In sensorial marketing, all or part of the human senses are used to offer prospects an original experience. Unlike traditional marketing techniques, this technique offers a sensitive approach to a service or product. Ultimately, the aim is to create the conditions for a different, more intimate relationship between a brand and its audience. Many brands have decided to move into this area, as consumers are so keen to have new experiences. Would you like to renew your communications with your audience? Explore all the channels of human perception by integrating sound marketing into your brand universe. And offer your customers an original immersion into the heart of your identity!
Traditional marketing vs. sensorial marketing
Faced with increasing competition, brands are deploying ever more resources to reach their targets. Advertisements in public spaces, TV or radio adverts, advertising brochures… Although still effective and widely used, these communication media are tending to be increasingly shunned by the public. And with good reason… Saturated with information, consumers are looking for a different kind of commercial experience. This is an expectation that some major companies are trying to satisfy by renewing the way they communicate. Their marketing strategy involves appealing to one or more of their consumers’ specific senses in order to create a bond. For example, the Nature et Découvertes brand has long incorporated the power of sensory marketing into its approach to customers. At the very heart of its stores, its communication is geared to playing on all the sensory registers (olfactory, gustatory, tactile, aural or visual).
Sound, a powerful means of communication, a generator of identity
Of the five senses, hearing is perhaps the one that contains the most resources in terms of marketing strategy. Sound requires few resources to become operational and support the transmission of your messages. Both immaterial and tangible, it adapts to all formats and supports your communications in a wide variety of contexts. It’s much more than just music, it allows you to work infinitely with all the resources available in terms of sound creation. In an audio branding campaign, all types of sound can be used: voices, noises, sounds of nature, sequences of musical notes, etc. This gives the field real power to create a strong, impactful identity by stimulating prospects’ emotions.
In the age of web marketing, customer experiences are becoming increasingly digital. And it is precisely in this context of digital communication that sound and image stand out in many ways. And with good reason… While the other senses depend on a face-to-face customer experience, sound is on the move. It takes your voice and your messages to where you need them, while reinforcing your identity.
The rise of sound marketing
Sound is everywhere, even (and especially) when we don’t notice it. As such, it has become a medium that is all the more powerful for being underestimated. A real lever of influence for brands in their branding strategy, it enables them to communicate with a broad spectrum of consumers without appearing to be communicating!
It’s no doubt for all these reasons that sound marketing is booming. More and more B2B and B2C brands are relying on its virtues to stand out from the crowd and make their mark.
And the benefits of establishing a sound identity are very real, not least because appropriate work on sound can :
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- Stimulate pleasure hormones to create confidence and well-being in your brand’s users.
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- Generate positive emotions that will put your prospects in the right frame of mind to take action (purchase, subscribe to an e-mail list, share information with their networks, etc.).
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- Consolidate your brand identity, making it unique and instantly recognisable.
A sensory experience designed for the user
Sound marketing is a subtle art that conveys the world of a brand in ways other than images or words. It appeals to consumers’ senses and emotions, engaging them in a personalised dialogue. Among the examples, some brands have managed to stand out from the crowd:
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- By using a voice in a sound logo, to humanise their messages and create greater familiarity with their customers. Supermarket chain Carrefour recently chose this option by introducing a human voice into its jingle. Another example is the SNCF trains, where everyone can hear the female voice humming a four-note melody.
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- By working on a sound that reinforces the identity of a product or service, and hence that of a brand. For example, the sound of a can being uncapped to evoke the idea of refreshment immediately makes a can of Coca-Cola desirable and accessible.
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- By introducing characteristic sounds such as the engine noise that distinguishes the Harley-Davidson brand in many of its advertisements.
In each of these situations, the aim is to offer prospects a new experience, in which their contact with the brand takes place in a beneficial, dynamic or stimulating atmosphere. Placed in a kind of sensitive bubble that takes them away from their preoccupations, your customers tend to adopt the right frame of mind to enter your brand universe. They are ready to receive your messages. For example, it appears that 85% of consumers are sensitive to music and adopt a positive attitude towards the brand concerned. There is also evidence to suggest that a successful audio experience is a guarantee of brand loyalty and engagement for 90% of consumers.
Integrating sound marketing into your communication strategy
Thanks to the power of sound, you can offer your customers a highly emotional customer experience. It’s an interesting idea when you consider the role that emotions play in engaging and retaining an audience. To create a closer relationship with your users, enlist the help of a sound marketing agency that can make your voice unique!
The Brandy Sound team is made up of sound professionals who have joined forces with marketing experts to help you with your sound communication campaign. Their expertise will find just the right note to represent you to your customers. And make your identity remarkable. Would you like to discuss your requirements with us?
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* https://www.youtube.com/watch?v=mDw4ZEGgEKs
* https://www.ecommerce-nation.fr/marketing-sensoriel/
* https://www.digital-instore.fr/le-marketing-sensoriel-pour-marquer-la-memoire-du-consommateur/
