{"id":11995,"date":"2024-03-27T11:21:55","date_gmt":"2024-03-27T10:21:55","guid":{"rendered":"https:\/\/getlinko.com\/sensory-marketing-what-it-is-types-characteristics-and-examples\/"},"modified":"2025-02-05T17:19:01","modified_gmt":"2025-02-05T16:19:01","slug":"sensory-marketing","status":"publish","type":"post","link":"https:\/\/getlinko.com\/en\/sensory-marketing\/","title":{"rendered":"Sensory Marketing | What it is, types, characteristics and examples"},"content":{"rendered":"\n<p><span style=\"font-weight: 400;\">Currently, the customer experience is not only focused on delivering a good service or personalizing their purchase. It also involves the generation of emotions that influence their <\/span><b>behavior, motivations, and desires. <\/b><span style=\"font-weight: 400;\">One of the <\/span><b>most effective strategies <\/b><span style=\"font-weight: 400;\">To generate emotions and a positive experience associated with the brand in consumers and that in marketing works to enhance the reach of results is sensory<\/span><b> marketing.<\/b><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span style=\"font-weight: 400;\">What is sensory marketing?<\/span><\/h2>\n\n\n\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"900\" height=\"470\" data-id=\"11843\" src=\"https:\/\/getlinko.com\/wp-content\/uploads\/2024\/03\/sensory-marketing-what-is-it.png\" alt=\"sensory marketing- what is it\" class=\"wp-image-11843\" srcset=\"https:\/\/getlinko.com\/wp-content\/uploads\/2024\/03\/sensory-marketing-what-is-it.png 900w, https:\/\/getlinko.com\/wp-content\/uploads\/2024\/03\/sensory-marketing-what-is-it-480x251.png 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) 900px, 100vw\" \/><\/figure>\n<\/figure>\n\n\n\n<p><span style=\"font-weight: 400;\">Sensory <\/span><b>marketing<\/b><span style=\"font-weight: 400;\"> can be defined as a tool that seeks to create a greater connection between the consumer and the brand through <\/span><b>emotional and behavioral<\/b><span style=\"font-weight: 400;\"> actions that stimulate the senses and are favorable for the purchase of products or services.<\/span><\/p>\n\n\n\n<p><b>Flavors, music, and aromas<\/b><span style=\"font-weight: 400;\"> have an impact on the senses. These emotions generate a connection with people and awaken their desire to buy.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">It is known that all human experiences and perceptions are initially acquired through the senses. This explains why this type of marketing seeks to create a unique <\/span><b>sensory experience<\/b><span style=\"font-weight: 400;\"> that engages the consumer and makes them <\/span><b>associate positive values with the brand<\/b><span style=\"font-weight: 400;\"> through the five senses: <\/span><b>sight, hearing, smell, taste, and touch.<\/b><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><b>Sight:<\/b><span style=\"font-weight: 400;\"> it allows us to visually assimilate everything that surrounds us.<\/span><\/li>\n\n\n\n<li><b>The ear: <\/b><span style=\"font-weight: 400;\">sounds come to us through our ears.<\/span><\/li>\n\n\n\n<li><b>Smell:<\/b><span style=\"font-weight: 400;\"> detects odors.<\/span><\/li>\n\n\n\n<li><b>Taste: <\/b><span style=\"font-weight: 400;\">captures the taste and texture of food<\/span><\/li>\n\n\n\n<li><b>Touch:<\/b><span style=\"font-weight: 400;\"> allows us to come into contact with external objects through the skin and body.<\/span><\/li>\n<\/ul>\n\n\n\n<p><span style=\"font-weight: 400;\">On the other hand, sensory experiences also refer to <\/span><b>memories and emotional bonds<\/b><span style=\"font-weight: 400;\"> that we have created over the years. This causes our brain to activate and start working on our imagination, thus generating the desire to buy. This is why <\/span><b>sensory marketing <\/b><span style=\"font-weight: 400;\">focuses mostly on the experience of users, such as their past, their emotions, their experiences, or their imagination.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">According to Schmitt (2000), both reason and emotion drive the consumer to buy. However, they are not only looking to buy a quality product but also <\/span><b>experience.<\/b><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">In this sense, Sensory Marketing is a marketing strategy aimed at consumer loyalty through differentiated services that provide moments of tranquility, harmony, and <\/span><b>sensations of unique value<\/b><span style=\"font-weight: 400;\">. (Rabbit, 2007).<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span style=\"font-weight: 400;\">Characteristics of Sensory Marketing<\/span><\/h3>\n\n\n\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-2 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"900\" height=\"470\" data-id=\"11841\" src=\"https:\/\/getlinko.com\/wp-content\/uploads\/2024\/03\/sensory-marketing-characteristics.png\" alt=\"sensory marketing- characteristics\" class=\"wp-image-11841\" srcset=\"https:\/\/getlinko.com\/wp-content\/uploads\/2024\/03\/sensory-marketing-characteristics.png 900w, https:\/\/getlinko.com\/wp-content\/uploads\/2024\/03\/sensory-marketing-characteristics-480x251.png 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) 900px, 100vw\" \/><\/figure>\n<\/figure>\n\n\n\n<p><span style=\"font-weight: 400;\">Within the characteristics of sensory marketing, there are several purposes:<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><b>Attract and retain potential customers:<\/b><span style=\"font-weight: 400;\"> Points of sale will aim to create a pleasant sensory environment that makes the consumer enter the store wanting to return to it.