What senses should you stimulate for more interaction with the target audience? We build a stronger brand with long-lasting associations. But how do you do this?
The world of marketing is all about creating memorable experiences that leave a lasting impression on audiences. A powerful way to achieve this is by incorporating recognizable and sensory elements into marketing campaigns. Stimulating the senses such as hearing, seeing, feeling and smelling can impact consumers and increase engagement. This article identifies benefits of using sounds, images and tactile experiences in marketing campaigns.
Sounds in Marketing
Sounds play a crucial role in creating an emotional connection, brand recognition and grabbing consumers' attention. But recognizable sounds can also create memorability. An example of this is a slogan that is always pronounced the same way, such as "Yes Sure, The Hypothecary" and "Real Hema," Or consider a well-known jingle such as Hornbach: "Ah Yes yipie yipie yee" or notifications, these sounds and sound logos can evoke emotions and are directly associated with a particular brand or performing an action. The use of unique sounds distinguishes the brand from the competition and thus creates a distinct identity, allowing companies to position themselves in the marketplace. This increases brand recognition and mental market share, making consumers feel connected to the brand. Moreover, distinctive sounds can encourage consumers to listen to the brand's message, resulting in a higher attention value.
In this age where consumers are constantly exposed to a plethora of marketing messages, it is crucial to stand out and leave a lasting impression. Using recognizable sounds in marketing campaigns offers an effective way to stimulate consumers' senses. Strangely enough, a majority of advertisers are not yet making use of this or not enough. It is therefore recommended that you investigate how this could work for your brand. The cost of developing a sound logo is relatively not high when developing and producing a new concept and increases recognition tremendously when used consistently.
Images in Marketing
Like sounds, images affect consumers. The key here is to create experiences that leave an impression on the audience. One way to achieve this is to integrate recognizable images into marketing campaigns. This is with the goal of creating instant brand recognition through visual consistency. As Byron Sharp, marketing scientist, also emphasizes in his method, continuity of communication is crucial. Key visuals: recognizable images from a video or TV commercial add value here. Sharp also states that it is not enough to advertise occasionally, but that brands must be consistently present in the market. (Source: How brand grow, Bryon Sharp). Using the same images can add value in this regard.
Visual storytelling makes it possible to convey complex messages in a simple and engaging way, driving consumer engagement and interest. An example of this is the Nike "Just Do It" campaign. Nike uses powerful images and videos of athletes overcoming obstacles, pushing boundaries and pursuing their dreams. Through these visual stories, Nike inspires people to push their own limits and take action, allowing the brand to build a deep emotional connection with its target audience.
By telling visual stories, you can provide differentiation in the media landscape with the brand. Whether it's a logo, a catchy image in an ad, or visual content on social media, using recognizable images can have an impact on consumers. Sharp refers to these as "Distinctive Brand Assets" and emphasizes their importance.
Consumers may immediately associate a familiar logo, visual element, or recognizable corporate identity with a particular brand, leading to an enhancement of brand identity and value. Here are some examples of visual elements that you will be able to recognize already in the following way, anyway.
Silence in Marketing in Marketing
Another way to stimulate the target audience's senses is through tactile marketing techniques such as touch, as well as non-tactile ones such as smell.
Touching a product can create an emotional connection and lead to increased sales and engagement with the brand, such as tangible product experiences: samples and events. When consumers can try products, it creates connection and can increase purchase intent. But it can also evoke memories of previous experiences, trigger emotions or provide a sense of comfort and confidence. An example of this is being allowed to smell and try perfumes in stores. With this, multiple senses are stimulated. And the more senses that are stimulated during contact moments with a brand, the faster consumers will remember the brand.
Another tangible example is from Coca-Cola. Coca-Cola's unique bottle design has become an iconic symbol that evokes recognition around the world. Although the original design was thicker than the current version, it has evolved over the years into the recognizable silhouette we know today. The contours of the bottle have become so distinctive and familiar that you can immediately sense that it is Coca-Cola, even before you see the label. Originally created to stand out from other soft drink bottles, this unique design has become an icon of design and brand identity.
A recent example in marketing where there is silence is McDonald's scent billboards. McDonald's deployed a new campaign with billboards without images, but with the smell of French fries. Smell and touch are people's most primary senses and at the same time so underutilized in advertising ' says advertising agency TBWA. In Utrecht and Leiden simple red and yellow billboards have been placed, which at first glance appear empty. But as soon as passersby come within a 5-meter radius, they are greeted with the smell of McDonald's French Fries, which is spread from the billboard.
Conclusion
Using sensory elements in marketing campaigns is a great way to create emotional connections, strengthen brand loyalty and increase campaign effectiveness. Sounds, images and tactile experiences help brands create instant recognition, evoke emotions and leave a lasting impression with consumers. By making smart use of these sensory aspects, advertisers and brands can differentiate themselves from the competition. So good to think about during the next campaign will you let your brand be heard, seen or silenced?
By: Noa Dax - De Bruijn, Media agency STROOM