Sensory marketing can give brands a competitive edge. In cluttered and competitive environments, sensory triggers can stimulate positive brand associations and activate subconscious purchase drivers. While it may be difficult to quantify the exact commercial value of sensory assets, their impact on brand value should not be overlooked.
Definition
Sensory Marketing appeals to one or more of the five human senses: touch, taste, smell, sound or vision. It engages on an emotional level and aims to capture consumers’ attention and influence purchase behaviour.
Key Insights
1. Tangible brand assets can help consumers feel the brand equity
Sensory branding creates stronger cohesion between how a brand is perceived and then physically felt through the packaging and product experience. Transmitting equity in this way can reach distracted consumers faster and more effectively than traditional communication. Five things to consider:
- Brand body language - going beyond graphics in pack development to physically demonstrate brand positioning.
- Equity that’s felt – the brand promise physically embedded in the product experience
- Being meaningfully distinctive – in pack and/or product
- Sensory signature - unique sensory characteristics that can aid brand recognition and guard against plagiarism
- Measured authenticity – measuring the combined product and pack experience to ensure the brand promise is absolutely delivered