Sensory branding

MRIDHUL.K.MDMS PUSensory brandingOPENING UP THE SENSES OF THE CONSUMERS

WHAT IS SENSORY BRANDINGIt is promoting a product in a way that appeals to the senses of a customer.

The science behind the effectiveness of the Sensory Branding is that our basic understanding of environment is through our senses.

We store those senses as memories in the cells of brains.

WHAT IS SENSORY BRANDING contd.The stimulation offered by the sensesInfluence our choices.Create a connect with the brand.Distinguish one product from the other.Part of our decision making process.

Senses is the only thing left with the marketers which helps them to connect with the target segment.The various forms of sensory brands caters to each and every senses.

Visual (What They See)Marketers mostly cater to this sense, as this is the most effective tool to establish your mark.

Visual Branding is association of a brand with a color, shape, typography, logo, icon/symbol or look appearance.

Marketers wants to establish the connect even the color with the brand so strongly.

Auditory (What They Hear)Sound is one of the senses targeted by most of the marketers

Sound evokes memories, experiences and lead to certain behaviors

Experiments have shown that when music in restaurants is played slower than the rhythm of heart beats ~ we tend to eat slower

In las vegas ~ the revenue from slot machines dropped dramatically when the winkling and tinkling of the slot machines were removed.

Victorias Secret uses a special classical music in its stores to support the premium image.

Kelloggs, a world renowned corn flakes maker, has a patent for its crunchy sound which has been designed specifically for them in the laboratory.

Olfactory(What They Smell)Neuromarketing studies show that 75% of emotions are triggered by smell.

Smell is linked to pleasure well being, emotion and memory.

Many retail shops spread aroma in the atmosphere to offer pleasant ambience to customers.

Next time a person when smell the same fragrance he is being reminded of the ambience of the store.

Starbucks coffee, the worlds largest coffee shop, started roasting coffee beans within the stores so that it spreads the odour of beans in the surroundings thereby giving richer sensory experience.Mens clothing retailer Thomas Pink ensures that each store of company should have an aroma of freshly starched linen.

Taste (what they taste)Taste can help you change the brand perception and image.

Unique taste helps in establishing the foothold in the minds of the people.

Brands/shops offer free sample of food products (especially new launches) in order to make better impact of product on customer mind.

Colgate. It is the only toothpaste company in the world that has taken patent for its taste.

If u taste McDonalds burger either in Delhi or Mumbai or Kolkata or Chennai, they all taste the same

Lays and Maggi launched a campaign in which they invited the desired tastes from the customers and then after trying and testing they launch it.

Touch(what they fell)Feel of a product is the major drive of its sale.

Many people dont shop online and the major reason for the fact is that they cannt feel the product

Area skin occupies is highest compared to all other senses.

Touch helps customers make more conscious decisions.

MULTI SENSORY EXPERIENCEMain senses that have been targeted traditionally are visual and auditory.

Humans are most receptive, and most likely to form, retain, revisit and reinterpret memory when all five senses are in operation

Some excellent examples that brag of stimulating maximum of the senses are Ferrari Centre Abu Dhabi and Singapore Airlines.

Singapore girl introduced by them has now become a unique identity of their brand.

The scent, Stefan Floridian Waters, that it has is specifically designed for airlines

Customers can uniquely identify that smell as that of the airline.

The dress they wear has been designed in alignment with the colour and design of the cabin.

THANK YOUSOURCEhttp://www.mbaskool.com/business-articles/marketing/1445-sensory-branding-opening-up-senses-of-consumers.html

http://www.mbaskool.com/business-articles/marketing/832-sensory-branding-opening-up-the-senses-of-the-consumers.html

http://www.citelighter.com/business/marketing/knowledgecards/sensory-branding-color

http://enrichwise.com/2012/06/25/sensory-branding-power-of-sound-audio-experience/

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