What is Sensory Marketing? Definition of Sensory Marketing, Sensory Marketing Meaning and Concept
The marketing sense is understood as the way to connect brands with appealing to the five senses users. Thus, companies can connect with the memory and emotions of consumers to make their products reach in a more meaningful way.
More broadly, the concept of sensory marketing through sensory input helps distinguish products. In this way, the articles are recorded in our memory and have become part of the purchase process when deciding which one to choose.
The five senses in sensory marketing strategies
Marketing strategies can be carried out for each of the five senses:
View
This type of marketing applied to the sense of sight is also called visual marketing. The user looks at colors, shapes and volumes. The companies try to get with this type of marketing to stay in the mind of the consumer in the form of an image.
An example of visual marketing: The Mr. Wonderful company that includes positive messages in its products.
Touch
The sense of touch offers an advantage because it establishes a more direct relationship with the article.
Example: In clothing stores, brands like Zara, Sprinter or Mango, where lots of T-shirts and other items are crowded. Clients can see the targets as well as touch them and get more precision than they want. For this reason, there are usually great accesses to the sales material.
Taste
This sense works in relation to the rest, awakens the other senses. The flavor that permeates a product can make it easily recognizable. The level of retention is higher than in the rest since it remains in the memory.
Example. The free food samples that supermarkets provide to their customers. They have become a plausible strategy because they favor the purchase and the memory of the products that are given to try.
Hearing
Also called auditory marketing. The introduction of music or audio in companies makes users relate those melodies to products. Sometimes the song is more remembered than the product itself. The objective of this type of marketing is to associate the music with the product and create positive feelings in the customers that favor the purchase opportunity.
Example. The use of music in clothing, perfume or accessory stores.
Smell
Also called olfactory marketing. Aromas and essences are used to relate a product or a company. Businesses personalize their scent to create pleasant sensations that favor purchase. It is difficult to hit a single scent for all customers, but it is one of the risks of this type of marketing.
Example. Companies such as Sturburcks or Dunkin Donuts use this strategy in order to create a pleasant and optimal environment to encourage the entrance of the public.
