Saturday, March 23, 2019
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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.

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...

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)...

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...

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...

What Is It About Your Products That Makes Consumers Want to...

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...

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...

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...

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...

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...

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....

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...

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...

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...

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...

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...