What is multisensory marketing and how can it help your business stand out?

Multisensory marketing, also known as multisensory branding, is a strategy that engages more than one of the five senses (sight, sound, smell, touch, and taste) to create a more immersive and memorable encounter. By stimulating consumers’ emotions towards a brand, this approach influences buying behaviour and fosters a deeper association. In today’s competitive market, it’s increasingly important for brands to offer a comprehensive, dynamic interaction across diverse touchpoints, ensuring they remain relevant and agile.

What is multisensory marketing?

Multisensory marketing involves using various sensory elements to create a more engaging experience for consumers. Traditionally, marketing has focused on visual and auditory elements, but multisensory branding incorporates smell, touch, and taste to elevate the overall experience. This strategy aims to evoke emotional responses and build stronger connections between consumers and brands.

How it can be used

Retail environments

Stores can use ambient music, lighting, and scents to create a welcoming atmosphere.

Product packaging

Engaging textures and appealing designs can improve the unboxing experience.

Events and activations

Offering samples of food or drinks can create a multisensory experience at events.

Digital platforms

Incorporating sound effects and interactive elements can enhance online experiences.

Examples of multisensory branding

  • Apple Stores: Known for their minimalist design, ambient lighting, and curated music playlists that create a calming and innovative environment.
  • Starbucks: Uses the scent of freshly brewed coffee and the sounds of steaming milk to create a cosy and inviting atmosphere.
  • Lush Cosmetics: Engages customers with colourful displays, enticing branded scents, and the tactile experience of handling products.

Benefits for your brand

  • Enhanced emotional connection
  • Improved brand recall
  • Increased customer loyalty
  • Differentiation

Implementing multisensory marketing

Identify brand essence

Clearly define your brand’s core values, personality, and message. This understanding will guide the sensory elements you incorporate, ensuring they align with and enrich your brand’s identity.

Sensory mapping

Analyse how each sense can be engaged to reflect and enhance your brand essence. Experiment with different sensory elements to see which combinations most effectively convey your desired message.

Consistent execution

Ensure that sensory elements are consistently applied across all touchpoints, including physical locations, digital platforms, and product packaging. Consistency reinforces the brand message for seamless consumer engagement.

Feedback and adaptation

Continuously collect feedback from consumers about their sensory encounter and refine your strategies accordingly. This process helps fine-tune sensory elements to better align with consumer preferences and expectations.

How S.O.H Group takes control of your multisensory marketing

At S.O.H Group, our creative services and managed marketing solutions use the power of senses to elevate your brand to the next level. We weave human senses such as sound, sight, and scent into your brand identity. Whether it’s a catchy jingle, a familiar fragrance, or vivid motion graphics, we help your brand stay cemented in your customers’ minds long after they’ve walked away.

Sound

We offer a range of audio services to capture your customers’ attention. Whether you need a catchy backing track in-store, on hold, online, or on the radio, we provide custom and cost-effective sound marketing solutions. Our services include on-hold telephone messaging, voice-overs, radio scripts, multimedia presentations, sound effects, podcasts, in-store music and messaging, and bespoke in-store radio solutions.

Sight

Make your brand stand out with our digital media marketing solutions from the S.O.H Visual Works Studio. We offer comprehensive visual solutions, from content creation like video, film, and green screen to content distribution and management. Our visual works studio, combined with our recording studio, ensures your brand is seen effectively in the digital world.

Scent

Enrich your brand identity with a unique aroma that subtly plays on the subconscious. Scent marketing directly taps into the part of the brain controlling memory and emotion, making it a powerful tool in marketing. Effective scent marketing can create positive, memorable interactions, increasing sales, customer loyalty, and the desire to linger longer. We offer everyday scenting solutions, bespoke brand scents, activations, and more to help differentiate your brand.

Multisensory marketing is a compelling tool for creating engaging and lasting consumer experiences. By stimulating multiple senses, brands can build deeper feelings, improve recall, increase loyalty, and stand out in a crowded marketplace. Embrace multisensory branding to create a dynamic brand that resonates with consumers on a personal level.

Stay tuned for ongoing multisensory marketing inspiration by following S.O.H Group on Facebook, Instagram, and LinkedIn.

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