Modern market places, sounds and smells are very rare accidents. Most likely, they are the tools of an advanced psychological marketing strategy, called “sensory marketing” that is designed to win your loyalty and, most importantly, your dollars.
A Brief History of Sensory Marketing
The area of psychological marketing known as “sensory marketing” is an advertising strategy that seeks to hear, smell, taste, and touch to create an emotional connection to a particular product or brand.
Wants to appeal to one or all of the five human desires.
A successful sensory branding strategy measures certain beliefs, feelings, ideas and memories to create a brand image in the mind of the customer. For example, if the smell of cacao spices in October makes you think of Starbucks, it’s no accident.
While the first retailers of humanity knew that the brain operated the key to the pocketbook, sensory branding dates back to the 1940s, when the market began to look at the perspective of advertising. Printed posters and billboards are the main forms of visual advertising, focusing on the effects of different colors and traps in their research. As television began to find its way into almost every American home, advertisements began to adapt to consumer sentiment. The first TV to recognize a catch “jingle”. The commercial is believed to be an advertisement for Colgate-Palmolive’s Axax Schuscher, which aired in 1948.
Noting the growing popularity of aromatherapy and its association with color therapy, the market began exploring the use of odors in advertising and brand development in the 1970s.
They found that carefully selected apples could make their products more appealing to consumers. Recently, retailers have noticed that putting a few cents in all their stores can increase sales and increase the popularity of multi-sensory marketing.
How Sensitive Marketing Works
By engaging with people in a more personal way, sensory marketing is able to influence people in a way that traditional public marketing cannot.
Classical public marketing works on the belief that people – such as consumers – will behave “rationally” when faced with a purchase decision.
Traditional marketing assumes that consumers have considered solid product factors such as price, features, and usability in a systematic way. Sensitive marketing, on the other hand, seeks to exploit the user’s life experience and emotions. These are recognizable sensory, emotional, cognitive and practical aspects of life experiences. Sensitive marketing assumes that people, such as consumers, act according to their own emotional feelings, only from their own impartial reasoning. In this way, as a result of an effective sensory marketing effort, consumers can choose to purchase a specific product rather than an equal but less expensive option.
Sensitive marketing pioneer Ardhana Krishna wrote in the Howard Business Review in March 2015, “In the past, communicating with customers was fundamental – companies only talked to ‘customers’. They are now becoming a multi-faceted conversation, giving their voices to the products and their explanations and advance responses to consumers. “
Sensitive marketing efforts to ensure sustainable product success:
Identifying, measuring and understanding users’ emotions
Identifying and capitalizing on new markets
Ensuring first and repeat purchases (brand loyalty)
According to Jehoun Gong, a professor at Iowa State University, consumers call different brands “the most memorable experiences” – “good and bad behaviors driven by storytelling and emotion.” In this way, sensory marketers work to build emotional relationships that connect the customer to the brand.
According to marketing experts, consumers have tried to apply human-recognized-preferred individuals to brands, with the expectation of closeness and brand, lasting loyalty. Most brands are considered “honest” or “interesting” people.
“Well-wishers” brands such as IBM, Mercedes-Benz and New York Life are considered conservative, established and healthy, while “interesting” brands like Apple, Abercrombie and Fitch and Ferrari are seen as imaginative, bold and trendy. Settings In general, consumers form longer lasting relationships than promotional brands.
Looks and colors in marketing
Of course, before they got into the advertising industry, people were choosing their assets based on what they saw. With the eyes, which make up two-thirds of all the sensory cells in a person’s body, sight is considered to be the most important of all the human senses. Sensitive marketing looks at the scene to create a brand identity and create a memorable “visual experience” for consumers. This visual experience extends from product design to packaging, in-store and printed advertising.
The design of a product makes its mark. A brand’s design can reflect trend-setting innovation, such as Apple or a trusted tradition, such as IBM. The development of Virtual History (VR) devices is now allowing experienced marketers to create better user experiences. For example, Marriott Hotels has launched a ‘new’ teleporter ‘VR’. The glasses allow potential guests to see and “experience” sightseeing and sounds before traveling.
Any aspect of product design is now missing the point, especially color research shows that up to 90% of all purchasing decisions depend on the colors of the brands or the branding alone.
Other studies have shown that brand acceptance largely depends on the compatibility of the colors associated with the brand – does this color “fit” the product?
Over time, special colors are usually associated with special qualities. For example, brown with restlessness, red with excitement, and blue with certainty and reliability. However, the purpose of modern sensory marketing is to choose colors that reflect the brand’s preferred personal personality rather than dealing with such sharp color outfits.
