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    Sensory Marketing 1

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    uddhavkulkarni
    Sensory marketing involves appealing to customers' five senses of sight, hearing, taste, touch, and smell to influence their perceptions, judgments, and behaviors. It is needed because consumers are overwhelmed by advertising clutter and skeptical of marketing claims. Sensory marketing allows products to communicate directly with customers' subconscious minds through their senses to cut through clutter and increase credibility and persuasion. Managers should identify the key senses aligned with their products, audiences, and branding goals to intensify positive emotions, engage customers, tell brand stories, and deliver value.

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    Sensory Marketing 1

    Uploaded by

    uddhavkulkarni
    71 views6 pages
    Sensory marketing involves appealing to customers' five senses of sight, hearing, taste, touch, and smell to influence their perceptions, judgments, and behaviors. It is needed because consumers are overwhelmed by advertising clutter and skeptical of marketing claims. Sensory marketing allows products to communicate directly with customers' subconscious minds through their senses to cut through clutter and increase credibility and persuasion. Managers should identify the key senses aligned with their products, audiences, and branding goals to intensify positive emotions, engage customers, tell brand stories, and deliver value.

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    Sensory marketing involves appealing to customers' five senses of sight, hearing, taste, touch, and smell to influence their perceptions, judgments, and behaviors. It is needed because consumers are overwhelmed by advertising clutter and skeptical of marketing claims. Sensory marketing allows products to communicate directly with customers' subconscious minds through their senses to cut through clutter and increase credibility and persuasion. Managers should identify the key senses aligned with their products, audiences, and branding goals to intensify positive emotions, engage customers, tell brand stories, and deliver value.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    71 views6 pages

    Sensory Marketing 1

    Uploaded by

    uddhavkulkarni
    Sensory marketing involves appealing to customers' five senses of sight, hearing, taste, touch, and smell to influence their perceptions, judgments, and behaviors. It is needed because consumers are overwhelmed by advertising clutter and skeptical of marketing claims. Sensory marketing allows products to communicate directly with customers' subconscious minds through their senses to cut through clutter and increase credibility and persuasion. Managers should identify the key senses aligned with their products, audiences, and branding goals to intensify positive emotions, engage customers, tell brand stories, and deliver value.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 6

    What is Sensory

    Marketing?
    • Techniques that are used to reach
    your customer’s senses “marketing
    • Influence their behavior based on that
    how your brand and tactics make engages the
    them feel consumers’
    • the process of winning a senses
    customer’s trust and attention by and affects
    appealing to each of these five their
    senses (sight, hearing, taste, touch perception, j
    and smell) udgment,
    • Designing products and packaging and
    with subconscious cues behavior” 
    • Multi-sensory experience to
    consumers
    • Multidimensional conversations –
    Products find their own voices –
    consumers respond subconsciously
    to them
    Why is Sensory Marketing Needed?

    Consumer is flooded with ads

    • Tremendous marketing & Advertising clutter leads to difficulty for a single brand to stand out
    • Consumer is skeptical about the claims being made
    In sensory marketing:
    • the product is cutting through the advertising clutter to make itself intrinsically appealing
    • The message becomes more credible – larger impact
    • consumer persuasion becomes visceral in nature (Product communicates directly with the subconscious)
    Neuroscience & Sensory
    Marketing
    1.Sight: All of the products available in the market are similar and
    for each to be seen as unique and to create a loyalty to the
    brand, fundamental requirement is to portray a different image.
    How do we learn?
    Hearing: Consumers when subjected to different musical tempos,
    levels of sound and amplitude modulations, are guaranteed to “About 1.0%
    feel different emotions. by Taste, 1.5%
    Touch: The physical contact with the product produces a great by Touch, 3.5%
    by Smell,
    sense of satisfaction to the customer.

    11.0% by
    Taste: Taste buds help to detect taste and make people have
    different perception of taste.
    Smell: Smell is the deepest of all the senses, for each smell is Hearing and
    different from the other and gives sensations in a more subtle 83% by Sight”
    and intense way.

    Exploitation of the Five senses of the customers in advertisements and in stores is important for
    the business. Implementation of Sensory Marketing breaks the standardization imposed by
    traditional retail and gives the idea of respect to the individuality of preferences. 
    Measurement Techniques
    in Neuroscience
    The way forward for managers
    •Build Buyer Persona
    Like any marketing plan, it’s important to begin with a good
    understanding of your brand, and your audience. The culture of your
    target audience, their age, background, and even their gender can all
    affect how certain sensory cues resonate with them

    • Identify the sense 


    Once you know the kind of impact you’re trying to make, think about the
    sensory experiences that your audience will respond to best this can be based
    on the line of products in companies portfolios. Managers should identify the
    senses which will compliment a particular product
    Make sure the strategy is delivering
    these end goals

    •Selecting the sense will help in defining the


    Intensify and heighten the positive
    true value essence and will engage the limbic emotions
    system

    • In order to get maximum out of sensory


    Engage expand and revitalize
    marketing it is essential for marketers to select customers
    a sense which will can deliver the value that
    our product offers and also could engage the
    limbic system which is responsible for dealing
    with emotions  and memory in the brain  Helping in telling a story

    Creating and delivering brand value

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