The smell coming from a bakery is the determining factor that strikes your fancy someone to go inside and consume. Something similar happens with the smell of coffee, popcorns, or a specific perfume; There are certain scent that that remind us something, somewhere and, even sometimes, to someone. They are the same factors that get a trace us.
Sensorial marketing referes marketing that appeals to the feelings in order to create sensory experiences through the senses. Although the sense that most impact achieved is the sight, smell and hearing are growing considerably.
However, to conquer the senses of people you need to reach them so unusual as effectively. It’s necessary to break stereotypes. That’s why the best ideas don’t come in the office; great ideas find you when you go in their search. Furthermore, they come when you are outside enjoyinh and you senses let you discover them.
Experiences that inspire you, and could be the same experiences that can turn into something unique and memorable for consumers. Marketing is the responsible to turn something ordinary into something extraordinary and sensorial marketing plays an important role in this game.
The emotions and the experiences get the best results when it comes from a campaign; that’s why emotional marketing and experential marketing are the most of the times the basis for every marketing strategy. They come from brands that are not afraid to make us feel, to give the rise to feelings or emotions that an event, daily detail or a person can awaken in us.
Getting sensorial Marketing reaches consumers is not easy. In fact, only the best brands get to make sensorial marketing productive for the brand thus achieving establish a stronger link between the brand and the consumer.
Coming back to the bakery from the beginning, we can see how the best relationships between a brand and a consumer emerge from the bond created after a pleasant surprise. Furthermore, more and more brands are looking forward to creating such bond with their consumers, trying to use sensorial marketing as the transport to take them to their destination.
According to a scientific research at Rockefeller University, our capabilities and memory affectation in relation to the senses correspond to:
5% of what we see,2% of what we hear,1% of what we touchand 35% of what we smell.
The majority of people remember if something smells very well or very badly, however, scent marketing (among the other senses related with sensorial marketing) seek to capture the attention of consumers and turn the experience into a moment of enjoyment that will remain in his memory.
Many companies choose to integrate the experiences they create with the rest of senses. Aromatics, auditory, olfactory or visual elements are able to create a multinsensorial experience able to grasp more attention that the simple scent you can smell from a bakery at 8.00 am.
As we mentioned earlier, the smell of coffee, popcorns, or fresh bread are examples that we can see every day. The same occurs with the perfumes that many brands such a Bershka, Stradivarious or Natura have implemented in their stores.
There are many sensorial secrets dealing with the majority of the acts we perform unconsciously. Actually, it’s said that
95% of decisions taken by an individual are motivated by the unconscious.
Therefore, we can conclude with Sensorial marketing takes more importance in marketing strategies than what we believe. Everything communicates; Even the taste, smell or sound are protagonists of the most suitable strategies.
As an ancient Chinese philosopher said:
“Tell me and I will forget,
show me and I will remember,
let me participate and will understand”