Sensory Marketing - Make more sense

What is sensory branding?

    Sensory branding is used to impact and resonate with your consumers by targeting at least one of their senses. It’s meant to evoke a cognitive, emotional, behavioral, and/or memorable response from consumers.

·       Sight: Luxury brands use this sense the most, through virtual reality, their communication, color games … The use of digital allows luxury houses to share their history, their know-how, their expertise. This is most noticeable in the merchandising of the windows where a real staging.

·       Hearing: All luxury brands have music playlists for their boutiques and advertising campaigns. The choice is of course reflected and is made according to the target that the brand wants to reach.

·       The sense of smell: The sense of smell is very important, luxury brands manage to take the customer back to his childhood, a relaxing atmosphere, so that the customer is in total confidence and at ease during his buying experience. Smells remind us of specific moments in our lives. This approach allows to create an emotional link.

·       Touch: luxury houses are integrating material games. For example, Fendi created a wall of fabric in a boutique. But today, brands have evolved and let customers touch the different materials. Test the product to get a better idea.

The taste:  Uses tasting sense of consumer to attract them with product feature or to create strong association 
 

Sharing few examples where brands have successfully used sensory marketing 

When a Company jingle played in Municipal buses, an automizer releases coffee aroma. The campaign increased the visits to dunking donuts outlets near bus stops.

                                                                                                                                                                                                                  Olay thermal facial products , which are engineered to generate heat upon application , Although heat is not necessary for its functionality but its gives feeling of warmness and shows cream is working.

In 2014 M5 model of BMW mikes and amps the engine sound through the car speaker , even when the audio system is turned off. This gives sportier feeling in car.

 

Is chain of hotels which keeps lemon fragrances in all premises including many of its food menu as it relates to their brand name.

Coalgate Palmolive keep all its promotion including packaging largely in white and red color as it is strongly associated with its brand preposition .

Once a Visa cardholder uses their card and their transaction is officially complete, consumers hear a unique sound — one the company worked long and hard to perfect. When customers hear this sound, they know their purchase was finalized successfully and securely.

The airline has a one-of-a-kind, refreshing, and subtle scent (rose, lavender, and citrus) worn by all flight attendants that's also sprayed onto their towels and throughout other elements throughout services. This specific smell is one you’ll only experience while flying with the airline.

Apple taps into numerous senses at once with their branding. Their stores, for example, are all white, minimalist, and clean — this gives customers the feeling of a modern, sleek, and high-end tech company. Their packaging provides the same feeling through a similar look. In addition to sight and touch, Apple targets its customers through sound.

The smell of fresh coffee in all Starbucks stores is known to be strong — that’s because every store is required to grind their unique coffee beans. This allows for the coffee aroma to float around the store and hit customers the moment they walk through the door. Customers through sound.

 

Mastercard is using sensory branding to create a new identity for consumers using their credit cards — the “sonic identity”, to be exact. Consumers hear the sonic sound when they complete a transaction. the sound is meant to symbolize the intersection of the red and yellow circles in Mastercard’s logo.sound.