Sound in marketing
Together with sight, 99% of the radio and television inventions offered to consumers can be used more extensively in marketing, increasing the awareness of sound music as human beings establish and express their identities. Use speech for.
Today, the brand spends a huge amount of money and time choosing music, jingles and spoken words that will engage consumers with their products. For example, large retail stores such as Gap, Bed Bath & Biode and Outdoor World use custom star music programs to appeal to their pre-existing customer experience.
Abercrombie & Fitch knows, for example, that their smaller customers spend more money playing big dance music in-store. As Emily Antheas of Psychology Today writes, “Shoppers make more sensible purchases when they are over-stimulated. Loud noise leads to sensory overload, which impairs self-regulation.”
According to the Harvard Business Review, the well-known Intel “Bong” is played anywhere in the world once every five minutes. The simple five-note tone, and the memorable slogan – “Intel Inside” – have helped make Intel one of the world’s most recognized brands.
Smell in marketing
Researchers believe that there is a strong sense of smell associated with the sense of smell, which affects more than 75% of our emotions caused by illusions.
Today’s fragrance industry focuses on perfecting perfumes for the brain, in particular, the brains of consumers. According to Harold Vogt, co-founder of the Accent Marketing Institute in Scarsdale, New York, at least 20 suicide-marketing companies around the world are developing skepticism and aroma for companies to increase their marketing and brand recognition with customers. To be reapplied.
Over the years, the Fragrance Foundation says the consumer fragrance industry has grown into a billion-dollar business. The list of fragrance products they offer ranges from sanitizing agents and toilet paper to toothpicks and toothbrushes.
In addition, the trade publication Drug and Cosmetic Industry reports that the perfume industry is also moving into the indoor environment using aromatherapy infusion techniques. Natural and chemical substances are released into the air to improve feelings of well-being and enhance human performance.
Second conditioning systems are now found in homes, hotels, resorts, healthcare institutions and retail stores. Guests at the Magic House at the Epicot Center in Walt Disney World, Florida, are comforted by the smell of freshly baked chocolate chip cookies. Customers with in-house bakeries and seated kitchens such as Starbucks, Dickinney’s Donuts and Mrs. Fields Cookies recognize the importance of freshly brewed coffee to attract customers.
Does the work smell? Andret marketing researchers say the delicious flavors of lavender, basil, cinnamon and citrus are relaxing, while peppermint, thyme, and rosemary are powerful. Ginger, alcohol, coconut, and chocolate promote romantic feelings, while roses promote positivity and happiness. Another recent study found that the smell of oranges was drawn to calm the fears of dental patients waiting for the main procedure.
Stephen Floridian Waters is in the spotlight at the Singapore Airlines Sensitive Marketing Hall for its patent accent. Stephen Floridian Waters, now a registered trademark of the airline, is used in perfumes used by flight attendants, mixed in hotel towels next to Totef and spread across the cabins of all Singapore Airlines companies.
Taste in marketing
Taste is considered to be the closest to the senses, mainly because it cannot be tasted from a distance. Taste is considered to be the most difficult to understand, as it is much wider than each other individually. Researchers have found that 78% depend on our genes.
This has been tried despite the difficulties of creating a public “taste appeal”. In 2007, Swedish food retail chain City Gauss launched Cruiser Bag, which distributes beds, beverages, sandwich spreads and fruit directly to customers’ homes. As a result, Citi Gross customers felt a more intimate and memorable relationship with branded products than with branded products, which use more traditional marketing strategies, such as coupons and discounts.
Touch in marketing
The first rule of the retailer is “get the customer to place the product.”
As an important aspect of sensory marketing, engagement enhances customer engagement with branded products. According to the Harvard Business Review, products that contain physical substances can create a sense of ownership, “must have”. Decisions to buy. Causes quitting, leading to feelings of peace and well-being.
With a sense of taste, tactical marketing cannot be done at a distance. It is therefore essential that the customer interact directly with the brand, usually through the store experience. This has led many retailers to display non-boxed products on open shelves rather than in closed cases. Large consumer electronics retailers such as Best Buy and the Apple Store are known to motivate shoppers to handle high-end items.
In addition, research published by Harvard Business Review shows that genuine interpersonal contact, such as hand-to-hand selection or a lighter belly on the shoulder, leads people to feel safer and spend more money. For example, studies have shown that waitresses who touch dinner are serving those who earn more in tips.
Multi-syndicated marketing success
Today, the most sensitive marketing campaigns appeal to many senses. The more lists are appealing, the more effective branding and advertising will be. Two major brands are mentioned for multi-sensitive marketing campaigns such as Apple and Starbucks.
