What if you were listening to a beer or touching a movie?
HARNESS YOUR CONSUMERS’ FEELINGS TO HIGHLIGHT YOUR BRAND
Sensation: Package your product with sensory marketing
It would be a mistake to think that brands can only limit themselves to classic product experiences. Charles Spence, a professor of experimental psychology at Oxford University, demonstrated that hearing impacts feeling. In an experiment, he displayed different crisp sounds while people were eating chips. If the crisp was not loud, the chips would seem less fresh. At the same time, coffee tastes nearly twice as intense but only two-thirds as sweet when it is drunk from a white mug rather than a clear glass one, and that bittersweet toffee tastes ten per cent more bitter if eaten while listening to low-pitched music.Based on the fact that people are even able to identify whether a beverage is cold or hot with the sound of it being poured, industrials and marketers can really start to think about using sounds to sparkle creativity in their products. Norrland Guld Ljus played on sounds and launched a campaign on this theme. “Ear Beer”, an ASMR beer sound available on music platforms, allows you to enjoy beer in places where you are not supposed to drink.
Emotion: Create “the place to be”
BE MODERATE WITH MULTI-SENSORY MARKETING
Multi-sensory experiences to multiply the number of consumers?
Find the right balance between your different dimensions
Differenciation can take place through several dimensions, the most classic ones beingproduct, packaging and customer experience. Emotion can be the 4th one that crosses the three previous.All of them shall change according to the brand’s offer. The objective is to find the right balance between them, avoiding excesses like for Dunkin Donuts that played too much on senses.
Here are the keys to become a sensational brand
- Find inspiration in senses to thrill your customers through different dimensions (packaging, product, experience…)
- Create emotion to deepen the value of your brand
- Though multisensory is tempting, think strategically and balance the dimensions of your offer