The Smell of Success: Why a Multi-sensory Experience Is The Future of Branding
March 25, 2019
In the current digital age, we’re so bombarded with regular commercial and branded messages that it’s become almost ingrained in the fabric of our day-to-day. To the point where it’s often difficult to distinguish between marketing and normal life.
This poses a difficult task for businesses trying to create tangible advertisements that permeate the mind of the customer. People are looking for more of an experience as opposed to a simple transaction, which means marketing/branding cannot always simply rely on two-dimensional words or images.
One way to make brands more captivating is to engage consumers’ feelings/emotions by stimulating multiple senses, sometimes at once. When businesses utilise all the senses it allows consumers to create and sustain an intimate relationship with a brand without even realising it.
Here are some examples of three of the most powerful senses that are predominantly used in multi-sensory branding solutions.
Image Credit: thedrum.com - Beefeater Gin unleashes the scent of summer in Oxford Circus tube station - May 2018
Last year Pernod Ricard plastered the London Underground with strawberry scented posters for the launch campaign of UK Beefeater Pink. The posters were apparently intended to be playful, fresh, and intentionally disruptive. The campaign was widely successful and largely increased their brand awareness.
At Aura, we recently had an enquiry to develop an orange-scented film, and after extensive research we found a way of retaining the infused scent on printed paper samples. We also use 3M's DI-Noc architectural finish as a tactile branding tool to emulate surfaces like wood grain and leather. This finish means you can replicate different textures, without having to fully replace fixtures. Projects like this are always elevating how we engage with our customers.
We like to think of ourselves as branding pioneers: continuously pushing the envelope, testing new products and materials to enhance customer experience, and leading the way for industry firsts – and we have the track record to prove it.
Get in touch today to see how we can help you bring your business forward with creative project solutions.