How to Get Customers to Fall in Love with Your Brand: Sensory Marketing

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Brands can leverage the power of the senses to connect to their customers on an emotional level, resulting in increased sales, improved customer loyalty and a stronger brand. This presentation shows you how to use sight, sound, touch, taste and smell to accomplish your goals and give you a competitive advantage.

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  • What happens to all the excess information that the conscious brain can’t process? It goes into the subsconscious.
    The vast majority of the information that customers use to make a buying decision is based on sensory input, memories and non-conscious associations.
    According to Harvard marketing professor and author Gerald Zaltman, “95% of our thoughts, emotions, and learning occur without our conscious awareness.” According to A.K. Padeep, author of The Buying Brain and CEO of Neurofocus, it is closer to 99.999%.
    Just a note: Dr. Pradeep is one of the keynote speakers at our upcoming ScentWorld conference, so if you want to learn more about neuromarketing and sensory marketing, I urge you to come (more on that later).
  • Your sense of space, movement, speech, problem solving, vision and hearing are processed in the neocortex. Of the senses, only olfaction is processed in the limbic system.
    The olfactory bulb is directly connected to the limbic system and to the amygdala, the structure that processes emotion. It is also strongly connected to the hippocampus, the part of the brain responsible for memory and associated learning. (Herz 2002)
    “With all of the other senses, you think before you respond, but with scent, your brain responds before you think.” (Vlahos, 2007)
    Because there is no thinking necessary and consumers do not perceive the scent as being a marketing tactic, scent marketing can be effective even when it is under the conscious level of awareness. (Li, et al. 2007)
  • So here’s a bride sniffing her bouquet. What do you think she will feel and think of every time she smells roses for the rest of her life?
  • When the aroma of fresh baked bread was dispersed in a grocery store, sales in the bakery section tripled.
    Scent in a casino proved to increase gambling revenue by 45%.
    At a restaurant, patrons spent 15% more time and 20% more money in a scented environment versus non-scented.
    In a clothing store, sales almost doubled on days when a gender-specific scent was used.
  • How to Get Customers to Fall in Love with Your Brand: Sensory Marketing

    1. 1. Using Multi-Sensory Marketing to Create an Emotional Bond How to Get Customers to Fall in Love With Your Brand
    2. 2. What’s going on inside your customer’s brain? Sensory input comes in at a rate of 11 million bits of information per second. Our conscious brain can only process at best, 40 bits of information per second. www.thinksensory.com
    3. 3. Your customers’ conscious minds are only the tip of the iceberg Dive into their subconscious decision making areas using sensory marketing
    4. 4. 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, attractive and fun” Nike – “I feel like a winner” www.thinksensory.com
    5. 5. The Senses Are the Gateway to the Emotions The most basic human drives, food and sex, are multi-sensory experiences. www.thinksensory.com
    6. 6. Consumers were asked which of their senses where the most important when recognizing brands Millward Brown and Martin Lindstrom, “BRAND Sense” (2005) 0% 10% 20% 30% 40% 50% 60% Sight Smell Sound Taste Touch www.thinksensory.com
    7. 7. 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 www.thinksensory.com
    8. 8. 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 www.thinksensory.com
    9. 9. 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 and colors. www.thinksensory.com
    10. 10. 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 www.thinksensory.com
    11. 11. 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 www.thinksensory.com
    12. 12. 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 www.thinksensory.com
    13. 13. hippocampus Why the sense of smell is so powerful “With all of the other senses, you think before you respond, but with scent, your brain responds before you think.” (Vlahos, 2007) Smell is directly connected to the emotional & memory centers of the brain. (Herz 2002) Scent marketing can be effective even when it is under the conscious level of awareness. (Li, et al. 2007) www.thinksensory.com
    14. 14. 75% of emotions are generated by smell. (Bell and Bell 2007) We are 100 times more likely to remember something that we smell than something that we see, hear or touch. (Vlahos 2007) Scent touches us in lasting ways www.thinksensory.com
    15. 15. Scent boosts sales Grocery - sales tripled when ambient scent was added. Restaurant - 15% more time and 20% more money spent in a scented environment versus non-scented. Retail clothing store - sales almost doubled on days when a scent was used. www.thinksensory.com
    16. 16. 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! www.thinksensory.com
    17. 17. Thinksensory is a sensory marketing firm focused on generating positive ROI for clients through: • Increasing sales • Increasing the total amount spent per visit • Boosting the total number of items bought per visit • Highlighting higher margin products, promotions and seasonal items • Encouraging repeat visits and purchases • Improving customer loyalty, referrals, reviews and recommendations to others • Strengthening your brand • Making it more memorable • Associating it with positive emotions www.thinksensory.com
    18. 18. What are you waiting for? It’s time to • World-renowned sensory marketing expert, quoted in Bloomberg Businessweek, Advertising Age, AdWeek, Forbes and many other media • Scientifically proven methodologies tailored to your real world business • Our systems are risk-free. We are the only sensory marketing company that guarantees ROI. www.thinksensory.com

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