WIN Advisor - Trade Shows

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    WINE INDUSTRY NETWORK

    ADVISORWRITER:Jim Brumm EMAIL:[email protected] BLOG: wineindustrynetwork.com/blog

    Technology is really changing the way customers make buying de-

    cisions, thats no secret and no one knows that better than us in this in-

    dustry, says George Christie, President of the Wine Industry Network,

    but theres no substitute for what happens when you put a supplier

    and a buyer in the same room. We attend every show and while they all

    offer something different, there is one common denominator.they all

    work like crazy to put prospective buyers in the room

    For exhibitors and attendees alike, trade shows save money. Sup-

    pliers can attract hundreds of potential customers for a small fraction

    of what it would cost to seek them out individually or in a mass market-

    ing campaign. Likewise, for the price of admission, an attendee can

    find everything he or she needs to run a successful business in one

    place. They can inspect and compare products side by side and many

    vendors offer special discounts for those who buy at the showdont

    forget to ask.

    Yes, trade shows leave us exhausted, with sore feet and scratchy

    voices. But, if you use them effectively, they can pay off in a big way.

    Here are some trade show statistics from Merchants Circle, an online

    business networking organization:

    83 percent of trade show attendees have some kind of buying pow

    85 percent of decision makers say attending trade shows saves th

    company time and money by bringing vendors together under oroof.

    91 percent of attendees say that trade shows impact their buying d

    cisions because the competition is in one place allowing for compa

    son shopping in real time.

    Trade shows cost 38 percent less than sales calls.

    Trade show visitors will tell six or more people about their experien

    Here are four wine industry trade shows coming up that we want

    to share and more are featured on the WIN site. See you at the show

    Unified Wine and Grape SymposiumThe Unified Wine & Grape Symposium, held annually in Sacrame

    to, California, is, the largest event of its kind in the western hemisphe

    With over 650 exhibitors, last years show welcomed more than 12,00

    visitors, according to Ken Freeze of Brown Miller Communications, I

    ITS TRADE SHOW TIME... ARE YOU READY?Wine Industry Trade Show season is fast approaching. For exhibitors, trade shows are an opportunityto showcase new products, advances and innovations, and to connect with thousands of potentialnew clients (and reconnect with old ones). For attendees, its a chance to learn whats new and excit-ing in the industry, attend seminars or workshops to hone your skills or learn new ones, and to rubelbows with others in the industry.

    11.01.2011ADVISORFEATURE

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    Whats new this year is the program,

    said Freeze. Were known for what we call

    our general sessions and smaller breakout

    sessions. We put these together to bring the

    latest and greatest information to the wine

    industry.

    This years general sessions include Cli-

    mate Change: Quality grapes and wine in a

    challenging climate, The State of the Indus-

    try (the most heavily attended, according to

    Freeze), and Branding: Creating a successful

    branding toolbox. Other sessions will focus

    on diverse subjects such as negotiating grape

    contracts, productive ways to talk about qual-

    ity, sweet wine tasting, sustainability and

    more. By combining a trade show with a broad

    spectrum of sessions, the Unified Symposi-

    um provides attendees direct access to all the

    latest information.

    Wineries UnlimitedSometimes referred to as the buyers

    trade show, Wineries Unlimited is back next

    March for its 36th year, making it the longest

    running wine industry event in the eastern

    United States. Dennis Black of Vineyard and

    Winery Management Magazine, says that thisyears event will see a 10 percent increase in

    attendance and feature nearly 300 exhibitors.

    This year well have more of an international

    presence, said Black. We will have exhibi-

    tors from France, Italy, and Canada.

    Attendees will find everything they need

    to manage a successful vineyard or winery

    including barrels, bottles, corks, chemicals,

    insurance, irrigation, machinery, packag-

    ing, software, soil testing equipment, tasting

    room merchandise, trucking services and a

    host of other items.

