How to effectively implement sensory marketing?
Posted: Wed Feb 12, 2025 9:00 am
The source of such a bond may be, for example, the distinctive resources possessed by the brand, such as the brand logo, a specific scent, or a distinctive mark, which often unconsciously influence the way the customer perceives a given brand.
That is why it is the "sixth sense" that constitutes the competitive advantage, being what makes the brand not only recognizable, but also unforgettable.
Sensory interactions can be achieved through subtle australia telegram data but dramatic changes that positively impact customer experiences. Here are some practical tips:
Conduct sensory segmentation – identify the senses that resonate best with a given product. Cosmetics companies may particularly focus on scent, while in the technology industry, sonic branding is worth considering.
Test and study customer reactions – regular focus group research and user surveys will give you a better understanding of what sensory experiences are key for your customers. It is worth investing in tests that will help you adapt your product to your customers’ sensory preferences.
Ensure consistency across all brand touchpoints – sensory experiences cannot be limited to a selected element of a marketing campaign. Smells, sounds and textures should be present in the premises, in promotional materials and in the product. This creates a uniform experience.
Sensory marketing is an issue that for many may be not only in understanding, but also in effective implementation. After all, not all of us have in-depth knowledge of psychology or consumer behavior in response to specific stimuli. What's more, the created customer experience should be consistent with the adopted brand marketing strategy , which can also be quite a challenge.
That is why it is the "sixth sense" that constitutes the competitive advantage, being what makes the brand not only recognizable, but also unforgettable.
Sensory interactions can be achieved through subtle australia telegram data but dramatic changes that positively impact customer experiences. Here are some practical tips:
Conduct sensory segmentation – identify the senses that resonate best with a given product. Cosmetics companies may particularly focus on scent, while in the technology industry, sonic branding is worth considering.
Test and study customer reactions – regular focus group research and user surveys will give you a better understanding of what sensory experiences are key for your customers. It is worth investing in tests that will help you adapt your product to your customers’ sensory preferences.
Ensure consistency across all brand touchpoints – sensory experiences cannot be limited to a selected element of a marketing campaign. Smells, sounds and textures should be present in the premises, in promotional materials and in the product. This creates a uniform experience.
Sensory marketing is an issue that for many may be not only in understanding, but also in effective implementation. After all, not all of us have in-depth knowledge of psychology or consumer behavior in response to specific stimuli. What's more, the created customer experience should be consistent with the adopted brand marketing strategy , which can also be quite a challenge.