How well do you follow the wine marketing commandment of ‘know thy audience’?

Think it just applies to consumers? It doesn’t and there’s new research that shows getting to know – and we mean really know – those in the wine supply chain can be good for business.

Join Dr Steve Goodman, from the University of Adelaide Business School, who will share the results of a four-year research project, funded by the GWRDC, that investigated and mapped the unique and varied influences that encourage wine distributors and sellers to purchase and sell wine brands.

This FREE webinar is part of the 2014 Webinar Series – Consumer Perceptions program, hosted in partnership with the GWRDC. The Consumer Perceptions webinar series is FREE to all wine industry with the aim to turn research into better practice.

Topic: Know your audience: How to get retailers to buy your wine
Presenter: Dr Steve Goodman
Date: Tuesday, 1st July 2014
Time: 1.00pm EST
Cost: Free!


About the webinar

This webinar will present an in-depth look at the various exchange points along the wine supply chain, in Australia, US and China, and then map what influences the decisions at those points.

As part of the research, retail store managers, owners and staff, restaurateurs and sommeliers, distributors and importers across three markets – US, China and Australia – were surveyed and interviewed and asked to consider the importance of influencers such as profit margin, distributor, taste, supporting material and a range of other factors.

In a 1-hour interactive Q&A session, Dr Steve Goodman and WCA Program Manager and host Jen Barwick will look at the survey results and discuss:

The elements of a good pre-approach
Finding the right fit – for both parties
Common themes
One size does NOT fit all
Q&A time
This free webinar is aimed at winemakers, marketers, sales and anyone in the wine industry interested in learning more about getting their wines on shelves and wine lists in Australia and overseas.

Join the webinar on the day, and you will be able to comment, participate in the online polls and ask questions of the presenters. If you miss the webinar on the day, don’t worry, as everyone who registers will receive a copy of the webinar recording and PDF slides.


Meet the presenter

Dr Steve Goodman is a Senior Lecturer in Marketing at the University of Adelaide Business School. He is an active researcher in the area of wine marketing – specifically consumer choice and business decision making in the wine supply chain. He has published in academic journals, presented papers at leading academic conferences and published extensively in industry journals.

He has given keynote presentations on Wine Marketing at conferences in Europe and Australia and Wine Tourism in Chile and has extensive consulting experience as a Partner with Souter & Goodman Wine Marketing where he worked with SME Wineries in South Australia, Victoria and Western Australia to design and implement strategies for direct marketing, b2b marketing and cellar door activity. In 2000, he co-founded WINEPAGES (now Daily Wine News) a daily email newsletter and online Suppliers Directory that reached over 70% of Australian Wineries.