<\/span><\/li>\n\n\n\n<li><b>Create a brand identity:<\/b><span style=\"font-weight: 400;\"> Sensory marketing allows brands to define their own identity and personality.<\/span><\/li>\n\n\n\n<li><b>Humanize the brand: <\/b><span style=\"font-weight: 400;\">A company that takes into account the feelings and experience of the user is a brand of value and close to consumers.<\/span><\/li>\n\n\n\n<li><b>Highlight the value of the products:<\/b><span style=\"font-weight: 400;\"> The user will identify the brand&#8217;s products with a positive sentiment due to a well-defined sensory marketing strategy.<\/span><\/li>\n\n\n\n<li><b>Offer a unique experience: <\/b><span style=\"font-weight: 400;\">The goal will always be for the purchase of a product or service to be a pleasant and unique experience.<\/span><\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><span style=\"font-weight: 400;\">Advantages of Sensory Marketing<\/span><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><b>Strengthen branding construction<\/b><span style=\"font-weight: 400;\">.<\/span><\/li>\n\n\n\n<li><b>It reinforces the corporate identity.<\/b><span style=\"font-weight: 400;\"> It is very important that the customer associates you with the quality that your product or service provides and in this way that your corporate fragrance reminds them of your values.<\/span><\/li>\n\n\n\n<li><b>Build customer loyalty.<\/b><\/li>\n\n\n\n<li><b>Differentiation from competitors.<\/b><\/li>\n\n\n\n<li><b>Retain the audience in your premises or establishment. <\/b><span style=\"font-weight: 400;\">Customers will stay longer in the place and perceive the products in a positive way, influencing the purchase decision.<\/span><\/li>\n\n\n\n<li><b>Create experiences for the consumer<\/b><span style=\"font-weight: 400;\">. 80% of the advertising we consume is visual, while 75% of everyday sensations are influenced by smell. The goal is to provoke sensations that generate a positive effect on people.<\/span><\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><span style=\"font-weight: 400;\">Disadvantages of Sensory Marketing<\/span><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><b>Easy to copy by competitors. <\/b><span style=\"font-weight: 400;\">&nbsp;<\/span><\/li>\n\n\n\n<li><b>Very little acceptance by the people who visit.<\/b><span style=\"font-weight: 400;\">&nbsp;&nbsp;<\/span><\/li>\n\n\n\n<li><b>Experiences can be very good. <\/b><span style=\"font-weight: 400;\">But the overall service can be poor.<\/span><\/li>\n\n\n\n<li><b>The customer does not internalize the messages and is indifferent.<\/b><\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><span style=\"font-weight: 400;\">Types of Sensory Marketing<\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"718\" height=\"344\" src=\"https:\/\/getlinko.com\/wp-content\/uploads\/2024\/04\/image-2.png\" alt=\"\" class=\"wp-image-12114\" srcset=\"https:\/\/getlinko.com\/wp-content\/uploads\/2024\/04\/image-2.png 718w, https:\/\/getlinko.com\/wp-content\/uploads\/2024\/04\/image-2-480x230.png 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) 718px, 100vw\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><span style=\"font-weight: 400;\">Visual<\/span><\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">Visual marketing is, without a doubt, the most used type of sensory marketing<\/span><b> as it is the most stimulated by the environment.<\/b><span style=\"font-weight: 400;\"> The choice of colors and shapes in the conception of a product, the layout of a point of sale, and the implementation of promotional campaigns are key factors of success (or failure) in all types of companies.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">It refers to all those resources that <\/span><b>stimulate the consumer&#8217;s eyesight: <\/b><span style=\"font-weight: 400;\">images, shapes, and colors, among others. Visual marketing is probably the most important category of sensory marketing.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">When doing visual marketing in the digital world, you should have one goal in mind: to make sure that your target audience<\/span><b> identifies your company<\/b><span style=\"font-weight: 400;\"> through advertising, banners on the web, pages on external blogs, or your own website. For example, your website will be the primary visual marketing tool on the internet. The important thing on a website is to create an atmosphere through a visual atmosphere.<\/span><\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><span style=\"font-weight: 400;\">Visual Sensory Marketing Strategies:<\/span><\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"font-weight: 400;\">High-quality images and videos on websites. (Avoid blurry images).<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Unique images that represent your brand.<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Call to actions (CTAs) for users to take valuable actions on your website.<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Photos of the product or service you&#8217;re selling so that it&#8217;s the first thing users notice on the web.<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Structure of the website to make it easy to navigate.<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Share quality content on all communication channels, both offline and online (social networks).