Have you ever heard of a disease where people experience sensations worthy of superhero stories with extrasensory powers that allow them to taste a musical note, see the color of a sound, smell a rose and feel its texture.
This type of condition is called synesthesia, and today in the field of marketing and advertising we are learning about the benefits of this effect in the effective communication of qualities when promoting a product or service.
Synesthesia is a form of perception in which the stimulation of one sense generates sensations in another or other sensory channels.
Historically, selling was the product of an impressive visual campaign, there were times when advertisements were less saturated, where differentiation and seeking a multi-channel impact was unthinkable and the different senses were used as independent communication channels.
Today around 3,000 visual ads reach us daily without achieving the desired impact and marketing and advertising must seek ever more ingenious ways to attract customer attention and generate recall in order not to waste their budgets on campaigns. low impact that will be forgotten.
Neuromarketing through scientific research refocuses on the importance of connections between sensory channels: Synesthesia and shows that by using 2 or more senses, memory increases and will give more forcefulness to the visual channel.
The optimal Design of products and experiences requires consideration of several senses to convey a message and meet customer expectations. Going beyond perception, aesthetics and functionality is essential to create memorable experiences through the Senses.
Scent Marketing
It is a marketing tool focused on our sense of smell in which, through the creation of an olfactory signature or logo, it seeks to act on perception (luxury, quality), emotions (happy, sad, nostalgic, etc.) and behaviors (purchase impulse). , retention etc) of the client towards our brand or product.
How many times have you found yourself in a mall and the smell of freshly baked cinnamon rolls calls you to a buying action?
Conveying the attributes of a brand such as the quality of the product's materials or the freshness of a freshly baked food are possible to create intersensory experiences that generate memory and emotional bond with the customer.
Brand Sound
Brand sound is a tool to create emotions, generate environments and transmit perceptions of a place.
How many times have you found yourself subconsciously humming the tune of an ad you saw days ago? How many commercial songs can you still clearly remember years later?
The power of sound and appropriate audience segmentation is key to promoting a brand and getting the message across.
Music remains in our memory much longer than we imagine.
72% of the time the person remembers the sound or melody of the brand.
Move Emotions: music has a special power, it is capable of transmitting joy, sadness, nostalgia...
Create Perceptions
Traveling to a time in the future or in the past, evoking an elegant and sophisticated lifestyle are perceptions that are achieved through music. Imagine entering a travel agency that promotes a tourist destination and instead of receiving a brochure, the user can live and listen to typical sounds or music of the destination.
The creation of appropriate music that evokes the place of origin of a product such as a French wine or a German sausage will speak for itself and give more force to the message that you want to transmit, increasing sales.
Manage the flow of people
Have you noticed that music in supermarkets or venues tends to have a faster pace when they are full or slower when they are empty? The control of the bits per minute allows the flow of people to go more or less quickly according to the needs of the place.
Reinforce brand values.
Just as there are olfactory signatures that identify a brand, a multisensory strategy seeks for customers to associate music with emotions consistent with the message to be conveyed. Music that carries instruments from the places that represent a brand, chords that generate emotions and reflect the attributes of the product, sounds that evoke the processes.
The brand experience
To create a synesthetic brand experience, it is important to include a mixture of various senses in the proposal.
A unique fragrance that customers fall in love with and expresses the attributes of your brand, a sound that transports you to a new destination to promote, an interactive tactile experience that talks about the processes, that tells the story behind it.
In My Zent we create experiences that communicate the essence of the brand in a coherent and harmonious way through the senses, carrying a more effective and memorable message.
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