April 28-29, 2019
Main conference: April 29, 2019
8:30 a.m. – 5:00 p.m. Held in the Villa Grande Ballaria Sophia at Gervasi Vineyard in Canton, Ohio
Join your marketing-oriented colleagues for an exciting day of interactive programs unlike any other wine conference in the nation. As its name suggests, the primary goal of the conference is to provide a forum for attendees to share their best public relations, advertising, promotional and marketing ideas. Participants will then be encouraged to 'steal,' borrow, adapt and apply those ideas to their individual marketing plans.
As a part of your 'registration', plan to share at least one of your best and most creative projects in one of two of our 'STEAL SESSIONS'.
Cost: The registration fee for April 29 program is $120 and includes lunch. [$80 for the second person from the same winery]
Program Overview & Schedule
8:30 - 9:00: Check-in and morning coffee with attendees
9:00 - 9:45: Are you ready for new trends to keep and then grow your winery's success?: What's new in generational marketing?: Booze for the millennials? Preparing for the Z's. Dealing with aging boomers? Will Rose' continue its hot streak? Taking advantage of the craft beer trend. Weed is coming, will we be ready? Donniella Winchell, Ohio Wine Producers Association
9:45- 10:45: Electronic presentation by Roger Brooks, Destination International: The Power of Selling Experiences over Place: An internationally respected consultant and speaker shares why those experiences are so critical. He underscores the mistake made by many when they talk about location and activities that can be enjoyed at a myriad of places vs. creating a unique niche for YOUR winery.
10:45-11:00: Steal Session # 1: Imagining Differentiating Experience Ideas -- Creating a SENSE of Place - an interactive exchange: A growing number of winery customers are interested in an 'experience' vs. just a glass of wine on a quiet afternoon. What are you doing, what can you do at YOUR operation to create that experience, be it a winery-vineyard emersion, a special art show, some unique activities? What will create YOUR sense of place that will attract new customers and keep your regulars coming back?
11:00 - 12:00: Rebecca Ritz: Brand development: Case Study: How 6 brands target 6 different wine consumers -- Who is your target market? This session will explore why “all wine drinkers” isn’t a good answer. We will discuss the 6 different types of wine drinkers and provide real-world examples of how 6 different wine brands reach and motivate each market segment. You will learn which aspects of wine labels, websites, and social media appeal to each group. The primary objective is to help you identify which segment of wine drinkers is your ideal consumer, and provide inspiration for strategies that could appeal to your niche.
12:15 - 1:15: Lunch
1:15 - 2:00: Motorcoaches: A panel discussion: Training for drivers: How to prepare our drivers to meet the needs of traveling consumers, as well as the venue/company who owns the busses and expectations from two different winery perspectives: One from a winery looking for in smaller groups and those primarily interested in the 'wine' part of the experience and from another winery which has generated significant business from larger groups and those who are looking for a more relaxed, fun overall experience.
2:00 - 2:45: Rebecca Ritz: Brand development: Sell More Wine: A Wine Marketing Digital Blueprint to Grow Your Winery Learn what motivates people to buy from one brand over another, who to target, how to reach them, and the #1 secret of engagement. We’ll also explore the four stages of a customer journey and the three key tactics your winery needs to be successful, and discuss how they work together as part of an effective marketing strategy. The primary objective is to provide a proven wine marketing digital blueprint you can follow including professional insights and tips to win new customers.
2:45 - 3:00: Break
3:00-3:45: Steal Session #2 Tasting room best practices: A wine glass demonstration to wow you -- An amazing experiment which will illustrate how to find ways to enhance the tasting experience of those wines into which you put so much effort.
3:45 - 4:00: Donniella Winchell, Ohio Wine Producers Association - Tuesday Tidbits -- a compendium of quick marketing hints to build your business: fifty quick hinting ideas from which to choose to build market share, sell more wine, reach out to new customers and more.
4:00-4:15: Alexa project demonstration: the power of voice marketing. The future is unfolding. Voice recognition is everywhere. See how OWPA will be driving folks to your door using this innovative marketing tool.
4:15 - 4:30: 2019 OWPA marketing projects: a discussion: what is coming in 2019 and 2020.
4:30 - 4:45: Issues update: Farm Winery Act, Barn Wedding issues, Music Licensing, possible Cellar Consultation program: Things happening that will impact your ability to do business, grow into the future and save some money too.
Please call 440-466-4417 or make your reservations above.
Villa Grande Ballaria Sophia
1700 55th St NE
Canton, OH 44721
Hotel Block at GERVASI VINEYARD – Block of rooms is being held in the Villas for Sunday/Monday evenings, if the Casa should be available, we will open this up as well. LTS rate $159 plus tax. If anyone wanted to stay Tuesday night, we could offer the same rate to extend the stay (adding Tuesday will require calling in). ATTENDEES MUST MAKE THEIR OWN HOTEL RESERVATIONS ----- only a limited number of Villas are available, so if you want to stay in the award-winning USA Today #1 Wine Destination resort, do not delay in making reservations. This link takes you directly to the LTS block with the discounted rate or call 330-497-1000, option 1 for guest services assistance. Reservations
Hilton Garden Inn, 5251 Landmark Blvd., North Canton, Ohio 44720 Phone: 330-966-4907 Rooms Rates for Sunday and Monday, April 28-29, 2019 Special Rate for conference attendees: $119 plus tax/fees per night Group Name: Ohio Wine Producers Association Regional Conference