by Alex Faas
Marketing is no longer just about communication and selling. Think about walking through the food court in your local shopping mall. Your senses are in overdrive with the smell of cinnamon rolls baking, the sound of food sizzling on the grill, and the taste of samples as you walk through the crowd. Marketing is about the whole experience!
Touch, taste, smell, sight, and hearing are all an integral part of how someone interprets a product or service. Sight, which many arguably be the most “common sense” used when it comes to marketing, depends on many factors including design, color, size, etc. While the look of your product is very important to its success, try and pair its exposure with another sense! For example, Cinnabon, the bakery chain, is known for their aromas that fill shopping malls nationwide. So much so, that when they designed a store where their ovens were placed in the back, sales decreased significantly because consumers couldn’t smell the cinnamon rolls as they came out of the oven.
Touch is also a great sense to take advantage of because when consumers hold the product in their hand or take it for a “test drive,” they psychologically view the object as part of themselves, therefore making it harder to give up. This is why car dealerships allow you to take brand new vehicles for test drives and why electronic stores, like Apple, allow you to touch and use their product in their hands-on stores. Essentially, the more senses you take advantage of, the more connected a consumer feels to a product or service.
So the next time you are walking through the mall, stop and smell the Cinnabons!
Source: Using Scent as a Marketing Tool