Today, there are dozens of theories about how to impress customers. A popular pattern is the emotion label. Sensory marketing, also known as emotional advertising, is a way of capturing the five senses of your audience using emotional appeal. It focuses on creating content that uses the senses of sight, touch, sound, smell, and taste.
Sensory branding or multisensory marketing is a great way to capture an audience and make your brand memorable.
Some enjoy watching the scenes; others want to hear the audio, while others are impressed by the touch or the smell. All of these emotional appeals can be applied to marketing products and services.
What Is Sensory Marketing?
Most people are not aware of this concept – they ask “What is Sentiment Marketing?” There may be many ways to describe emotional marketing, but the definition of emotional marketing remains the same.
Simply put, emotional marketing involves the implementation of a marketing campaign that attracts the five senses of sight, sound, touch, taste, and smell.
Sensory marketing involves several techniques used to reach your customer’s feelings and influence their behavior based on how your brand and tactics make them feel. The use of media sensibilities in advertising and marketing campaigns can greatly affect your audience and their decision to purchase your product.
Why Does Sensory Marketing Work?
Today, the best marketing is all about the customer experience. This applies to product design as well as web design. If the user does not have much time, none of it matters.
As you can imagine, sentimental marketing is very well connected with this concept. Sensory marketing has become a strategy for many multinational brands as it enhances the customer experience. For example, Abercrombie & Fitch and Dunkin ’Donuts both used sensory marketing to increase sales in a South Korean store by 29 percent.
Sensory marketing offers a holistic experience. For this reason, it stands out as a uniquely interactive way to win the audience’s attention. Sometimes, you have to focus on more than one media sentiment to make a big impact and achieve better results.
How to Appeal to Your Audience’s Senses
While Dunkin ‘Donuts may seem like an obvious candidate for emotional marketing, you may question your own brand’s relevance to the process. Fortunately, this tactic is well suited for a variety of industries. Here’s how you can use it:
Play on the Sense of Smell
When Dunkin’ Donuts used sensory marketing in South Korea, it released a coffee aroma into the air while playing its company jingle. Even if this sounds a little too extreme for your brand, there are still ways to play on your customers’ sense of smell.
Two smart options include placing scented ads in major magazines or using trademark scents in your stores.
Include sound in Sensory Marketing
Today, all brands need emotional advertising to find a way to use sound in their branding efforts. If it seems difficult, you can trust that there is always a way to do it. Take, for example, Victoria’s Secret, the underwear legend, who plays classical music in its stores to make customers feel like they are part of an exclusive shopping experience. In a 2018 study, Mood Media found that 75 percent of customers stay in a store while enjoying music.
Create Marketing Senses for Touch
Touch is a powerful feeling, and most brands find it easy to use. There is almost always a way to take advantage of your brand structure. This could mean using heavy, high-quality card stock for your mail ads or going the extra mile to make sure your products are in good customer hands.
Use Visually Appealing Sensory Marketing
Of course, vision is one of the most powerful emotions in the world of advertising. Fortunately, this is one of the best marketing sentiments. To maximize the value of the view, make sure your company’s website is beautiful and engaging to customers, or hire an expert to design your social media or advertising graphics.
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