Now, more than ever before, the world around us is covered in business messages, from the social media posts designed to engage consumers, to the sales pitches sent over email. Sounds, images, smells, and even tastes can all affect the way that your target audience thinks about you. By coming to terms with the science of sensory marketing, businesses can begin to experiment with the alchemy of brand loyalty and discover the concepts that truly convince customers to buy. The question is, how can you tap into the sensual side of marketing to improve the potential and sustainability of your business? This Northwestern University professor predicted that one day, marketing would become less of a discussion between brands and customers, and more of a sensory experience, built around the concept of embodied cognition. Faster songs also led to changes in customer behavior, leading to higher levels of stimulation, and encouraging visitors to act more friendly towards members of staff. Visual, tactile, and even olfactory elements can transform your sales environment and make your marketing efforts more effective. Companies that use sensory marketing tactics have discovered that the smell of cinnamon is often associated with feelings of warmth.
The 5 Senses of Marketing: How to Utilize Sensory Marketing
Subscriber Account active since. Instagram When it comes to defining your brand, you want to create something that sticks. Lindstrom believes that over the next decade, there will be major shifts in the way we perceive brands. Lindstrom discusses how big brands are incorporating different senses into their branding techniques. Small businesses should also begin to re-think their own strategies to not only boost sales, but to prepare the company for success in the future world of advertising. Smell can also evoke memories. The sense of sound is more easily conveyed, but can just as easily be done wrong in an advertising campaign. A sound can be a jingle, a unique voice, slogan, or familiar noise. Taste The sense of taste is most easily conveyed in the food and beverage industry, but not every business takes advantage of it. The sound it makes was actually created in a laboratory.
Sensory marketing 5 senses: What you need to know
Was it the horsepower under the hood, the power train, the transmission or maybe even the entertainment system? Was it the design, the color or the price? For years, car manufacturers have been studying not only how to build the best cars at the right prices, but also how to market those vehicles so more people purchase them. That new car smell? The soft, plush feeling of the seats? For example, the BMW M5 features a recording of the motor that plays over the sound system, even when its off. Similarly, multiple Porsche models artificially amplify engine intake noises. Source: Car and Driver. Because it not only gives the driver a better impression of how the engine is performing, but also enhances the impression of power and speed. Now, when this is done via subtle messaging in marketing, consumers are more likely to retain information about the brand.
However, as consumers we like to believe that we are autonomous when it comes to purchasing a product but nothing is further from the truth! This means that creating emotional connections with customers is extremely effective in influencing their purchasing behaviour and, as a result, physical stores have an advantage over online stores when it comes to connecting with customers using sensory marketing. A variety of top international brands now have in-store experiences that use sight, sound, taste, touch or smell to create an emotional connection between customer, product and brand. Our sense of smell is connected to our limbic system which regulates our emotions and memories which is why it is the sense with the most memory recall. An example of a brand that successfully uses sensory marketing via smell is Rolls Royce. This evokes memories of when the owner first bought the car creating an emotive brand connection.