Spring 2010

Building a Profitable Wine Club

Over the last few years, wine clubs have emerged as an effective tool to connect with consumers and a strong profit center for many wineries. With the proliferation of wine clubs and a soft economy it is becoming harder to attract and retain members. Building a Profitable Wine Club delves into the strategies and tactics of connecting members and potential members with wine clubs; from promoting and selling wine club memberships through the web, e-newsletters, social networking and the tasting room, to value adds that connect and retain members. Session to include:

  • Positioning the wine club in the minds of consumers
  • Value adds â€" what wine club customers really want
  • Sales strategies to bring in new members
  • Differentiation â€" making a wine club stand out
  • Increasing retention

Prerequisite(s):Core course for the Tasting Room Management Certificate

BUS800; 4 hours CEU; $150

Instructor: Elizabeth Slater

Elizabeth Slater is a marketing savant, internationally recognized within the wine industry as a seminar and workshop leader, speaker, and trainer. Specializing in all facets of direct marketing, her seminars, presented with humor and enthusiasm, are jammed with innovative, useful and easy to implement concepts and information. Through her company, In Short Direct Marketing, Elizabeth works with wineries of all sizes as well as winery and state associations. While consulting on all facets of creating and implementing marketing, sales and public relations programs and strategies, her focus is primarily aimed at marketing wines directly to consumers. Elizabeth's career in marketing, advertising and sales has spanned a number of diverse industries and provided her with an extensive breadth of knowledge and experience. In addition to training, she teaches classes in wine marketing at SRJC in Sonoma County, is a regular marketing columnist for Vineyard & Winery Management magazine and recently, with a partner, founded the Wine Industry Network (wineindustrynetwork.com) a business-to-business Internet marketplace, connecting buyers and suppliers in the wine industry.

  • 1 mtg: F, Apr 30, 8:30am-12:30pm
  • Schulz Information Center 1121
  • BUS800; 4 hours CEU; $150
  • class# 3889