How to make use of the senses in marketing

Problem

How to make use of the senses in marketing?

Learning objectives

1. How do ideas become messages?

·         the process of creating a message

Creating a marketing message that will sell according to
: Businessknowhow.com, (2015). 6 Steps to a Marketing Message That Sells. [online] Available at: http://www.businessknowhow.com/marketing/marketing-message.htm

The 6 Steps:

-       Set up a clear defining headline to attract your target market

-       recognize the problems, symptoms, issues, needs and wants of the target market  

-       short explanation of the product

-       what value and benefit the customer will develop

-       provide message credibility such as testimonials or case studies

-       what’s the action that you want your audience to take

 ·         What is a message?

“A tech startup’s marketing message is a key instrument to reach your target customer. It forms part of an important communication process that changes depending on a company’s stage in the technology adoption lifecycle (TALC).”

Source: MaRS, (2015). Marketing message: a tech startup’s key tool to reach target customers. [online] Available at: http://www.marsdd.com/mars-library/your-marketing-message-a-tech-startups-key-tool-to-reach-target-customers/

2. What constitutes a message?

·         Consider messaging using the five senses: sight, smell, touch, sound, and taste.

Own opinion: Considering different senses is important depending on your product. For example a yoghurt. How the yoghurt looks, smells, and tastes like are all important factors affecting the customers opinions of the yoghurt and perhaps even the brand.

Site: visual clutter makes it difficult to gain customers just be the use of site.

è Shape & color= brand identity

Successful brands that can be identified by their color and shape: Hershey’s kisses, and Mc Donald’s Golden Arches

Smell: the most important sense sense as it can’t be turned off. Less than 3% of companies have established a unique aroma.

Singapore Airlines aroma is included in the perfume of the flight attendants, in the towels provided before takeoff and sprayed into the cabin.

Taste: Colgate stands out as the taste and flavor of their toothpaste is patented.

Sound: Findings from  Journal of Consumer Research have shown that the slower the music the more people shop and also that when slow music plays in a restaurant the bills are 29% higher.

CNN and Intel have used sound in their marketing ang gotten into the minds of their customers.

Touch: 35% of consumers have said that how a cell phone feels is more important that the way it looks but still the sense is often ignored in marketing.

Source: Thedreamspeaker.com, (2015). Successful marketing demands use of all five senses | Motivational Speaker - The Dream Speaker™. [online] Available at: http://www.thedreamspeaker.com/successful-marketing-demands-use-of-all-five-senses/

3. What factors to consider when designing a message?

Cultural factors, recent events, social trends, (new) materials, target audience, (product) image

Opinion: When designing the message of course the culture of the country you’re in or targeting your product to has to be taken into consideration to ensure that there is nothing offensive or restricted mentioned in the message.
Social trends should be taken into consideration to help the brand stay fresh and up to date. 

à The mistakes:

-The story is all about you when it should focus on your customer.

-The focus is on brand positioning but not on the customer messaging. The marketing message needs to be a compelling story, creating impact

- You mix out content without a distinct point of view.
“You need to show the relevant impact that the latest trends, issues, challenges, problems, and changes will have on the outcomes that customers desire.”

Source: Corporatevisions.com, (2015). The Three Deadly Sins You’re Committing with Your Marketing Message | Corporate Visions. [online] Available at: http://corporatevisions.com/resources/article-archive/the-three-deadly-sins-youre-committing-with-your-marketing-message/