As marketing trends rapidly evolve, the challenge of winning consumer attention has never been greater. Traditional marketing has long been the go-to strategy, with its focus on showcasing products and highlighting their best features. But as consumers become more discerning, brands are seeking innovative ways to connect with their audience on a deeper, more emotional level.
Enter multisensory advertising—a strategy that goes beyond the visual and auditory elements of traditional marketing, engaging multiple senses to create a more immersive and memorable experience.

Traditional marketing: Putting the product first
Traditional marketing is all about showcasing the product, emphasising its features, benefits, and value proposition. Whether through eye-catching visuals, persuasive copy, or catchy jingles, the primary goal is to present the product in the best possible light. This approach often relies on engaging one or two senses—typically sight and sound—through mediums like print ads, TV commercials, and radio spots.
While traditional marketing has proven effective over the years, its focus on the product rather than the customer can sometimes fall short in today’s experience-driven market. Consumers are no longer just looking for a product; they want a connection, a story, and an experience that resonates with them on a personal level.

Multisensory advertising: A customer-centric approach
Multisensory advertising shifts the focus from the product to the customer, aiming to create a holistic experience that engages multiple senses. By incorporating elements that stimulate sight, sound, smell, touch, and even taste, brands can create stronger emotional connections with their audience. This approach not only makes the brand more memorable but also improves customer loyalty and recognition.
Hyatt Place is a prime example of this strategy in action. When the hotel chain launched its properties, it introduced a signature scent called Seamless—a blend of blueberries, floral notes, vanilla, and musk. This scent is used throughout Hyatt Place locations, creating a pleasant and consistent scent experience for guests. The goal is simple yet powerful: to trigger a subconscious association between the hotel and a positive, comforting scent, thereby enhancing brand loyalty.

The benefits of multisensory marketing
Increased brand loyalty
By engaging multiple senses, brands can create a more memorable experience that fosters emotional connections with consumers. These connections often translate into greater brand loyalty, as customers associate positive sensory experiences with the brand.
Better brand recognition
Sensory elements can make a brand stand out amongst competitors. For instance, the distinctive smell of Seamless at Hyatt Place ensures that guests remember their stay long after they’ve checked out.
Enhanced customer experience
Multisensory marketing transforms the customer journey from a transactional process to an immersive experience. This leads to better recall, higher engagement, and a more attentive audience.
Storytelling and emotional impact
Multisensory advertising allows brands to tell a story that connects on an emotional level. By appealing to multiple senses, brands can create a narrative that feels more personal and impactful.

Traditional marketing vs multisensory marketing
While traditional marketing has its merits, multisensory marketing offers distinct advantages in today’s experience-driven market:
Effectiveness
Multisensory marketing is more effective in capturing attention and differentiating a brand from its competitors. Where traditional marketing might blend in with the noise, multisensory marketing creates a unique and memorable experience that stands out.
Cost vs. return
Although multisensory campaigns may require a higher investment, the return on that investment is often greater. By creating a more engaging experience, brands can see higher customer retention rates and greater brand loyalty.
Targeting
Multisensory marketing requires a deep understanding of the target audience’s needs and preferences. This knowledge allows brands to tailor sensory elements that resonate most with their customers, creating a more personalised and effective campaign.

Real-world examples of multisensory marketing
Let’s take a look at some recent examples of multisensory marketing in action:
Lego® Your Dream Car Generated
Lego took shoppers on a journey beyond ordinary life, allowing them to generate their dream car through a series of high-tech, multisensory stages. The experience engaged multiple senses through graphics, animation, and an interface control panel, offering an immersive creative process where shoppers could customise their dream car down to the finest detail.
Toys R Us & The Bright Future Sensory Library
In partnership with The LEARN Project, Toys R Us launched a sensory library in Newlands East, KwaZulu-Natal, that offers a multi-sensory reading experience for children. The library includes tactile books, auditory and light-based resources, interactive story boxes, and sensory trays, all designed to awaken imagination and bring stories to life through touch, sound, and visual engagement. This initiative not only supports literacy but also emphasises the power of play and sensory exploration, aligning with Toys R Us’s brand values.

In a world where consumers are bombarded with marketing messages every day, standing out from the crowd is more challenging than ever. While traditional marketing remains a valuable tool, multisensory marketing offers a fresh and innovative approach that puts the customer experience at the forefront.
Elevate your brand’s presence with the power of multisensory advertising. Stay ahead of the curve with S.O.H Group’s innovative solutions that engage sight, sound, touch, smell, and beyond. Follow us on Facebook, Instagram, and LinkedIn for more insights and updates on how you can create unforgettable brand experiences.