Wines & Vines Sharing Your Wine 2015 Show Specials RU Practical POS

2017 Eastern Winery Exposition | License to Steal Conference

The LTS Conference is chaired by Donniella Winchell, Executive Director of the Ohio Wine Producers Association. It is a place where wineries, growers and ancillary entities willingly share, collaborate and contribute to the future strength of the grape and wine communities across the nation.

LTS takes place March 23-24 and the theme is “Telling Your Story.” The first two sessions, M01 and M02, are a collaboration between the EWE and LTS conferences. All EWE Conference attendees have the option to select either or both of these two sessions as part of their EWE registration. The LTS participants will also attend M01 and M02 as part of their registration.

The LTS pass includes: LTS Sessions • M01 & M02 • EWE Exhibit Hall • Welcome Wine Reception • Buffet Lunch Social • Industry Celebration Dinner (optional) • Exhibit Hall Buffet Lunch

Registration: Register for your LTS pass right through EWE. Simply choose the pass of your choice in the registration form. Pricing and pass details are available on the EWE Registration page.

Speaker List: Click here for the License to Steal Speaker line-up.


Contact Us:
Donniella Winchell at dwinchell@ohiowines.org or 440-466-4417 for more information or questions about the LTS program. 

Marcia Gulino at Marcia@EasternWineryExposition.com or 401-780-0721 for questions about LTS registration.


WEDNESDAY, MARCH 22
6:00-7:30PM  Welcome Wine Reception  6:00-7:30PM
THURSDAY, MARCH 23  FRIDAY, MARCH 24
8:15AM-9:15AM M01 | Why You Like the Wines You Like: Exploring the World of Consumer Preferences 8:30AM-9:15AM LTS10 | Sensory: A Hands-on Tasting Experience
9:25AM-10:25AM M02 | Uncorking Your Brand Story by Uncovering Consumer Perceptions 9:15AM-2:30PM EXHIBIT HALL OPEN
10:40AM-10:50AM LTS03 | How LTS Works 9:30AM-10:15AM LTS11 | When Storytelling Goes Bad
10:50AM-11:35AM LTS04 | When an Entire Community Tells the Story of Your Wines 10:15AM-11:00AM LTS12 | Define Your Label, Don’t Let It Define You
11:00AM-5:45PM EXHIBIT HALL OPEN 11:00AM- Lunch LTS13 | Steal Session: Best Practices for Taking Stories Learned from a Trade Show Floor
11:35AM-12:00PM LTS05 | Wine Sharing Its Stories with Other Craft Beverages 12:00PM-1:15PM Lunch Buffet in the Exhibit Hall
12:00PM-1:00PM  Buffet Lunch Social 1:15PM-2:00PM LTS14 | Image Driven Storytelling – How to Harness the Power of Pictures Steal Session
1:45PM-2:30PM LTS06 | Building ‘Black Ink’ When You Share an Authentic Story 2:00PM-3:00PM LTS15 | Steal Session: Stories from Your Best and Least Effective Traditional and Media Campaigns
2:30PM-3:15PM LTS07 | Mind Your Language – Don’t Let ‘Geek Speak’ Sabotage Your Stories 3:00PM-3:30PM LTS16 | Music Licensing: Stories of Dismay and Relief
3:15PM-4:00PM LTS08 | Steal Session: Horror Stories, Success Stories and Cinderella Stories from Trails, Festivals and Special Events 3:30PM-4:00PM LTS17 | Report from Washington DC
4:00PM-4:45PM  LTS09 | Media Panel

 


THURSDAY, MARCH 23

M01 | Why You Like the Wines You Like: Exploring the World of Consumer Preferences
M02 | Uncorking Your Brand Story by Uncovering Consumer Perceptions
LTS03 | How LTS Works
LTS04 | When an Entire Community Tells the Story of Your Wines
LTS05 | Wine Sharing Its Stories with Other Craft Beverages
LTS06 | Building ‘Black Ink’ When You Share an Authentic Story
LTS07 | Mind Your Language – Don’t Let ‘Geek Speak’ Sabotage Your Stories
LTS08 | Steal Session: Horror Stories, Success Stories and Cinderella Stories from Trails, Festivals and Special Events
LTS09 | Media Panel


FRIDAY, MARCH 24

LTS10 | Sensory: A Hands-on Tasting Experience
LTS11 | When Storytelling Goes Bad
LTS12 | Define Your Label, Don’t Let It Define You
LTS13 | Steal Session: Best Practices for Taking Stories Learned from a Trade Show Floor
LTS14 | Image Driven Storytelling – How to Harness the Power of Pictures Steal Session
LTS15 | Steal Session: Stories from Your Best and Least Effective Traditional and Media Campaigns
LTS16 | Music Licensing: Stories of Dismay and Relief
LTS17 | Report from Washington DC

 


M01 | Why You Like the Wines You Like: Exploring the World of Consumer Preferences

Tim Hanni, MW
8:15-9:15 a.m.

