May 5: Sense-based Marketing

The goal is to have the audience associate the brand with a sound, feel, taste, smell, or look.

Source: Harvard Business Review
Published: March 2015

Sense-based Marketing

Sensory marketing is the practice of appealing to the five senses when advertising. The goal is to have the audience associate the brand with a sound, feel, taste, smell, or look. 

Examples:

• [Taste] Listerine enhancing the stinging sensation of mouthwash, even though it  doesn’t change the effectiveness of the product.

• [Smell] Cinnabon spreading the scent of cinnamon, subconsciously linked to feelings of warmth, around airports and malls that they’re located in.

• [Feel] Olay engineering their Regenerist facial creams to generate heat upon application, although heat isn’t necessary to their functioning, to signal that the product is working.

Editor’s note: the practice of sensory marketing is relatively new and its effectiveness has not been fully studied.

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