<\/span><\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><span style=\"font-weight: 400;\">Olfactory<\/span><\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">Olfactory marketing is the one that <\/span><b>provokes the highest level of sensation<\/b><span style=\"font-weight: 400;\">, so it is very connected to emotional marketing. For example, in the Walnut Unlimited study, sports store Intersport managed to increase sales of football products by 26% by adding the smell of grass cut in that area.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">It doesn&#8217;t matter if our brand sells clothes, perfumes, or cars; the use of scents in stores and having a clean and smelling good environment make your point of sale more attractive. The key to a successful scent marketing strategy is to make it<\/span><b> memorable and creative <\/b><span style=\"font-weight: 400;\">to find ways to differentiate yourself from the competition so that the next time customers want to buy something, your business is one they come back to.<\/span><\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><span style=\"font-weight: 400;\">Olfactory Sensory Marketing Strategies:<\/span><\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"font-weight: 400;\">Online and offline sensory marketing strategies often go hand in hand.<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Capture leads and send users sample products with smells to link them to your brand.<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Send samples to interested users in exchange for their emails.<\/span><\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><span style=\"font-weight: 400;\">Auditory<\/span><\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">Sound can play an important role <\/span><b>in generating emotions <\/b><span style=\"font-weight: 400;\">towards users. <\/span><b>Associating music with a message is a good way to make the consumer remember it.<\/b><span style=\"font-weight: 400;\"> However, music is also important for sensory marketing users, as research highlights the impact of music on behavior.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">The goal of sound marketing is to facilitate the<\/span><b> memorization of a brand or to better understand the attributes of a product through sounds.<\/b><span style=\"font-weight: 400;\"> If we pay attention, we will see that different brands use different styles of background music in their physical stores, which form a very important part of the shopping experience.<\/span><\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><span style=\"font-weight: 400;\">Auditory Sensory Marketing Strategies:<\/span><\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"font-weight: 400;\">The sound produced when opening a mobile app.<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">The credits of a game.<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Playlists on Spotify or Deezer.<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Podcasts.<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Audiobooks.<\/span><\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><span style=\"font-weight: 400;\">Gustatory<\/span><\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">When strategies include actions that stimulate our senses to attract attention, <\/span><b>the odds of impulse buying are much higher.<\/b><span style=\"font-weight: 400;\"> No matter what marketing strategy you pursue, your products will always be at the center <\/span><a href=\"https:\/\/es.semrush.com\/blog\/customer-experience\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">of the consumer&#8217;s purchase decision<\/span><\/a><span style=\"font-weight: 400;\">. Therefore, it is very important<\/span><b> to promote your products through a taste marketing strategy<\/b><span style=\"font-weight: 400;\"> on digital communication channels.<\/span><\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><span style=\"font-weight: 400;\">Gustatory Sensory Marketing Strategies:<\/span><\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"font-weight: 400;\">Free samples are a great solution to promote your product.<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Get a review of the product, especially if it&#8217;s new. In addition, we put consumers at the center of the product by showing them that their opinion matters.<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Create a privileged relationship with the consumer. Taste is one of the most important human senses for conveying positive emotions.<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Email marketing.<\/span><\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><span style=\"font-weight: 400;\">Tact<\/span><\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">In addition to touching the product, the overall perception of the environment is also influenced by feeling its<\/span><b> texture and its location<\/b><span style=\"font-weight: 400;\"> at the point of sale. Touch, in some cases, is also essential in the consumer acceptance process. Touch is one of the main determinants of the <\/span><b>feeling of security and well-being when shopping.<\/b><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Being able to touch or hold a product in your hands and feel its shape and texture gives the feeling of belonging, leaves no room for doubt, and validates the next step,<\/span><b> the purchase.