Research suggests new direction for WineTech

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13 Dec Research suggests new direction for WineTech

Wine Industry Suppliers Australia Inc. (WISA), the peak body representing the grape and wine supply chain, has made the decision to postpone WineTech to a later date. WineTech will not be held in 2017 as previously planned.

WISA recently undertook a key research project and an industry survey aimed at understanding how to deliver higher value trade events. The results have provided WISA with the opportunity to re-think the national grape and wine trade show, WineTech.

Partnering with the Flinders University New Venture Institute and associated Business School, WISA worked with a team to investigate the key outcomes exhibitors sought to achieve from participating at trade events. A random selection of suppliers participated in in-depth trade interviews. This was complemented by a value proposition workshop along with identifying growth hacking strategies.

“In the past, we’ve largely relied on our internal experiences, assumptions and anecdotal evidence to deliver value through the services offered as part of WineTech,” said Matthew Moate, WISA Executive Officer.

“This new and independent analytical process was highly successful for WISA as it allowed us to drill down to the key objectives our members and the wider supply sector were seeking to achieve from a trade show.”

The research with exhibitors identified several key services and expectations including the desire to create a greater number of connections as well as access learning and sales opportunities through a varied program and events based platform.

“Exhibitors are looking to a trade show organiser to provide them with varying and numerous ways to create connections, learn and to share their knowledge with industry at these events. They expect organisers to ensure they are seamlessly integrated into the event, associated program and with the visitors,” said Matthew.

WISA also recognised the importance of capturing the needs of event visitors and addressed this by commissioning Adelaide based Harrison Research to conduct an industry-wide survey.

“We created a survey with opened-ended questions as we sought to understand the key drivers of value for attendees at wine industry trade events,” said Matthew.

“The key messages that visitors sited in the survey was their desire for bigger events, where they could participate in genuine new experiential based learning and information sharing and networking activities that could add value to their business capability and competitiveness.”

WISA will diligently review the research and survey results before consulting with the industry on future trade exhibition plans. However, the research and the survey feedback has given WISA the ambition to deliver a more experiential, collaborative and engaging event which delivers the highest possible value to both visitors and exhibitors.

“We have an excellent opportunity for the industry to unite, grow and try something new and this research appears to be calling for that,” said Matthew.

“Our recent inaugural Wine Industry Impact Awards showed the industry reacts well to new ideas and events that are genuinely inclusive and accessible. We look forward to working to create partnerships and leverage resources to implement new ideas aimed at delivering higher value in the future.”

WineTech was planned to be held at the Adelaide Show Grounds, 5-7 July 2017 but has been postponed until a future date.

For more information or to comment please contact Matthew Moate M 0409 783 221 or E eo@wisa.org.au.