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Elizabeth Slater

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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.

S.M.A.R.T. Marketing

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As we come into October, it’s time to start thinking about next year’s goals and budgets. Create your goals with the help of all members...

Happy Customer Service Week

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Next week or most of next week, October 3 – 7, is Customer Service week. According to the Customer Service Group, in 1992 the...

What Is Your Body Language Telling Your Customers

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Body language sends silent (non-verbal) signals, many of which we are not aware of. Though all the time we are talking to someone our...

Selling to the Customers’ Emotions

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I was watching The Wine Show on the television the other day, It’s an English show that talks about wines from around the world,...

Getting Heard Through an Overcrowded Medium

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Don’t you love the Internet?? Well sometimes you might (when an order comes in from an email you sent out) and sometimes you don’t. However,...

The Four Categories of Emotional Intelligence

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Continuing from last week on the subject of emotional intelligence. Taken from an article by Lindsay Kolowich on the Hubspot blog, we are now...

Are You Emotionally Intelligent?

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Recently I came across an article by Lindsay Kolowich on Hubspot’s blog about Emotional Intelligence that was very interesting. For those of us who...

It’s Not Too Early to Start Holiday Planning

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It’s already the middle of August and in my neck of the woods school has started, which brings to mind autumn and starts me...

Tap into Your Creativity

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For those of you who write promotional pieces, newsletters, emails, event invitations, etc., coming up with topic ideas is not always easy. Even the...

Keeping Up with Your Customers

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Times change, people change and tastes change. What people want at one stage of their lives is not necessarily what they want at others....

The More Things Change…

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We are familiar with the saying by Jean-Baptiste Alphonse Karr a 19th century French critic and journalist, which is loosely translated “The more things...

Identify Personalities to Increase Sales

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I came across an interesting article by Mikita Mikado the co-founder and CEO of PandaDoc on the ways people think, and how you can...

Don’t Forget the Wine

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One of the things I say most often in my seminars for wineries and wine associations is, “It’s not all about the wine.” So...

Are Your Events Working for You?

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As many of you know my marketing sales and customer service offerings include mystery shopping for individual companies and associations. Recently I finished a...

Tell Stories to Connect with Customers

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I was wine tasting recently and went to several different wineries in the course of one day. The wines were good, actually very good,...