Master Marketing Automation to Increase DTC Sales
Marketing automation can help wineries reach customers at the right time with the right content. Historically, setting up automation has been complicated, labor intensive, and costly. But times are changing, and creating automation workflows is made easier through applications wineries may already have in use, including Square POS, MailChimp, or an eCommerce provider. This panel will discuss automation best practices and how they can increase tasting room and online sales.
Lesley Berglund is an accomplished wine industry entrepreneur and CEO with a focus on change management. In her 24 years of experience in the wine industry, she has started up the equivalent of nine new businesses, acquired and integrated four companies, and led during periods of dramatic change. As co-founder and former CEO of the Ambrosia Wine Catalogue/The Winetasting Network (which she sold in 2004), she has extensive experience in consumer direct marketing of fine wines. She coaches winery leaders through growth-related challenges and opportunities. Lesley is a third generation Napa Valley native from a grape growing family, having earned a BA from Wesleyan University and an MBA from Harvard Business School.
Sarah Bernosky manages Strategic Sales at Square. As consumers change the way they expect to make payments in the retail, services, and hospitality industries, Sarah works with mid-market businesses to stay at the cutting-edge of these trends through Square’s payments platform and software services.
Since founding Vin Agency in 2009, Jon Krauss has designed and developed e-commerce websites for hundreds of winegrowers including Matthiasson, Peay Vineyards, Hyde de Villaine, Donkey & Goat, Keplinger, Saxum, and King Estate Winery. Vin Agency provides art direction, identity branding, graphic design, and web development to fine wineries all over the world. Jon studied German Literature at Whitman College, Art History at Humboldt University Berlin, and Fine Arts at The Evergreen State College.
After working as a waiter in several of Dallas’ finest restaurants and acquiring a love for all things wine, Jason followed his dream of becoming a winemaker in California. Through diligent self study and the utilization of winemaking mentors, Jason honed his craft in the garage of an elderly vineyard owner in Napa. In 2004 at the age of 26, he launched Modus Operandi Cellars with 200 cases of Napa Cabernet. He is currently the consulting winemaker for 5 small wine brands spanning Napa, Sonoma, Sierra Foothills, and the Agoura Hills of Malibu. HIs wines have had great success with Parker and Wine Spectator scores and reviews tightly grouping in the mid 90’s.
Chris Towt founded VineSpring in 2011 with a mission to simplify the DTC equation for craft producers of wine, aiming for more satisfied customers through better management of DTC relationships. VineSpring brings together powerful cloud-based tools into one web interface. Chris also owns Dunstan Wines, a winery in Sonoma, California producing about 1,200 cases per year.