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How Are the Big Boys Branding?

September 08, 2018 12:40 AM | Anonymous

Mitchell Keller

While sensory marketing may be a new concept to small and medium-sized businesses, it's definitely not the new kid on the marketing block. In fact, the big boys have been employing sensory marketing for years and the results speak for themselves.

It’s All About the Sound...

Sound is still a powerful influence in creating brand experiences, and its use extends well beyond traditional jingles. For years, retailers have been using music to calm shoppers so they'll stay longer and spend more. Again, Starbucks is a classic example. However, other retail brands have realized the need to change their approach to lure the younger clientele they want. Forever 21 and Abercrombie & Fitch use fast-paced club music to attract affluent teens. They've also discovered that the loud music stimulates their target market, and when they're over stimulated they make impulse purchases.

It’s All About the Aroma...

For over a decade, Starbucks has used sensory branding, with the most obvious approach being olfactory marketing. There's nothing like the aroma of fresh ground coffee to make you want a cup and Starbucks has been using this branding tool to their benefit. Understanding the amazingly strong influence sensory marketing plays in creating a positive customer experience, Starbucks actually quit serving breakfast in 2008. Why? The smell of preparing the eggs and cheesee sandwiches conflicted with the rich coffee aroma. Starbucks isn’t the only company to use sensory marketing. In South Korea, Dunkin Donuts installed aroma-releasing machines in city buses, diffusing the aroma of fresh coffee every time the Dunkin Donuts jingle was played. It's a great example of integrating sound and scent to effectively create a positive sensory input for customers. During this single promotion, Dunkin Donut sales increased by 30%.

It’s All About the Experience

Thank God the big boys spent all that money doing the studies and investing in research and development. Now, we get to go to school on their dime. Sensory marketing can be as affordable as it is effective, and that’s being proven every day. EMA members represent a group of professionals dedicated to the advancement and promotion of sensory marketing. Experience Marketing Association members specialize in sight, sound and scent marketing. From the United States to the United Kingdom, Australia, Columbia and Canada, EMA members are sharing their expertise and changing the way companies throughout the world approach marketing. Learn how you can be a part of it all by visiting the Experience Marketing Association online at https://ExperienceMarketingAssociation.org/

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