118: The Art of Emotional Appeal: Tips for Effective Marketing Campaigns | Marketing Tip Monday

Sustainable Winegrowing with Vineyard Team

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You may be wondering, what do emotions have to do with simple, everyday decisions? It turns out, quite a lot!

Welcome to Marketing Tip Monday with SIP Certified. We know customers are looking for wines labeled as sustainable. While our longer-form episodes help you learn about the latest science and research for the wine industry, these twice-monthly micro podcasts will help you share your dedication to sustainable winegrowing so you can show your customers that you share their values.

A 2023 Wine Glass Marketing (WGM) blog post points to Harvard Business School professor Gerard Zaltman’s findings that 95% of our purchase decisions comes from our subconscious, emotional brain.

Leveraging common psychological triggers in your marketing can help drive more sales!

In this Marketing Tip, we’ll help you identify how your brand elicits positive emotions, and what you can do with that information.

Positive Emotional Triggers in Marketing

Think about some of the things that give you positive emotions:

Recognition: either for something you did, or for just being you!
Achievement: completing a task, winning a game or raffle, etc.
Engagement: in an activity or setting, whether solo or social.

From a marketing perspective, these can be achieved by:

Personal communications with wine club members and regular visitors.
Recommending products based on previous likes.
Rewards programs, punch cards, discounts for special occasions, etc.
Fostering an environment that aligns with your customer base:

Soft background music versus upbeat dance tunes.
Dim, romantic lighting for intimate conversations versus areas to play.

Can you think of more ways to elicit positive emotions from your members and visitors?

A Personalized Approach

Since every wine club is unique, how you use these tips must be tailored to your specific brand.

Start by gathering data: How do people engage with your brand?

Check out the click rates of your club emails. Which links get the most attention?
Look at your tasting room traffic. Who is there, and what do they tend to do?
What kind of social media posts get the most engagement? The ones that showcase the views, animals, events, or staff at your property?

Then, ask yourself if you can infer their possible motivations. Are your guests looking for:

An opportunity to score a deal on their favorite wine.
The sense of connection that comes from being engaged with your brand.
A social event or place to interact with others.
Information about your products and/or processes.

Take everything you’ve gathered from this exercise and think of ways to shift your current marketing efforts to include more of what gives your customer-base positive emotions.

Tell Your Sustainable Story

We are here to help you tell your customers how your brand protects natural and human resources with the Sustainable Story program.

This simple yet powerful free tool helps you tell your own personal sustainable message. And it just got better with a new online course. Go to the show notes, click the link titled Tell Your Sustainable Story to sign up, and start writing your Sustainable Story today!

Until next time, this is Sustainable Winegrowing with the Vineyard Team.

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