Wine Market Council Presents

A WINERY MARKETING STRATEGY WORKSHOP

with Dr. Gregory Carpenter

Kellogg School of Management, Northwestern University

February 3rd, Vintners Inn, Santa Rosa

Join Dr. Gregory Carpenter, professor of marketing strategy at the Kellogg School at Northwestern and the Director of the Center for Market Leadership, for a one-time opportunity to learn how each participating winery can apply findings from Dr. Carpenter’s latest wine consumer study and Wine Market Council’s ongoing research to achieve marketing goals in a small workshop setting.

Wine Market Council Research Conference Presentation 9:00 am – 12:30pm

As part of Wine Market Council’s annual research conference, Dr. Carpenter will present the findings of his recent in-depth qualitative research project, underwritten in part by Wine Market Council, that focuses on consumer purchases at a variety of wine retailers and breaks down the choice process in selecting wines and the relationship of brands to this process.

Entrance into the morning’s Wine Market Council Research Conference is included in the workshop price and will give workshop participants the background needed for the afternoon workshop session.

Hands-on Workshop 12:30 – 5:00pm (includes informal working lunch)

This hands-on workshop will give 15 winery representatives the opportunity to work with Dr. Carpenter in a small group session. The workshop will cover how to increase the effectiveness of a winery’s marketing efforts by using the ongoing research available from Wine Market Council, illustrate how organizations that excel at marketing use such data and understanding of marketing to great effect, and apply the research discussed to each participant’s specific marketing goals and strategies.

PROGRAM COSTS (Includes morning Wine Market Council conference, working lunch, and afternoon workshop)

Wine Market Council Members: $195 Non-Members: $395

To register contact: Sherri Fidel, at admin@winemarketcouncil.com or (707) 738-8796