Sensory marketing has a clear objective: to love and engage customers through the senses. To do this, it tries to create experiences; it invites to smell, to see, to taste, to feel, to listen and, in short, to excite. But, can you think of how to achieve this goal if the consumer’s mind is saturated with information?
A sensory marketing campaign must be created from a product or service that has an emotional link with your target. And for this, there is nothing better than ending certain taboos, as the user is only influenced by aspects such as price or quality at the time of purchase.
Put yourself for a moment in the place of the user do you only care about the price or is there something else that pushes you to make certain purchases? It is demonstrated that the perception of smells, tastes, the environment, colors, sounds, and textures plays a decisive role in this whole process.
The 5 senses applied to sensory marketing
And, as you can imagine, the memory will return again and again to your mind, causing the consumer to relieve sensations.
– The view
Visual marketing is focused on colors, designs, shapes, size … Keep in mind that the main objective of visual content is to remain in your memory as long as possible. That’s where photographic memory comes from.
But it is not easy. 90% of the information your brain receives is visual. So most brands are thinking at each moment to create pieces that can impact or persuade.
And in this sense according to Natalie Nahai, a web psychologist, color is one of the determining tools when it comes to persuading. 85% of users say that color acts as a trigger in the purchase process.
And is not for less. Although you have not thought about it, with what brand do you link the color red? If you think of Heineken, is there any color that comes to your mind?
– The ear
Marketing applied to the sense of hearing is also known as auditory marketing. It is nothing new. Music has always been a lethal weapon to stimulate, persuade, generate emotions and reinforce the brand image.
A study by McGill University states that the human brain deciphers sounds associated with emotions much faster than other types of content. That is, if in an advertisement you want to transmit humor and joy, the brain will capture the situation much earlier if you hear background laughter. That will contextualize the purpose of the content and associate it with the emotion you want to convey. It is also much easier to remember the song of an ad than the product that is being sold. You may like also: http://www.wetakecareofbusiness.net/importance-of-a-business-plan/
On the other hand, in the physical stores themselves, music can influence the mood of the buyer so much that it can even encourage him to buy more. But like everything, in its just measure and with coherence.
For example, how would you like to put relaxing music in your gym for sports? The most indicated would be to put motivating songs that push the movement. The same in any store. You have to find a balance between the image of the brand, the values you want to transmit and find the right music to create a perfect climate.
Like the ear, touch favors the identity of the brand. However, this type of experience must be created in the offline world, where the user has direct contact with the product. The sense of touch has become very important and significant in recent years in the business world. Hence the potential of touch marketing.
For example, the experience of entering an Apple Store is unique in the world of electronics. And all experiences are born and revolve around the possibility of using the products. However, this does not all brands, and less with high-end products such as Apple.
The stimulation of smell is one of the most powerful tools of sensory marketing. The use of aromas is important to identify a product or even a brand. Thus, the development of smell is also used to stimulate impulsive purchase at points of sale.
Although it is impossible to please all customers, personified scents can be created that can convey comfort or give a certain taste to a site. In this way, every time a person perceives certain smells, your brand will come to mind.
In any purchase process, the user goes through a complete sensory process. From the moment you have sensed the senses, they will go to the cerebral cortex where the intensity of the sensations you have received will determine if you like or dislike it. In other words, the sense of smell is largely responsible for creating a brand image.
– The taste
The last sense of sensory marketing is taste, a mix of all the previous ones since it includes several characteristics of the others. In fact, their job is to activate the other senses to help the creation of the brand image.
People remember 15% of what they taste. It is a level of retention much greater than that offered by the other senses. And that is the reason why this sense is one of the fundamental claims of the hospitality sector. Why do you think that supermarkets give you free samples of some foods?
In search of emotions
The human body can remember 1% of what it touches, 2% of what it listens to, 5% of what it sees, 15% of what it tastes and 35% of what it smells. Do you think that marketing can take advantage of this reality to increase brand recall?
The answer is obvious. Sensory marketing cannot be associated with a purely promotional campaign. It aims to achieve better positioning in the mind of the consumer creating special moments and managing to stimulate emotions. In fact, at the moment that the client receives information through the five senses, the brand stays for longer in its top of mind.