MAKING SENSE OF MULTISENSORY MARKETING

One of the more powerful aspects of experiential marketing is the ability to engage a consumer in a live branded experience. Creating an experience allows you to stimulate all of the senses of your target consumer. The more senses you engage in a meaningful way should translate to a strong emotional connection.

When planning you should examine how to leverage all 5 senses. Here are some things to consider for each:

Sight - at Synergy we break down a sight by creating a SBV plan. SBV stands for signage, branding and visuals. Too often brands focus just on signage. Consider the overall environment with a focus on color, lighting and decor. TIP: Have a plan for both the exterior and the interior of the experience.

Hearing - first focus on the background sounds. What type of sound creates the ambience for the experience? Next look at the need to project sound. Do you need to communicate any key messaging? Who is speaking and what types of microphones may be necessary? TIP: Don't skimp on a sound tech if they are necessary and always have a backup microphone with fresh batteries at the ready.

Touch - Feel is one of the strongest senses. Design an experience where your consumer gets to utilize the product or service. TIP: Have fun with it by creating a challenge or contest.

Taste - Sampling can be at the core of an experience. Getting the basics right such as the serving size, the temperature and the presentation of the sample is essential. It shouldn't be just about slapping product into hands. TIP: Communicate your key messages (keep it brief to 7-10 seconds) before handing out the sample.

Smell - The sense of smell is powerful and the only sense that is hardwired to the brain. It's probably the one sense that is most neglected in experiential marketing. TIP: Think of smell as you would a background sound. Can you introduce any scents that would help set the stage for the experience?

Grpahic credit: www.symrise.com.