Sense of smell – sensory marketing

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Smell is an invaluable tool in sensory marketing. Smell memory is very durable, which means that brands that effectively use scent in their premises or products can build strong emotional associations. For example, some hotel chains use distinctive scents in their lobbies to create a consistent, relaxing environment for their guests.

The well-known chain of Abercrombie & Fitch stores is famous for its intense perfume scents, which are present not only in the store but also on clothes, creating an atmosphere of luxury and attracting younger customers.

Is there such a thing as a sixth sense in the world of marketing?
This intriguing question refers to the ways in whic australia telegram data h brands influence the minds of consumers, evoking lasting emotions.

While sensory marketing traditionally involves the five senses – sight, hearing, taste, touch and smell – there is an increasing talk of a “sixth sense” that refers to a customer’s intuitive perception of a brand. It’s the non-obvious way a customer “feels” a brand, even before they know its specific attributes.

The sixth sense in sensory marketing is related to the subconscious influence that a brand can exert on an emotional level. It is the effect of the deliberate use of sensory stimuli, which arouses a sense of security, trust and authenticity. An example is the atmosphere created by scents, subtle music or the pleasant texture of products, which together build deeply rooted associations.

In the world of sensory marketing, the sixth sense becomes the “brand aura” – the result of the harmonious cooperation of the senses that together attract, engage and remain in customers’ memories longer than a single experience.