“Most companies focus their attention on digital marketing,” he said. “But not all companies provide a unique on-site experience. That represents an opportunity to differentiate your brand.”
Sensory Marketing helps you create an elevated customer experience that delights your visitors and entices them to return, all while reinforcing your brand.
Here are a few ways you can achieve those results.
Educate. Cross-Sell. Up-Sell.
Audio Marketing and Video and Digital Signage are two Sensory Marketing elements you can use to educate your visitors.
“With Audio Marketing, you can strategically play messages throughout your business to guide how visitors move through your location,” Jon said. “You can use audio to encourage shoppers to look for higher-margin products or departments.” And when you incorporate a thoughtfully curated music playlist, you’ll add entertainment to their experience and persuade visitors to linger.
You can also use Video and Digital Signage to engage customers and inform them of new and complementary products and services while they wait.
Surprise. Delight. Captivate.
“It’s important to sell and educate, but it’s equally important to provide an elevated visitor experience,” said Jon. “You can do that with a branded aroma and a carefully designed environment.”
Environmental Design is the art of extending your brand into your location with elements like furniture, paint, lighting and flooring.
Functionality is important, too. “When you’re evaluating the brand presence of your space, don’t forget to incorporate comfort and a strategic walk-through design that makes sense for visitors and team members.”
Scent Marketing includes distributing your unique brand scent throughout your locations. It adds another layer to your brand identity and appeals to the sense that is most strongly tied to memory. And when you apply your brand aroma to your products and promotional materials, you’ll remind customers of their experience with your business each time they encounter your signature scent.
Jon Marker joined the SensoryMax team in 2021 as the Director of Business Development. As of January 2023, he’s been leading the agency, helping clients provide an immersive brand experience.
Would you like to learn more about elevating your customer experience? Let’s talk about it.
About the Writer
Cassandra Evans has been a Creative Consultant with MadAveGroup since late 2019. She has a passion for creating “positive, lasting impressions” on every audience.
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