The connection between Investment and Emotion
The need for Multisensory Brand Communication
Sensory branding is used to relate to the customer in a more personal way than mass marketing. It is a technique that does what traditional forms of advertising cannot. It is used in retail design, magazines, showrooms, trade-fair booths, service centres, and corporate headquarters. A multisensory experience occurs when the customer is appealed to by two or more senses.
According to Rieunier (2002), the sensory marketing approach tries to fill in the deficiencies of the “traditional marketing” which is too rational. Classic marketing is based on the idea that the customer is rational, that his behaviour is broke up in defined reasoned steps, according to the offer, the competition, the answer to his needs…By contrast, sensory marketing put the experiences lived by the consumers and his feelings in the process. These experiences have sensorial, emotional, cognitive, behavioural and relational dimensions, not only functional. It aims to create the adequacy of the products with their design and their packaging, and then to valorise them in a commercial environment to make them attractive. There, the consumer is behaving according to his impulsions and emotions, more than his reason. According to Aradhna Krishna (2015), “in the past, communications with customers were essentially monologues—companies just talked at consumers. Then they evolved into dialogues, with customers providing feedback. Now they’re becoming multidimensional conversations, with products finding their own voices and consumers responding viscerally and subconsciously to them.”
Marketers mostly appeal to sight and sound. 99% of all brand communication focuses on sight and sound. However, in many instances, sound and smell are more effective than sight when branding a product or organisation. Also, visual images are more distinctive when matched with a second sense.
- Sensory Branding, From Wikipedia