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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.

Customer Differentiation

As human beings we understand that in many ways we are all very much alike. We have the same basic needs for air, water,...

Small Investment…BIG RETURN

The Facts It is going to be an interesting year for the wine sales in the United States. Reports are saying that wine production is...

More Tips to Boost Email Engagement

Last week’s blog contained ideas to bolster email engagement. This week’s blog offers more ideas that can help. Before we move forward with more...

Creating Emails Customers Want to Read

Since the broad acceptance of email as the most efficient way to communicate, the medium has grown exponentially. According to an article written by...

Thanksgiving – a Plethora of Emails

I received what seemed like a boatload of emails from wineries over the Thanksgiving and shopping extravaganza long weekend. Some wineries sent me up to five...

Working Through Guests’ Price Objections

When a guest objects to the price of one of your products, don’t be discouraged. Many times an objection to the price is the...

Happy Thanksgiving

This is a busy week, both personally and in business, so I will make today’s blog brief. As Black Friday is the biggest sales day...

Customer Engagement Reminders

Black Friday and the December holidays are quick approaching, which means you are busy, busy, busy for a couple of months. As most people...

Are Your Employees Motivated?

Business owners may spend a lot of time planning ways to motivate staff and managers. However, it seems that starting with why staff members...

Holiday Sales

The scariest thing about Halloween is that it makes us realize how little time we have left in this year. Which means that if...

Ramifications of Bad Customer Service

As I was wandering through the Internet I found some great information on customer service on Help Scout. The article was actually a compilation...

Customer or Guest? Customer Service or Customer Engagement?

The words you use to describe your clients are important. Some people may dismiss the use of slightly different words such as customer or guest,...

How Is Your Email Response?

I found an interesting article by Alexandra Braunstein in this week’s Target Marketing newsletter. The article explains three reasons why your customers may be...

Optimizing Staff Meetings

I have been attending lots of meetings recently. While staff and management meetings are important, often they can take more time than they should...

A Successful Brand

There are brands that stand out in the minds of consumers. How did they get to that place of prominence and how do you...