When we appeal to a person's senses we are tapping into their unconscious reactions and instincts. It is well known that smell can evoke memories almost instantaneously and that colour can influence emotions. Researchers at MIT have proven that touch affects the decision making process. All these different elements can be combined to form an extra sensory experience that appeals to your audience. Through subtle use of comfortable seating, colour and scent, you can create an experience of your brand that immerses your audience.
In the chapter 'Fighting the Battle, How to make the Case for the New Marketing Paradigm' from the book ‘The Role of the Senses in Our Era’ it states:
'We unconsciously gather information about our surroundings through our senses. They paint a picture of our surroundings for us and guide us in our decision-making processes...Consumers process sensory information instantaneously, giving sensory marketing an immediacy that’s lacking in methods that treat consumers as purely rational beings.'
So to gain an instant response from your target audience, remember to engage all their senses - both conscious and subconscious!
In the chapter 'Fighting the Battle, How to make the Case for the New Marketing Paradigm' from the book ‘The Role of the Senses in Our Era’ it states:
'We unconsciously gather information about our surroundings through our senses. They paint a picture of our surroundings for us and guide us in our decision-making processes...Consumers process sensory information instantaneously, giving sensory marketing an immediacy that’s lacking in methods that treat consumers as purely rational beings.'
So to gain an instant response from your target audience, remember to engage all their senses - both conscious and subconscious!
Read the chapter for more sensory marketing info...
