Our sight is exposed to not only ads but everything around us. It is often taken for granted but it is also the most obvious sense used by marketers to promote their products.
Are the other senses neglected? If that is the case, can marketers make use of them to attract consumers?
I believe so. In fact, there are great examples out there making use of the power of sound and scent.
This post serves to keep marketers conscious of the other influential yet often neglected senses when making marketing strategies.
1. Hearing
Intel was the first thing that came into my mind. Catch the video below and you would hear a familiar tune that symbolizes Intel.
Ever owned a Nokia? If yes, you would probably be familiar with the Nokia tune. Apple has a unique start up tune (or noise) whenever you start up a Macintosh computer. 7-Eleven has this unique “ding-dong” that plays whenever you enter the store. This music/tune is embedded in our heads and it makes brand recall and recognition so much easier.
2. Smell
I was shopping with a couple of friends some time back and we happened to stop by this retail outlet, Soon Lee. We were greeted by a strong but pleasant candle scent. The well thought out product display, lighting, decorations, music and scent made the shopping experience perfect for consumers.
We then visited another of its branch somewhere else. The candle scent used was the same and one friend exclaimed that she will ‘never forget the smell of this shop.‘
That was a scent marketing masterpiece. Soon Lee identified itself not only by its fashionable products but also by its store smell. Scent, which is used evidently by bakeries and cafes to attract consumers can also be implemented to non-food goods too.
Summary
Pay attention to other senses that evoke emotions and create brand familiarity. The stimulants need not be “real”. Simple words like “brew”, “chilled jelly” and “ice cold” might be enough to form the desired associations and reactions. It just takes a little more effort to engage your customers’ eyes, nose and ears.
Stock photos powered by Pixmac
