Sensory marketing – how to engage customers’ senses to increase sales #15

Sensory marketing is more than just visual ads or catchy slogans. It’s about engaging all the customer’s senses: sight, hearing, smell, touch and even taste. Why? Because the emotions that are awakened through the senses have a huge impact on purchasing decisions. It’s a bit like magic – if you stimulate the customer’s senses properly, you can make them fall in love with your brand. Ready for a journey into the world of sensory marketing? Well, here we go! 😊

What is sensory marketing?

Sensory marketing is a strategy that uses sensory stimuli to influence customers’ emotions and behavior. The idea is to create a multidimensional experience that is memorable and prompts purchase.

Example: When you walk into an Apple store, you immediately feel like you’re in the future – the minimalist design, the pleasant feel of the products, and even the distinctive smell. This is no coincidence – it’s a well-thought-out sensory strategy.

Why is sensory marketing important?

• Builds emotional connections – The senses are directly connected to emotions that influence purchasing decisions.
• Increases brand recall – Sensory experiences are better remembered than regular ads.
• Differentiates from the competition – If you engage the senses, your brand becomes more unique.
• Improves customer experience – Customers feel more engaged and satisfied.

How to engage the different senses?

1. Sight
   Sight is the most important sense in marketing. Colors, shapes, light – all affect brand perception.
   • Example: Coca-Cola uses intense red, which attracts attention and is associated with energy.
   • How to take advantage of it?
     • Use consistent colors and design in branding.
     • Create visually appealing packaging.
     • Use lighting to highlight products.
2. Hearing
   Sound can affect the mood and behavior of customers. The music in a store, the sound of a can being opened, or the distinctive sound of a notification – it all matters.
   • Case in point: Intel has a distinctive “bong” sound that is recognized around the world.
   • How to take advantage of it?
     • Choose the right music in the store or on the website.
     • Create a distinctive brand sound.
     • Use sounds in ads to build emotions.
3. Scent
   Scent has a huge impact on emotions and memories. Many brands use aromas to create a pleasant atmosphere.
   • Example: Lush stores smell intensely of their products, which attracts customers and encourages them to buy.
   • How to take advantage of it?
     • Use aromas in stationary stores.
     • Create products with distinctive fragrance.
     • Use fragrances in packaging (such as perfumed cards).
4. Touch
   Touch is a sense that builds trust and engagement. Customers like to touch products before they buy them.
   • Example: clothing brands often encourage customers to try on clothes to get a feel for their quality.
   • How to take advantage of it?
     • Create products with a pleasant texture.
     • Encourage customers to touch products in the store.
     • Use high-quality materials in packaging.
5. Taste
   Taste is the sense that food brands most often use, but not only. Tastings, samples or tasty descriptions can prompt purchase.
   • Example: Supermarkets often hold tastings to encourage the purchase of new products.
   • How to take advantage of it?
     • Hold in-store tastings.
     • Send product samples to customers.
     • Create product descriptions that stimulate the taste imagination.

Examples of effective sensory marketing

1. Starbucks
   Starbucks engages all the senses: beautiful interiors, the smell of freshly brewed coffee, the sound of milk frothing and even the taste of their famous drinks. It makes customers feel at home.
2. IKEA
   IKEA creates spaces that engage the senses: comfortable furniture to touch, pleasant lighting and even candle scents. This makes customers want to spend more time there.
3. Lego
   Lego engages children’s senses through colorful blocks, the pleasant sound of putting them together and the ability to touch and build. This makes children love their products.

How to implement sensory marketing?

1. Know your target audience
   Consider what senses are most important to your customers. Is it smell, sound or maybe touch?
2. Create a consistent experience
   All sensory elements should work together and create a consistent brand experience.
3. Test and optimize
   Regularly gather feedback from customers and adjust your sensory strategies.

Summary

Sensory marketing is a powerful tool that can significantly increase customer engagement and sales. The key is to understand what senses are most important to your target audience and how to engage them in a way that is consistent with your brand image.

Remember that the senses are directly connected to emotions – if you stimulate them properly, you can make customers love your brand.