The Montpellier Workshop Synopsis is now ready and being posted free of charge to all delegates who attended. The Synopsis is only available to IWCA Members and Associates. Members/Associates who did not attend the Workshop but wish to purchase the Synopsis may do so for €75 pr £50.

Highlights of the IWCA Montpellier Workshop, 23-26 October 2007

IWCA Workshops present a fantastic opportunity to meet with your peers in the world of wine distance selling, to eat great food, taste amazing wines, and visit new places.  But ABOVE ALL, it is the unique chance to network, to exchange ideas and to discuss topical issues affecting our businesses today, which makes these meetings INVALUABLE.

 

It’s only a shame that you can’t send all your employees to attend… however, we have a compromise for you in the form of this Synopsis. This should be recommended reading for all your marketing, sales, logistics, purchasing and general management staff.

HERE ARE SOME OF THE MONTPELLIER HIGHLIGHTS!

Are we in danger of selling out to the bad boys?

 

A stark reality of the current economic climate is that many of our wine clubs are selling out to big financial investors. We looked at the implications of that on the “ethos” of our companies, on how this would affect our passion for our product, and whether or not we should actually consider barring these businesses from IWCA membership. What do you think? Is it a case of selling out, or does it make sound financial sense to go with the investors? Will wine play second fiddle to budgets and forecasts?  See what Jakob Schuler has to say on the matter – many of us share his views.

 

On a similar note, should producers sell to the mass merchandisers or supermarkets? Hans Walraven of Domaine de la Jasse is adamant that he would not because these businesses have a reputation for “screwing” their suppliers. It’s a moral thing with him. Do you believe that all producers will take this approach or will they, too, sell out?

 

Can you sell Continuity at high, “fine wine”, price points?

 

We chatted about Continuity Programmes – the Holy Grail of Direct Marketing. We all dream of signing up our entire database to a negative option plan, of retaining them for life, of engendering 100% customer loyalty. The reality is that the going is pretty tough for most of us. So imagine if you were trying to achieve these goals with wines averaging £12 a bottle? Can it be done? Or is this crazy dreaming? See how Berry Brothers & Rudd are coping?

 

Turning round offers that have bombed!

 

Lay & Wheeler don’t really have any offers that bomb, or so they say... Nevertheless, they occasionally have an offer that doesn’t quite do what it is supposed to. Find out how they bravely turned round a potential mini-fiasco with dedicated micro marketing and an innovative use of reserve stocks. In a world of generalised service and offers, should we all be looking at getting more personal with our customers again? Have we forgotten the value of CRM?

 

The value of making mistakes

 

And finally, find out why it would be great to work for Jakob Schuler. Discover how he welcomes mistakes – as long as you don’t make the same mistake twice...

 

In Conclusion...

 

In short – find out what you missed if you didn’t attend the Montpellier workshop, remind yourself of the great issues we discussed if you were there, and let your staff in on some hot tips, topical issues and great brainstorming.

 

This SYNOPSIS is available to IWCA Members and Associates only. The Synopsis is FREE to all delegates who attended the Workshop.

Non attendees may purchase the Synopsis for €75 or £50. Contact the IWCA offices on iwca@btconnect.com to place your order now.