learn how to use the five senses to generate sales for your business! – WAU
Sensory Marketing is based on stimulating the different senses to win the attention and interest of its customers. Through this strategy, the perfect sales atmosphere is created to develop a kind of funnel worked on subjectivity and personalization.
In the midst of marketing strategies aimed at a more natural purchasing process and with greater autonomy on the part of the customer, such as Content Marketing, sensory marketing is yet another excellent alternative to be considered.
When exploring a person’s senses (yes, those five we learned in high school), the possibility of closing deals and generating results is much greater.
During the purchase process, the customer comes into contact with the product in much more complex and impacting ways, not being restricted to viewing it on a gondola or online advertisement.
Want to know how to generate results with this strategy? You will be amazed at the power of sensory marketing!
What is sensory marketing?
Sensory marketing is a strategy that aims to stimulate the five senses of the human body, that are:
Thus, each one of them contributes to create the perfect sales atmosphere and develop a kind of funnel focused on subjectivity.
Smell, taste and hearing, for example, will not be directly linked to your business: the idea is not to buy a stereo or develop a jingle to sell a certain product, but rather awaken the need to buy from stimuli capable of causing well-being, desire and impulse (positively speaking).
They can be developed together – working with all the senses in a harmonious way – or separately, by selecting those that make sense within the possibilities of a business.
How do the five senses work in practice?
Now that you understand the main points of sensory marketing, it is time to see, specifically, how each of the five senses plays in the strategy.
Smell is one of the most powerful senses when it comes to building your brand’s “sensory personality”. After all, smells are reminiscent of memories and, when well worked, are associated almost instantly by the customer.
In the case of companies that work with the supply of food, a good idea is to make the environment harmonious with the products: be it a bakery that arouses the desire to eat warm bread in the middle of the afternoon or an ice cream shop with incredible fragrances of the best selling flavors, for example.
When the business does not work with food, the strategy may seem more difficult. After all, how to define the smell of a brand? However, in practice, the answer probably already exists, but it has never been explored.
If your company has defined branding strategies, you know a lot about who your brand is, how it behaves and what image it wants to convey to the market.
From there you can, for example, select those aromas that, when combined with the brand name and selling point, will become unforgettable. Stores of utensils for surfers, for example, can take advantage of the beach atmosphere and apply fragrances that make reference to the sea, sun and breeze.
Sensory marketing is exploited even by companies that do not know the strategy, and the taste is a strong example of this.
Think of an aesthetic clinic, doctor or beauty salons: many of them have water, coffee and a snack for the client. In this way, the feeling of waiting – which is one of the negative factors in being in that place – is lost and transformed into something more pleasant.
Use your creativity and unfold the idea to the reality of your business, whatever it may be. It’s simple and practical!
Vision is a powerful sense when we work with brand recognition.
When we remember the concepts of visual identity, we are precisely affirming the need to create a unit for the brand: so, whenever the customer sees colors, fonts or shapes, it will remember you.
It is the example of McDonalds or Coca-Cola: the combination of red + yellow and red + white colors were so well used by the two brands, that they are always very associated with them in a random and random way, without the need for any business presentation. .
Thinking about the point of sale, it is equally important to work with a unit. The showcase, decoration and disposition of the furniture causes several sensations of stimulus of purchase to be awakened.
Supermarket chain strategies, for example, speak volumes about the power of vision: all gondolas are positioned in a well thought out manner so that the chances of closing deals are greater.
Touch may seem a little more difficult to exploit, but it is another example of a strategy often developed without knowing the existence of sensory marketing.
When we think about the furniture of a point of sale, whatever it may be, it is necessary to analyze ergonomic, comfort and coziness aspects.
Imagine the waiting room of a dentist’s office filled with uncomfortable chairs? Or the taster of a small, almost claustrophobic store with no space for people to move around and have a good shopping experience?
In addition to the furniture, having real contact with the product makes all the difference. Feeling the fabric of a garment, trying on the makeup on your own skin, getting into a vehicle and touching the steering wheel are examples of actions that are developed precisely to sharpen touch and give a taste of that product to the customer.
Hearing, along with smell, is a great tool for subjective association.
Remember the traditional elevator songs? They worked to transform the experience, which for a long time was new, into something more pleasant – after all, the idea of staying a few seconds in a “box” could seem a little uncomfortable.
The same happens in the so-called waiting rooms: nothing more boring (and embarrassing, sometimes) than waiting for a service in a completely silent place.
A good strategy for stimulating audition is to create playlists with your audience in mind: if the target is young consumers, make the most of the current charts and bands that are currently appreciated.
If we are talking about important executives, unlike the playlist mentioned above, it is necessary to have more restriction in relation to what will be played, after all, a wrong choice can make the environment completely uncomfortable.
In addition to choosing what will be played and heard, it is important to decide how. Aspects such as volume and layout of the speakers must be studied and can be applied in a specific way from room to room.
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How are sensory marketing and neuromarketing connected?
O neuromarketing is a research strand that aims to understand patterns and buying behaviors from neurological studies. With these patterns, it is possible to identify the areas of the brain responsible for consumer decision making.
Sensory marketing, in turn, seeks to put practical ways of linking the purchase itself to the mental triggers that facilitate the process.
While neuromarketing discovers that purchasing power is enhanced in the brain by a specific category of smells and sounds, sensory marketing seeks to apply the study to the reality of a point of sale.
Let’s give an example: a study released by the Regional Administration Council of São Paulo states that brightness can be an obstacle when buying clothes. When the light is direct, the customer begins to notice details of the aesthetic itself, which negatively influences the purchase.
Based on this study, which is based on the reactions and behaviors of the brain, sensory marketing is responsible, then, for applying the best option of light and disposition of the tester, all with the objective of favoring the business.
What are the main benefits and why adopt the strategy?
In general, the main benefits of sensory marketing are:
- create emotional bonds with the consumer;
- explore products beyond the obvious;
- stimulate the desire to buy, without the need to “push” products;
- loyalty and delight customers;
- develop an innovative and unique identity (and brand unit).
Regarding the main reasons, we are all tired of knowing the power of “new advertising” and that that investment in media pays within the grid of a television station, besides being very expensive, can easily be replaced by strategies that involve Marketing Influence, for example.
We also know that even the benefits caused by the digital transformation have generated an increase in the competitiveness of the market and the need to generate increasingly heavy strategies for retaining and attracting a customer.
So, how to win public confidence in the age of computerization? Creating genuine experiences.
More than presenting a product and listing all its benefits, it is possible to make them understood by the individual himself without the brand having to say a word if he wants to.
By stimulating feelings of warmth, well-being and positivity, the brand creates a favorable atmosphere for closing deals.
It also creates favorable environments and situations for the customer to remember it wherever he is: when listening to a certain type of music, feeling a specific smell or visiting places that are similar to the visual strategy of the brand, the memory is instant and constant.
Although sensory marketing is a powerful strategy when generating sales, it is necessary to keep in mind that every action plan becomes even better when well complemented. Access our material on Digital Marketing for SMEs and start leveraging the results of your business right now!