Multisensory Branding and Marketing
Think of how the outdoors smell after rain.
Did you smile, reminiscing about the moment the clouds begin to clear? Or did your face sour as you recalled the scent? No matter your particular emotional response, that knee-jerk reaction you had is what forms the basis of sensory marketing.
Our five senses connect to our emotions and help us form memories. Sensory marketing uses this connection to influence and appeal to a customer. When used properly, sensory marketing sparks an emotional connection between a brand and a consumer.
Sensory marketing can help your customers see and hear your brand in a whole new way.
- Vision: Visuals include everything from stills, motion video and logos to websites to the color scheme of a print ad. Traditional marketing campaigns often use visuals to reach their audience. Colors and shapes convey a message about your brand without words.
- Sound: Sound is also used frequently in traditional marketing. Auditory marketing includes the background music to a television commercial, on-hold messaging and in-office overhead music. Sounds emphasize a point and heighten emotions, just as the theme from “Jaws” makes you feel suspense as you await an appearance of the shark itself.
Approach customers on a personal level! Evoke positive feelings and create a new, fascinating experience through sensory marketing. Over time, your brand’s immersive marketing can create a strong connection between you and your customers.