Sensory Marketing Essential for Brand Activation Campaigns

Sensory marketing - creating a sensory product experience for the consumer which bypasses their conscious thought resistance to a typical advertising message - has becoming a powerful way that personal care companies can stand out from the competition. And it's not just a fad. Brand activation campaigns that really pay off are backed by science, profoundly affect brand loyalty, and can dramatically increase sales. According to Aradhna Krishna of the Sensory Marketing Laboratory at the University of Michigan, the most effective brand activation campaigns are those that impact all five senses, not just the visual.



By giving your customer a sensory experience, you intensify their internal dialogue about your brand. Consider the well-known brand Olay Regenerist, designed to generate heat (not necessary for product effectiveness) when applied. By creating a sensory experience, consumers quickly became convinced that they had stumbled upon the greatest skin care product, which quickly built brand loyalty and an increased perception of value. Give your customers a sensual experience, and you create powerfully loyal customers.

When rolling out a new brand activation campaign, here are some things to consider.

1. Define your product's "sensory signature". How does the product engage the five senses, and how can you invite consumers to experience each in a complete sensory experience. 
2. Expand beyond your actual product. Take a look at things like product packaging, event experience and digital messaging. Engage with your target market by inviting sensual participation in-person. A brand activation campaign that is perceived as a company asking for consumer input (ie: product testing, skin testing) is much more effective than one-sided messaging.
3. Match the sensory experience of your product to your brand engagement campaign. Invite consumers to touch, feel, taste, hear, smell, and share the experience. A true brand activation campaign will build on itself, encouraging repeat business and brand loyalty. Satisfied customers share their experience with others.  

A recent study tracked brand memory of consumers given a specially scented pencil, and found the sensory experience dramatically increased recall. Every product has the potential to be wrapped in a powerful sensory experience. Successful brand activation campaigns are those able to integrate all five senses resulting in true emotional engagement.