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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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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, […]

Engaging with Customers Lead to a Better Experience

Engaging with Customers Lead to a Better Experience

I have been doing research lately on how to genuinely charm and engage customers. For those of us who serve the public, being charming to our customers should be at the top of the list. Shown below are some of the ideas. Interest in People: During the time the customer is with you put them […]

New Year’s Resolutions

New Year’s Resolutions

Another year is almost upon us. By next week it will be 2018. Hard to believe, but it’s time again for your New Year’s Resolutions. This year make it a little easier on yourself by putting in at least one resolution that you’re absolutely know that you can accomplish. One way to accomplish your goals […]

The Consumer Voice in Your Content Marketing

The Consumer Voice in Your Content Marketing

These days it is important to business to have new and interesting marketing content, telling customers and potential customers about the products and services they can expect. It’s not always easy to come up with the amount or type of content that consumers are looking for. We can easily get stuck in a rut of […]

Honing Soft Skills for Success

Honing Soft Skills for Success

I am hearing more talk these days about the importance of soft skills in the workplace, especially for those in supervisory capacities or those employees who deal with customers. “Hard skills are those that we are trained to perform. An example of a hard skill would be an accountant or a winemaker. Soft skills tend to be […]

Keeping Up with Research

Keeping Up with Research

Research is an important part of any business, marketing or customer relations plan. Even when a plan has been completed for a while it doesn’t hurt to do more research to find out what has changed and how to update your plans. Marketing, for instance, has changed dramatically over the last few years with the advent […]

Making the Most of Email Marketing

Making the Most of Email Marketing

Ah the ubiquitous email. Let me ask you a question, “How many of you don’t get enough email?” Okay I know the answer, none of you. Everyone gets more emails than they know what to do with. Well we do really know what to do, and we do it, we send many of them directly […]