Also known as “sensory branding,” sensory marketing uses the five senses to reach consumers on a more emotional level. Recent studies in the field of embodied cognition show that we can make decisions based on bodily sensations without even consciously realizing it. Marketers can leverage sensory marketing to capitalize on this opportunity, as the vast majority of advertising, whether digital or offline, today is just basic visual or audio campaigns. How to use sensory marketing? Below I have summarized how each sense can be exploited to create an emotional association in a consumer to increase sensory appeal. The taste As you may know, taste is broken down into five different sensations: salty, sweet, sour, bitter, and umami. You can create a sensory marketing strategy that incorporates taste in a variety of ways.
One common method is to promote sampling and create a complete sampling experience for your customers. For example, if you have brick-and-mortar stores, why not bring your customers in for a pop-up event to give them a taste of a sample? Grab a band, set up Instagram-worthy, selfie-worthy spots with your brand front and center, and offer samples of your product. With guerrilla marketing , consumers can immerse themselves in an experience that reflects your product and your company’s overall image. The view In sensory marketing, sight is usually the sense that is most stimulated, and understandably so.
Consumers can quickly spot logos, colors, and brands, so it’s important to go beyond these traditional methods. Why not create a marketing experience that combines two senses, like sight and sound? You can use australia phone number data digital technology to create an emotional experience with your customers that will leave a lasting impact. For example, creating a virtual reality experience can give your customers different perspectives and immerse them in your product. Implementing a guerrilla marketing strategy can be used to visually brand your target audience. The touch It’s not just kids who see a new toy and want to touch it. Adults often want to feel and taste something before committing. Adding touch to your marketing strategy is the most proven way to get new consumers on board with a product or service.
Touch is achieved by offering a sample or hands-on experience to your audience. Many businesses use Touch Advertising Media to create a new and interactive experience for their target audience. The sense of smell Retailers have long used smell to create an emotional response in their consumers. Some retail stores have distinct characteristic smells that are consistent across the board. Every time you smell that particular smell, you are reminded of that store. This characteristic smell can be leveraged to encourage customers to adopt your product. If your product is edible, consider setting up your store so that your ovens are at the front of the store and the scent will waft out into the street to attract new customers. You can even use only certain ingredients and keep them warm so the scent stays consistent throughout the day.