Jenn Warrington
The Glue, WISE

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with Bram Bolwijn, Ultimate BC Wine Ambassador Award, 2024

Leeann Froese
Co-Owner, Townhall Brands

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Advanced Hospitality Techniques Workshop

People don’t remember what you do, they remember how you made them feel. In this session, we’ll delve into techniques for building loyalty with guests throughout their tasting experience to not only make a more effective sale, but to also connect emotionally to drive long-term relationships. And along the lines of how we make people feel, this session will also give the team more confidence in ways to saying no with grace and empowering staff to work through difficult situations such as limited inventory, handling negative press, etc. Attendees will learn how to maximizing basket size at the cellar door by creating unique experiences, even in difficult circumstances.

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Reaching younger Canadians is harder than ever. A research study showed that young consumers have developed “ad blindness”, a phenomenon where they automatically ignore or mentally filter out traditional display ads. Digital influencers are the new trusted voice. But when they visit wineries, they don’t spit, they disrupt to take photos, and often don’t tip! But like it or not, Digital Creators are the newest kind of ‘media’, and they should be part of a winery’s marketing plan. So where do you start?

This session will offer an express overview of the essentials of working with digital content creators/influencers: how to navigate rate cards, vet creators, and set contracts. Learn the good, bad, and ugly of influencer collaborations, the difference between content creators and influencers, and the value of building long-term relationships over ad-hoc partnerships. We’ll also touch on how to co-create impactful social media content while staying compliant with alcohol promotion rules. Considering content creators and influencers a part of your winery’s strategy? Let’s get started!

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