Download Senses sell: Marketers engage consumer senses

Chapter 5 – Current Events
‘Senses sell: Marketers engage consumer senses’
LEAD STORY – DATELINE: Marketing Magazine, November 2006
The smell of fresh baked bread, the feel of silk or leather, the taste of dark chocolate melting, the
visual appeal of a bright red rose and the calming sound of the flute. Marketers have long realised
the power of the senses and how these senses can be used to sell products. And astute marketers
realise that multi-sensory stimulation can give added pulling power to their brands. Jaguar
understands the combination of the subtle click of the driver’s door of a Jaguar, the smell of its
leather seats, the graceful lines of the exterior and the feel of its real walnut dashboard.
Research suggests that 75% of our daily emotions are sparked by smell – a fact not ignored by
marketers. While the ‘Singapore Airlines girl’ may hog the visual spotlight, a patented perfume
called ‘Stefan Floridian Waters’ is subtly infused into the hot towels, cabin air and flight attendant
perfumes, with this instantly recognisable aroma being an essential ingredient of the Singapore
Airlines brand. British custom shirt maker Thomas Pink recognises the importance of smell, using a
special scent called ‘line-dried linen’ in his stores.
Sound also has marketing power – from baby boomers listening to the throaty roar of a Harley
Davidson salivating like Homer Simpson to the distinctive tunes of Microsoft, Nokia and Intel
Inside. Supermarket designers put smaller tiles in the more expensive aisles so consumers think
they are going faster based on the noise of the trolleys and slow down. Casinos have been known
to increase profits from poker machines based on the type of music being played. Kellogg’s has
even considered registering the distinctive crunch of their corn flakes!
Marketers looking to multi-sensory marketing to differentiate their products realise the need for
legal protection of these branding aspects. The sensory components – the shape, smell, feel and
taste of the product – are called ‘trade dress’. To be trademarkable – gain intellectual property
protection – companies must show that their trade dress in distinct and legitimately theirs. While
this may be no easy feat, the rewards are well worth the effort as marketers know ‘senses sell’.
TALKING IT OVER AND THINKING IT THROUGH
1.
How could the marketer of a fast moving consumer good like toothpaste, body wash or
shampoo use multi-sensory marketing?
2.
What legal and ethical issues does sensory marketing present?
SOURCE: Mike Hodge, ‘Branding: Sensory Treatment’, Marketing Magazine, November 2006
(accessed online).
Jan Charbonneau