How many times have you passed by a store and you enter without the intention of buying, but seeing the organization that it has or perhaps its striking logo, makes you turn around? When you enter, you feel a pleasant aroma and a soft melody surrounds you as you walk through the corridors. You see an item that catches your eye and when you grab it, its texture convinces you to buy it. There it is, sensory marketing!
This strategy has been used in millions of physical stores and it has worked. That is why perfume shops and restaurants give free samples, because you may not remember their name at first, but through your taste and smell, you will keep them in mind.
What is sensory marketing?
They are a set of actions that cause emotions and experiences in consumers, through the 5 senses:
- View
- Smell
- Taste
- Ear
- Touch
Within the customer’s purchase decision there are two motors: the rational and the emotional.
The rational can determine the benefits and usefulness of your product, highlight the characteristics; while in the emotional factor such as the interests, preferences and sensations of the consumer stand out. This second is the one that sensory marketing attacks.
How to adapt it to social media?
Social networks are great purchase influencers, and we know that most of them are highly visual, which might make you think that this is the only way to take advantage of it. But it is not like that, through images, words and stories you can awaken the other senses of your audience.
You can’t add a scent to an Instagram post, but we’re sure that if you post a video filling a cup of coffee, and write a copy mentioning its delicious scent, you’ll be activating not only your sight, but also your taste, hearing, and the sense of smell.
Related content: The most effective sales techniques and how to apply them to the online world.
Everything is in creativity, so today we will tell you how to add the 5 senses to your social media strategy.
View
Did you know that human beings process an image 60,000 times faster than a text? That’s right, so stop posting boring pictures or just selfies. Take advantage of this opportunity!
Here branding plays a very important role, the colors of your brand must be consistent with what you want to convey and always remember to add a highlighting color within your color palette. Your logo must be visually attractive, so that people recognize it wherever they are.
How do you think all children think of McDonald’s when they see a yellow “M”?
Videos are also very important, Reels, TikTok, stay where your audience can see you and see what you do.
Tips to improve your visual marketing
- Use high-quality images.
- Try to make all images your own and represent your brand.
- Add CTA to your images.
- Give them catchy titles.
- Highlight your products with eye-catching designs.
Smell
We already said it before, there is no technology yet that allows you to add aroma to your publications, that’s why you must become the king of copywriting.
This will depend a lot on your brand, some businesses do not need it, because they do not seek to cause any effect through smell. But if your product or service is linked to it, do not allow visitors to your social networks or web pages to forget your aromas.
For example: If you sell scented candles, design a session on your website where your customers can recommend their own scent combinations.
Taste
If you have a grocery sale of any kind (restaurant, bakery, confectionery, etc.), you should always include taste marketing. Because that will allow people to want to try your products.
How to do it? In your copy, make a list of the ingredients that you will use and a description of the flavor of the product: if it is sweet, bitter, spicy.
Ear
This sense works for all brands, a phrase that when they hear it they think of you, a jingle, an intro to a video or podcast, even a playlist on Spotify that you have shared.
Podcasts can be your great ally, they will listen directly to you, you provide valuable content and you can awaken the sense of hearing in those who listen to you with sound effects, background music, etc.
Touch
Many times we forget this sense, or we put it aside, but it is really important. We all remember some sensation that we like. The breeze, the caresses, soft pajamas, use that in your favor.
You can appeal to the memories that your consumer may have, associating them with your brand, For example: If you sell sportswear, you can say that they feel so comfortable to wear, you’ll think they’re your new skin. That way the buyer will get an idea of how comfortable they are going to feel.
Difference Between Neuromarketing and Sensory Marketing
Neuromarketing uses neuroscience to evaluate sensory stimuli and impacts on consumers. Sensory marketing is responsible for causing these stimuli, designing strategies based on the 5 senses.
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Benefits of sensory marketing
- You offer a unique experience: you add value to benefits and features, making the entire shopping experience a satisfying one.
- You boost your brand identity: beyond your logo, your consumers will remember you for what your brand causes in them.
- Increase your engagement: delving into the emotions of your customers will undoubtedly position you as one of their favorite brands, you will make them live a pleasant and unforgettable experience.
Remember that marketing is infinite, every day new terms and practices are born that you can adapt to your business and implement. Tell us in the comments another way to do sensory marketing that you can think of.