The wine industry is rife with misunderstandings about consumer preferences, attitudes and behaviors. While no one argues the idea that people have different “palates” there is little information quantifying these differences to enable more personalized marketing and consumer outreach. Tim explores how the combination of genetic variables, determining the range and intensity of sensations that can be perceived, and neurological/psychological conditioning, forming the meaning and opinions connected with sensations, in a way that can be used for more effective and personalized connection with your customers. Applications for this new level of consumer insights and market segmentation include more effective targeted marketing initiatives, creating a more inviting and inclusive tasting room environment, conducting uniquely memorable events and gaining a more sustainable and loyal consumer base. By leading with a deeper understanding of your potential and existing customers, rather than leading with the product, this offers new opportunities to sell a broader mix of products and create more occasions for them enjoying and sharing the wines you sell them.

Sweet wine lovers in particular have become stigmatized by an industry misinformed about wine history, the enjoyment of wine with food. Ignorance about what motivates sweet wine lovers, who we estimate to comprise 30-40% of the total available wine market, is pervasive and provides a tremendous opportunity for wine, cider and many other adult beverages. These misunderstandings and opportunities are not limited to sweet wine lovers. These new insights can benefit the positioning and sales of wines and ciders across the entire spectrum of flavor and price.

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M02 | Uncorking Your Brand Story by Uncovering Consumer Perceptions

Dan Whitmyer
9:25-10:25 a.m.

Dan Whitmyer is VP, Strategy at Northlich — an advertising agency based in Cincinnati, OH. Understanding what consumers actually thought about Ohio wine (as opposed to relying on assumed perceptions) helped the Ohio Grape Industries Committee build an integrated marketing plan and develop a compelling brand story to reach more wine lovers and sell more wine. Learn how they did it.

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LTS03 | How LTS Works

Donniella Winchell
10:40-10:50 a.m.

Preview of the interactive activities which are the heart of the LTS Conference.

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LTS04 | When an Entire Community Tells the Story of Your Wines

Carlo DeVito, Hudson Valley Wine Country
Valerie Knoblauch, Finger Lakes Visitors Connect
10:50-11:35 a.m.

Two regions have helped build a national reputation for the wineries located within their regions. Learn how the Hudson Valley and the Finger Lakes Districts build much of their marketing efforts around their grape and wine communities and how you might apply their success stories to your area.

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LTS05 | Wine Sharing Its Stories with Other Craft Beverages

George Hodson, Virginia’s “Nelson 151″
Jim Trezise, New York Wine and Grape Foundation and WineAmerica
11:35 a.m. – 12:00 p.m.

The explosion of ‘other than wine’ craft communities has served to grow the interest in and traffic to wineries in nearly every state in the nation. Learn about the opportunities presented by collaboration and cooperation in these two major Eastern wine producing states.

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LTS06 | Building ‘Black Ink’ When You Share an Authentic Story

Dan Whitmyer, Northlich Agency
1:45-2:30 p.m.

Once extensive consumer research and perception studies (or your own internal research) develop a profile of a potential and expanded consumer base, learn how to build an authentic and carefully crafted brand story to take most advantage of what was learned. See how you can build more loyal and committed consumers for your brand.

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LTS07 | Mind Your Language – Don’t Let ‘GeekSpeak’ Sabotage Your Stories

Marnie Old, Author, Wine Educator & Wine Consultant
2:30-3:15 p.m.

An illuminating presentation on how to avoid some of the most common pitfalls in wine messaging, from impenetrable jargon to accidental snobbery. Wine is an amazing product that has always had a serious communication problem, and stories crafted for the trade often fall flat when repurposed for a consumer audience. Don’t miss this crash course on how your choice of words can sabotage your message, or help it soar.

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LTS08 | Steal Session: Horror Stories, Success Stories and Cinderella Stories from Trails, Festivals and Special Events

3:15-4:00 p.m.

