“Neuromarketing combines neuroscience and marketing to understand how the brain responds to advertising stimuli. Italian wineries can use these techniques to create strategies and encourage sales abroad.”
Creating Memorable Memories
When visiting wineries, it is essential to create unforgettable sensory experiences.
Using guided tastings that involve all the senses helps to establish the experience of Italian wine in the tourists’ memories.
Telling the story of the wine, the territory and the people who produce it creates an emotional bond. Stories activate parts of the brain linked to emotions and memory, making it more likely that tourists will remember and desire wine even after their visit. It is therefore essential that the wineries have a clear understanding of this aspect in order to be able to exploit it to their advantage.
Stimulate Post-Trip Purchase
Collecting tourist contacts during the visit and sending them personalized emails that remind them of the experience, offering special discounts or promotions for the online purchase of the wine tasted, can significantly stimulate the sale of your products.
For a winery, it can be decisive to segment customers upstream with the presence of Wine Clubs and reserved areas within its website, in this way, it will be easier to create targeted campaigns later.
Using retargeting techniques to show ads of the wine tasted to tourists while they browse online and recall the experience they had in the cellar can reactivate memories and push them to purchase.
Labels and packaging that visually evoke the places visited can reactivate positive emotions and stimulate the desire to purchase.
Use of Social Media
An intelligent and intuitive method to make yourself visible and active in the eyes of the potential customer is certainly to share photos and videos of the winery experience on social media, tagging tourists and encouraging them to share in turn. Visual contents activate areas of the brain linked to visual memory and can bring to mind pleasant moments experienced.
Encouraging tourists to leave reviews and testimonials online not only strengthens the brand’s reputation, but also activates the principle of social proof, pushing other tourists to consider purchasing.
Neuromarketing offers powerful tools for Italian wineries who wish to maintain contact with tourists after their visit and stimulate the purchase of their wine.
A crucial aspect to optimize the benefits of neuromarketing is the collection and analysis of customer data. During visits, wineries should collect detailed information about tourists, such as: wine preferences, contact details and feedback on the experience. This data is fundamental for building a lasting relationship with customers, allowing you to:
- Personalize Communications: Using the data collected to send personalized communications that reflect tourists’ preferences and experiences increases the likelihood of purchasing.
- Create Targeted Offers: Developing promotions and special offers based on specific customer preferences make the offer more attractive and relevant.
- Monitor and Analyze Behavior: Analyzing data allows you to better understand customer behavior, identify trends and adapt marketing strategies accordingly.
Conclusions
Neuromarketing and cellars? It’s possibile!
Neuromarketing offers powerful tools for Italian wineries who wish to maintain contact with tourists after their visit and stimulate the purchase of their wine.
Creating memorable experiences, using personalized email marketing, online retargeting, and taking advantage of social media, help wineries to bring to the minds of tourists the emotions experienced and encourage them to order Italian wine even from home.
The collection and analysis of data are essential for building lasting relationships and personalizing offers, facilitating the purchase and loyalty of tourists once the visit is over.
Thanks to innovative solutions for selling abroad, it is possible to guarantee smooth shipping, allowing tourists to relive the Italian experience directly at home.
