Updated: Jul 5, 2021
It is becoming harder to capture consumer attention, as businesses are all at the mercy of algorithms. More than ever, it is becoming important to connect directly with the consumer; at their heart and soul.
How can you provide deeper experiences? If you are a food company, can you provide more than just good taste? If you are clothing brand, is there more to the fabric and the cut? What if you provide a service? Is there more to the report you submit to your client?
Sensory marketing is a way to provide deeper and more meaningful experiences. Take the sense of smell for example.
"Smelling an odour while experiencing something helps recent memories get recorded into permanent storage" (Sciencing.com)
Let’s explore all five senses and see how much impact they can have on your brand recognition.
Companies have been using visuals to explain the benefits of their product or service since the mid-1800’s. These days we can use a variety of elements to create a more impactful visual experience, such as light, videos, graphics, shapes and words. Ultimately, what we see triggers memories and feelings. By choosing the appropriate colours and image for your brand – your consumer’s brain will create associations from ‘this feeling’ with your brand. (We wrote a few articles about colours which you can read here, here and here)
Sounds, voices and music are all very important components of the brand experience. Whether it’s a radio or TV ad, the music playing in the background whilst customers are waiting on the phone, these auditory experiences create the mood of your brand. They will too, trigger memories, just like sight, and they must be carefully selected in your brand strategy.
This sense is by far the most directly linked to memory. As mentioned previously, smell gets immediately stored into permanent memories. Think about the comforting smell of cooking dough, wood fire or freshly popped corn and how it triggers memories of your childhood and relaxation. From scratch and sniff’s, to fragrance samples in magazines, to recent environmental scents in retail shop. There are many ways to associate a smell to your brand.
As humans, tactile experiences are crucial in childhood. So much that the lack of these experiences may cause brain development and behavioral issues later in life. Allow your consumers to touch, feel and interact with your products. If you offer high-end services, why not invest in a thicker, smoother more luxurious stock for your brochure suite.
The most subjective sense of all – taste - can be interpreted differently depending on personal preferences, appetite and mood. What you choose or refuse to put in your mouth might depend on cultural and religious background, diets or allergies. Tough one. But we should not leave our 10,000 taste buds behind as they too, can help brands create an impact.
Easy if you’re a food company; you can provide samples, launch additional flavours to your products. Although should you be planning a launch for your next project, you could collaborate with a catering service to provide a themed degustation, or offer a special treat in giveaway bags?
Whilst not all senses are relevant to every branding campaign, thinking outside the most common audio and visual stimulus can be a great way to show innovation, and be ahead of your competitors. It’s a way to provide more depth in the experience for your consumers. Above all, it is the best way to reach their soul and help them to feel in their core, what you are all about.
As creatives and innovators, we would love to discuss your brand strategy and see how we can help you deliver more meaningful experiences for your customers. You can book a consultation with us now.