Sensory marketing is an invaluable way to drive sales for any face-to-face business, be it retail stores, restaurants or anything else that interacts directly with its target consumers and clients. By harnessing multiple senses, sensory marketers can craft experiences tailored to match with the brand identity.
Taste sensory marketing typically entails offering samples of food and beverages to encourage customers to purchase your product while building loyalty among potential buyers.
Smell
Scent can evoke memories and form emotional associations between customers and businesses. Utilizing scent as part of their brand identity helps businesses differentiate themselves in customers’ minds while building loyalty over time.
No matter if your product or service offers luxurious beauty products or a unique taste, sensory marketing is a powerful strategy for driving loyalty and business growth. Understanding what appeals to your target audience – stylish aesthetics or smooth textures perhaps? – and then finding creative ways of including these sensory aspects in your marketing will do the trick.
Taste
Taste may seem like something only food businesses should use as an effective marketing tactic, but many other industries can leverage sensory marketing techniques as well. From the inviting smell of freshly-baked bread to Alka-Seltzer’s familiar “plop, plop, fizz fizz”, all products can benefit from sensory advertising.
Sensory appeal draws customers in by stimulating all five senses. Contrary to traditional marketing which assumes consumers will systematically consider concrete product features, sensory marketing uses the power of sensory stimulation to develop emotional connections with customers and establish brand identities. Through stylish aesthetics, pleasing sounds or tangible interactions – effective sensory appeal can set your business apart in the marketplace and increase sales – but only if your target audience knows how you plan on stimulating them!
Sound
Sound marketing uses various audio-visual components such as traditional jingles, signature tunes, ambient music and sound effects to portray an ideal image and strengthen value proposition. These elements all help establish and communicate brand identities while increasing overall value proposition.
Classic marketing assumes consumers will consider concrete product characteristics when making purchasing decisions; sensory branding seeks to tap into consumers’ emotions and life experiences when making purchase decisions – creating a personalized connection between customer and company.
Starbucks employs various sensory marketing techniques to create an in-store experience that’s hard to recreate online, such as offering rich aromas of freshly brewed coffee, soothing jazz music, and visually appealing decor that all appeal to customer senses.
Touch
Touch can be leveraged in sensory marketing to captivate consumers at every step of their buying process, from product design and packaging to advertising campaigns. Audio marketing campaigns that incorporate signature sounds, tactile interactions and variable tempos and pitches create unmistakable identities that keep brands at the forefront of consumer minds.
Appealing to consumers’ sense of taste is typically easier for food and beverage brands, but can also be utilized by other industries. For example, furniture sellers will often allow their customers to sit on and experience their furniture before making a decision to purchase.
Apple is another stellar example of a company which employs sensory marketing strategies effectively. Their products, with their pleasing touch points and signature aroma of coffee beans, and in-store experience create a memorable brand image for consumers that cannot be mistaken.
Visual
Visually pleasing businesses stand out from their competition through visual marketing methods such as graphics, posters, art work, images videos and white papers.
Touch can be leveraged as part of sensory marketing through floor models and demonstrations, such as testing mobile phones or cars in person before making their purchase decision. Furniture retailers allow shoppers to sit on and feel products before deciding if they should buy.
Studies show that scent can play an integral part of marketing strategies, with studies revealing certain smells being linked with specific emotions – for instance lavender helps relax consumers while ginger and peppermint can boost energy levels.