Wheel according to Hetzel Indeed, sensory stimulation aims to create an experience that is as memorable as possible around the act of purchase. Since then, the Panama Email List theorization around sensory marketing has continued to develop. The 5 senses are in the spotlight in terms of sensory marketing , but how are they all subtly exploited? Studies on sight in the 1960s showed that 80% of information reached humans through sight, making this sense the most stimulated by humans in their environment. The sight allows us of course to distinguish the subjective beauty of a product and to be attracted by it but not only… who would want to taste a baguette of bread made more than a week ago?
Brands exploit different stimuli such as color or shape by partnering with graphic designers, designers or communication agencies to better attract consumers to their products. You just have to go to a perfume store to observe the beauty of the multiple bottles of fragrances. The visual marketing applies to communicate on the product to sell, giving it a special attraction. It also applies to communicate on the brand which through its visual identity will convey such or such value. If we were talking to you about the importance of colors in the creation of your website , it is because visual marketing also has a strong impact on web marketing and e-commerce. The use of video also has positive repercussions in visual marketing, companies have understood this well by introducing screens at the bends of a few strategic departments of their stores.
To Conclude On Sensory Marketing
3D images, connected objects or even augmented reality are also at the service of visual marketing! Sensory data is on the move. Gone are the days when sound marketing was used to mask annoying noises such as ventilation and road traffic. It is by ear that we assess the quality of a product (a car or a toy, for example) and some brands particularly rely on hearing to induce the notion of quality among their consumers. Hearing studies demonstrate the cognitive and behavioral influences of background music in a commercial environment. Slow-tempo music will be easier to use for a commercial campaign dedicated to “thoughtful, relatively expensive purchases, such as cars, prestige products, or in a restaurant to encourage them to stroll.
The perception of time is greatly modified depending on the music we hear, rhythmic music will encourage consumers to buy more compulsively. Sound marketing also makes it possible to quickly identify a brand, by a jingle, by music but also by voice. As with music, timbre and pitch of voice will not convey the same message to consumers. It is a vital need to eat, but how often do we stay at the table more out of gluttony than out of a real feeling of hunger? Advertisers have long used this delicacy to communicate around a brand with packaged products, little candies at the checkout. Taste marketing has evolved a lot in recent years, taste like society follows the effects of globalization …
New technologies such as mobile applications
Suppliers and producers know that if they allow their consumers to discover their products through tastings, the consumer will be better able to buy their products, however impossible to cheat with this sales technique, if the product is not produced. is not good, the target will not buy, hence the interest in creating a strong taste and sensory experience. Events such as “week of taste” “chocolate fair” “organic fair” … are proof that taste marketing is indeed part of experiential marketing … Taste marketing is regularly used to promote non- organic products. edible, the brands then take advantage of a flavor appreciated by the general public or fashionable to bring the customer to them … by offering the tasting of a chocolate fondue or by offering to win “a basket of the soil” …
The same taste marketing logic applies in the toothpaste department (gourmet or unusual flavors, etc.), engaging brands in a frantic race for differentiation. Scent marketing Like taste marketing, olfactory marketing is traditionally used in the food industry and in cosmetics. Who among us has never tried to open a shampoo to know its smell before buying it? The smell of the shampoo in question takes us completely away from its intrinsic qualities, namely does it wash the hair well? Certain memories well buried in our memory can resurface with the help of an olfactory signature. This proves that there is an intimate connection between our memories, our emotions and smells.