Wine Strategic Leadership, Marketing, Branding & Distribution
SITUATIONAL LEADERSHIP IN THE WINE INDUSTRY
Presented by Professor Kimberly Elsbach
This workshop introduces participants to two important facets of leading well: (1) adapting leadership approaches to the situation, and (2) avoiding common pitfalls of strong leadership. Participants will learn to identify five primary leadership approaches and how to determine which approach fits best with their leadership context. We then examine four traits we expect of “strong” leaders and will learn when these traits are important for leaders and why pursuing them at all costs may actually result in poor leadership.
CREATING YOUR MARKETING PLAN, Version 2.0
Presented by Jeremy Benson, President, Benson Marketing
This session reviews macro trends in marketing communications, and their implications for marketing. We will cover the key pillars of wine marketing — including branding, social media, public relations, and digital media.
WHAT’S YOUR STORY? CREATING A WINE BRAND THAT STANDS OUT
Presented by Amy Hoopes, Chief Marketing Officer/EVP Global Sales, Wente Family Estates
This segment will help participants understand how to develop a powerful brand story and how to communicate it consistently at all touch points with choice customers.
SQUEEZING THROUGH THE HOURGLASS: NAVIGATING THE CONSOLIDATING DISTRIBUTION LANDSCAPE
Presented by Erle Martin, President and CEO, Crimson Wine Group
This session introduces thinking on what it will take for wineries to be successful in the ever changing, and ever more severely regulated environment that we are competing in today.