People engage more with things appealing to multiple senses
Description
The sensory appeal is a type of marketing that appeals to all the senses (sight, sound, smell, touch, taste) in relation to the brand.
Sensory marketing uses five senses to reach consumers on a more emotional level.
Studies have shown that we can make decisions based on bodily sensations without even consciously realizing it.
By using sensory marketing, you can intensify and heighten the positive emotions that people have when they think of your brand.
Research:
Visa added a feature that outputs sound, animation, and haptic vibrations when completing a transaction. This stimulates three senses: sound, sight, and touch. Creates a sense of speed, confidence, and security. 81% of consumers view the merchants more positively when they use these features.
Application
Visual Engagement
Use high-quality images and videos to create visually appealing content. Employing vivid colors, engaging graphics, and interactive visual elements can capture attention and convey messages effectively. For example, a 360-degree video of a travel destination can visually transport viewers, enhancing their engagement with the content.
Auditory Experience
Incorporate captivating sounds or music in marketing materials. Podcasts, jingles, or background music in videos can create an emotional connection with the audience. For instance, using a calming soundtrack in an ad for a spa can evoke a sense of relaxation and well-being.
Interactive Elements
Use technology to simulate tactile experiences. Interactive ads or apps with touch-responsive features can mimic the feel of a product or service. For example, a virtual reality app allowing users to 'feel' the texture of fabrics in an online clothing store.
Olfactory and Gustatory Imagery
Employ descriptive language and imagery that evokes a sense of taste or smell. This can be particularly effective for food and beverage brands. For example, detailed descriptions of the aroma and flavor of a new coffee blend can stimulate the senses, even in a digital format.
Examples
