Sensory Marketing: What Is It, and How Does It Work?
Here’s the science behind it: We all have five senses — sight, hearing, touch, smell and taste. When two or more senses are appealed to in a consistent way, they amplify each other.
Now, when this is done via subtle messaging in marketing, consumers are more likely to retain information about the brand.
And that’s why brands spend so much time and money on determining what types of sensory cues best combine to create an effective, positive message.
The good news is that with some research, knowledge of human nature and common sense, you can already apply sensory marketing.
Let’s put it into practice, ask yourself the following questions:
- What are your brand’s characteristics?
- How can those characteristics best be conveyed via sensory cues?
- In what ways can you build those cues into your product, store(s) and promotional materials?
- Which combination or combinations of those cues evokes the most powerfully positive impression of your brand?
For example, if you own a law firm, then your brand’s characteristics are likely quality and reliability.
The sensory cues that could be associated with these characteristics are visual clues such as conservative imagery, colours and fonts in all of your digital and print materials; thick, high-quality paper; and an office with classic interior design. Your attire would be formal and classical music playing in the background would be a lovely addition to the sensory mix.
Of course, it can be challenging to put all of this together — especially when you have your core business to attend to. But at least you can start thinking and experimenting with it.
Sensory marketing that appeals to the five senses will help your business become more creative. It will broaden your reach, and potentially get more people talking about and buying from your brand.
In the next few posts, I will be uncovering each sense in more detail and give you ideas that you can implement in your business.
If you are ready to bring sensory marketing to your business feel free to get in touch.
PS: “Branding is the process of connecting good strategy with good creativity”. – Marty Neumeier