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.

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...

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...

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...

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...

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...

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...

Happy Thanksgiving

As everyone is extra busy today, working hard and thinking about what has to be done to make this year’s Thanksgiving the best ever,...

Happy Holiday Selling

Are you ready for holiday sales? It is only a week until Thanksgiving (where does the time go?) so Black Friday is almost upon us....

Engaging Your Customers in Ways That Suit Them

I have been teaching a Wine Business class at my local Junior College in Sonoma County. This eight-week class, which has students ranging in...

What Makes Customers Happy?

There was an interesting article in a Marketing Profs email a month or so ago about customer service and what customer service issues annoy...

No Longer Business as Usual

I work with wineries throughout North America and have been amazed at the growth in the industry over the past decade or so. The...

Terrible Week (and It’s Only Just Started)

Nature has a way shaking us up when we least expect it. Strong winds whipped up huge fires in Napa and Sonoma counties on Sunday...

How Well Are You Tracking Your Social Media?

While distributing information to your customers and potential customers through social media is important, it’s also important to know how the people that you...

Preparing for the Future

A few weeks ago, Rob McMillan an EVP with Silicon Valley Bank and founder of their wine division wrote, as part of his blog...

Easy Ways to Increase Sales

If you want to increase your sales quickly and simply, good customer service is your biggest asset. It will increase customer good will, willingness...