Using Multi-Sensory Marketing

to Create an Emotional Bond

How to Get Customers to Fall in Love With Your Brand

Appeal to the Heart, Not the Head

Most buying decisions are based primarily on emotions, not logic

• How does this product, brand or company make the customer feel

• Features and price need to make sense, but this is secondary

Examples:Apple - “I feel hip”Walt Disney - “I feel like a good parent”Budweiser - “I feel manly, sexy and fun”Nike – “I feel like a winner”

The Senses Are the Gateway tothe Emotions

The most basic human drives, food and sex, are

multi-sensory experiences.

Consumers were asked which of their senses where the most important when recognizing brands

Millward Brown and Martin Lindstrom, “BRAND Sense” (2005)

www.martinlindstrom.com

To Be a Successful Brand, First, Cover the Basics

• Don’t be a loser– Have good values - Provide a good

quality product and customer service– Get to know your customer - Make

sure your features and benefits are important and relevant to your market

– Have self confidence, but not an over-inflated ego - Price should be fair for the value provided

Be Good Looking

• Investigate what colors and style appeal to your target market, and use them for your logo and throughout your marketing communications

• Don’t get carried away with cosmetics - Marketing should be easy to read and understand, not just pretty

• Packaging - Make sure that the way you present your product is both attractive and practical (easy to use, easy to transport, store & ship, etc.)

• Have a consistent brand image across all media and customer touch points

Set the Mood with Sound

• Playing the right music can increase sales up to 29% • Music tempo influences how long

customers stay in a business establishment and how quickly they move through it

Voices, music, sound effects and jingles should be congruent with emotions you want your product to arouse in the customer (happy, excited, anxious, relaxed, etc.) and with other sensory input such as store décor, scent

Touch the Customer

If you have a packaged product, investigate using different textures and shapes on your packaging to stand out

In luxury goods, people associate weight with quality.

In retail, the more people are able to touch, hold and interact with the product, the more likely they are to buy it

Be Delicious

When taste sampling is not possible or for non-food products, a good substitute is scent; 80% of what we perceive as flavor is the fragrance and only 20% is actually taste

If you have a food product or restaurant, give out free samples– A third of people

who sampled a product bought it in the same shopping trip and over half of purchasers said they would buy the sampled product again

Connect with ScentConnect with Scent• Scent is the only

sense that goes directly to the emotional and memory centers of the brain

• It works to:– Increase sales– Improve customer

perception of product quality

– Increase time and money spent

– Increase the amount customers are willing to pay

Tips for A Lasting Relationship

1. Once you have enticed customers into trying your product or service, continue to use these sensory tactics to remain top-of-mind and strengthen your brand’s relationship with them

2. Keep customers’ interest by asking their opinions and involving them in company sponsored promotions and projects

3. Don’t get complacent; keep showing them you care

You can build relationships that last a lifetime!

Learn More at

• Executives from global brands and world renowned sensory marketing experts will show you how to use sensory marketing to:

• Increase sales • Encourage repeat purchases • Increase sales amount • Create customer loyalty

www.scentworldevents.com

contact us at jennifer@scentworldevents.com or see our website www.scentworldevents.com