In recent times, brands have begun to understand the growing importance of the senses (beyond what the specific sense of sight may suppose, the one most used when it comes to positioning brand content and advertising) when reaching consumers. The senses make consumers perceive things at much deeper levels and connect with them on a more emotional and less rational level. There is, for example, Macedonia Phone Number List the power of touch to suggest luxury and that is why luxury stores take care of that sense so much. Or, to take another example, there is how fragrances are perceived. The smell is deciphered at much more subconscious levels than other messages and, therefore, brands use them to talk to their potential consumers without them being really aware of it. The fact that supermarkets smell like bread all the time has, in fact, an explanation that goes far beyond the fact that it has become fashionable to sell bread at competitive prices.
The good use of the power of the senses is key to connect with consumers on another level
But the senses have much more power than simply to launch messages and connect with consumers in the midst of the increasingly complex environment in which they move. It is true that now that consumers are subjected to more and more screens and more and more sources of information, managing to break with the environment and being detected is very important. The use of the senses in a much more complete way and less limited to the obvious helps, and a lot, but it is not the only thing that the senses can contribute. The good use of the power of the senses is key to connect with consumers on another level. It is essential so that the things that are done have an effect on an emotional level and that they lead the brand to become what everyone is interested in being: a lovemark.
You just have to look at a specific example of brands that have become lovemarks to see it. One of them is Starbucks, the American chain of coffee shops that has become a beloved temple of coffee for some consumers. Starbucks started from the experience of consuming coffee in a typical Italian coffee shop and therefore has added many of the traditional elements to its brand experience. .
Their coffee shops smell like coffee (and they place such importance on smells that they stopped serving food for a while until they figured out how to tackle the invasion of odors that this entailed). The aroma is the most important element to use when selling coffee, but it is not the only one. Starbucks plays with all the senses, from corporate color (a very recognizable green) to ambient sound. The conversations with their waiters are always very pleasant (our brain has to perceive the underlying smile) but also the chain takes great care of the music that is heard, which is also part of the experience.Why do the senses help to become a lovemark?
Some and others act in the same environment. Lovemarks are those brands that consumers love and that are therefore linked to them by emotions. They are not brands that simply perform well or that consumers are satisfied with. His relationship with them goes much further than that: although it may seem like an expression that has already become very hackneyed, consumers love them. Brands and their consumers have an emotional connection and therefore a deep and very little rational connection with them. For this reason, they are especially faithful to these brands, they are defenders and evangelists of them and they tend to consume them no matter what happens. Their connection with them is emotional, irrational, as irrational is the way the messages they receive are processed when they are subjected to a sensory marketing message.