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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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In the Tasting Room

In the Tasting Room

Most wineries call their customer space the “Tasting Room” for the very good reason that wine tasting does take place there, and it’s usually a room. I was giving some thought the other day to all the things that go on (or should go on) in the tasting room. By incorporating the different things you […]

What You See May Not Be What You Get

What You See May Not Be What You Get

I was checking my emails the other day and came across an email from LinkedIn with a request ostensibly from a woman in New York State wanting to connect with me on LinkedIn. I have a rule about connecting on social media. I never connect with anyone on any site until I have checked his/her […]

A Simple Way to Boost Sales

A Simple Way to Boost Sales

Not everyone who is ever going to purchase from your business will do so the first time they come into contact with you. Yet most of the time, businesses let these possible customers slip through their fingers and into the database of one of their competitors. So many businesses miss the very simple step that […]

Creating Brand Loyalty

Creating Brand Loyalty

I came across an article in Marketing Profs today by John Miller, the title of which caught my eye, “Brand Love is Bull****…So Now What Do We do? Five Things.” While I don’t agree with his premise I do agree with some of his ideas. I believe that consumers do get to love or be […]

Don’t Believe Everything You Think?

Don’t Believe Everything You Think?

Lately as I started some new projects, I have been thinking about whether or not I believe these projects are viable because I want them to be, or if I am just deluding myself, and they don’t have the merit that I think they have. It is typical of the human brain to validate the […]

Make Your Websites More Personal

Make Your Websites More Personal

I have lately spent some time going through winery websites. I do this every few months to catch up on what wineries in different regions are up to. I have been amazed at how many wineries have no information on their owners and staff. I know that tasting room and other staff members may change […]

Improve Performance for Loyalty or Rewards Programs

Improve Performance for Loyalty or Rewards Programs

Most companies these days have rewards programs for loyal customers. Though how successful these programs are varies considerably from company to company. In April, I came across an interesting article concerning rewards programs on Marketing Profs by Samir Palnitkar. One thing that struck me was his assertion that consumers are enrolled in an average of […]

Who Is Accessing Your Website?

Who Is Accessing Your Website?

The other day I was talking to a friend of mine. Rebecca, who owns Maximum Value Marketing. We have known each other for years and enjoy a good chat about all things marketing. We can talk about marketing the way winemakers can talk about their wines…that is in more detail than most people really want […]

Tips to Improve Your Online Presence

Tips to Improve Your Online Presence

These days if you are in business an online presence is essential to your success. Critical to that success is that your keep updating your online presence to keep up with the changes in online platforms and to keep your information current. By making it easy for customers to do connect with you online, find […]

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 […]