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Consumers are overwhelmed by the endless flow of information. So, brands must identify a new way to stand out and connect more meaningfully. Sensory marketing that engages multiple senses, such as sight, sound, touch, taste, and smell effectively improves brand recall and encourages customer loyalty. Businesses can create memorable experiences that resonate long after by appealing to consumers’ sensory experiences.
Among all five senses, our most predominant is sight, which makes up 80% of the information that our brains absorb. Pictorial elements like logos, colour schemes, and designs are at the base of any brand identification. Sensory marketing takes this visualisation one step further when these fundamentals interact with the experience of the consumer.
For example, the repetition of a particular colour for packaging, website or advertisements reinforces a brand identity. For example, the Coca-Cola and Tiffany & Co logos immediately provoke a name because of their distinctive colour. The aesthetic appeal of company merchandise, such as customised products with a design or vibrant colour, may create an after-effect on the recipients’ memory to favourably recall a brand.
Sound plays a crucial role in the moulding of consumer emotions and behaviour. For instance, how often do you hear that particular sound when you turn on an Apple device or the familiar jingle of fast-food advertisements? All these auditory cues are designed to trigger instant recognition and hopefully positive associations with a product.
Businesses can leverage sounds differently, from background music used in stores to flashy sound logos supporting brand identity. For instance, playful music in the retail environment will provoke a lively atmosphere that will keep customers in store for longer, increasing the possibility of a purchase.
This is one of the least used aspects in sensory marketing. But we have probably all felt a time when our perception has been influenced by how an item feels in our hands and if that has increased our sense of attachment to it.
Tactile elements can be added to a marketing strategy by using superior quality materials to manufacture a product or packaging. For example, a luxury brand can use the soft-touch finishes of their packs to communicate a sense of exclusiveness and prestige. Likewise, the use of interactive display windows in stores where a customer can physically interact with the product also enhances its intimacy and yields higher recall. Corporate promotional products like plush toys or textured notepads can also be a sensory representation that keeps reminding the recipient about your business.
Memory and emotion are highly connected with the sense of smell, which makes it a great trigger for sensory marketing. A positive smell is likely to recall positive feelings and experiences related to it. Thus, it can be allied to increased brand recognition and loyalty. For instance, the aroma of freshly baked cookies in a bakery or the signaturescent of a hotel chain becomes so closely tied to the brand that it identifies it uniquely.
So, businesses can include scent in their marketing in many ways, such as having signature fragrances in their locations or infusing their products with subtle smells. This method is useful in hospitality, retail, and automotive in terms of creating a vivid, memorable atmosphere that aims to entice customers.
Taste is a sense that immediately associates the purchaser with a product. Even though this sense applies particularly to food and beverage products, other business ventures can also comprise taste in their marketing campaigns. For example, a cosmetic company can launch a flavouredlip balm, or a wellness company can offer free samples of herbal tea for people to try.
Providing a taste experience, such as free samples or tasting events, usually associates a brand with good memories. Beyond creating a sensory event, it actually allows the consumer to engage with the product in a memorable way, increasing the chances of repeat purchasing and positive recommendations to others.
Sensory marketing can help in creating more profound experiences for customers. It thoughtfully engages multiple senses to help a business build a stronger emotional connection with its audience, while making its brand more distinctive and memorable. For companies looking to expand their impact through bricks-and-mortar stores, digital media or corporate merchandise, using the power of sensory marketing makes great sense. Integrating these principles into your branding efforts can provide a unique advantage. To elevate your brand presence with high-quality promotional products in Melbourne, Adelaide, Sydney, Perth, Brisbane and across Australia, consider Coastal Direct Promotional Products. We offer a unique range of customisable items to help businesses create lasting impressions. Incorporating these products into your sensory marketing strategy can effectively engage your target audience and promote deeper loyalty to your product or services.