    This years keynote speaker will be Alyssa

    Rapp, founder and CEO of Bottlenotes, Inc,

    Wine & Grape ExpositionNovember 16, 2011, 7am - 4:30pmLocation: Hangar #1, Napa Valley Airport, 2030 Airport Road, Napa, CA

    www.napagrowers.org/events/tradeshows/wine-grape-expo

    Unified Wine and Grape SymposiumJanuary 24-26, 2012Exhibits: January 25-26, 2012Location: Sacramento Convention Center, Sacramento, Californiawww.unifiedsymposium.org

    Midwest Grape and Wine Conference and Trade ShowConference: February 9-12, 2012Trade Show: February 10-11, 2012Location: St. Charles Convention Center, St. Charles, MOwww.midwestgrapeandwineconference.com

    Wineries UnlimitedConference: March 27-29, 2012Trade Show: March 28-29, 2012Location: Greater Richmond Convention Center, Richmond, VAwww.wineriesunlimited.com

    NETWORKINGBONANZANETWORKING IS MORE THAN

    A BUZZWORD AND AT WINE

    INDUSTRY TRADE SHOWS,

    YOU CAN MAKE THE MOST

    OUT OF QUICK ENCOUNTERS...

    an online community where wine enthusi-

    asts come to learn, share tasting notes, and

    buy wines from around the world. Rapp is the

    author of Bottlenotes Guide to Wine: Around

    the World in 80 Sips, and was named in Inc.

    Magazines 30 Under 30 list of Americas

    coolest young entrepreneurs.

    Midwest Grape and Wine

    Conference and Trade ShowThe third largest industry trade show in the

    United States, the Midwest Grape and Wine

    Conference and Trade Show has an impres-

    sive lineup of speakers and sessions for 2012.

    170 vendors will be on hand to display the

    latest and greatest in equipment and wine-

    making techniques. The Midwest Grape and

    Wine Conference is now endorsed by wine

    and grape associations from seven states.

    Conference director Rozanna Benz said

    that the Midwest Show is where wineries and

    grape growers find it all. We have so much

    more to offer attendees, she said. The size

    of the event, the caliber of the speakers, the

    support of vendors; these are just a few of thereasons for the rapid expansion of this event.

    The words out!

    This years show will offer a 25 percent in-

    crease in exhibitors over last year. We have

    new products, new trends, and new con-

    nections, said Benz. Our moderators are

    dedicated to bringing our attendees the latest

    technology in wine making and grape grow-

    ing. The Midwest Grape and Wine Conference

    has twenty-seven years of experience in de-

    livering a quality trade show and conference.

    This years featured speakers include Eliz-

    abeth Slater of In-Short Marketing who will

    offer sessions on How to sell anything, and

    Short Sessions with In Short, where attend-

    ees can sign up for an up-close and invigorat-

    ing hour devoted to Q and A on any and all

    direct-to-consumer issues.

    Wine & Grape ExpositionThis years Wine & Grape Exposition,

    which is coming right up, has moved to a new

    location at the Napa County Airport, a site that

    can comfortably accommodate the growing

    number of exhibitors and attendees.The Wine & Grape Expo is a highly focused

    educational symposium for the premium

    winegrape grower and wine producer. The

    Expo includes seminars that focus on spe-

    cific vineyard practices as they relate to wine

    quality as well as an exclusive tradeshow with

    many of the industrys leading viticulture and

    enology companies.

    This years event will be really exciting,

    said Sonia Deluca, program director for Napa

    Valley Grapegrowers.. Its about connect-

    ing vineyard practices to wine quality. In one

    day you can learn so much information about

    growing high quality wine grapes and produc-

    ing great wine from those grapes.This year when selecting exhibitors we

    made sure we had a wide range of viticul-

    ture and enology companies, said Deluca

    Things like optical grape sorters, aerial im-

    aging of vineyardswe have a seminar topic

    on thatand taking attendees from the dirt

    to the bottle. Its a really exciting symposium

    for us. Half of our members make wine and

    work hard to connect vineyard practices to

    wine quality. Its our day to bridge those two

    things. We will talk about elevating the quality

    of farming practices toward making the high-

    est quality of wine.

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    http://www.wineindustrynetwork.com/