Sensory Marketing: learn about this trend that is here to stay
We all know very well that a successful marketing strategy establishes a connection between the brand and the product (or service) with the consumer and its needs, desires, and perceptions. That’s why nowadays, brands that are considered successful understood that they must evoke feelings and emotions.
Whenever one of our senses is stimulated, the part of our brain responsible for our memories, emotions, pleasures, and feelings is automatically activated. With that, the interaction between the brand and the consumer intensifies. All of this can be better explained by Sensory Marketing.
What is Sensory Marketing?
Sensory Marketing refers to techniques used to evoke emotions from consumers in order to influence a certain behavior based on how your brand/product/service makes them feel. Sensory Marketing seeks to gain the trust and attention of the consumer by appealing to each one of our five senses (vision, hearing, smell, taste, and touch).
The beauty of Sensory Marketing is that it aims at engaging consumers by focusing on experiences. When a brand triggers multiple senses, we make a deeper connection with the experience by creating an emotional connection.
Virtually every brand that is now considered iconic has managed to achieve such status because they realized the opportunities behind sensory marketing.
And don’t be foolish by thinking that Sensory Marketing is impossible in our digital/online world!
If in the past, the only senses triggered by brands while a consumer was on its website were vision and hearing, with the advancement in virtual and Augmented Reality technologies, brands are now able to evoke other senses as well.
Sensory Marketing to create expectations
When we look at a product on a shelf, there is a temporal order, that takes place. First, we see the product and then, if we find it interesting enough, we interact with it by touch.
Many times, these perceptions can be conflicting. To better understand what I mean, think of a water bottle you see on the shelf at a supermarket. When you first look at it, you think it’s a plastic bottle but after you touch it, you realize that it’s actually a glass bottle.
The expectation is precisely the driver of Sensory Marketing success. Do you know that saying “you only get one chance to make a good first impression”? Well, it’s the first glimpse of a product that will define your expectations regarding its shape, material, taste, etc. In this case, there are two paths:
- The experience will be positive if the interaction with the product exceeds expectations.
- The experience will have a negative impact on consumers if the interaction falls short of expectations
To meet the consumer’s expectations in regards to experience, you can use the following strategies:
- Use emotional appeal
- Have the consumer imagine the smell (think of a coffee commercial)
- Associate background music (or sound effect) with your product
- Invest in packaging, printed material, and product design to stimulate touch
- Create an appealing campaign and/or ads, after all, our vision is our most powerful sense.
Want to learn more?
To learn more about the Sensory Marketing universe, I’d like to first invite you to learn about Mood Marketing. This is the marketing technique where we are trying to evoke emotions from our target market.
Did you like this article? Make sure you share it with your friends and colleagues! While you’re at it, don’t forget our other InSights where we discuss everything from photorealistic product images & videos, augmented reality to engagement marketing!
‘Till next time.