What’s your favourite ‘80s song or food smell? Oxford researchers (busy fellows) say you can be sold more and more often, with a little sensory stimulation. “Cor blimey” – no kidding.
How sensory factors impact a person’s experience can be very interesting, e.g. the deliberate use of hard chairs in fast food outlets, classical music at the dentist or “new car” smells in showrooms.
What comes to mind when you think of your favourite deli, day spa or book shop? Is it the service, products or how it looks, smells, feels or sounds?
An easy element to trial is background music to create ambience, mask noise and literally set the tone in a store, office, or backing your ad or website. Music vs. silence can differentiate your brand and shape perception as your “voice”. Visit www.lescrayeres.com to see and hear what I mean.
I’d say match your music to your target market, play what they like and thereby link that vibe with you.
The most marketing fun I’ve had was choosing the music and perfume for a hotel, which wafted through the foyer. That signature cinnamon scent created a “presence” as guests arrived and was remarked upon daily, especially by men (it made them hungry). Of course we sought feedback there at reception and got loads of positive comments, right where we wanted ‘em! Plenty of CDs and candles were sold impulsively too! The nose knows what it wants.