Remember back to those elementary school days in health class when you learned all about the senses and how our body reacts to smell, touch, sound, taste and sight? The power of these five senses gives humans the ability to recall a particular time, event or memory because of the impact the senses have on the brain. As consumers of this world we are always looking for clues to steer us in the right direction; towards a product that will make our hair shinier, oil that will make our car run better, or a vitamin to make our bones stronger. But without these senses we would not have the capacity in our brains to be driven towards these signals. Fortunately, we do have them and humans respond to these clues every day. The power of smell, touch, sound, taste and sight are the driving force behind media, marketing and the consumer driven world we live in.I am always impressed by the truisms in the power of the senses. Hearing a song can put me in a place and time in my life that brings me right to the moment I heard it; where I was, what I was wearing, where I was going and who I was with.
The most powerful association of senses linked to the memory is the influence of smell. I do it all the time. The aromas of food, cologne, candles and lotion all can evoke a particular time and place where you first experienced this message. Take the grocery store for example; the bite-sized samples are not only there to drive you towards buying the product but to link you to a time and place so that next time you smell or taste that food you are driven to make it a staple on your grocery list.
Experiential Marketing has the same principals and reasoning as the power of the five senses. Your product is something a consumer can smell, touch, hear, taste and see. It is positioning your target audience to interact with your products so that an association or memory can be made with the time and place of this interaction. Days, perhaps weeks later the consumer will be in a position to buy or choose your product over your competitor. What will be the deciding factor or how they choose?
Fortunately, you can thank the power of the five senses to make that decision for you. The consumer will remember how they met you and your latest product at your last mobile marketing event. They will remember how it felt, tasted, sounded, smelled or looked like and it will remind them of a positive time when they were able to get up close and personal with a product they may have never considered before.
Experiential Marketing is catering to the abilities we as consumers use every day to store and compartmentalize our decisions and memories. Perhaps the best part about the link of senses to the memory is that it is a free marketing tool that does not require the consumer to give much second thought to making a decision. Essentially, the senses help make up the mind for the consumer, sometimes unknowingly. It is up to you to get your product in front of your target consumer and allow them to interact with it to make a lasting impression...then let the five senses take it from there!
Let In Motion Promotion help you entice your consumers with a mobile event marketing experience. Contact us today for a free quote on how we can bring your marketing ideas to life.
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