Maximizing Engagement: Innovative Storytelling and Event Strategies
Business psychology expert Lawrence Francis leads this highly interactive and engaging workshop that helps clarify brand stories and teaches how to share them effectively. Learn how to differentiate your winery in a crowded market by identifying your “six wine stories.” Identify opportunities to increase ROI on your marketing efforts, especially through the 4 stages of event engagement. Walk away with strategies to attract untapped audiences and be equipped with ready-to-use templates and guides for immediate application in your business.
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Speaker Bios
Lawrence Francis, Founder, Interpreting Wine
Interpreting Wine is on a mission to revolutionise the wine industry by making great wines and their stories accessible to everyone, from curious newcomers to seasoned enthusiasts. We strive to create a more interconnected wine world, enhancing economic and cultural vitality in both countries of production and consumption, where producers, consumers, and allied industries thrive together. Founded by Lawrence Francis, a seasoned expert in Business Psychology and the host of the Interpreting Wine podcast, the company crafts compelling stories that resonate deeply with listeners and clients. Since 2017, Interpreting Wine has produced over 550 podcast episodes featuring esteemed guests including Masters of Wine, Master Sommeliers, and leading industry professionals. The podcast has garnered awards and global recognition, earning features in major publications worldwide. Lawrence’s approach helps make wine more relatable and introduces it to younger audiences in a fresh, appealing way. Through captivating podcasts, interactive guides, or customised marketing plans, Interpreting Wine is committed to enriching the wine community and elevating exceptional stories.
Liz Thach, MW (moderator), President, Wine Market Council
Dr. Liz Thach, MW is the President of Wine Market Council, a non-profit firm that provides research on U.S. wine consumer purchasing habits, attitudes and trends. She also works as a Professor, Wine Writer and Consultant based in Napa and Sonoma, California. She is an award-winning author and educator, specializing in wine business strategy, marketing, leadership/executive development, and wine lifestyle.
Liz is considered to be one of the nation’s leading wine experts, and has visited most of the major wine regions of the world and over 78 countries. She teaches wine classes at Stanford Continuing Education, Burgundy School of Business, and Sonoma State University, and has published over 300 articles and 9 books, including Call of the Vine, Best Practices in Global Wine Tourism and Wine Marketing & Sales. She frequently publishes in Forbes, Wine Business Monthly, Wine Spectator, and The Somm Journal, amongst others. In addition, she serves as a wine judge and on several non-profit boards.
A fifth generation Californian, Liz finished her Ph.D. at Texas A&M and now lives on Sonoma Mountain. Liz obtained the distinction of Master of Wine (MW) in May of 2011, becoming the first female MW from California. Website: https://lizthachmw.com/, Email: [email protected].
