Sensory marketing is a potent tool that aims to appeal to at least one of the five senses in order to prompt significant, positive and, in-turn, profitable responses from a business’ main target audience. Sensory marketing provides a more special and memorable experience to its target market. It is also known to perform best when more than one sense is being targeted in one single message or campaign.
It’s vital that you choose the types of senses that are in coherence with your brand.
SIGHT
Sensory marketing in regards to sight is one of the most important. Individuals like to see things that are aesthetically pleasing and captivating.
Nowadays sensory marketing can be performed in a multitude of ways. For example, via the creation of graphics, infographics, images, art, posters, advertising banners, videos, text, colours and so much more.
These pieces of marketing can also be encountered anywhere, but in the 21st century, most of these visuals are found digitally, through online platforms such as Facebook, LinkedIn, Instagram, company websites etc.
HEARING
Using sound within your sensory marketing strategy is also a great way to establish your brand and make it more memorable.
Some of the most common forms of hearing sensory marketing nowadays are: voiceovers, sound effects, podcasts, audiobooks, etc.
TOUCH
Sensory marketing also encompasses touch and in some instances it makes a lot of sense. For example, if you’re buying a new car - you’ll need to do a test-drive first i.e. see how it works, how comfortable it is and how you feel while driving it. The same also applies to clothes - typically, when you’re in a clothing store you touch the fabric to decide whether it’s high quality and you, more often than not, try the clothes on.
Touching products like this can help your brand in attaining more sales and gives customers more reassurance about buying your products.
TASTE
Taste can only really be applied to vendors of food and drinks - e.g. drink brands,restaurants, cafes, cheese brands, etc.
So, how can taste be used in sensory marketing? It’s pretty straightforward - use samples to entice your audience. Many consumers are wary of buying new products, especially if they're used to buying a set list of groceries in the supermarket. However, if you allow them to try a free sample of your food, they’re unlikely to refuse it. Furthemore, if the taste appeals to them - they will be more likely to buy it.
SMELL
Some smells vividly take you back to a particular moment in your life. The sense of smell should not be underestimated, especially not in your sensory marketing strategy.
Here are some cool ways you can incorporate smell into your marketing strategy:
- Special fragrances that line up with your brand and your store. For example, Hollister and Abercrombie and Fitch use their distinct sense to make their customers feel happy and enjoy shopping in the store.
- Scents that resemble the environment. For instance, scents of the ocean, freshly cut grass, and other natural smells. These types of scents can sometimes be beneficial in evoking positive emotions in the customers when they’re making purchases in a store.
- The irresistible smell of food! If you’re selling food - a good idea would be to focus on the smell and ensure that it’s appealing and enticing when a customer walks by your restaurant/street food/food stall, etc. This point is also similar to realtors who bake cookies or cakes in the houses that they have on show, so that people think of the place as more "homely".
THE BENEFITS OF SENSORY MARKETING
- It’s what customers want.
- Colors boost your brand recognition.
- Music and sound help customers remember you.
- The more senses you include in your marketing, the more brand loyalty you generate.
- It leaves a good impression, and customers will therefore have positive emotions when they think of your brand.
- It allows you to appeal to more customers. Not all customers are able to hear or see. Therefore, having an accessible brand, by using more senses in your marketing strategy, is definitely a benefit.
- It makes an impact.
EXAMPLES OF SENSORY MARKETING
They allow customers to try out all of their technological devices in store. By doing this, customers are able to touch and test the devices before actually purchasing.
“Ba-da-ba-ba-ba - I’m lovin’ it.” This is one of the most memorable jingles of modern times. McDonald’s has used sound marketing in a way that is easily recognizable and catchy.
Rolls Royce uses smell. This brand is known for having cars with a special “new car” scent that appeals to many (and not only luxury) car enthusiasts. This scent makes new buyers crave that new car, and entices them to buy a vehicle that’s clean, shiny and completely brand new. It’s an experience, to say the least!
Adapted from https://blog.paperturn.com/blog/what-is-sensory-marketing
