kirkland & Ellis LLP and legal counsel to the Coalition for Free Trade, will summarize direct shipping litigation around the country as it affects both wineries and retailers.
Speakers:
Steve Gross, Director of State Relations, Wine Institute
Tracy Genesen, Partner, Kirkland & Ellis LLP; legal counsel, Coalition for Free Trade
Picking the Lowest Hanging Fruit
How to Drive Sales for Non-Club Customers
In times of economic turmoil and market uncertainty, wineries need to make their direct marketing tools work harder than ever. The DTCS Steering Committee asked experts who provide wineries with email, e-commerce and telephone sales services, and leaders who run Web 2.0 and social network companies, to describe 2-3 proven tactics you can implement tomorrow that drive short-term sales for non-club members.
Panelists:
Alex Gile, President, Nexternal
Mark Parton, Founder, Call for Wine
Alyssa Rapp, Founder, Bottle Notes
The Capital “L” in Loyalty Marketing
Climbing the Loyalty Ladder While Avoiding the Black Cats
How do successful companies outside our industry drive and maintain club loyalty? What works and what doesn’t? What can wine club managers and vintners learn from their experiences? A group of loyalty marketing experts will discuss customer acquisition, retention, the loyalty ladder and attrition within their businesses.
Moderator:
Honore Comfort, Executive Director, Sonoma County Vintners
Panelists:
Rick Rasmussen, Director of Customer Loyalty and Marketing Programs, Alaska Airlines
John Thompson, SVP of Supply Chain Management & Business Systems, Best Buy
Diane Binford, VP of Enterprise Customer Value, 1-800 Flowers.com
The Inside Scoop on Lead Generation by Source
Thank You for Joining Us…How About Some Wine?
Ever wondered how effective a winemaker dinner, consumer tasting or wine club event was? How many new club members did each activity generate? Did any consumers buy online? Bring your best ideas and your burning questions to this stimulating Town Hall-style discussion. Moderators will also identify standard metrics terms and formulas to use in our industry, as well as ways to assess return on investment for each source of new customers.
Moderator:
Jennifer Becker, Founder, Ensemble Marketing Group
Peering Into the Looking Glass:
Envisioning the Future of the Direct To Consumer Model
What will the direct-to-consumer marketplace look like in 2020? We’ve asked three visionaries for three distinct perspectives from their areas of expertise: distribution, retailing and winery valuation. Given their experience and predictions:
• How will the wholesale tier change and what impact will that have on the value chain?
• How will retailers participate in the growing channel, will there be a truly “national retailer,” and what will that mean for consumers and vintners?
• How will direct sales change a winery’s financial valuation when it seeks to be sold to or merge with another company?
Moderator:
Jeremy Benson, President, Benson Marketing Group
Panelists:
Robert Nicholson, President, International Wine Advisors
Larry Moraes, VP Marketing, Henry Wine Group
Keith Wollenberg, Wine Consultant/Burgundy Buyer, K&L Wine Merchants
Schedule subject to change without notice.
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Fax: 707.254.0433