MARKETING COMMUNICATION: Spending money wisely
The Message: the need for absolute consistency
Printed lists of wines: whole portfolio, tasting bar options
Brochure content and design
Retail P.O.P.
Advertising: publications, other print and electronic media

WINE SAMPLING: The focused tasting bar program
Organisation and dynamics
Merchandising at the tasting bar
Co-ordination with retail shop merchandising
Printed collateral in support of tasting program
An annualized tasting program schedule
Tasting bar strategies: toward achieving winery goals

RETAIL SALES: Strategies and room organisation
Traffic flow: Using every inch of shop space effectively
Visualisation strategies: seeing retail through the eyes of the visitor
Shelf and display merchandising techniques
Portfolio stratification: its utilisation as a merchandising tool
Printed P.O.P. signage: "K.I.S.S."
Non-wine products: their integration into the boutique
The "feast and famine" cycle of winery retail: thriving in both

CUSTOMER DYNAMICS: Serving guests unobtrusively
Asking the right questions
Staff responses to customer questions
Utilising all available resources
The retail shop as "silent salesperson"

PROMOTIONAL STRATEGIES: Program development
The development of workable themes
An annualized schedule: setting one that purposeful
Keeping it fresh: assuring there is always something new for visitors to see at retail

STAFF DEVELOPMENT
Developing staff "ownership" of marketing efforts
Staff maintenance of retail programming on a month-to-month basis

SPECIAL EVENTS
Operationalising workable themes
Forming marketing partnerships
How many are too many?

ON - PREMISE MARKETING
Structuring a wine list
Food and wine matching strategies
Selling wine on impulse: by the glass, by the bottle
Staff incentives

to Email Ken Tuccoli.

Niagara Growers Businesses www.littlefatwino.com