When one thinks about advertising, they usually assume that the most important thing is that what is seen in the ad is “beautiful”, but the truth is that when it comes to convincing the consumer, it is not enough to go to one of the senses and that. it’s something that many marketers tend to forget. Thus, a new report from the Shullman Research Center emphasizes that if we have five senses it is for something, and that the most successful strategy will always be one that takes into account those five senses: sight, hearing, smell, taste and touch.
However, not all are equally important and sight, in fact, is the most important sense for 74% of Chile WhatsApp Number List consumers, both to make a purchase decision and to form an idea of the brand image. But the other four senses also have their importance, and more so in the case of luxury brands, since consumers of high-end products are the ones who least prioritize the sense of sight in marketing campaigns.
Addressing men and women also changes the importance of each of the senses, since while 85% of women place sight as the first or second most important sense in making a purchase decision, only 79% of those men think the same. The data are more similar in the case of hearing (66%), touch (22%) or smell (12%), but they also differ in taste (21% of men place it as the first or second sense more importantly, while only 17% of women think the same).
In addition, among buyers of luxury products, sight (70%) and hearing (57%) lose relative importance in favor of touch (31%), taste (25%), and smell (17%). In other words, brands that target this audience should pay special attention to designing campaigns that address each of the customer’s senses, as this can maximize impact.
Especially in food and drink brands it is a very good idea to bet on “sensploration” or multisensory experiences, marketing tactics that go beyond praising “taste” or “appearance”, allowing the consumer to interact with the products. in different ways and using all the senses (for example, touching the ingredients with closed eyes, smelling them before tasting them, making music with them, etc.).
Multisensory marketing proposes immersive experiences that multiply the memory in the consumer’s mind
Brands are increasingly aware of the impact that can be had by appealing to senses that are not the usual ones, and good examples are the smell of fresh bread in the supermarket (although the bread there is not exactly freshly baked) or the aroma to wood inside luxury cars (even if there is no wood inside). But not only olfactory marketing is in fashion.
Some begin to realize that it does not make sense to bet on a single sense when potential customers have five different ones: multisensory marketing plays with much more complete and complex experiences when creating stimuli that reach the consumer and convey a message.