Tactile marketing
Posted: Thu Dec 26, 2024 3:53 am
The French cosmetics chain makes great use of olfactory marketing and likes to promote its new products through its newsletter . All you have to do is visit its website to subscribe and stay up to date with all the new products and incredible scent combinations that you can find in its store.
Dunkin' Donuts
In 2012, the American company launched an innovative campaign in South Korea: coffee-scented sprayers were installed on buses in Seoul. When a Dunkin' Donuts commercial was played on the radio, the sprayers would spray a wonderful coffee aroma.
The goal was to associate the desire for coffee with Dunkin' Donuts. The results speak for themselves: more than 350,000 people impacted, a 16% increase in visits to its stores and a 29% increase in sales. Amazing, right?
Auditory marketing
If you shop at Mercadona and think of any associated sound, you will probably quickly think of their jingle where they repeat the company's name . Well, that means they have done their job very well.
Unlike visual marketing, one can experiment with auditory marketing even while doing other activities : such as playing sports, walking, cycling...
Many people listen to music, but there is a lot of audio content out there: a podcast, an audiobook, or a video:
Podcast: why not always start with the same audio, with the same sound? There is the possibility of creating an association, standing out and differentiating yourself.
Video: Does anyone not remember the famous 20th Century Fox opening tune at the beginning of their films? Or the Disney one with the castle?
Netflix
One of the current digital kings: who doesn't know his famous "ta-dum"? Such a simple sound has become:
A platform recognition factor.
It has created an association in the consumer's mind : relating that sound with entertainment, leisure and enjoyment.
New Call-to-action
Taste marketing
Who hasn't been stopped on the street and offered a product to try? A new drink, a sweet, a new flavour... Nowadays it's even easy to find machines in different shopping centres or shops offering free products.
There are many possibilities, what is clear is the intention: to reach the consumer through the sense of taste .
Gelt
This app allows you to obtain different products at a discount or even for “free”, returning the amount or part of the amount paid in different supermarkets.
Gelt was born as a counterpoint to classic coupons , and has become a highly successful and rapidly expanding platform, which, in many cases, will appeal to your sense of taste.
It's an opportunity for consumers to learn about your products, try them, savour them and, if they like them, buy them in the future. Otherwise they might never get to try them – you can't know you love a food without ever having tried it!
And last but not least, we find tactile marketing, which is crucial in some industries such cfo email list distinguished designs and the quality of its materials. Touch is essential to understand this differentiation.
Apple
If you have owned any Apple product, you will have noticed that all of their products are made of good materials and have a careful and polished design.
From the product box, clean, simple and elegant, to the sensations when opening it or removing that “screen protector plastic”, everything is an experience cared for down to the smallest detail .
On that ass
This innovative boxer company offers you a subscription with a monthly payment with which you will receive an exclusive personalized boxer each month; the first one is free: they want you to try the product , to like its comfort, its touch, its sensation.
It's a methodology that seems to be working for them, as evidenced by their recent expansion: they now also offer socks!
Conclusions: sensory marketing
As you have seen, sensory marketing helps to differentiate, create a unique experience and highlight your product or service . For this reason, it is a good technique to consider and explore. And, as you have been able to analyse, of course it also has a place in the digital world : you just have to know how. In many cases, it is necessary to create a mix between offline and online actions, since you cannot smell through your screen, but you can invite someone to your store to pick up their exclusive free sample .
Did you know the brands in question? Or rather, were you aware of the sensory marketing techniques they used or have used? Have you implemented any of these practices in your business? I'd love to hear from you in the comments!
Dunkin' Donuts
In 2012, the American company launched an innovative campaign in South Korea: coffee-scented sprayers were installed on buses in Seoul. When a Dunkin' Donuts commercial was played on the radio, the sprayers would spray a wonderful coffee aroma.
The goal was to associate the desire for coffee with Dunkin' Donuts. The results speak for themselves: more than 350,000 people impacted, a 16% increase in visits to its stores and a 29% increase in sales. Amazing, right?
Auditory marketing
If you shop at Mercadona and think of any associated sound, you will probably quickly think of their jingle where they repeat the company's name . Well, that means they have done their job very well.
Unlike visual marketing, one can experiment with auditory marketing even while doing other activities : such as playing sports, walking, cycling...
Many people listen to music, but there is a lot of audio content out there: a podcast, an audiobook, or a video:
Podcast: why not always start with the same audio, with the same sound? There is the possibility of creating an association, standing out and differentiating yourself.
Video: Does anyone not remember the famous 20th Century Fox opening tune at the beginning of their films? Or the Disney one with the castle?
Netflix
One of the current digital kings: who doesn't know his famous "ta-dum"? Such a simple sound has become:
A platform recognition factor.
It has created an association in the consumer's mind : relating that sound with entertainment, leisure and enjoyment.
New Call-to-action
Taste marketing
Who hasn't been stopped on the street and offered a product to try? A new drink, a sweet, a new flavour... Nowadays it's even easy to find machines in different shopping centres or shops offering free products.
There are many possibilities, what is clear is the intention: to reach the consumer through the sense of taste .
Gelt
This app allows you to obtain different products at a discount or even for “free”, returning the amount or part of the amount paid in different supermarkets.
Gelt was born as a counterpoint to classic coupons , and has become a highly successful and rapidly expanding platform, which, in many cases, will appeal to your sense of taste.
It's an opportunity for consumers to learn about your products, try them, savour them and, if they like them, buy them in the future. Otherwise they might never get to try them – you can't know you love a food without ever having tried it!
And last but not least, we find tactile marketing, which is crucial in some industries such cfo email list distinguished designs and the quality of its materials. Touch is essential to understand this differentiation.
Apple
If you have owned any Apple product, you will have noticed that all of their products are made of good materials and have a careful and polished design.
From the product box, clean, simple and elegant, to the sensations when opening it or removing that “screen protector plastic”, everything is an experience cared for down to the smallest detail .
On that ass
This innovative boxer company offers you a subscription with a monthly payment with which you will receive an exclusive personalized boxer each month; the first one is free: they want you to try the product , to like its comfort, its touch, its sensation.
It's a methodology that seems to be working for them, as evidenced by their recent expansion: they now also offer socks!
Conclusions: sensory marketing
As you have seen, sensory marketing helps to differentiate, create a unique experience and highlight your product or service . For this reason, it is a good technique to consider and explore. And, as you have been able to analyse, of course it also has a place in the digital world : you just have to know how. In many cases, it is necessary to create a mix between offline and online actions, since you cannot smell through your screen, but you can invite someone to your store to pick up their exclusive free sample .
Did you know the brands in question? Or rather, were you aware of the sensory marketing techniques they used or have used? Have you implemented any of these practices in your business? I'd love to hear from you in the comments!