Conference participants will be asked to share the best and worst of stories from the many events and festivals in which they have participated. The object is to help attendees learn from both the mistakes and success stories of their colleagues so as to go home better prepared to coordinate successful marketing events.

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LTS09 | Media Panel

Susan Myers, TheWineBuzz
4:00-4:45 p.m.

Experts from several media outlets, both consumer and the trade, will share their best perspectives on how to have their writers and editors cover stories and events at wineries. They will indicate both the ‘how to’ and ‘how not to’ build meaningful relationships with various media organizations. This will be followed by the opportunity for conference attendees to present 45 second ‘elevator speeches’ which will be critiqued by panel members as to their efficacy.

 


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LTS10 | Sensory: A Hands-on Tasting Experience

Donniella Winchell, Ohio Wine Producers Association
8:30-9:15 a.m.

A hands-on consumer and staff tasting program designed to build consumer confidence and offer tools for tasting room staff to do a more comprehensive job in wine appreciation training. This is modeled, in part after Marian Baldy’s [Chico State] University Wine Course and ideas ‘stolen’ from California Women for WineSense’s Trunk program.

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LTS11 | When Storytelling Goes Bad: How Myths, Legends and Lore Can Work Against Your Business Objectives

Tim Hanni, MW, Author and Educator
9:30-10:15 a.m.

You craft a wonderful portrayal of your family, your winery and your dreams. You share the travails of starting your brand and producing your wines against many odds. The descriptors flow like poetry from you word processor and you create magical pairings of wine and food to entice customers to buy your wines. But what if the wine you lead with in the tasting just simply sucks – not due to any quality issue or fault of the wine, just because you did not understand the customer’s preferences? What if you are trying to sell them on the virtues of a ‘dessert’ wine and they want to enjoy it with a meal. Or someone finds your wonderful, aromatic white absolutely delicious but are off-put by the idea it goes with sushi…and they hate sushi! Rise above the metaphors, myths and misconceptions to sell more wine and create loyal, lifelong customers and wine club members!

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LTS12 | Define Your Label, Don’t Let It Define You

David Collins, Avery Dennison Labels
10:15-11:00 a.m.

In many instances, a wine’s retail success is driven by winning the “battle of the shelf!” Can your label capture a consumer’s attention and deliver a dynamic brand message that entices trial and moves your bottle from store shelf to a wine enthusiasts table? Join Dave Collins, Avery Dennison Label and Packaging Materials specialty marketing director, for a discussion about how label materials and design can define a brand and lead to success in the wine segment. Dave will share insights about a recent Avery Dennison research project measuring the visual appeal of label materials in a retail setting, types of label materials, packaging design trends and what you should seek in a printer.

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LTS13 | Steal Session: Best Practices for Taking Stories Learned from a Trade Show Floor

11:00 a.m. through Lunch

Participate in an interactive exercise on the EWE trade show floor to identify and then take advantage of the newest and hottest trends in wine and tourism marketing.

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LTS14 | Image Driven Storytelling – How to Harness the Power of Pictures Steal Session

Marnie Old, Author, Wine Educator & Wine Consultant
1:15-2:00 p.m.

This presentation will look at how visual communication is transforming the wine marketing landscape. From traditional angles like label art and advertising, to modern experiments in social media and interactive info-graphics, attendees will see how changing demographics and new media pathways are revolutionizing how wine professionals communicate, and how effectively images are being used to replace thousands and thousands of words.

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LTS15 | Steal Session: Stories from Your Best and Least Effective Traditional and Media Campaigns

2:00-3:00 p.m.

Participants will share personal experiences regarding great successes and dismal failures in media and marketing campaigns they have either seen from afar or watched within their own experiences. Using examples from print, electronic and social media campaigns, these stories will help attendees go home with valuable lessons to make their own efforts most effective.

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LTS16 | Music Licensing: Stories of Dismay and Relief

Tara Good, WineAmerica
3:00-3:30 p.m.

Music licensing has become a huge ‘thorn in the business side’ of winery owners across the country. Learn about the efforts to curb the most onerous of the abuses and mitigate some of the financial burdens related to the practices of the PRO (ASCAP,BMI, etc.) organizations.

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LTS17 | Report from Washington DC

Jim Trezise, New York Wine and Grape Foundation and WineAmerica
3:30-4:00 p.m.

With all of the changes in Washington DC, learn about the those which will be impacting our industry regarding Excise Taxes, TTB regulations, USDA agencies, FDA labeling and other issues from the agencies which regulate the grape and wine communities.

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