As the line between humans and technology blurs, how can brands continue to innovate and stay in the game? One size doesn’t fit all so what's important to your consumers?
While we might consider ourselves logical, rational human beings, the majority of our decisions are actually made by the subconscious part of our brain – enter emotion-based marketing.
Gaining this inherent trust of customers is a huge hurdle for any brand to overcome. For new businesses that rely on prospective customers trusting their word alone that they will deliver, this can be especially challenging.
Delivering on your promises and hearing what consumers have to say will build trust and that all-important reputation so that consumers won’t have to think twice when they see your product on the shelf.
Demonstrating the value proposition of your brand is also an effective way to engage the emotions of consumers and win their hearts.
By incorporating an interactive element into a beauty product marketing strategy, it is possible to create a 5th opportunity, referred to as the Beauty Moment of Truth (BMOT).
“The more sensory representations of your brand you can include in your retail environment, the higher the brand memory and emotional engagement.” USP Solutions tested this theory in a study, which observed how consumers were influenced by the presence of a sensory demo tool in a magazine advertisement.
While marketing on digital platforms can draw the attention of more potential customers, it does not hold the same power as sensorial marketing activities when it comes to forming brand-consumer bonds.
The pairing of analog and digital reaps the benefits of both worlds. It is in this way that the sensory experience is transformed into a digital business, whilst maintaining consumer-brand engagement, trust, and relationships.
Social influencer marketing has by now established its place in the world of social media. The question of all questions: How can you as a beauty company ensure “quality content”?
"To define the purpose of marketing in terms of need satisfaction, problem solution or benefit delivery is too narrow. The ultimate goal of marketing is providing customer with valuable experiences."
Sensory experiences trigger emotional responses engaging you with the brand and separating it from competitors. Sensory marketing tools are designed to do just that in the cosmetics industry, giving your product an edge over others.
Sensory marketing is an important trend in the global beauty industry- especially when it comes to brand activation and brand engagement campaigns. Sensory marketing/branding involves reaching consumers using all five senses, and can intensify the perceptions of a brand greatly.
In Direct Selling a company success is strongly bound to client satisfaction. A happy customer will buy again, remain loyal and give referrals.
Brand activation campaigns are not simple.
After all, you want the consumer to become emotionally attached to your brand from their very first interaction.
A study out of Kalmar University in Sweden found, "The multi-sensory brand-experience hypothesis suggests that firms should apply sensorial strategies...It allows firms through means as sensors, sensations, and sensory expressions to differentiate and position a brand in the human mind as an image."
In this day and age, the average marketing schemes or beauty brand activation campaigns just wouldn't cut it anymore. In order to stand out from the other beauty brands, you have to think out of the box which is where sensory marketing comes in.
Consumers are tired of traditional advertising. Instead, they look at peers, their recommendations and daily routines. How to influence influencers?