Has the wine tourist already forgotten your cellar? It's YOUR fault!
If a wine tourist leaves your cellar and over time forgets who you are and what you do, guess whose fault it is? Yes, yours! And now I'll explain why.
Picture this scene: the wine tourist arrives at your winery full of enthusiasm, ready to immerse themselves in the world of wine. And instead of engaging them, you start following your pre-written script like a B-list actor.
Blah blah, this is our story, blah blah, here are our vineyards, blah blah, this is our wine.
The result? The poor wine tourist leaves confused and can't even remember the name of your company. A disaster!
But let's clarify one fundamental thing: people have a short memory. Really, very short. And it's not their fault; it's a biological fact. So, if you're passionate and want to tell EVERYTHING about your company, take a deep breath and pause for a moment. It's right to want to share your passion, but you have to be strategic.
Which strategy to use
The key is to summarize your company's key points in a few simple steps. Think about what you want wine tourists to remember and focus on that. An example? If you're a company that focuses heavily on sustainability, then talk about that. Provide concrete examples and demonstrate with facts why you're sustainable. Let everyone who leaves your winery know you're a champion of sustainable wine. If, on the other hand, your strength is a century-old family history, then share this story: your difficult moments, your successes, the people behind all your hard work. Make it the heart of your narrative.
Remember: it is better to communicate fewer concepts, but do it well.
When the wine tourist tells a friend about their experience, they need to know right away what to say about you. They should have a few clear messages to share. And that's entirely up to you.
So, the next time a wine tourist walks through the doors of your winery, put aside the script and focus on the essentials. Make sure they understand who you are, what you do, and why your wine is special. Ultimately, the success of your wine tourism depends on how well you communicate and make your business memorable.
And if someone leaves without understanding anything, remember: apologize! But don't worry, with a little practice, anyone can become a wine tourism communication wizard.
