In brand marketing, the five-sense marketing strategy is a very effective method. Many friends may be relatively unfamiliar with this concept. Today, I will talk to you about what the brand five-sense marketing strategy is, and how famous brands use it. kind of strategy.
1. What is the five-sense brand marketing strategy?
Simply put, the brand's "five senses" marketing is to mobilize people's five senses of vision, hearing, taste, smell and touch, so that consumers can capture external information and brand communication information, thereby enhancing brand memory and forging brand competition. Advantage.
It is understood that 80% of people's information memory comes from visual senses, and vision is the primary way for audiences to recognize brands. If there is no memorable information, there will be no brand image that is well-known today. Hearing is also often combined with vision, with catchy advertising creative copywriting and background music that mobilizes the atmosphere to form a new memory that is equivalent to the visual impression, thereby creating a unique brand awareness.
A witty brand not only has positioning and selling points, but also uses a cognitive symbol and a melody to increase brand awareness, and conveys brand impression through vision and hearing. The arched door of McDonald's, the yellow and blue logo of IKEA, the "sizzling" sound of Coca-Cola soda opening, the melody of Microsoft's startup, etc. are all visual and auditory memories that have been subtle.
2. How does the brand use the five senses marketing strategy
1. Vision: Vision is the core of the five senses, and it is also the source of the first impression of consumers. Color, light, line, shape are all elements that can stimulate visual categories. As the saying goes “a picture is worth a thousand words”, visual content can have a greater impact in a short period of time.
Information through visual memory, such as unique brand logo, packaging design, photography style, store decoration, brand fixed color, etc., can become a breakthrough point for consumers to remember, and it is the easiest way for a brand to stand out among similar competitors. way to stand out. For example, Apple’s classic logo in the shape of a bitten apple, and Pepsi’s red and blue color scheme are all impressive.
2. Hearing: Hearing is a great tool to play up and mobilize consumers’ emotions. For example, QQ’s very classic message prompts, knocking on the door, coughing, and the melody of Microsoft turning on and off, still receive a lot of netizens today. Nostalgia and reminiscences, entrusted with youth and feelings.
3. Taste and smell: In the field of marketing, taste and smell are also important marketing elements. Smell and taste can play a role in awakening purchases, and are used to create memory in many bakery, coffee shops, restaurants and other brands. Starbucks coffee's strong coffee bean fragrance allows the audience to mobilize their olfactory memory when drinking coffee. There are also the aroma of toasted bread in certain bakeries and the aroma of KFC's fried chicken, all of which are awakening consumers' desire to buy.
4. Tactile sense: The sense of touch is the first sense to develop before hearing and vision. In the beginning, however, the use of the power of touch was mainly focused on product design, as exemplified by Coca-Cola's iconic bottle. However, in the past few years, due to the technological advancement of mobile devices, tactile marketing has gained more favor. For example, the Apple Watch released in 2015 has a special "vibration engine" that gives tactile vibration feedback to the user wearing it. , making it a unique connection for Apple users.
The above is the sharing of the marketing strategy of the five senses of the brand. I hope it will be helpful to everyone~