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Sensory marketing is activities in the field of brand, product or service promotion that are aimed at stimulating the senses of recipients – for example, sight, hearing, smell, taste or touch. This type of strategy allows you to build brand awareness and makes the community associate various incentives with a specific company. Sensory marketing is not a coincidence but a planning effect. This solution is widely used by large and small brands around the world.
Is it worth using sensory marketing?
The operation of sensory marketing , like other promotional strategies, is effective when the entire process is properly planned. In short – it is worth using this technique, but activities carried out without specific analysis will not lead to anything. Behind each advertising campaign there is a clear and comprehensively planned strategy.
The main advantage of sensory marketing is the increased brand awareness in the community. Potential customers begin to associate a specific element (stimulus) with a given brand. The advantage of this technique is also its simplicity. You really don’t need to go too far to implement sensory marketing . All you need is basic knowledge in the field of brand promotion and knowledge of your own recipients, their behavior, preferences and shopping preferences. Preparation of the persona and its detailed characterization will certainly be helpful.
Ways to introduce sensory marketing
Depending on what exactly you run, the implementation of sensory marketing will look different. We are not talking about the detailed nuances of the entire strategy, but the very use of individual senses to influence the audience. Otherwise, its campaign will be implemented by e-commerce operating throughout Poland, and other solutions will be used, for example, by a local restaurant. The internet imposes some limitations on sensory marketing – it’s hard to smell the scent while sitting in front of a screen – but nevertheless this strategy works perfectly on the web. All you need to know is how to use it for the benefit of your own brand.
It is virtually impossible to conduct sensory marketing to stimulate all your senses with one ad. You need an extensive campaign for this. However, remember that the goal of this strategy is not to affect all your senses right away – it is enough to influence one with a strong and pleasant stimulus. Of course , sensory marketing must be tailored to the recipient in order to work. Hence the need to prepare the persona and the characteristics of the target group. Each person, after the first contact with marketing activities, should associate a given element with a specific brand. Then the strategy is effective and actually works.
The implementation of sensory marketing is simple, but to achieve the best results, you need to prepare a truly intriguing campaign that will amaze the community. Let’s start with something simple: a simple snack in the store or on the street as part of a tasting. It is a banal and effective way to stimulate the sense of taste and smell, which is an example of sensory marketing . For the same purpose, samples of perfumes or cosmetics are placed in perfumeries. The eyesight will be stimulated by innovative, unusual or original advertising that will attract attention. Hearing is a sense that will be influenced by music – McDonald’s proves it perfectly with its melody “Para-pa-pa-pam, I’m Lovin ‘It!”.
Examples of successful sensory marketing
How are different brands around the world influencing their customers through sensory marketing ? We will take a closer look at them:
Starbucks – The idea behind all Starbucks stores in the world is to grind coffee beans on site, directly while serving customers. Shops do not receive ready-made raw materials. It is the baristas’ duty to grind the beans while working. Why did the company decide to take such a step? Contrary to appearances, it is not about the freshness of the coffee. Even if it had been ground earlier, it would still have kept its brilliant taste. This solution is designed to influence the senses of customers and people who are just passing by the cafe. When grinding beans, an extremely intense smell of coffee is in the air, which affects the senses of those around you and is associated with the Starbucks brand.
Colgate – Colgate influenced the mind of the community in an interesting way. The brand not only launched a campaign based on sensory marketing , but also reminded the community to brush their teeth as often as possible, especially after eating sweets. What was the whole campaign about? During the annual “Oral Health Month” event, children and adults were given snacks in the form of ice cream and lollipops. After eating them, the stick contained a hidden message. Not only was it a toothbrush in shape, but it also had the Colgate logo on its surface with the words “Don’t Forget” which means “Don’t Forget” and refers to the need to brush your teeth after a meal.
Combining different marketing methods – SEO and SXO
Sensory marketing can (and even should) be combined with various other methods to promote your own brand. In the examples cited above, Starbucks not only influences the senses of customers, but also proves that it uses only fresh ingredients of the highest quality, while also presenting its know-how on coffee preparation. Colgate, on the other hand, is part of corporate social responsibility (CSR) by implementing campaigns promoting its own brand and healthy lifestyle. It is extremely important in internet marketing to combine various techniques in order to increase the effectiveness of the message, but also to be sure that it will be received by Internet users. Visibility is ensured by SEO – positioning makes your site high in search results. The probability that the recipient will see the message and be affected by marketing techniques is much greater. On the other hand, SXO (a combination of SEO and UX) makes the stay on the website pleasant, remembered and intuitive. As a result, conversion increases, as well as profit – especially from sales in online stores. If you want to start using sensory marketing, that’s great. However, don’t forget about the basics of SEO and UX. Sensory marketing can also be part of your UX strategy if you intend to include sensory effects in it. Find out more about SXO here .
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