Home Authors Posts by Elizabeth Slater

Elizabeth Slater

233 POSTS 0 COMMENTS
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.

Too Many Discounts Lessen the Worth of Your Wine

I get emails from a lot of wineries every day. Most of them are sales emails, but the sales tactics that are being used...

Personalize Your Customer Out Reach

How do you reach your customers or broaden your audience to create new customers? It all starts with your marketing. To reach the people...

Do the Rules That You Learned and Follow Still Apply?

I was glancing through tweets over the weekend and came across this one by British wine writer Jamie Goode (wineanorakcom): “We become attached to...

Meeting Expectations – Part Two

Many human beings pride themselves on being unique, even though most people fall into one category or another; they like to think that they...

Meeting Expectations – Part One

Most businesses are focused on their products and wineries are no exception. Making and offering the very best products you can, should always be...

It Is Hard to Shine in a Sky Full of Stars

Good wines, even great wines, are not always enough to draw guests and customers back your winery. People are attracted to your wines and...

What Consumer Experience Is Your Winery Providing?

In most small and large businesses, it is important to the company that the guests are satisfied with the service they receive when they...

Promoting Your Events

Have you noticed that your life seems to be getting busier? Most of us have, and the most of us includes your customers. When you...

Creating Memories at Events

There is a lot of planning that goes into winery special events. Time is spent working on the venue, as well as the food...

Getting the Most Out of Your Events

As event season is already upon us, it’s important that we are ready to ensure the success of the events we work hard to...

Selling to Different Generations: Gen X, Millennials and Gen Z

Last week I presented tips on selling to the Silent Generation and Boomers. Today we examine selling to the younger generations: Gen X, Millennials...

Selling to Different Generations: Silent Generation and Baby Boomers

One of the most important aspects of creating converts (those customers who spread the word of your winery far and wide) is creating a...

Brand Ambassadors

No winery can have too many brand ambassadors. People who will tell the world about your wine. Usually we think of brand ambassadors as...

Reading Body Language

I found an interesting article from Entrepreneur online this week. Written by Travis Bradberry, the article discusses how we learn more through body language...

D.A.R.E. to Sell: Tips to Increase Sales Through the Tasting Room

As it is already May and wineries throughout North America are getting busier and busier, it seems like a good time to remind you...