Zephyr Conferences

CRM & Email Marketing for the Beer, Wine & Food Industries

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email marketingIn week 5 of our 10-week Successful Marketing video series, Allan and his guest, Beth Peluse, Zephyr Adventures’ Marketing Director, discuss the importance of databases/CRMs and email marketing.

Importance of Databases/CRMs

  • Track Customers & Potential Customers
  • Customer Service
  • Share Data Among Team
  • Marketing

Building a Database

  • Sales Transaction Data
  • Calls to Action on Websites or Social Media
  • Login on Taproom or Tasting Room Wifi
  • Partnerships
  • Follow Data Privacy Rules

Importance of Email Marketing

  • Universally Used
  • Conversions
  • Cost Effective
  • Micro Targeting
  • Personalization
  • Measurable

Effective Email Strategies

  • Automated Emails
  • Email Newsletters
  • Email Campaigns (specific news or events)
  • Targeted Emails (to specific groups)
  • RSS Feeds
  • Personal Emails

Check out the video to also learn about selecting a database and email program, what data to collect, and email analysis.

Our Presenters

Allan Wright is founder and president of Zephyr Conferences. He has been organizing these conferences, determining content, and securing speakers for 13 years. Allan also has 24 years of experience running his own small company and an MBA in Entrepreneurial Management from The Wharton School of the University of Pennsylvania.

Beth Peluse is the Marketing Director for Zephyr Adventures and Taste Vacations. Beth holds down the Midwest “office” just outside of Chicago and works full time leading the charge for Zephyr’s marketing and guiding a variety of our tours. She is a self-described book nerd and loves to run, hike, cook, garden and is even an amateur beekeeper.

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Successful Marketing Video Series

Week 1: Effective Websites
Week 2: Local Marketing
Week 3: Survey Your Customers
Week 4: Consumer Reviews

Consumer Reviews for the Beer, Wine & Food Industries

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consumer reviewsIn week 4 of our 10-week Successful Marketing video series, Allan discusses external consumer reviews, how to respond to negative reviews, where to find them and how to setup alerts.

Handling Negative Consumer Reviews

  • Acknowledgement
  • Don’t Be Defensive
  • Be Polite
  • Outline Corrective Action
  • Invite Back With Perk

When Not to Engage

  • When commenter is:
    • Aggressive
    • Won’t let go of an issue
    • Are racist, homophobic, or otherwise unacceptable

Set Up Alerts

Check out the video to also learn about other rating sites available!

Our Presenter

Allan Wright is founder and president of Zephyr Conferences. He has been organizing these conferences, determining content, and securing speakers for 13 years. Allan also has 24 years of experience running his own small company and an MBA in Entrepreneurial Management from The Wharton School of the University of Pennsylvania.

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Successful Marketing Video Series

Week 1: Effective Websites
Week 2: Local Marketing
Week 3: Survey Your Customers

Customer Surveys for the Beer, Wine and Food Industries

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customer surveysIn week 3 of our 10-week Successful Marketing video series, Allan and his guest, Sara Pletcher, Zephyr Conferences’ Operation Manager, discuss the importance of customer surveys and what to do with that information.​

Why Survey Your Customers?

  1. Analyze the Customer Experience
  2. Measure Customer Loyalty
  3. Collect Data
  4. Acquire Feedback on Your Products
  5. Involve customers in decision making

What your customer surveys should ask:

  1. The Experience
  2. Your Product
  3. Customer Loyalty
  4. Collect Data

Check out the video to also learn what your survey should not ask  and what to do with the results.

Our Presenters

Allan Wright is founder and president of Zephyr Conferences. He has been organizing these conferences, determining content, and securing speakers for 13 years. Allan also has 24 years of experience running his own small company and an MBA in Entrepreneurial Management from The Wharton School of the University of Pennsylvania.

Sara Pletcher as Zephyr Conferences Operations Manager pulls together all the logistical components of their five conferences​.  She is the one you communicate with once you’ve booked your registration or signed on as a speaker or sponsor and she creates, distributes and analyzes every post-conference survey.

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Successful Marketing Video Series

Week 1: Effective Websites
Week 2: Local Marketing

Local Marketing for the Beer, Wine and Food Industries

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local marketing
In week 2 of our 10-week Successful Marketing video series, Allan and his guest, Andrew from Secret Hopper, provide 20 tips to Running an Effective Taproom or Tasting Room and Marketing In Your Local Community. ​

10 Steps to Running an Effective Taproom or Tasting Room

  1. Welcome your guests
  2. Friendly conversations
  3. Education
  4. Effective menus
  5. Safely encourage a second drink
  6. Sell more beer/wine to go
  7. Promote merchandise
  8. Build your mailing list
  9. Motivate your staff
  10. Maintain a positive company culture

10 Steps to Marketing In Your Local Community

  1. Offer tastings to community groups
  2. Create partnerships with local DMO or guild
  3. Create partnerships with hotels & restaurants
  4. Work with local tour operators
  5. Provide space for local groups in your business
  6. Participate in offsite events
  7. Offer to do Zoom meetings
  8. Create a regional tourism offering
  9. Collaborate with nearby regions
  10. Reach out to your local community

Our Presenters

Allan Wright is founder and president of Zephyr Conferences. He has been organizing these conferences, determining content, and securing speakers for 13 years. Allan also has 24 years of experience running his own small company and an MBA in Entrepreneurial Management from The Wharton School of the University of Pennsylvania.

Andrew Coplon is the Founder of Secret Hopper and Craft Beer Professionals. Andrew has taken the belief of creating an overall exceptional customer experience and combined it with his passion for craft beer to help breweries monitor their tasting rooms, increase their in-house revenues, and learn to differentiate as the craft beer industry soars past 8,000 breweries. In addition, Andrew has successfully built a community of 12,000+ Craft Beer Professionals dedicated to the growth and betterment of craft beer across the United States.

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Successful Marketing Video Series

Did you miss Week 1 on Effective Websites? Catch it here.

Effective Websites for Small Beer, Wine and Food Businesses

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Effective WebsitesIn week 1 of our 10-week Successful Marketing video series, Allan discusses effective websites.  He’ll guide you through the following topics:

  • Determining Your Audience
  • Website Design
  • Blog or News Page (Content Creation)
  • Search Engine Optimization

Effective Websites Key Points:

  • Determining Your Stakeholder – there are three:
    • Your Business: is this truly your most important stakeholder?
    • Your Audience/Customer: what do they want? who are they?
    • Google: writing with SEO in mind will point your customer to your website from Google or any search engine
  • Website Design
    • Less is more in terms of navigation and text
    • Calls to action is how you can connect with your customer
    • Keep your content up to date
    • Story Brand: your website needs to figure out why someone is visiting, what problem they have, and how you solve that problem
  • Blog / News Page (content creation):
    • Keep it fresh and frequent
    • Lower your bar – your post doesn’t have to be long
    • Know who you’re writing for
  • Search Engine Optimization
    • Have a specific Keyword Phrase that someone might be searching for and use it multiple times in your post/on your page
    • Make your pages and posts readable with bullet points and headers
    • Download the Yoast SEO plugin to guide your SEO effectiveness

Our Presenter

Allan Wright is founder and president of Zephyr Conferences. He has been organizing these conferences, determining content, and securing speakers for 13 years. Allan also has 24 years of experience running his own small company and an MBA in Entrepreneurial Management from The Wharton School of the University of Pennsylvania.

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