Since the 2000s the sensory marketing is more and more used by the brands. What’s the interest for them? Why did the sensory marketing become so famous, and sometimes inseparable of a brand?
The musical atmosphere
When you walk into certain stores, shopping centers, cinemas, medical offices, etc. you certainly noticed the music playing at this moment. Indeed, several public places use the marketing sound, especially because some studies showed that music affects the perception of time for the buyers.
Companies quickly realized the importance of this kind of marketing, and do business in this domain. It is for example the case of the company named Midiscom, which has its own musical creation studio.
Several brands also invest in jingles, and some of them became recognizable in the first seconds, like the one of Mc Donald’s, Samsung, Evian, Dim, Coca-Cola, etc.
An attractive visual
The view is the most requested sense because the most stimulated by the environment, either through screens, displays or texts, etc. “80 % of the information reach the man by the intervention of the view.” That’s why it’s essential for the brands to create an attractive visual by taking care of choosing the right colors, forms, textures, motives, during the conception of a product, advertising campaign, exhibition, etc.
The logo conception is an important step if you want to succeed in visual marketing, because this one must stay in the consumer’s mind. The brand Apple is a very good example of a logo, with its famous apple.
A scent logo
To add an atmosphere perfume can also be a real advantage. The sense of smell is a powerful sense which can stimulate at the same time our memory and emotions: “The rate of loss of the olfactive memory is around 5 %, while visual memory is around 20 %.”
The taste above all
It often happens to meet, in big cities, brand ambassadors who distribute products made by brands, such as have already made Michel and Augustin, or M&M’s. This allows to promote the brand, but also the consumers to test the products.
We also find in shops some tasting stands for food such as cheese, delicatessen, fruits … And all this in order to encourage customers to buy the product. But “all the brands can’t cheat on their products, the customer will like or will not like the taste. »
A pleasant touch
The tactile marketing must not be underestimated, given that the client judges what he touches. The sensation should be pleasant. For this, the choice of the product material and shape must be favored.
Please note that you can find two different sorts of tactile: the instrumental touch (in order to have more information on the product) and the touch where the customer wants to experience a feeling.
The contact that can have the consumer with the sellers, products or store environment, has a real influence on the sensation of his comfort and well-being, which will decide him so spend more time or not in the shop.
Nowadays customers are submerged by many brands and products. Introduce the sensory marketing in your strategy can become a real way of differentiation, as well as a real added value. As the professor Béatrice Querette said: “What matters for the client, it’s to buy a personal sensation […]”
And to encourage the feelings, what’s better than the sensory marketing!?
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