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Author Archive: Elizabeth Slater

A recognized expert in the fields of direct marketing and sales in the wine marketplace. Slater has taught more wineries and winery associations how to create and improve the effectiveness of their direct marketing programs and to make the most of each customer's potential than anyone in the wine industry today.

With the same humor and psychological insight she has used so effectively to understand the uniquely different challenges of wine businesses - large and small - Slater focused on co-creating WIN. Making it a direct marketing website that exemplifies everything she has discovered in more than 20 years in the wine industry and business-to-business marketing.

Quick-witted and original, Slater is a sought after speaker on winery sales, marketing, customer service, advertising and management topics. Wineries listen because she has the experience and creativity in the wine trenches to support her words.

After holding key marketing and sales management positions in national and international companies including the fast food, motorcycle, automotive, medical and computer industries, Slater turned her attention to wine in 1990 with the goal of starting her own wine marketing company. To learn the industry from the inside, she worked for two different wineries in four years. After developing and mastering the art of tasting room selling, she went on to handle all aspects of increasing their sales through direct marketing using the keen knowledge and insightfulness that she had used so successfully for other industries.

As the owner of the wine industry-consulting firm, In Short Direct Marketing, Slater has created marketing programs and events for the Russian River Wine Road including Winter Wineland and Wine & Food Affair. Under her direction, Passport to the Dry Creek Valley became one of the most popular, sought after and acclaimed events in the industry.

A born communicator, Slater teaches wine marketing courses at Santa Rosa Junior College and classes at Sonoma State, is the Vineyard & Winery Management marketing columnist, the program director of Tasting Room Profitability and a featured speaker at Wineries Unlimited. She lends her strategic planning expertise as a member of the Octagon Group in assisting different industries and businesses in rebuilding and improving their capabilities.

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Simple Things to De-Stress Yourself

Simple Things to De-Stress Yourself

For many people life is (or seems to be) more stressful these days. We have more to do, more to think about at work and at home. So when I came across this article by Nina Zipkin on Entrepreneur Daily, I thought it would make a helpful blog. So, sit down, relax and take five […]

Creating Good Relationships at Work

Creating Good Relationships at Work

An article publish by Mind Tools reported that Gallup published a study about the value of having good friends (or at least one good friend) at work. The poll showed that people who have a friend in the workplace are more likely to be satisfied with their job, be more positive and work harder. As humans we want […]

Be Different and Make It Count

Be Different and Make It Count

Before we talk about what can make your brand and products stand out in the crowd, let’s start with why they need to. According to an article by Samuel Edwards originally published on Entrepreneur.com, “…there are almost 28 million small businesses in the U.S…And while roughly 90% of startups fail, 543,000 new businesses are launched […]

Why Employees Leave Jobs

Why Employees Leave Jobs

Of course there are many reasons that people decide to leave their jobs. However, according to an article by Brigette Hyacinth published late last year, “A Gallup poll of more than 1 million employed U.S. workers concluded that the No. 1 reason people quit their jobs is a bad boss or immediate supervisor. 75% of […]

What Is It About Your Products That Makes Consumers Want to Buy Them?

What Is It About Your Products That Makes Consumers Want to Buy Them?

The answer is value. Many times when we think of value we think of price. However, value does not necessarily mean price. Consumers want to know they are getting value for their money, but value means different things to different people. There are people to whom exclusivity, scarcity, uniqueness, timeliness, or good service are much […]

What You Should Know About Wine Customers

What You Should Know About Wine Customers

Interesting article in Wine Business.com last week by Cyril Penn about how big data can unlock DTC potential and boost sales. There was a lot of good information in the article, some of which I will go into at a later date. Today I am focusing on some of the statistics about wine consumers that […]

Differentiation: Stand Out from the Crowd

Differentiation: Stand Out from the Crowd

I have been reading a lot of winery newsletters recently and have noticed that many of them are very similar to each other. Taking into consideration that most wineries have the same goals and are interested in the same things (primarily growing grapes, making wine and selling wine) it is hard to stand out and […]

Creating a Recognizable Business Culture

Creating a Recognizable Business Culture

With the great number of brands these days, it is getting harder and harder to differentiate your brand from those of your competitors. A lot of that has to do with the fact that many who start businesses, do so because they are passionate about the product, not because they are passionate about marketing, branding, […]

Creating an Employee Handbook

Creating an Employee Handbook

An employee handbook is an important part of your training schedule. The handbook provides employees with a written guide to follow and refer to when they may have forgotten. Creating an employee handbook can be a lot of work, which is why many businesses do not have a comprehensive handbook. My suggestion is that you […]

Making the Sale

Making the Sale

Most of the wineries I know would like to increase their sales, though many of them are not sure how to go about it. Selling is not hard, it just takes some practice and an understanding of the basics. Occasionally (very occasionally) someone comes in specifically to buy because they have seen something or the […]

Do You Know Your Employees?

Do You Know Your Employees?

With the workloads that many managers and owners have these days, it is easy to lose touch with what your employees are doing, how they are treating customers and how they feel about the treatment they receive from management. Even with all the work that has to be done, one of the most important parts […]

Customer Service in the Airline Industry

Customer Service in the Airline Industry

The airlines have not been getting kudos lately as far as their customer service towards passengers goes. For a while it has been one thing after another. I have been traveling quite a bit and been spending a fair amount of time in airports and on planes. In November, I was scheduled to fly from […]

The Art of Public Speaking

The Art of Public Speaking

As it is coming up to conference time again, I was reading an article about public speaking, so I could remind myself of the things I should be doing. When I started thinking about it I realized that whether you are talking to two people across a tasting bar or in any other retail establishment, […]

Reviewing Your Customer Service

Reviewing Your Customer Service

The beginning of the year is a good time to review your customer service and your customer retention. How did you do at holding on to customers in the past year? Who has dropped off the radar and why? Most managers know how many customers they gained over the past year, though less of them […]

Making the Most of Instagram

Making the Most of Instagram

Instagram has been around since October 2010 and in only seven years it has increased it users to 700 million, which is more than twice the size of Twitter. They say a picture is worth a thousand words and judging form the pictures I have found on Instagram, I would say that is definitely true, […]