SENSORY MARKETING: HOW TO USE THE SENSES TO BUILD CUSTOMER LOYALTY
The smell of coffee brewing, Roberto Carlos playing on the radio, the dish towel with crochet hem, the feeling of petting your dog or cat. Are any of these situations familiar to you? They all have to do with the senses, which are fundamental to memory. Therefore, sensory marketing is an excellent strategy for brands that want to remain engraved in consumers’ minds. This is the topic of our article today. According to psychologist and specialist in gerontology Débora Guizoli , the relationship between memories and the five senses happens because memory needs resources from the senses to have more elements when it needs to remember some information in the future.
Therefore, capturing images, sounds, smells and movements helps in recovering information when we try to recover something that happened a long time ago. In this way, sensory marketing aims to stimulate the five senses of the human body (touch; smell; taste; vision; and hearing), causing well-being, familiarity and desire. Each sense contributes differentlyws datato attracting the consumer, according to the brand's identity. Therefore, this marketing demands creativity and a well-constructed brand identity. BENEFITS OF SENSORY MARKETING Sensory marketing is an organic way to attract and retain customers spontaneously, strengthening your brand through the authenticity of memories generated through the senses.
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People are tired of advertising and excessive content, and they are increasingly looking for what is true and genuine. Therefore, among the benefits of this type of marketing we can highlight, in addition to what has already been mentioned, the creation of emotional bonds with the consumer, making your product part of the family's routine and history. Not to mention that it is a way to explore products creatively, avoiding the obvious and differentiating yourself from the competition. In turn, these factors bring competitive advantage. Furthermore, sensory marketing stimulates the desire to purchase, without the need to “push” products to the customer. d.
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