Home Textile Terminal Capture Five Sense Marketing Of Consumers

Unlike traditional marketing, sensory marketing is quietly taking more consumers.

In the process of marketing, brand operators use the visual sense, hearing, touch, taste and smell of the human body to develop sensory marketing, which is "pleasant", "moving", "touching" and "touching".

In essence, sensory marketing is an innovation after the integration of traditional marketing and experiential marketing.

Abandon "two dimensions" and invest in "five senses"

Consumers receive 3000 advertisements a day from an average of ten years ago, and now they receive more than 5000 messages a day. They have already produced immunity, and are no longer susceptible to mere visual and auditory two-dimensional communication.

The emergence of sensory marketing has made up for the lack of two dimensional means of communication.

Apart from vision and hearing, we also have information storage methods such as touch, taste and smell. Research shows that at the same time, the five senses of people can be maximized to ensure that they can see things at once.

The human senses have inherent natural memory, and they will take the initiative to perceive the world for us, and will unconsciously decide what we think of things.

Sensory marketing integrates the ingredients that can bring people sensory stimulation through the process of product marketing, so that consumers can take the initiative to perceive the attributes and characteristics of products in the process of consumption, and get the full satisfaction of vision, hearing, taste, smell and touch.

This sensory experience is not forced, but "involuntarily", so it is also the most direct and profound for consumers.

Sensory marketing accuracy

Each marketing mode has different effects on consumers who are different in age, sex and consumer behavior, and sensory marketing is no exception.

After analyzing the physical, psychological and consumer behaviors of consumers, we believe that sensory marketing is more effective for children, women and the elderly.

Scientific research shows that the general sensory function of an ordinary child is two times that of an adult. Children's olfactory sensitivity is 200 times higher than that of middle-aged people.

On the choice of products, children are very sensitive to colors, sounds and tastes, and products with distinctive characteristics in these areas will usually be loved by children.

Bright coloured children's wear, sound shoes and fragrant rubber are the embodiment of the successful use of sensory marketing in children's products market.

Compared with men, women have relative advantages in sense organs: tactile is more delicate, and taste is more obvious (women have more taste buds than men); at the same time, women's consumption psychology is also biased towards sensibility.

To some extent, sensory marketing is a marketing of emotional elements, which is more attractive to female consumers.

Therefore, spraying perfume in women's clothing stores and designing bright colors for mobile phones often produce unintended effects on sales.

As far as the elderly are concerned, they often have no brand concept in their consumption, and pay more attention to the life experience accumulated over the years and their direct perception of the products.

When shopping, they like to taste and touch.

Therefore, in order to get the approval of the elderly consumers, businesses should give them more experience of trial and taste.

In sensory marketing, how to use the five senses of "hearing", "vision", "touch", "taste" and "smell"?

Whether you are watching the fashionable magazines carelessly at home, or playing with cute babe, the ending music of Electrolux advertisements coming from TV will be impressed in your memory.

In the movie "Du Lala's promotion", a cell phone rang, we knew that the protagonist used NOKIA mobile phone. With the slow music of the restaurant, our appetite seemed to be better.

Listening can not only help us identify things, but also affect our emotions.

Pass the different sounds to the consumers' senses again and again, help consumers to increase their interest in consumption because of their understanding of things, or because of their good audio-visual experience.

In the service of a high-end hotel customer, the blue elephant planning company has carefully set up the music played in the hotel cafeteria, resulting in an increase in the number of customers who come to the hotel cafeteria to eat, and the satisfaction of customers to the dining environment is also greatly improved.

When I mention the words "McDonald", "Kentucky" and "Sydney Opera House", are you flashing the cash yellow M shaped door, the amiable grandfather logo and the appearance of a white sail? This is because we often get the first impression of things through vision.

The "0.7 second visual merchandising strategy" put forward by the blue elephant marketing agency believes that the factors such as packaging, color, symbol, brand advertisement and company image need a scientific and systematic design, which can give consumers a clear visual memory, both in color and in shape.

Smart consumers will never discern the product image of Coca-Cola and Pepsi.

Why does the Yanghe River's blue classic wine quickly occupy a place in the minds of consumers?

Why do children always like to see happy old people wearing red clothes and white moustache, because only Santa Claus presents the most lovely gifts in their dreams?

At present, visual merchandising has been applied in the market.

Many people pay great attention to "handle" when shopping.

Touch is just a kind of touch, and the source of haptic perception is multifaceted and very complicated.

Haptics has an impact on people's purchase psychology cognition, so consumers in the apple experience store come to feel the product continuously throughout the day.

The survey found that 49% of consumers said that sitting in the driver's cab and holding the steering wheel would be the main factor in buying a car.

Therefore, whether in appearance or texture, tactile marketing is to create a feeling of comfort or excitement for consumers.

Coca-Cola's "curvilinear bottle", which has been sold for the first time, has been spoiled by consumers and has become the classic of bottle design in the beverage industry.

Olfactory marketing and taste marketing

When you enter SOHO bar, you will not only be bewildered by its confused surroundings, but you will also smell a distinctive fragrance.

This is the operator who has set up some "gadgets" in the places you can't see, so that you can remember your smells.

Martin Lindstrom, an expert on sensory marketing in the United States, was confronted with the fact that a girl named Olivia identified the Abercrombie (American casual dress brand) dress by sniffing the pants, which made many people unbelievable.

In fact, in all human senses, olfaction is the most sensitive and the most closely related to memory and emotion.

The winning way of olfactory marketing is "tempting by taste."

Singapore Airlines has perfused the perfume on the hot towel of Scentair, which is specially modulated by American Fairy Angel, as its patented fragrance, widely sprayed on the engine room and passenger supplies.

This fragrance has become a business card for Singapore Airlines.

In designing toothpaste, Colgate has designed different flavors such as peppermint and fruit flavor. "Taste" has also become an important reason for people to choose Colgate toothpaste.

If you are using Korean bamboo salt toothpaste, you must be bewildered by its "endless aftertaste."