The senses are very delicate and sensitive tools that allow us to receive stimuli and navigate through changing conditions. The senses also help us make purchasing decisions, and we as marketers – by addressing marketing communication to them and taking appropriate care of sensory marketing, influence recipients.
According to research, as many as 66% of positive opinions about a brand are emotional, even when customers are not convinced of the rationality of their assessments. It is the senses that germany telegram data transmit information to the centers in the brain that produce emotional reactions.
Nature has endowed us with five senses that allow us to absorb stimuli from the world around us – sight, hearing, smell, touch and taste.
All of these senses are extremely important in difference between backorder and out-of-stock building the proper perception of a brand, product or service.
How does sensory marketing work?
Due to the specific nature of the media, 83% of advertisements appeal to the sense of sight, and 94% additionally use sound (Millward Brown).
We must also remember that in the physical world our brands, products, services, packaging, employees, stores and offices also stimulate customers’ senses to work.
To get your customers’ senses to work to your advantage, you first need to know what they are and what stimuli will stimulate them in the right way.
In terms of sensory marketing, we also need to think very carefully about what reactions we want to evoke before we use, for example, a specific india phone list image, smell, sound or sensation after physical contact with which we greet a customer who comes into contact with us.
The consumer is not rational, but is that a bad thing?
The consumer is not rational , no matter how hard he tries, he cannot beat nature. Whether we like it or not, we are not able to process all india phone list stimuli in a rational way. If we wanted to function that way, we would get stuck for good on the first day trying to shop for groceries.
Daniel Kahneman in his book “Thinking Traps – On Thinking Slow and Fast” even says that as naturally irrational people, we spend 85% of our time on autopilot, guided by the unconscious mind.
It is very important to remember that consumers are not rational in their choices and actually love situations when they can make a decision guided by an impulse based on “intuition”. This greatly shortens the decision-making processes and relieves cognitive burden, and makes strong brands so rich.