Ideas Worth Designing

Best practices of five-senses marketing

Brand-building is one of the most absorbing and responsible business processes today. There are numerous reasons for that.

Brand-building is one of the most absorbing and responsible business processes today. There are numerous reasons for that. Competition. Market saturation. Marketing relying on the satisfaction of customers’ needs has become passe. The needs that had been satisfied have turned into whims – says Grzegorz Kosson, the author of the book “Break the Convention or How to Build a Great Brand”.

But whims are not always equal. Adapting a product simultaneously to many wishes and expectations of customers generates higher manufacturing costs. The expert says that an efficient strategy is to define higher values for the brand. Mr Kosson asks the right questions – what values is your brand supposed to bring into consumers’ life? In what way is it going to enrich it? Improve it? Make it happier? Make it better?

It’s the strategy relying on emotion rather than on columns with data. What is helpful in launching it is the brand sense brand-building via five-senses marketing. The new vision of multi-sensoric brand affects all five senses of the customer at the same time.

The vision is the most seductive sense. It is capable of convincing you to act against the logic. Just look at the burger from the oldest network. The burger which is just being unwrapped on the tray while sitting at the table has nothing to do with the one we have chosen when reading the menu. Despite the fact that the disparity is gross, in us there’s still alive the visualisation from the picture. So what do we eat in fact?

Music makes you feel good. The high vibration tones are relaxing while low vibration tones make you feel discomfort internally. Business entities focus mainly on the visual aspect while neglecting sound at the same time as a typical element of the brand identity. The sound of opening a can with some drink, slamming with the car door, a pleasant jingle – these are the factors that may make your brand stands out efficiently against your competitors.

Respiration is an unconditioned reflex. What we feel is the element of air. Odours also affect our mood. Chain shops often tak advantage of this aspect in their outlets. Involuntarily odour goes together with the customer while familiarising themselves with the product and affects their buy-or-not decisions. Some positive experience in the outlet makes you buy more and more. The odour is inseparable from taste. Both senses should be taken into account paralelly.

Tactile impressions correspond the customer’s conviction of the product quality. This element of brand building is vital at the stage of product designing, identification, outlet. Nice to the touch and comfortable stick of ice-cream covered with thick layer of chocolate is likely to make your dessert even more tasty. As a consequence, it is going to be your favourite dessert which you will buy again (brand loyalty). A car equipped with leather upholstery seats will be considered luxurious. Our selection of a cardigan will be affected by the first touch of the fabric, its thickness and natural composition. Our decision to accept an invitation or not – by the embossed envelope. And to do shopping again we will come back to the outlet where the products we have bought are going to be packed in a paper bag, not in a plastic one.

Brand sense in brand building assumes the synergy of five sensual experiences. In order to build the five-senses brand in an aware and efficient way, the author of the Brand Sense book mentioned before suggests the scheme of brand split. According to his concept the following components build the brand – namely: symbol, sound, behaviour, service, tradition, ritual, navigation rules, image, colour, shape name and language. When being with the brand, stimulation of each and every sense out of five ones in a row will lead to a knock-down effect and will strongly attach the customer to the brand.

The example of the largest five-senses brand worldwide is the Catholic Church which has been launching this strategy widely for 2 thousand years now. By selling the eternal life it stimulates all senses and for the monies gained from the faithful it expands its empire. The Catholic Church takes advatage of marketing on a grand scale. The symbol of eternal life is the cross, smell is affected by the incense, taste – by wafers and wine, touch – by holy water before entering the church and after leaving it, in temples you can hear the sound of organs and choir. Monumental buildings, artistic stained-glass windows and sculpture affect your awareness via vision. It is the example of brand sense that can teach us a lot.

On a smaller scale a Dutch brand Hollister build its temples successfully. By means of a casual line of clothes the brand sells the dream of living on a beach. In the logo of the brand there is a seagull. Instead of the traditional shop window with dummies at the front, the chain shops display LED screens with an ocean, we don’t get into a shop but to a surfer’s house, we can smell holidays and some positive and party-like music encourages us to do the shopping, we feel as if we’ve just drunk an umbrella drink, on the hangers you can find an excellent-quality and soft-cotton Hollister clothes. The observation of the elements around us, efficient examples will give us the opportunity to understand in the best way what the synergy of five-senses brand consists in.

Wyniki badań zawarte w artykule pochodzą z raportu KPMG Poland Rynek meblarski w Polsce, Czerwiec 2017

Wojciech Lanecki

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