2004 CONGRESS - BORDEAUX (Summary)

19 - 24 April, 2004
How Distance Selling Wine Merchants Can Prosper in a World of Increasing Competition, Major Cultural Change and a Globalising World Economy.

A. HIGHLIGHTS

This synopsis should be recommended reading for all your marketing, sales, logistics, purchasing and general management staff.

Attended by some of the world's leading direct marketing practitioners in the wine market, this workshop synopsis includes authoritative, stimulating and sometimes highly controversial comments on a whole range of subjects.


Don't miss:

  • Small and large players in the overall retail market – the new dichotomy.
  • Customer Service as a Key Differentiator.
  • The Goldilocks Principle – it must be “Just Right”.
  • Service over the Hard Sell.
  • Interrogating the data – the next generation of customer communication.
  • Hugging your customers.
  • Training is for dogs – Education is for people.
  • Training your customers to help you with service.
  • The KISS Principle – knowing when to shut up.
  • Maximising the potential of a call.
  • A wine tasting as Contact Point – a breakdown.
  • The face of a company – being consistent.
  • Romancing the promotion.
  • Spam – serious implications for our businesses.
  • Selling the dream.
  • Why your Marketing Department should write your Tasting Notes. Tasting Notes as you’ve never seen them before!

B. SESSIONS

Working Session 1: How do we Improve Customer Services to Make this a Real and Meaningful Element of Retention?
Beringer Blass Global Wine Clubs – Mark Emerson Berry Bros & Rudd – Chris Maybin

Working Session 2: Contact Points - Barry Sutton

Working Session 3: Copywriting and Customer Communications in the Context of Supporting Your Brand
Franciscan Estates – Matt Wood
Enoteca - Jose Serodio
A Taste of California – John Davis
Opimian Society – Anne Walby
Berry Bros & Rudd – Chris Maybin
C. THE THEME OF THE CONGRESS

The Complexities of Excellent Customer Service.
D. DELEGATES
A Taste of California, USA John D Davis President
Bob Buchholz President
Sharon Rosenbaum VP Wine Purchases
Baron Philippe de Rothschild, France Véronique Reiffers Direct Marketing Manager
Beringer Blass Global Wine Clubs, Australia Mark Emerson Executive Director Global Clubs
Berry Brothers & Rudd, UK Chris Maybin Marketing Manager
  Karen Gerrard Marketing Projects Manager
Bordeaux Millésimes Duclot, France Elisabeth Jaubert Export Director
Bourse du Vin International, Netherlands Tineke Smit Training & Quality
  Joost ter Hofstede New Business & Reactivation
ChateauOnline, France Christophe Poupinel CEO
Direct Wines, UK Greg Hodder Managing Director
  Roger England International Development Manager
  Claire Tooley Fine Wine Buyer
  Victoria Sherston Customer Services Operations Manager
Enoteca, Portugal Jose Serodio Managing Director
Franciscan Estates, USA Matthew Wood Director Wine Club Sales
IWCA, UK Barry Sutton Executive Secretary
Lay & Wheeler, UK Johnny Wheeler Managing Director
  John Thorogood Director Wine
Lionstone Int., USA Nick Lucca President
  Ed Jack Vice President
  Daniel Lucca Wine Coordinator
Marjolaine SA, France Philippe Raoux Chairman
Millésima, France Patrick Bernard President
Opimian Society, Canada John Sambrook General Manager
  Anne Walby Marketing Manager
  Ken Christie Wine Consultant
Schuler Weine, Switzerland Isabelle Schumacher Marketing Manager
South African Wine Club Nadine Pienaar Marketing Manager
Tenuta Torciano, Italy Pierluigi Giachi Owner
Vinoselección, Spain Massimo Galimberti Chairman
Vinum SA, Switzerland Thierry Pauli Director
The Wine Society, UK Wendy Welpton Marketing Executive
Wineandco, France Bernard Le Marois Managing Director
Wine of the Month Club Tai Collard Managing Director