Do you love the smell of coffee brewing? Has it spontaneously stopped you in front of a shop, for more than a cup of coffee? After entering the shop, did you order some baked cookies and coffee and want to spend some time in the shop because of the calm ambience with soft music?
Making customers enter the coffee shop is the first part of Marketing. Inducing the customers to buy more products or spend more time is the ultimate success of their Marketing Strategy. The impact of Emotional Branding in Marketing is highly utilized here for their Sales and Brand Awareness.
Well, this is why Sensory Marketing is used by most brands and businesses to market their products, increase their sales and advocate their brands.
Sensory Marketing is an effective tool that appeals to at least one sense to get significant, positive, and ultimately profitable responses from the main target audience of a business. Sensory Marketing offers a unique and memorable experience for its target audience. It’s also well-known that it performs best when multiple senses are targeted in a single message or campaign.
Most brands are aware of using more than one sense to elicit emotions and ensure they can conquer every customer sector with at least one sensory technique.
Sensory Branding is a Powerful Brand Development Strategy for Increasing Brand Awareness and Loyalty. It engages customers’ cognitive, behavioral and emotional responses and evokes positive feelings about a product in their store. It also urges the customers to get one.
In simple words, Sensory Marketing can deliver more revenue to a company.
Google’s data-driven decision to choose their Advertising Link (Ad-link) blue color shade from 40 different shades of blue is an obvious example of Sensory Marketing. Since then, Google’s advertising revenue has increased by $200 Million per Year on Google Ads.
Consumers tend to be more likely to purchase products that are pleasing to the senses than ones that are bland and lifeless. Here are some tips for Sensory Branding.
One of the most important aspects of Sensory Marketing relates to sight. People like to be captivated by visually appealing things. This form of Marketing goes back to ancient times when Egyptians created Papyrus Posters to attract potential customers to the markets. Although this isn’t the only example of Visual Marketing, it is a good example of how far back this type of sales technique has been used.
Today, Vision Sensory Marketing is possible in many ways. You can create Infographics, Graphics, Posters, Images, Artwork, Photos Colors and Videos, and Advertise your Products. Visionary Marketing is the core of Digital Marketing, and Marketers are utilizing Online Social Media Platforms like Facebook, LinkedIn, Twitter, and Instagram to reach new heights.
Colors deliver a different look and feel to a brand. A brand with more Green is Wholistic, and Red is Passionate. Colors incline the brain, more than other sense organs, towards a particular brand.
Graphics can stimulate the senses and create an emotional response in consumers. When used properly, Graphics can be a powerful tool to help businesses connect with their customers on a deeper level and boost Sales. Some businesses are increasingly using Graphics in their Marketing efforts, and it’s easy to see why.
Videos are a powerful tool for creating an emotional connection with your audience. Videos generate a physical response, such as increasing heart rate or inducing goosebumps.
When combined with other sensory elements, such as scent or sound, Videos can create a truly immersive and impactful experience. Videos are a great place to start if you’re looking to utilize Sensory Marketing in your business.
You may not consider writing an art form; however, that’s not the case. The most ancient form of Marketing available is the ability to influence others with the Written Word. Visual Marketing can be as simple as a sign on a door for promoting a business. This section of the Blog is a Form of Visual Marketing. A headline combined with images and the right font can make a big difference to an advertisement.
A brand’s look and feel can be changed by the Lighting in a company story or environment. Customers may experience a different store experience with Mood Lighting and Lamps.
Traditional Visionary Marketing Tools like Magazines, Whitepapers, eBooks, and Catalogues promote business. You can create a Digital Publication, just like a paper document, that your customers can flip through.
The Traditional and yet Powerful Visionary Marketing is The Logo. Whenever Customers sees The Logo of a Brand, experiences associated with The Logo pops out and reminds them to buy or reject those products. That is the Power of Sensory Marketing.
Sensory Marketing includes Touch. It may seem odd to use Touch Sensory Marketing to Market Products and Services. However, it can be very effective in certain cases. The use of Touch can increase Brand Awareness by providing a consumer with important information. It can also generate a more iterative experience for customers.
Most Brands take advantage of Touch by using heavy card stock in their mailed advertisements or when purchasing high-quality products. Don’t underestimate the power of Touch. The combination of Tactile Touch and Brand Awareness can result in more shopping, similar to Apple Stores.
Apple Stores, for example, allow customers to test products in-store. Customers Touch and feel their products before buying them. Have you seen the Boxes of these packages? They are very heavy and thick. It creates a satisfactory feeling that they have bought something worthy. Thus, Touch and Feel helps them determine the product’s quality and ultimately improve Brand Loyalty.
One popular Branding Strategy in Marketing, is offering samples or free food. Consumers can be skeptical of new food, but if they are familiar with it, they will be more likely to purchase it. Taste is also very subjective. Sometimes, consumers may not like the Taste, so add other senses. The relationship between Taste and Smell is also important. Its effectiveness can differ depending on how the other senses are used to experience a particular Taste.
Some Smells can take you back to childhood or a specific moment in your past. It is important not to underestimate the sense of Smell, especially regarding your Sensory Marketing Strategy.
These are some great ways to incorporate Scent into your Marketing Strategy.
Sound-Based Sensory Marketing is the Auditory Marketing Campaigns run on Television, Podcasts, Radio and Online Advertisements. The most common Audio Marketing Tools used by brands are:
Since the rise of Radio Ads during the 20th Century, Voice Overs have become mandatory for Marketing. Someone reads the scripted advertisement designed to move/trigger the audience for action. There is usually a description of the Products and Services and the benefits and features.
Similar to films, using Sound Effects in advertisements has helped increase the drama of advertisements. Certain Brands employ Sounds to symbolize their Branding.
Example: Using a Single Sound for Special News on News Channels across the years.
Thematic Music in Ads can add meaning and tone to the text and images. Stock Music Tracks are available on many websites for video advertisements.
Several companies have succeeded in Evoking Positive Emotions and Enhancing Brand Awareness through Music Tracks and Unique Sounds related to the brain.
Have you ever wondered why large showrooms play soft Music inside the store?
Well, Music relaxes our brain and improves our mood to buy more.
If you are considering Sensory Advertising, make sure to explore all of the options available. Contact TBA for further assistance; we are happy to help you.
The Best Brand Awareness Sensory Marketing with Sound is the Sound Effect of the Mastercard Logo. We hear a Sonic Sound when the transaction is complete with a Mastercard. That Sound creates a feeling of consistency and security for consumers. Small variations tend to make a big difference.
One famous Sensory Marketing example is how Amazon plays Classical Music in their stores. Recent statistics state that 75% of shoppers will stick around a business where Music is enjoyable. It holds the audience inside the store for longer, while increasing sales.
If you are not sure of how to incorporate Sensory Marketing into Branding, Contact TBA. We have a deeper understanding of how Senses influence the Customer’s Product and Service choice.
