Schedule-at-a-Glance
Conference: March 27-29, 2012
Trade Show: March 28-29, 2012
Location: Greater Richmond Convention Center, Richmond, VA
Once again, we'd like to welcome our guest moderators, all experts in their fields and names you'll immediately recognize: Elizabeth Slater, In Short Direct Marketing; Keith Striegler, Ph.D., University of Missouri; Bruce Zoecklein; Ph.D., Virginia Tech; Paul Wagner, Agency Owner and President of Balzac Communications and Marketing. This year's conference theme is "Eastern in Scope, Diverse in Flavor".
Wineries Unlimited delivers the quality experience you've come to expect and enjoy. For 35 years, this event has been the hub and meeting place uniting the entire eastern wine industry.
Schedule at a Glance
Marketing Workshop
TUESDAY, March 27
Winery DIY...giving you the tools to get the work done.
Marketing Workshop with Elizabeth Slater
Single-Day Workshop
Tuesday, March 27, 9:00 am - 5:00 pm
The "how-to conference" that gives you the tools to do-it-yourself.
Anyone who frequents the home improvement store or watches TV home makeover shows understands the do-it-yourself (DIY) concept. We've taken it one step further by empowering you with the DIY tools, skills, and know-how to improve your winery's tasting room, programs, and staff.
You don't always have the budget to rely on outside services so roll up your sleeves, put on the safety glasses and get to work.
In this workshop, you'll receive expert commentary by qualified guest speakers. You'll leave armed and ready with the right tools to get the job done and the satisfaction that you've done it yourself! Bring your tool belt and leave with a belt full of the tools you can use to meet your goals.
SESSION ONE: Elizabeth Slater
Hammer Out Your Messaging
The messaging you present to the world affects consumers' perceptions of your winery and wines in so many ways. Is messaging through your email, Facebook, and website bringing visitors to your winery? Does it light up the desire to purchase even before visitors arrive? Does the messaging you present to the world resonate through tasting room employees?
Session how-to:
- Measure the effectiveness of your messaging
- Create consistent messaging through all mediums
- Focus on messages that will make consumers stop...internalize...take action
SESSION TWO: Jennifer McCloud (tentative)
Nail Down Profits in the Tasting Room
If all wine were sold for $5 a bottle, it would be very easy to sell. Many wineries, when sales are tough, resort to price reductions and other discounting. This session helps you create and focus on Value Adds, rather than selling wine at discounted prices, which may undermine the value consumers place on your wine, your messaging, and your brand.
Session how-to:
- Create value instead of discounting
- Using value to create connection and encourage sales
SESSION THREE: Speaker to be announced
The Nuts & Bolts of Selling During Events
Reaching your sales goals for events is all about planning. Events need organization; every element fitting seamlessly into the overall plan, and employees who know what's expected of them and trained to do it.
Session how-to:
- Develop a blueprint for all your events
- Create the specifics for individual events, including goals & sales projections
- Concise, direct messaging
- Keep customers satisfied, happy, and connected
SESSION FOUR: Elizabeth Slater
Build an Extraordinary Team
Any successful structure hangs on the framework of a strong team. A group of people working together focused on a common goal. How does your team fit together? What are their strengths and weaknesses? What is needed to bring your team together?
Session how-to:
- Find the right personalities to make up your team
- Build current and new employees into a strong team
Concurrent Multi-Track Sessions
Session Moderators
(l to r) Dr. Bruce Zoecklein, Virginia Tech, Dr. Keith Striegler, University of Missouri and Paul Wagner, Agency Owner and President, Balzac Communications
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WEDNESDAY, March 28 Room Location: Ell A&B Moderators: Dr. Keith Striegler, University of Missouri and Dr. Bruce Zoecklein, Virginia Tech |
THURSDAY, March 29 Room Location: Ell A&B Moderator: Dr. Bruce Zoecklein |
THURSDAY, March 29 Room Location: |
WEDNESDAY, March 28 and THURSDAY, March 29
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Microbiology from Vineyard to Bottle This program will feature practical discussions on issues related to Program will include sensory evaluations to highlight processing examples. 9:00 - 9:45am 9:45am - 10:00am 10:00am -10:45am 10:45am - 11:30pm Discussion, Questions and Answers, Morning Session Wrap-Up |
8:30am - 9:15am 9:15am - 10:00am 10:00am - 10:15am 10:15am-11:00am. 11:00am - 12:00pm Wine Tasting of Yeast Trails Using Torulaspora Delbrueckii -and- Wine Tasting of Various Yeast Stain and MLF Combinations Noon 3:15pm - 4:00pm 4:00pm - 5:00pm New World Approach to Amarone-Style Wine Production in a Difficult Season Cryoextraction Techniques for Sweet Wine Production |
Current Research Developments: Implications for Mid-Atlantic Grape Growing 8:30am - 9:30am 9:30am -10:30am 10:30am - 10:45am 10:45am - 12:00pm |
9:45 am - 10:45 am The Basics:
What Wine Writers Want...and Don't Want Dave McIntyre will share his stories about successful and unsuccessful attempts to pitch him a story about a wine or winery 11:00 am - 12:00pm Speaker Panel:
12:00 pm
10:45 am - 11:45 am This session will provide:
12:00 pm 3:15 pm - 4:15 pm This session will provide:
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Enology & Viticulture 
Focus on Enology:
Focus on Viticulture: 
Marketing:*schedule subject to change