Marketing for the Senses
June 16, 2017 | By Jill Marber
Taste, sight, touch, smell, and hearing, known as the five senses, all influence the way we feel, and the way we buy. They have the power to evoke powerful opinions and memories for people. Good and bad. Marketing’s job is to affect the way we feel, too. Therefore, marketing must excite the senses to work.
Visual marketing is the easiest sense to master and is most closely associated with branding. While effective visual marketing is often accomplished using a memorable logo or a signature color palette, the doors for more creative visual content have been opened. Interactive videos, fun infographics, quality photos, and sometimes quirky memes, and cartoons give customers the information they need with a quick browse. For example, visual marketing is significant in our saturated marketing and social media climate because most people would rather share, and view, an image than share strictly content.
Hearing is a powerful tool when building a brand. People connect with jingles, slogans, songs, and sounds, and in doing so, companies make products easier to remember and make more money. Including a video on your homepage or social media is another way to increase visual and audible identification of your brand. Videos should be to the point, serve a purpose, and look professional. It is believed that viewers are 85% more likely to purchase a product after watching a product video (Source: Internet Retailer). So, why not have a recognizable sound?
While “taste” was only for restauranteurs years ago, now everyone is trying to evoke flavor into their social media. Look now on Facebook, and you will see what several of your friends had for lunch. For example, Jimmy posted a sentence that he ate spaghetti for dinner. Who cares? But, if Jimmy posts a photo of his spaghetti with his grandma’s homemade sauce, well, he may get some more “likes” and comments because viewers are thinking about what is in grandma’s sauce. It sounds so good, and they can taste it!
Smell is perhaps the hardest sense to reach when it comes to marketing if you are not a brick and mortar store, but if you have a storefront, then it should be part of your branding. If you can’t create an actual identifiable aroma, then evoke a feeling online. A restaurant can share photos on Facebook of new menu items, or a flower shop can Instagram their latest creations. Lastly, the use of color can suggest certain smells. Orange and yellow give off a vibe of citrus, blue the ocean and water, green smells like nature, and white of freshness. Using these colors in your logo can create a sense of smell that otherwise would go unutilized.
There are many ways to use touch to brand your business. Whether it is through unique packaging or a tactile product, touch combined with visuals resonate with customers. Sometimes your product alone can be focused on touch, like soft beds in hotel chains or material used in clothing. Touch is not as easily achieved for those that do not have a tangible product, but it can be done through promotional items if it is something you want to explore.
If you are creating an experience for the senses, then it becomes less about the price of the item or actual product. It becomes about the way they feel when they hear your name, know your brand, and take out their wallets.
A web design firm in Alpharetta, Georgia, Inward Solutions works with small and midsize business all over the country bringing 10 years of advertising, marketing, and graphic design experience to its clients.