Connecting the brands with their clients, repositioning themselves in their minds and achieving a place of reference with Sensory Marketing strategies are undoubtedly objectives that represent a change in the line of traditional business communication.
The possibility of reaching the client through the stimulation of the senses implies a profound change in the strategies and in the forms of advertising for the brands.
In this sense, Isidro Sánchez-Crespo, manager of the Musicam company, specializing in the generation of environments as an added value for companies of all sectors, highlights the most important aspects and objectives. “We study the premises to transform the need to buy in an entire experience, without doubt, the first stone of the road to success in the shopping experience will be to get customers to generate the memory, the notoriety and the intention to buy a brand.” “Jugandando with the senses we managed to establish emotional relationships that have become one of the most effective tools to reach the consumer,” says the executive.
And it is that the sense of hearing and the sense of smell can not be controlled voluntarily, therefore, they become very powerful media commercially, both consciously and unconsciously.
For this reason, the big brands have begun to pay attention to sensory marketing, not only to attract the attention of their customers, but also with the aim of creating loyalty. The use of aromas at the point of sale, olfactory marketing or aromatic marketing, musical ambience with personalized channels, radios or corporate televisions, dynamic marketing … are some of the services with which Musicam promotes the emotional and the customer’s empathy.
According to Sánchez-Crespo, “aromas, music and images have the power to provoke a certain reaction in the consumer and therefore influence their buying behavior. In our company we turn these strategies into protagonists of the brand’s new communication to achieve a lasting and effective emotional connection “. The company is responsible for studying and analyzing the needs of each client and develop an ad-hoc project that matches the corporate elements of the brand and, get better business results.
It is fundamental to have a pleasant, personal, elegant atmosphere, to create a unique environment that stimulates sales. The aim is to present the client with a unique and unmistakable perception of value, which will provide them with an unforgettable experience that will stimulate them to repeat and spread the consumer experience to their acquaintances, regardless of the price.
The objective, therefore, is to reach the client through the senses. Of all of them, the smell is the one with the greatest power of evocation and the one that most stimulates our memories. And it is that the human being is able to remember 35% of what he smells, compared to 5% of what he sees, 2% of what he hears and 1% of what he touches, according to a Rockefeller University study from New York.
There are many good reasons why a company should consider creating communication strategies through sensory marketing tools. “Likewise, having an innovative technology radically improves the commercial result in business, in turn, has advantages in the entertainment of users and the display of the brand’s social image”, added Sánchez-Crespo. In this way, customers get more than they pay because every product or service comes with a new experience.
The public will be more inclined to be in a store and make a purchase if they feel comfortable with a pleasant perfume, and appropriate music. Imagine what would happen if coffee and chocolate lost their aroma, or if Coca-Cola, the product without which we can not live today, will stop reproducing the noise of its bubbles when perched on the glass. Probably, a lot of the emotional connection we have with these products would be lost. Feel, touch, smell and hear the brands that are displayed in a store is essential when creating a consumer experience for the user.
In the world of fashion, for example, there are many clothing stores for young people who set the premises as if they were nightclubs. Young people want to be there and somehow want to come back because they feel they are on a dance floor. What they really demand is that the products they buy say something about them, that they are part of their lifestyle. And for that, we have to create a positive environment, which is not only given by music, but also by smells and corporate videos. Thus, they are more likely to return to the premises if they feel that connection.
As for the price of these solutions, the cost of creating an unforgettable experience with music, videos and smells is very small, says Isidro Sánchez-Crespo, in relation to the amount of money that companies spend on advertising their businesses. The most important thing is to create a comprehensive experience, and for this you have to incorporate many aspects of sensory marketing. The more senses you use, the more connection you’ll be able to create with the client, and that’s how they’re more likely to return to your store, concludes the director.