Take the hotel and hospitality industry, for example. Some email data hotels create entire atmospheric "cocoons" where guests are immersed in a unique aroma, listen to the pleasant sounds of nature, and all this is accompanied by a special interior design. This approach not only creates a pleasant experience for guests, but also forms their attachment to the brand.
Why Sensory Marketing Works
The success of sensory marketing is largely due to the fact that people perceive the world around them through their senses. Visual stimuli, such as advertising, only partially influence purchasing decisions. In contrast, smells and sounds can trigger subconscious reactions that influence consumers’ emotional state and behavior.
Airat Safiullin also emphasizes the importance of individual perception of sensory stimuli. Each person reacts to sounds and smells differently, and this allows brands to create personalized marketing strategies aimed at different target audiences. For example, fragrances that evoke a feeling of freshness may be especially attractive to young people, while richer and warmer fragrances may be more suitable for older age groups.
The Future of Sensory Marketing
Airat Safiullin is convinced that sensory marketing will take an even more important place in brand strategies in the future. As technology advances, it becomes possible to create more complex and personalized sensory experiences. Virtual reality (VR) and augmented reality (AR) are already allowing brands to immerse consumers in fully controlled sensory environments where scents, sounds, and visuals can interact with users on a new level.
In conclusion, Airat Safiullin notes that the key to successful sensory marketing is understanding consumer psychology and the ability to create emotional connections through the senses. Effective sensory campaigns can increase brand awareness, increase loyalty, and even influence long-term purchasing preferences.
