Kevin Smith — Wine Marketing Strategy, Loyalty Programs and Brand Development
Focus Areas: DTC Strategic Planning, Customer Loyalty Program Design and Brand/Niche Development.
On top of serving as the Business and Marketing Director at Fresno State’s 6,500 case Winery and lecturing in Winery Business and Marketing courses, Kevin Smith extends his University responsibilities into the local wine industry through research, student internships and consulting.
Smith assists clients in understanding their direct consumer trends and preferences, building customer loyalty programs that include training necessary tools, brand identity campaigns, and cohesive DTC strategies that are both customer centered and technology driven. Specific assistance with implementing e-commerce and wine club platforms is also a key interest for Smith.
After earning his MBA in Entrepreneurship with a thesis on Winery Strategic Planning, Smith moved to Paso Robles, CA where he began helping small wineries launch their DTC business efforts while defining their niche and brand identity. With an endless passion for consumer research and effective program development, Smith has assisted with the profitable launch of tasting rooms, wine clubs, e-commerce, customer loyalty programs and custom wine events throughout the Central California region.
As part of the Faculty team in the Fresno State Department of Viticulture and Enology, Smith continues to apply industry best practices and research to his course offerings and winery business strategies. Being in a position to teach what he does, and do what he teaches, Smith has developed a culture of continual improvement, growth and brand identity for the University winery and his clients.
To schedule an Introductory Consultation with Kevin, reach him by email at: firstname.lastname@example.org or call (559) 676-5313.