Have you heard of Sensory Marketing? This technique uses the 5 senses – touch, smell, taste, vision, and hearing – to conquer the public. That’s right, that’s it! Besides being a way to increase the quality of your products, it is a great opportunity for you to improve sales. But, after all, how to put this strategy into practice?
What is Sensory Marketing?
Sensory Marketing, as a derivative of creative actions, has the function of stimulating the five senses of human beings to awaken a certain need to purchase, to the point where the company also offers a differentiated experience. Nothing better than seeing in practice, right? Here’s how each one acts and impacts decision-making.
Have you noticed how much the consumer needs to feel the product? Whether you’ve done a good presentation or the description is perfect, it’ll always use touch support, as it’s a way to understand the possible textures and quality level – and it’s this contact that can be definitive for a sale.
Smell is the sense that reaches the client’s mind. Smell has the power to associate places, moments, and people. In the case of Point of Sale, it is interesting that the units have the same aroma, which will allow a direct connection to your company.
You didn’t fall for that taste is unique to food companies, did you? Exploring this sensory marketing associated with the well-being of your customers. Serving juice, tea, coffee, water, or biscuits is a means of making the climate lighter – and an invitation for consumers to repurchase their products and services.
Although people often associate vision with propaganda, here we are talking about visual identity. A good combination of tones, fonts, and elements can act on the consumer’s imagination so that they can remember exclusively your brand. Invest in knowledge such as color psychology, color palette, and design in general.
According to a study promoted by Heartbeats International, 35% of people spend more time in a store when they like the soundtrack, while 31% return to make new purchases. Music is an element of sensory marketing that makes a great impact to the emotional, able to awaken countless feelings and mood variations. Who doesn’t like to please the audition, do they?
To learn more about Sensory Marketing visit the Rock Content blog.
With increased market competition, companies are looking for different ways to reach the public. Not for nothing, the unboxing experience is on the rise, a technique that develops and strengthens the bond between both parties, resulting in long-dreamed customer loyalty. But what most people don’t realize is that the secret is in the details, as Ellen reports. “Even though we’re in an increasingly connected world, real-life still happens offline. That is, we humans like and need to experience all the experiences that our five senses allow.” And that’s where the purpose of that stimulus lies. “Sensory marketing will use this human sensitivity to promote a complete experience, where we have the perfect environment for shopping, for example,” he says.
Companies that understand the true meaning of this type of investment in sensory marketing do not measure efforts to increasingly improve experiences democratically. “We don’t need to go too far to see examples that work in these cases: a specific smell of a store, the playlist of a restaurant, the velvety touch of a box that arrives by mail, and so on. In addition, by exploring other meanings besides vision and hearing – mostly used in advertising campaigns – we can ensure more accessibility to people with disabilities”, says one professional.
Therefore, it is clear that the great differential is related to looking at the whole. “To think of the consumer as a complete human being in his senses and offer an unforgettable experience to him. Thus, in addition to making the shopping experience more enjoyable you will also build a unique brand identity, capable of retaining the most demanding audiences”, he suggests.
Why adopt this strategy?
The idea of putting sensory marketing into practice will always raise the level of quality of your company. This technique is no different. “In a context of increasingly competitive markets, using Sensory Marketing strategies will put your business ahead of your competitors because you are investing in building affective bonds with your audience. And this bond along with the right stimuli can lead the consumer to buy their product without a direct sales action”, exemplifies Ellen.
If there are still doubts out there, the Branding & Communication Manager has brought a success story for you to understand even better. “I once saw a successful realtor in the busy U.S. market tell one of her secrets: she arrived a few minutes early and put cookies to bake in the oven. Upon arriving at the property, the possible buyers were welcomed by that delicious aroma that sent them to the coziness idea of home … That is, all the sensations they sought in their new property – the sale process was facilitated by cookies.”