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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.

Selling Luxury

In the past couple of blogs we have talked about the different categories that wines may fall into and the pricing for those categories....

What Does Selling Premium Wines Mean?

Last week’s blog talked about the different categories that wine may fall into both by price and quality. The next few blogs are going...

Placing Wines by Category and Price

It used to be that there were two or three wine price categories. The three were low priced wines, medium priced wines and high priced...

It’s Not Only What but When

Engagement with customers is not only about what you tell them, it is also about when. If you want customers’ visits to your winery...

In the Tasting Room

Most wineries call their customer space the “Tasting Room” for the very good reason that wine tasting does take place there, and it’s usually...

What You See May Not Be What You Get

I was checking my emails the other day and came across an email from LinkedIn with a request ostensibly from a woman in New...

A Simple Way to Boost Sales

Not everyone who is ever going to purchase from your business will do so the first time they come into contact with you. Yet...

Creating Brand Loyalty

I came across an article in Marketing Profs today by John Miller, the title of which caught my eye, “Brand Love is Bull****…So Now...

Don’t Believe Everything You Think?

Lately as I started some new projects, I have been thinking about whether or not I believe these projects are viable because I want...

Make Your Websites More Personal

I have lately spent some time going through winery websites. I do this every few months to catch up on what wineries in different...

Improve Performance for Loyalty or Rewards Programs

Most companies these days have rewards programs for loyal customers. Though how successful these programs are varies considerably from company to company. In April,...

Who Is Accessing Your Website?

The other day I was talking to a friend of mine. Rebecca, who owns Maximum Value Marketing. We have known each other for years...

Tips to Improve Your Online Presence

These days if you are in business an online presence is essential to your success. Critical to that success is that your keep updating...

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)...