Blog post by: Hadley Vertz, Baer Performance Marketing Intern
Have you ever thought about why companies like Apple and Starbucks are leaders in the world of marketing? This is because of their consistent brand identity that frequently relies on sensory marketing. Sensory marketing is essential to successful and effective branding. So, what is sensory marketing? Sensory marketing is the process of systematically managing customers’ perceptions of and experiences with marketing stimuli. It works through associations consumers have with the product and sensory input, such as sight, touch, hearing, taste, and smell. Brands can appeal to customers using the power of the senses to shape long-lasting and beneficial mental associations. In this article, we’re reviewing each sense and the vast potential they can have to boost a marketing strategy.
Sight
Did you know color can directly influence perception? It is, for this reason, why choice of color in branding is so crucial. Each color varies in connotation and correlation, and usually, customers think alike when it comes to color perception. For example, brands incorporating pink tend to be portrayed as imaginative, passionate, youthful, and creative. Blue can be associated with loyalty, trust, and security. Red and yellow trigger hunger, which is why a lot of fast-food companies use these colors. Choose your colors wisely, and evaluate the pros and cons of each color before incorporating them into branding.
The sense of sight is also important when it comes to packaging. Creative packaging grabs consumers’ attention and differentiates the product from competitors in a consumer’s mind. Apple is a great example of a company with innovative, sleek packaging. People keep the boxes that the products come in just because they are aesthetically pleasing. Packaging is also crucial in liquor sales. When there is a whole shelf of the same type of wine, people tend to look at two things: price and packaging. Wine labels that look fancy will make the consumer think the wine is fancy.
Touch
Toilet paper and mattress brands sell products that must feel good physically. Some ways brands market using touch is keeping a portion of the packaging open for people to feel the product. Doing this allows consumers to test the product before purchasing. Touch is also a great way to create a stronger connection with customers. For example, it’s been proven that if a waiter hands the bill to a customer as he’s slightly touching the customer’s shoulder, he is more likely to receive a larger tip. The touch allows the customer to feel a more personal connection.
Hearing
Music has the ability to directly affect our feelings and emotions. Slow tempo songs can make us feel dreary and sad, while upbeat songs help us to feel joyful and enthusiastic. The music a brand plays in their store helps us to understand if they want to be perceived as trendy, friendly, or professional. The same idea goes for commercials. The music selected for commercials says a lot about the message they want to convey. Sad songs appeal to the consumer’s emotions and connect them with the message, while happy songs help them to feel excited about the product/service. Music also helps to capture the attention of potential customers and pull them in, which is why many commercials use songs by popular artists.
Taste
The sense of taste is commonly used in the marketing of food brands. You can market using taste by handing out samples at the grocery store or outside a restaurant. Some people don’t want to try new brands or foods because they fear they won’t like them and will have wasted their money. Samples allow people to try foods before purchasing.
Smell
Smell is strongly associated with memory and emotion. It can directly affect a customer’s perception of a brand. Abercrombie & Fitch is the perfect example of a store that uses smell to its benefit. Their strong scent is sprayed throughout the store and stays on their clothes until washed. Customers all over the world recognize the Abercrombie & Fitch smell. The scent is directly connected to the brand in the consumer’s mind. Hotels often use this tactic as well. In fact, it has been proven that hotels can nearly double their ratings when they put air fresheners in their rooms.
Using these strategies will not only increase profits but will help maintain a consistent brand identity. Our team at Baer Performance Marketing can assist in the development of an effective sensory-focused marketing plan. Contact us today to get started.
