Marketing / Public Relations Track - Session Detail

Session

A New Lexicon for Wine
Marketing/Public Relations Breakout Session

The best way to get to know a wine is to taste it. Another way is to talk about it. The wine industry relies on the ability of wine communicators to persuade consumers to taste, but today’s wine lexicon
falls far short of its objectives.

For starters the vocabulary is heavily Eurocentric, reliant on metaphor and analogy unfamiliar to swaths of global wine lovers and curious newcomers. It also tends toward absolute pronouncements: “this wine is this” versus “this wine feels like this.” Formal wine education reinforces these protocols, perpetuating them for new generations of wine pros. The ever-popular numeric score says precisely zero about a wine’s aesthetic impact—even though that’s sometimes all you see. The net effect is both intimidating and gatekeeping to new wine drinkers, alienating them at a time when the industry tries to address its shrinking footprint.

In this panel, we’ll explore strategies to transform wine discourse to make wine feel more inclusive, diverse, and accessible.

Session

Back to Basics: A 75-Minute Communications Bootcamp
Marketing/Public Relations Breakout Session

Do you ever feel as though you are throwing lots of stuff at the wall and just seeing what sticks when it comes to PR and marketing? Do you sometimes hear media buzzwords and wonder how to keep up in a world of constantly changing communications tactics? You are not alone! Even seasoned pros need to get back to the basics from time to time.

In this session, we will break down the major types of communications, from paid, to owned, to earned media, and explore how these mediums can be used to tell the story of you, your wines, your winery, your grapes, or your brand. We will define key pillars of public relations, social media, and influencer marketing and learn from top pros who are effectively leveraging these marketing tools for their businesses.

We will explore topics like:

  • How and when to use wine influencers and how to ensure you are getting proper ROI when partnering with them.
  • What is PR and what does a smart public relations program look like.
  • How to build your social media strategy.
  • What are the rules and regulations surrounding the promotion of wine through media.
  • How to realistically track ROI on communications programs.

We will leverage case studies from a team of professionals in PR, marketing, social media, and influencer relations, to uncover best practices when it comes to creating powerful and effective PR and marketing programs that not only drive awareness, but sales.

*Session receives 1 CEU: Professional Development - Leadership Skills, Meeting Facilitation   

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