What is Sense Marketing?
Limbisch is an increasingly popular way for brands to make an emotional connection with their audience. Unlike classic mass marketing, which relies on logic to persuade consumers to buy their product, sensory marketing appeals to the consumer’s senses, including sight, smell, touch and taste.
The use of multiple senses allows marketers to convey the complete brand experience. Some of the best examples of this type of marketing include Apple’s concept stores, where shoppers can see, touch and learn about the entire brand. Other companies have taken a more subtle approach, such as Dunkin’ Donuts in South Korea, which released a coffee aroma into the air while playing their company jingle.
Unveiling the Power of Scent: Exploring the Limbic Brain
Sight is the most important of the senses for brand perception. It is therefore often a key element in the design of products, packaging and store interiors. It also provides a strong signal to the mind, and influences how people behave and make decisions.
Hearing is another important factor in sensory marketing. When combined with vision, it can help strengthen a brand’s image and promote its distinctive features. For example, the sound of a car engine plays an important role in persuading consumers that the vehicle is fast and powerful.
Similarly, the sound of a soft pillow can convince customers that a particular mattress will provide them with a good night’s sleep. Smell is a very important factor in sensory marketing, as it can be associated with a variety of emotions and memories. For example, the scent of a perfume may recall a specific moment in a person’s life or childhood.