Here are some great techniques and examples of how you can use sensorial marketing for the benefit of the company’s successful performance.
Why are marketers interested in scent and other sensory stimuli?
The inputs picked up by our five senses constitute the raw data that generate many types of responses. Sensory data emanating from the external environment can generate internal sensory experiences. For example when a song triggers a young man’s memory of his first dance and brings to mind the smell of his date’s perfume or the feel of her hair on his cheek. All the sensory ploys look to play on the limitations of the human brain, which is unable to cope with sensory overload. So a subtle scent or a particular sound can be just enough to awaken positive past associations or simply alter our other sensory perceptions.
Sensorial marketing refers to the manipulation of some elements by retailers that are related to human senses, to create specific atmospheres and ambiances. This promotes the development of key performance indicators such as the duration of the visit or the money spent in the store. Sensorial marketing and the right use of our sensory stimulus can even affect our spontaneous buying behavior. That is why marketers are interested in scent and other sensory stimuli to get to know, observe and use them for the benefit of the company’s successful performance.
How can sensory stimuli be integrated into the marketing mix?
Sight– well-organized, beautiful, not too shiny but the light atmosphere and interior design must be used in the place where the product is being offered. Nice visualization of the price, for example using the red color on the poster of sale, the first digit should be lower to be perceived as the low price (4.99$).
Smell– Can be used in the place of the brand to boost sales and increase spontaneous buying. Bakeries with the smell of fresh bread, Pastry with the smell of vanilla, Fragrance shop with the great scent of mixture aromas, etc.
Sound– Can be used in commercials like Coca-Cola does it. “Opening Coca-Cola sound” is already famous for everyone and has been retaining the top of mind association for consumers.
Touch– The sense of touch is crucial while consumers are buying products. For example, when consumers are choosing the clothes they are touching and feeling the materials. They are touching groceries and fruits to feel whether they are fresh or not and so on. That’s why companies should allow customers to touch and feel the products.
Taste– Tasting the products such as cheese, sausage, ham, wine, etc. are crucial for the promotion of the products.
What issues can you envisage in the use of such stimuli in marketing?
Marketing is developing and changing day-by-day. It’s really hard for the companies to catch up on the love mark brands, so they try to think something up to compete with them. While doing so companies may face issues. This may be going too far or turning into something irritating like Frito-Lay irritated and received consumer complaints about making the packaging too noisy.
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