Traditional versus Multisensory Branding & Marketing
Multisensory branding and multisensory marketing are ways to relate to your customer in a more personal way than with traditional techniques. Multisensory branding can be thought of a way to connect to your customer on an emotional level, rather than bombarding them with mass marketing.
A multi-sensory experience occurs when the customer is engaged by two or more senses. Martin Lindstrom found that brand impact increased by 30% when more than one sense is engaged and by a whopping 70% when three senses are integrated into the brand message. This suggests that your marketing and branding efforts should pay attention to Sight, Sound and Smell in order to maximise your brand impact and success. Using custom scents for ambient air scenting has been shown to effectively promote your brand and business by targeting the sense of smell.
“Companies whom reach their clients on an emotional level are most likely to succeed, because scent allows them to stand out from the competition.”
Scent Australia can help you improve your brand by maximising your brand impact through a focus on connecting with as many customer senses as possible. The benefit? Better margins, increased brand loyalty, greater customer values and enhanced word of mouth recommendations. A prize worth having.
The five senses
Sight is the most considered sense for marketing because it is the one most responsive to the environment. Sight is how the customer knows the product offering, quality, changes, store layout, materials, lights and colours. Shapes and colour are the first aspects of a brand to be noticed by the customer. Colour is a big influence on visual branding because it can affect people emotionally. According to the Seoul International Colour Expo, The colour of a brand logo improves brand recognition by 80%.
Scent Australia offers in house graphic design to help with your visual branding needs. We can also supply scented printing solutions to take your printed materials to the next level.
Sound is used in branding to evoke emotions and feelings to influence brand experiences and interpretations. Sound when matched with a message is a powerful way to make the customer remember it. Background music is an effective way to influence customer behaviour at the point of purchase. If used properly, music can create a mood for the consumer that encourages them to buy.
Scent Australia offers custom music solutions to ensure that your customer experience sounds nothing short of superb.
Smell is used in branding because it increases the customers’ remembrance of the brand. Smell is the sense most linked to our emotional recollection. It can create instant connections between a brand and other memories. Neuromarketing studies show that 75% of emotions are triggered by smell. Smell is linked to pleasure and well being, emotion and memory. Therefore it can influence customers’ emotional state and mood to make the customers more susceptible to impact customer behaviour.
Scent Australia are Scent Branding or smell branding specialists and this is our key focus as we believe that scent is the most efficient and effective way to reach clients on an emotional level.
Taste fuses all the different senses together to create a holistic brand experience. Therefore name, presentation, environment, scent, sound and texture must all be considered when branding with taste. Taste is linked to emotional states, and so it can alter mood and brand perception. Try offering your customers a bottle of water or a cup of coffee and always have a bowl of sweets or other snacks handy. Your customer will appreciate this small gesture and you will stand out from the competition.
Ask Scent Australia for ideas about relevant branded tasty treats to offer your clients.
Touch strengthens brand identity and image by appealing to this sense. Touch considers physical and psychological interaction between the customer and the product. Touch is a way to control the ‘unconscious of the consumers, their perceptions, feelings and tastes’. Touch can be manipulated through materials, weight, softness, and comfort of the product. For example, Bang and Olufsen remote controls are deliberately weighted to convey a feeling of quality. Always ensure that all customer touch points feel great and are clean and well presented.
Sensory branding examples & scent marketing case studies
Case Study: Abercrombie & Fitch
Abercrombie & Fitch are a highly successful American clothing retailer. Their target market consists of the style conscious teenage and young adult demographic. This demographic enjoy sensory experiences and the branding professionals at Abercrombie embraced this opportunity with an emphasis on loud relevant music, focused lighting on key areas (advertising messages and apparel) and they infused their air with America's biggest selling cologne, 'Fierce'.
The combination of visual, music and scent ensures that a visit to A&F is an enjoyable and unforgettable sensory experience. The result? enormous sales growth achieved during the global financial crisis.
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