Sensory marketing or marketing of the directions
In the 1990s, the marketing strategy of companies focused on product quality, price and services. Today, the sensory dimension is the subject of attention from innovative companies, particularly in the field of capital goods, cosmetics and automotive sector. The concept of sensory marketing is old, and the sight and hearing senses have also been employed in the marketing.
In recent years, the art of packaging has led to a real work on the tactile sense, and the bias of the sense of smell is also beginning to develop. Studies have shown that sounds, colors and smells have an impact on consumer behavior. However, sensory marketing may be subject to some constraints.
For example, in the case of olfactory marketing, products must comply with regulatory toxicology to allergens and environmental protection. The odors are associated with memories and emotions, which are different for each person and can be volatile. There is also "the anti-odor" in North America and some consumers refuse all scented products, which show the limits of the use of odors in the field of marketing.
Sensory marketing must also follow certain rules about sales: the layout of stores must allow customers to easily find the products they want to buy, but also to try to buy other products. The meaning is the most sought for, in particular, the colors used to highlight products or provide information. The view is used, through the presentation of displays and lighting effects.
Odors must be coherent with the products sold. It is essential to eliminate all negative stimuli, such as odor, light attacks, etc. The offer may be truly customized as people are different and we question if the implementation of a strong and unique sensory world is likely to attract consumers.
The objective is to increase the perceived quality of the product. In competitive markets, companies have no choice. To sell, you must now appeal to all senses of the consumer. For this, the emotional impact of each attribute of the object for sale is husked.
It is no longer a major brand that does sensory marketing before launching a new product on the market. To help, the agencies put together researchers, sociologists and business decision makers. Sensory marketing techniques are complex.
Finding the words to describe the sensation of a product to use is the first step of the process. Consumer groups begin by generating a list of 200 words to describe the components of the sensation studied. For a pen, for example, we test the touch.
This is to improve the product, to better satisfy the consumer. Sociologists note a withdrawal of the individual that produces a search for sensory pleasure. Like the research works on the body and senses for fifteen years, marketing seizes this untapped territory for sale.
Tags: sensory marketing, marketing of the directions, marketing strategies of companies
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