The last but not least Blog, the review of my blogs, I have been looking for and learning how to use the knowledge of sensory to marketing, so I want to talk about the relationship between the sensory marketing and brand positioning in this blog. We live in a sensory world. Initially, human recognizes the world by the senses. Following human’s senses is stimulated in again and again, metal begin to change that the purchase behavior is changed from passive to active. Why does this phenomenon appear? Who does make all these temptation? Smelling coffee aroma trailing from Starbucks, touching the delicate body of IPhone mobile, listening to the singing original music from the SOHO bar…… When the temptation is from the consumer sensory experience rather than business and when fully meet the mind, a new marketing mode was born different from the traditional marketing, this is “sensory marketing”. Marketing techniques that aim to seduce the consumer by using his senses to influence his feelings and behavior.(Krishna, A. 2009)
All the senses are opened, feeling and appreciating the sensory experience of branding and using the senses to build brand, this effect is amazing. Comprehensive and complete sensory experience can produce domino effect–impression is stored in the brain. if certain sense is touched that will be lead to next and then next…… the whole memory and emotional scene is instantaneously expanded. There are countless cases in the world including product innovation and retail experience. It is successful explanation that how to establish marketing program in the five senses instead of relying on vision and hearing in traditional. Successful application of the two senses only was done half, using all the senses to create comprehensive effect should be the final goal. Enterprise should be constant pursuit to create the future of the brand.
A brand should convey valuable information to consumers. Visual communication is one of important ways. studies have shown that in people received outside information, more than 83% of them were through the eyes, 11% of people had the aid of hearing, 3.5% of people were rely on touch, and the rest of people were from taste and smell. A successful mark symbol is the personality concentration of brand. McDonald’s golden ‘M’ form arch and Apple computer’s apple logo missed a corner have the strengthening effect for their brand.
Use beautiful or unique voice to attract consumer attention and form unique voice in the consumers’ mind. the cheerful music in McDonald’s is fully reflection of its personality; the melodious music in Kentucky Fried chicken shows that it is different from McDonald’s brand culture; the light music in Clothing store promote consumer purchase, that shows its recreational, relaxed characteristic at the same time. The combination of deep music and inside lights in a coffee shop provide communication and life situation for customers who can chat and enjoy life.
Take the sense of touch for example, in the Audi company haptic involved the scope which not only make drivers feel comfortable, more involved in biological engineering, operation logic, equipment appearance, button, and people push, pull, shift, steering, feel and touch and so on in the car. Through the detailed strict request, make the Audi car owners enjoy nearly perfect touch feeling.
Commonly, taste marketing appears in food industry. They often provide consumers with free chance to taste in terminal sales link, which is beneficial to stimulate consumers’ taste to realize a brand personality type transfer, such as Nandos sauce.
The human nose can distinguish over 10,000 different odors, besides being the most sensitive of the senses; it has a tremendous evocative power of memories and experiences over the years. The human nose can distinguish over 10,000 different odors except the most sensitive senses; it has a tremendous power of recalling memories and experiences over the years. the popcorn booth in Disneyland, when the business is slow, the “artificial popcorn fragrance” can be opened. Soon, the customers will come to the popcorn booth due to fragrance. the perfume from airline stewardess’s body in Singapore airlines is special modulation ” hot towel perfume taste”, becoming the patent fragrance in Singapore airlines.
In addition, if the brand let a person have complete sensory and emotional experience, that will be more powerful, for example, conspicuous green mermaid trademark in Starbucks. It gives a person with visual experience that gorgeous American fashion painting, art, hanging lamp in the whole metope and fashionable and comfortable furniture. Slate ground, the adornment of the imported materials and different mug cause the Starbucks’ tactile experience. You can find the kind of auditory experience due to unique music, metal chain and coffee beans voice in Starbucks. besides, you can enjoy taste and smell experience because of perfect coffee from Arab with inviting fragrance and great feeling during drinking。This is charming five senses rendering in Starbucks.
Five senses comprehensive stimulus creates a unique brand impression in the consumers’ mind. Therefore, the use of sensory brand concept becomes a comprehensive mode transmission of new era.
Krishna, A. (2009) Sensory Marketing: Research on the Sensuality of Products.
Publisher: Routledge Academic, 1 edition.