Sense-based Marketing Makes Sense!
Sometimes the best way to market your business is right in front of your nose, or better said, it IS your nose. Let’s take a look, or a sniff.
In downtown Flagstaff, a wonderful, historic, small-town, downtown, that caters to art lovers and foodies alike, as well as outdoor and beer enthusiasts, there is another great gig in town that has a particularly effective way of marketing their product.
You will know this business well before you come upon it. And you can’t ignore it once you do. (Now there’s marketing!) Whether you’re across the street. Down the street. Or in your car in the street. No matter the season . . .mmmmm . . . what’s that smell?
It’s the Flagstaff Soap Company. Barely a sign. No blinking neon. Hardly a storefront at all–it’s a closet of a space. But the effect is enormous. The fragrance grabs you every time.
Yet, it is not overpowering essential oil. Not assaulting like a big department store perfume counter. Certainly not your great grandma’s lingering eau de toilette. It is more subtle. Earthy. Tantalizing. And it beckons, ‘Come on in!’ And in you go. Score!
This little shop, and many like it across the country, has marketing nipped right in the bud. How?
Well, what better content is there than that which grabs your senses? We are sensual creatures, after all, and as mammals, well, we follow our noses.
But what on earth does this tell us about marketing, you ask? Especially if your product has no smell, or color, texture or sound to push? A lot! While you may have plumbed the emotional or logical appeal to establish the branding and messaging of your product or service, have you considered the sensory appeal? And have you considered the sensory beyond vision–which is easiest and most typical. There is much to be said for the ears, skin, tongue, and nose.
Experts now say that in both designing and marketing a product the sensory appeal must be addressed. In fact, according to Harvard Business Review, “We’re about to enter an era in which many more consumer products companies will take advantage of sense-based marketing.”
So think about this: “Much of the new research centers on ‘embodied cognition’—the idea that without our conscious awareness, our bodily sensations help determine the decisions we make.” In other words, you need to speak to your customers’ senses, not just their minds or hearts.
Consider how you can reach your customers. Think outside the logic box, and maybe you can secure a more effective brand, and better yet, boost your sales. Please tell us what YOU’VE done to entice your customers. Tell us your ideas for how you can use sensory marketing. We’d love to hear from you.
Whether it’s the crisp feel of brand new stationary; the intense colors when you take a sunset run in your new shoes; or the unmistakable sound when you break the seal of a new vacuum-packed pound of java. Share your sensory marketing ideas with NACET, we’d love to hear them!
Remember, the nose knows!