In a constantly evolving environment such as the world of marketing, companies look for innovative ways to connect with their customers, and one of these new ways is sensory marketing. This area of marketing is based on connecting with customers through the senses to establish emotional connections. Today on the Zink Marketing blog we explain what sensory marketing consists of and how and why you should benefit from it.
The power of the senses
Technically speaking, sensory marketing is a multidisciplinary approach that involves one or more of the five senses (sight, hearing, smell, taste, and touch) to influence consumer behavior and perception. By strategically appealing to these senses, companies can create a more immersive and memorable brand experience for the consumer. This enables companies to strengthen their brand image by getting customers to associate them with certain sensations.
Depending on the direction to which the strategy is directed, sensory marketing is subdivided into several types:
This is one of the most widely used types of sensory marketing, as it is the easiest to apply, both in online and offline marketing. It is based on achieving brand recognition and differentiation through a well-defined and solid visual identity. Visual elements such as logos, corporate colors, the look and feel of your social media, design consistency, etc., are especially important in this context
In this case, the primary appeal of these types of strategies is the sense of hearing. Auditory signals, such as jingles and sonic logos, are a very useful tool that triggers instant brand recognition. Who hasn’t hummed the music of a well-known supermarket chain or a fast-food restaurant chain at least once?
There are many studies that discuss olfactory memory, and it is a determining factor in the case of this type of marketing. The idea here is to associate a smell or aroma with a brand to distinguish it from the rest, as smells can trigger powerful emotions and memories. Obviously, this type of marketing is not applicable in digital format, but depending on your business, it can be part of a more comprehensive strategy to surprise your customers and differentiate yourself from the competition.
Perhaps this is the most challenging to apply in businesses not related to the beverage and food sector, but it is still a factor to consider since, just like smells, tastes are closely linked to emotions and memories. Offering free product tastings in exchange for leads (such as an email address) is a way to implement this type of marketing that appeals to the sense of taste.
Finally, last but not least, we have tactile marketing, which is related to the sense of touch and how customers physically interact with our products. In this case, textures, materials, and product design become particularly important, from packaging to the product itself, enhancing the consumer’s experience. In this regard, some brands emphasize the sense of touch to convey a feeling of quality.
Benefits of Sensory Marketing
Although it’s not always possible to implement sensory marketing in all its aspects, it’s important to to take it into account in order to create a complete brand experience that engages the customer’s senses and emotions. When consumers encounter a product that stimulates their senses, they are more likely to remember and recognize the brand.
This is because our senses help us form emotional connections that, in turn, foster loyalty to a particular brand or company based on how they make us feel.
In short, sensory marketing is not just a trend; it’s a powerful tool that can significantly impact the success of a company. By engaging different senses, it creates a memorable and immersive brand experience, fosters emotional connections, and contributes to increasing customer loyalty and, consequently, sales.
At Zink Marketing, we can help you with a comprehensive marketing strategy, both offline and online. We will take into account the characteristics of your product or service to impact your customers’ senses and ensure that you stand out and differentiate yourself from your competition.