Before you start reading this text, press play and enjoy the music as you read!
When we are dealing with a product or service, we always ask ourselves, how will we please our audience? How do we provide a unique experience? How do we stand out?
With so many blogs out there, how do you differentiate yourself? Is it even possible?
The answer is yes.
This text will show you how to do that using sensory marketing to your advantage.
What is Sensory Marketing?
Have you ever been to the movies and despite not being hungry, after noticing the smell of popcorn, you were tempted to buy it? Or did ever walk into that store and felt good just from the smell? Or at least felt something different just by touching the texture of a product’s packaging?
Well, you may have fallen into one of the sensory marketing techniques.
So is sensory marketing nothing more than using your customer’s’ senses in your favor? Yep, that is it!
To provide a complete experience for your audience and influence your client to make a purchase, you must take advantage of their senses, to activate their subconscious and influence their purchasing power.
But where did this idea come from?
It’s an idea that was created by the English. I remember that I had heard a lot about sensory marketing, and learned a bit more with Charles Duhigg’s never-obsolete book. An, d even with this information, I spent some time thinking about how to sharpen my clients’ senses. So in a workshop at Globo Brazil, I discovered that “brands that can be felt, make sense”, and how simple this can be. And the simpler, the cooler.
Real Life Cases
It just takes looking around to notice that content marketing surrounds us in more places than we imagine. Whether it’s in the distinctive design of the Coca-Cola glass bottle, or smelling the Hollister store from far away, or even the friendly and interactive atmosphere that we feel when entering the Apple store. And then we are attacked by touch, smell, hearing, sight and even by the palate. It only takes someone offering us a drink or a simple treat to want to go back to that place.
Thinking about sensory marketing, Häagen-Dazs recently made a very creative campaign. Knowing that it takes a few minutes to make the ice cream softer and the consumer to start tasting it, they added an entertainment into the packaging. A violinist appears on the packaging to distract the consumer by simply pointing the phone to the ice cream and that’s it!
But what about Content Marketing?
Content marketing can also use these techniques, but of course with some limitations. Let’s think about television, or rather movies. You are at the movies and all of a sudden, you hear that sinister sound and you immediately become scared. As you look at the screen you see that there is nothing to be afraid of, but even then, you are already anxious? Yes, your senses were attacked once again! And if we dig a little deeper, we will see that in the Greek tragedies there was already an intervention of a choir during the narrative, all of this to give a climax to the scene.
Now let’s get back to content marketing: even while working with writing, can I still do it? Yes you can and maybe you already it and don’t realize! We all know how important it is to illustrate a text for the optimization of this content – the famous SEO techniques. These techniques can be used not only for better ranking of the search engines, but to make your text more pleasant.
Example using content marketing
And you can go even further. A long time ago, I got addicted to the Ique blog, The Bro Code. Without hesitation or any resistance, I was overwhelmed by the emotions he would cause in me. Do you know which technique he uses? He simply asks that before you start reading his text, you press play on the soundtrack that he selected. It is a way of sending a message going beyond the images and words.
And as you read, you do not even realize that your senses have been activated, that your sentimental side of the brain is working, and you are already too susceptible to break the bond with that moment. All of this can also be associated with neuromarketing, which we’ve talked about here. It’s all the brain power and the work with powerful and intense emotions. That’s because, according to Regina Blessa, our hearing is responsible for 11% of our perception about something.
In other words, having sensory marketing as an ally can improve your audience’s experience. This impacts your sales, gives a better impression of your brand, as well as differentiating yourself in the market place.
Want to ? Then ask yourself: What emotion do I want to pass on to my readers? What emotions do I want to convey? Know your audience, see if it’s valid, try it out, make adjustments and finally, of course, enjoy the ride!
And you, what do you think of sensory marketing? Share your experience with us! And if you have any questions about content marketing, please contact one of our consultants.