Sensory Marketing and Print Advertising: 3 Ways to Create Unforgettable Pieces

The Inkwell • September 1, 2020

Humans have five basic senses: sight, hearing, smell, taste, and touch. The strategy of engaging these senses to promote products and services is known as sensory marketing. Multi-sensory experiences establish an emotional connection and influence a consumers’ perception of a brand. Whether it’s the smell of a new car or the radio jingle that’s stuck in your head all day, the science of sensory marketing works. Multi-sensory marketing paired with print advertising allows brands to project more personality and connect in such a way that consumers cherish and remember them.

While we don’t recommend tasting printed materials, print advertising is an excellent tool to engage your audiences’ senses. The tactile, visual, and olfactory experiences of printed materials is a multi-sensory and effective marketing approach. Check out the top 3 ways to thoughtfully play into sensory marketing and how to create unforgettable printed pieces.

Sight:

Color sets the tone for your piece and tells a story of its own. Different palettes can give a different look and feel to a brand. Color evokes feelings. For example, the color green is connected to the environment, growth, wealth, and health. Blue sparks feelings of harmony, trust, and quality. Looking to build excitement? Red is associated with passion, energy, and action. Color isn’t the only use when it comes to visuals. Fonts and images also tell a story that elicits specific responses from consumers. Print advertising opens up a world of possibilities to use captivating visuals. The way your piece looks speaks volumes before anyone reads what it may say. Take time to craft a design that reinforces your message and captures the consumer’s attention. Need help designing your next print ad? Our in-house award-winning design team is here to help you see your vision come to life.

Touch:

The sheer time difference between opening a letter in the mail versus aimlessly scrolling past digital ads or deleting an email is exponential. Print advertising is tangible. Thick card-stock gives an essence of quality for a brand. From glossy finishes to textured overlays, printed materials have a variety of options. A tactile piece gives companies an edge and a sense of sophistication that can’t be replicated online. People touch and hold your marketing piece. This is an opportunity to physically connect and say something about your brand.

Smell:

Walk through any library and catch readers getting a whiff of their book. Scents are always specific and a direct link to the brain that triggers memories and feelings. While it may seem odd to focus on incorporating scent in your print advertising initiatives, the truth is that it works and yields dividends. Yankee Candle added scratch and sniff to its catalog and sales increased by 18%. There are countless examples and studies on the power of olfactory experiences. So whether it’s mowed grass, leather, or apple pie, consumers not only see and feel your piece, they smell it. If you invest in focusing on this human sense, they’ll remember. If they remember it, hopefully they’ll buy into it and be a customer for life.

Combining these 3 senses in your print advertising campaigns will truly create an unforgettable experience for your customer. Sensory marketing and print advertising are great ways to be innovative and stand out from the competition. Appeal to the basic human senses and get your audience talking and buying from your brand. Walker360 is here to help you get started and support you in all your print, design, mailing, and digital needs. Let’s connect.