Incorporating Sensory Marketing into Your Marketing Plan

The marketing plans we create always include the definition of your goals, the strategies to accomplish those goals and the tactics to support those strategies.

We’ll follow the same approach with your Sensory Marketing program to make sure it’s successful.

For example, let’s say your goal is to increase the average length of your customers’ on-site visits by 20%.

Your strategy may be to implement Sensory Marketing elements at multiple touchpoints to create a positive, on-brand visitor experience that encourages interaction and lingering.

Then, your tactics may be to:

• Select a signature scent that corresponds well with your brand
• Play engaging video segments in the lobby
• Curate a music playlist that represents your company’s energy and audience
• Incorporate audio messages that guide visitors, while further reinforcing your brand’s personality
• Upgrade your environmental design to make visitors feel more welcome and comfortable

From there, you may discover more opportunities to incorporate your Sensory Marketing elements across other mediums. For example, you could apply your signature scent to your stationery, packaging and promotional items.

You can track the performance of your Sensory Marketing program by measuring revenue, foot traffic, length of stays and the number and frequency of repeat visits.

Another significant mark of success is positive feedback. You can issue regular surveys to visitors and your team to learn how your environment makes them feel.

• Ask how they like the music and if they recall the audio messages.
• If you have a lobby, ask your guests if it’s comfortable and how they spend their time waiting.
• Ask about the aroma, the lighting and the general feeling of the space.
• Ask if they noticed any elements of the environment that could be improved.
• And, perhaps most importantly, ask if their experience aligned with their expectation of your brand.

We asked a few MadAveGroup team members to share stories of the unforgettable environments they enjoy visiting frequently.

Creative Producer Cory Brown said, “There’s a cigar shop I like that has a nice vibe: dark, relaxing browns, wood accents and interesting artwork. There’s usually a game on the TV that adds to the energy, too. I enjoy the atmosphere, so I tend to stay there for an hour or longer. In fact, I’ll drive to that part of town just to visit the shop.”

“Top Golf is one of our family’s favorite places to hang out,” said Account Executive Sara Young. “The couches, music, food and drinks all make us feel like we’re at a Las Vegas club. They separate the spaces, too, so we feel like our group has our own area. The technology is up to date and helps to create an immersive experience. We always seem to buy more food and drinks than we intend because we get caught up in the fun atmosphere.”

“Whenever I go to the Great Smoky Mountains National Park, I make time for The Park Grill,” wrote Chief Creative Officer Scott Greggory. “The food is great, but what I really love is the atmosphere. It’s built like an old lodge with huge timbers. The décor reflects the earliest days of the park. Even the bathrooms feature a forest soundtrack of crickets and frogs. I always find myself ordering dessert or another drink just to linger at this wonderful place as long as I can.”

Ready to add Sensory Marketing to your marketing plan? Reach out to Jon Marker.

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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