Sensory Marketing/Branding has been used by a wide range of industries for the past few decades to create an emotional bond with the consumer regarding their brands. Sensory Marketing fills the one-dimensional void between the marketer and the consumer left by traditional approaches to advertising and marketing.
By approaching the consumer via a combination of the five senses, the marketer is able to use sensory cues to reach the consumer at an emotional, rather than a rational level. The approach is so enormously successful that a great deal of marketing research has been deployed at institutions such as Harvard, Yale, Boston College, and The University of Colorado – among others.
This research focuses on the concept of “embodied cognition” whereby our bodies’ sensory awareness affects our decisions. Embodied cognition is an emerging subfield of psychology, artificial intelligence, and philosophy. Researchers have realized that human actions are very often defined by perceptual systems that our conscious minds are not fully aware of.
Cosmetic and body care marketers have been aware of embodied cognition for decades, if not longer. Provide the consumer with a well packaged, generous sample to create a need for the product. Sensory Marketing via embodied cognition can be especially effective when used as part of a Brand Activation Campaign.
Brand Activation Marketing is crucial to building trust with the consumer. There is no better way to engage the consumer, and thereby their minds, than with an interactive USP Solutions Tester to reveal to the consumer their unique Beauty Moment of Truth. The Beauty Moment of Truth creates a need, within the consumer’s perception, for your product to solve a perceived lack.
Sensory Marketing engages any combination of touch, taste, smell, sight, and sound to create a harmonious experience (embodied perception) as well as a longing within the consumer’s subconscious. The experience and the longing cause the consumer to trust your brand and to ultimately need your product.