<\/b><\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><span style=\"font-weight: 400;\">Touch Sensory Marketing Strategies:<\/span><\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"font-weight: 400;\">Use solid materials that are pleasant to the touch, especially accessories such as business cards, to convey a trustworthy corporate image.<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Sustainable materials whenever possible to associate your brand with positive values.<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Incorporate protection into the product, such as cardboard or plastic, to show that the product is new.<\/span><\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><span style=\"font-weight: 400;\">Sensory Marketing: 3 Examples of Successful Campaigns<\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"735\" height=\"344\" src=\"https:\/\/getlinko.com\/wp-content\/uploads\/2024\/04\/image-3.png\" alt=\"\" class=\"wp-image-12116\" srcset=\"https:\/\/getlinko.com\/wp-content\/uploads\/2024\/04\/image-3.png 735w, https:\/\/getlinko.com\/wp-content\/uploads\/2024\/04\/image-3-480x225.png 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) 735px, 100vw\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><span style=\"font-weight: 400;\">1. Coca-Cola<\/span><\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">Coca-Cola is always an example when it comes to sensory experiences. The 2018 Christmas campaign used vision to persuade us.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Through an Android and iOS app, consumers could scan the can of the drink and have access to an exclusive augmented reality scenario. There were four episodes with stories of the brand&#8217;s famous polar bear.<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span style=\"font-weight: 400;\">2. Dunkin&#8217; Donuts<\/span><\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">Dunkin&#8217; Donuts provoked its consumers and achieved very positive results in Seoul, the capital of South Korea, by putting into practice a sensory action. The company installed aroma diffusers with the smell of its coffee on some buses in the city. The fragrance was released every time an advertisement for the brand appeared on the radio on the buses and at points near a brand POS, further enhancing the sensory connection.<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span style=\"font-weight: 400;\">3. Spotify<\/span><\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">Spotify leverages all of its data to create personalized playlists and provide a unique experience for each user. Spotify doesn&#8217;t just focus on sound marketing; it goes far beyond that and has also focused on visual marketing campaigns, both offline and online.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">At the end of 2016, Spotify launched its &#8220;Thank you 2016, it&#8217;s been weird&#8221; campaign, giving &#8220;rare&#8221; highlights of user activity on the app.<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span style=\"font-weight: 400;\">Final Words<\/span><\/h2>\n\n\n\n<p><span style=\"font-weight: 400;\">Sensory marketing tailored to customer sensations can be an innovative experience. The financial market has a lot of potential for improvement, as the experience of going to an agency has remained consistent over the past years. Seeing a product through a display case is not the same as the experience of feeling and smelling it. This is where sensory marketing comes into play. Many consumers would recommend a brand if they find it a pleasant sensory experience, so it&#8217;s even an effective tool to incentivize customer promotion.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">By knowing what sensory marketing is, it is possible to apply it to achieve a greater presence in the customer&#8217;s memory and position ourselves among their purchase options. This type of marketing adapted to the line of business can provide short, medium, and long term benefits.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Currently, the customer experience is not only focused on delivering a good service or personalizing their purchase&#8230;.<\/p>\n","protected":false},"author":22,"featured_media":6548,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","content-type":"","footnotes":""},"categories":[162],"tags":[169],"class_list":["post-11995","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing","tag-digital-marketing-en"],"acf":[],"_links":{"self":[{"href":"https:\/\/getlinko.com\/en\/wp-json\/wp\/v2\/posts\/11995","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/getlinko.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/getlinko.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/getlinko.com\/en\/wp-json\/wp\/v2\/users\/22"}],"replies":[{"embeddable":true,"href":"https:\/\/getlinko.com\/en\/wp-json\/wp\/v2\/comments?post=11995"}],"version-history":[{"count":0,"href":"https:\/\/getlinko.com\/en\/wp-json\/wp\/v2\/posts\/11995\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/getlinko.com\/en\/wp-json\/wp\/v2\/media\/6548"}],"wp:attachment":[{"href":"https:\/\/getlinko.com\/en\/wp-json\/wp\/v2\/media?parent=11995"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/getlinko.com\/en\/wp-json\/wp\/v2\/categories?post=11995"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/getlinko.com\/en\/wp-json\/wp\/v2\/tags?post=11995"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}