Have you ever thought about why companies like Nike and Coca-Cola are leaders in the world of marketing? This is because of their consistent brand identity that frequently relies on sensory marketing. Sensory marketing is the process of systematically managing customers’ perceptions and experiences of marketing stimuli. It works through associations consumers have with the product and sensory input such as sight, touch, hearing, taste, and smell. Using these elements, brands can appeal to customers emotionally and shape the associations of these senses in their minds.
Did you know color can directly influence perception? This shouldn’t be any surprise, as different colors portray different meanings. It is, for this reason, that choice of color in branding is so crucial. Choose your colors wisely and evaluate how a consumer might perceive each color choice before finalizing your brand’s colors.
The touch sense is crucial to brands that sell certain products. For example, toilet paper and mattress brands have to sell products that feel good physically. Brands market using touch by keeping a portion of the packaging open for people to feel the product. Doing this allows consumers to test the product before purchasing.
Hearing is one of the most powerful senses, as music can strongly impact our emotions. For example, slow-tempo songs make us feel down and gloomy, while upbeat songs feel happy and cheerful. Brands can apply this type of sensory marketing by choosing the songs they play in their stores and commercials carefully.
Using the taste sense is most commonly found with food brands. We can market using taste by handing out samples at the grocery store or restaurant. Most 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. Then, when they realize they like the food, they will be more inclined to purchase.
Smell is strongly associated with memory. A strong scent can bring someone back to a particular place or time, which is why it’s a great marketing tool. Using a strong scent in your store will increase the likelihood that someone remembers your brand. Abercrombie & Fitch is a 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. As a result, customers worldwide recognize the Abercrombie & Fitch smell. Whether they like it or not, the scent is directly correlated to the brand in the consumer’s mind.
Want to learn more about how to implement sensory marketing in your business? Using these strategies will increase profits and help you keep a consistent brand identity, allowing you to grow quickly and steadily. Our Vertz Marketing team wants to help you create an effective marketing plan. Contact us today at (262) 910-4125 to get started.