I have spent twenty years
studying why
people buy.
My name is Marco Baldocchi. I was born in Lucca, I live in Miami, and I work in neuromarketing: I study what happens in someone's mind in the three seconds when they decide whether to walk into your place or keep going. Bottega Miami exists because what I learned over twenty years is most useful to one person: the Italian entrepreneur who has just arrived here.
From Lucca to Miami
I opened my first communications agency in 2005, in Lucca. It was called On Web and over the years it grew into a group with four offices across Europe. It was going well, but at some point I started asking a question traditional marketing could not answer: why do two apparently identical campaigns produce opposite results?
The answer was not in marketing. It was in neuroscience. That is where the second half of my career began: understanding, with the tools of scientific research, how the brain decides before the person is even aware of it.
In 2018 I founded the Marco Baldocchi Group in Miami, an emotional communication agency. Then Emotek Reality, on augmented reality for the luxury market. Today I run Neuralisys, doing consumer behaviour and neuromarketing research for companies worldwide.
Why I started Bottega Miami
Because over these years in Miami I have watched the same scene dozens of times. A brilliant Italian entrepreneur, a product that works perfectly back home, a beautiful venue. And a badly built website, an Instagram in Italian, a Google listing never verified. People who invested three hundred thousand dollars in an opening and left the digital side to the final week.
It is not laziness. American agencies are expensive and start from zero on who you are, and Italian suppliers back home write for an audience that is not the one walking through your door. Nobody was in the middle.
Bottega Miami is that place in the middle. With one difference: your site and your campaigns are not designed by someone who took an online course, but by someone who studies consumer behaviour for a living and teaches it at university level.
"A menu, a shop window and a homepage are three surfaces where the brain decides in under three seconds. Designing them on instinct is a gamble. Designing them knowing how attention works is a craft."
What I have written
Neurofood
Hoepli, 2022
Neuromarketing applied to food and wine. How the brain perceives food before tasting it: colour, shape, menu wording, price, light, sound. A book written working with real restaurateurs and producers.
Neuromarketing per il food
Dario Flaccovio, 2020
Strategies for effective communication. Emotions as a marketing tool in the food sector: how to build a message the customer remembers instead of one that scrolls past.
Also co-author of Money Matters Tips vol. 2 (USA) and of scientific publications on consumer behaviour.
Where I teach and research
- ·24Ore Business School — neuromarketing lecturer since 2020
- ·Catholic University of Milan — lecturer
- ·National Association of Applied Neurosciences — director of neuromarketing research
- ·Oncems — head of the research department
- ·Neuromarketing Academy — founder
- ·Conflavoro — national technology innovation director
A few lines of CV
- ★Insight250 — in 2023 among the 250 most influential professionals worldwide in marketing, research and consumer intelligence
- ★NMSBA Neuromarketing Series 2021 — among the world's top ten neuromarketing speakers, voted by association members
- ★Marquis Who's Who — listed in the top 3% of global professionals in consumer behaviour and neuromarketing
- ★TEDx — speaker in Miami and Lucca
- ★Speaking since 2008 — in Italy, Europe and the United States
- ★Member of NMSBA, AINEM, IAA, MSIC (Miami Italian Scientific Community)
What this changes for you
Twenty years of neuromarketing is not there to add a line to a website. It is there to decide concrete things.
- →What order to put things in on your homepage, because attention burns out in seconds and has to be spent in the right place.
- →How to write your menu: which words raise a dish's perceived value and which quietly lower it.
- →How to present prices — possibly the single decision that moves average spend the most.
- →Which photos to use: the difference between shooting a dish one way or another is measurable in bookings.
It is not magic and it is not a promise of results. It is simply the advantage of starting from what research has already demonstrated, instead of from instinct.
Tell us what you're opening.
Twenty minutes on the phone, no strings. We tell you what you actually need and what can wait.