Sensory marketing is becoming increasingly important because it specifically appeals to several of the consumer's senses. This results in impressive multi-sensory campaigns that arouse emotions and create lasting brand experiences. The approach helps companies to stand out from the crowd and promote more intensive customer loyalty. Sensory marketing is often used as a central instrument to make products or brands tangible and distinctive.
How sensory marketing specifically activates different senses
Sensory marketing utilises different sensory channels to positively influence perception. In particular, sensory impressions such as sight, hearing, smell, touch and in some cases even taste are used consciously.
For example, retailers use scent marketing to welcome customers into shops. One well-known case is a Dutch campaign in which the smell of freshly fried chips was spread on billboards. The absence of visual stimuli focussed entirely on the sense of smell and gave the advertising a unique effect.
In the automotive industry, the sensory experience is also used in a targeted manner. The sounds of car doors closing are deliberately designed to signal safety and quality. This detail improves brand perception and promotes trust.
Sound elements are also indispensable in multi-sensory campaigns. Netflix, for example, uses the famous „Ta-Dum“ sound at the start of a film, which immediately evokes associations and strengthens brand recognition. Such auditory trademarks increase the emotional connection to the product.
Focus on tactile experiences and haptic branding
The sense of touch is often underestimated in sensory marketing, but it is very effective. Products with a special surface texture or packaging with unusual materials have a high memorable effect. Tactile experiences are experiencing a renaissance after the pandemic because people are longing for physical proximity and tangible impressions.
This can be observed particularly well in the fashion market: The Abercrombie & Fitch shop chain, for example, combines dark, mood-creating rooms with music and a characteristic scent. In this way, not only the visual logo but also the scent is deeply imprinted in the brand experience and stays with customers for a long time.
BEST PRACTICE with one customer (name hidden due to NDA contract) A luxury furniture manufacturer combined its product presentations with soft textile samples and wooden surfaces that customers could experience with their hands during the consultation. This increased the emotional value of the products and positively influenced the purchase decision.
Practical examples of successful multi-sensory campaigns
Multi-sensory campaigns often rely on the simultaneous appeal to several senses in order to intensify the effect. Dunkin‘ Donuts in South Korea provides an impressive example: scent diffusers were installed in a bus line that sprayed the smell of freshly brewed coffee when the brand jingle was played. This combination led to an increase in sales of 29 % and increased customer dwell time in nearby shops.
Apple perfects the sensory experience from the product packaging to the first switch-on. The visual impression of the clear, high-quality design harmonises with tactile and auditory feedback. This consistent sensory marketing accompanies customers beyond the sales process and is reinforced by social media unboxing trends.
Coca-Cola proves how sounds and visual stimuli can be combined. The sound of opening a bottle and the gentle fizz of the carbon dioxide create an emotional connection and are among the most important sensory impressions that the company uses in its marketing.
BEST PRACTICE with one customer (name hidden due to NDA contract) A restaurant chain specifically focussed on a multi-sensory experience with regional scents, atmospheric lighting and pleasant background music. This led to increased customer satisfaction and a measurable increase in visit frequency.
Tips for implementing sensory marketing
Successful sensory marketing requires a clear concept and the targeted integration of several sensory channels. A combination of visual elements, matching scents and sounds ensures a harmonious brand experience.
It is important to remain authentic and adapt the sensory stimuli to the target group. Overloaded campaigns quickly come across as intrusive and can put customers off. The focus should therefore be on a harmonious and subtle approach that supports positive feelings.
The interplay between online and offline channels can also increase the impact. For example, digital platforms can use haptic feedback or brand-typical sounds to improve the user experience.
Sensory marketing to accompany the project process
Sensory marketing projects benefit from expert support that provides impetus and strategies. transruptions coaching supports companies in effectively planning and implementing sensory campaigns. Clients often report that this support helps them to structure complex ideas and implement them in a targeted manner.
Professional support is particularly helpful when combining different sensory impressions in order to create coherent and lasting experiences that connect brand and customer.
My analysis
Sensory marketing impresses with its ability to make products and brands tangible and emotionally tangible. Multi-sensory campaigns appeal to customers on several levels and thus increase memorability and loyalty. Companies from a wide range of industries can benefit from this form of marketing by creating authentic, customised sensory experiences.
Well thought-out sensory marketing complements traditional advertising measures and brings brands closer to their customers. Professional support is helpful in implementing complex multi-sensory strategies and developing effective experiences.
Further links from the text above:
Sensory marketing: when brands seduce all the senses
Make Me Feel: Sensory branding with all the senses
Tangible trends: new ideas for sensory branding
Multi-sensory marketing
Multisensory marketing: your strategy for all the senses
Sensory marketing - what's new?
Multi-sensory marketing
Sensory marketing : definition, advantages and benefits
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