You’ve heard the phrase “perception is key”. Such is true with marketing a brand image. Marketers who wish to influence perception of the brand image must understand that it comes down to selling it to the senses. As humans we are greatly impacted by our senses. Most every decision we make is influenced by our sense of touch, smell, sight, hearing and taste.
Information processing is the mental process triggered by any kind of marketing information. Such as product samples or product display. It consists of exposure attention, comprehension, memory and retrieval. After consumers are exposed to a stimulus, they are in a position to perceive it. This is the process of determining the stimulus using one or more of our five senses. Sensory marketing uses techniques used to reach a customer’s senses in order to influence behavior based on how the brand makes them feel. For example, smells can attract consumers with certain smells to lure clients in. Providing a pleasant-smelling environment can have a positive effect so clients stay longer. Perception through touch has important implications for certain product offerings such as clothing. Touching the product can increase consumers concept of ownership. At the end of the day, all marketing is about the customer experience. If the end-user does not enjoy the experience then any effort from the marketer is in vain. That is especially true today as more customers are interconnected via social media and can in essence make or break your product if a brand fails to delight the senses.