WHAT IS MARKETING?
Marketing is the act of attracting potential customers to your goods and services. Research, promotion, selling, and distribution are all part of it. It looks at a company’s entire commercial management in order to win, retain, or attract customers by meeting their needs and developing brand loyalty. Marketing is now an important part of any company’s expansion strategy. Without even realising it, many firms use marketing methods to achieve their goals.
SENSORY MARKETING
Human nature dictates that many people buy products depending on how they feel after using them. These are based on our past experiences, the mental image we create, and, most importantly, attachment. Marketers all across the world have created marketing trends based on human emotions. Time spent in a store files, happiness with the product or service, and consumer demand and interest were all taken into account. Sensory marketing causes a collision with the consumer’s senses, affecting their perception, screwiness, and behaviour. The five senses, as we all know, play a vital role in our lives.
CONSUMER BEHAVIOUR AND SENSORY MARKETING STRATEGIES
A buyer effectively gets drawn to a specific result of a specific brands, contingent on its tangible experience. Additionally it is said that human comprehension of this world depends on the encounters acquired through our sense. A verifiable truth is that our faculties are strong to the point that it can take advantage of our careful feelings. By attempting to comprehend the specific feelings of the purchaser and the impact it might have on the item, assists the maker with making their brands all the more sagaciously with an individual touch. In the current setting tangible marking is a promoting system used to upgrade the connection among shopper and the brand. There are 5 sensors and sensory expressions. The five faculties are fundamentally named a visual (sight), climate (smell), hear-able (hearing), material (contact) and gustative (taste).
AIMS AND OBJECTIVES
- To understand the working of various sensory marketing techniques.
- To understand if sensory marketing is economical or not.
- To study about the application process of sensory marketing.
- To understand if sensory marketing is dynamic or not. • How the virtual world is brought to life through senses.
SENSUAL TIPS TO ATRRACT CUSTOMERS
We must provide clients with what they desire on a practical or tangible level in order to engage them. Customers, for example, expect a well-equipped guest room as well as assurance that the hotel will be open on specified dates and in a convenient location.
On the other hand, using sensory marketing methods to appeal to the target demographic in a more sensuous way could be advantageous. Indeed, focusing on all of the guests’ senses may help you catch them on a more intimate and unforgettable level.
SIGHT
Obviously, the hotel should be spotless and well-kept, but smart hospitality marketing achieves considerably more than merely advertising that the facility is clean. The use of visuals or sight in hotel marketing should be employed to tell a story to the target audience.
Details regarding a specific memory or experience that people can have if they stay could be included. For greater marketing impact, certain visuals are combined with social media, although the majority will trigger sensations or emotions in a regulated manner. The photographs should offer the target audience a warm, inviting feeling that mirrors the experience that they will bring.
Physical characteristics of the place, such as conveniences and beautiful décor, will be depicted in the images. As a result, one should concentrate on capturing the most important elements in photos for their website and brochures. More importantly, one must ensure that the photos they choose reflect the meticulous attention they pay to housekeeping, compliance with local hospitality legislation, security, and other factors.
Keep in mind that the visual experience one promote should match the experience the guests have when on-site. The guests should not be disappointed by the décor, cleanliness, or other aspects of their stay, so make sure the marketing materials reflect the actual experience they will have throughout their stay.
SMELL
Your guests will sense the perfume as soon as they enter your hotel. A scent that isn’t noticeable can make or break a visitor’s experience. For example, an awful odour may give the impression that your hotel isn’t clean or sanitary.
Floral scents, on the other hand, can help to elevate one’s mood and create a welcome environment. Air fresheners and smell diffusers can be used in the ventilation system to disseminate aromas around the facility, but the experience must also be extended to the guest rooms. The linen and bath amenities provided in the guest rooms should also have a pleasing aroma. Avoid using overwhelming or offensive odours in these situations.
Remember that a nice aroma will likely be remembered by the guests, and it may even lead to the sale of the own items. One may, for example, promote and sell their own line of bath goods, fragrances, and candles to their visitors.
Although candles may not be permitted at the hotel, these simple, inexpensive indulgences can be incorporated into any home décor and serve as a reminder of the hotel visit. Finally, it may result in further appointments or referral business.
TOUCH
Customers should feel at ease in every aspect of the property. The lobby seats should be comfortable, and the bedding should be luxurious and relaxing. Keep in mind that touch includes all of these aspects, as well as the lighting and air temperature in the space.
Each room should be at a comfortable temperature that is appropriate for the season and environment, but visitors should be allowed to control their own room temperature. Focus on using a variety of lighting elements to create a nice, relaxing ambiance, as lighting may drastically alter a space’s mood.
SOUND
Guests should be surrounded by peaceful silence in their rooms, with little or no noise from the hotel’s public areas or other guest rooms. A radio or CD player in each room, as well as a television, could help to create a pleasant atmosphere.
In public areas, choose the noises that are played through the hotel’s sound system carefully. Some music is soothing, while others are upbeat and inspire movement. Users want to listen to different types of music at different places. For example, the music in your elevators or lobby in the morning should be different from the music in your bar at happy hour.
TASTE
In many hospitality companies, food is offered in a restaurant or bar, as well as in the foyer, breakfast dining room, and other spaces. Their guests will remember your restaurant’s flavours, so focus on providing great, one-of-a-kind, and unique experiences.
To personalise the eating experience, one may, for example, utilise veggies produced on-site. Another option is to include wine tasting or culinary workshops as part of the trip to make it more pleasurable and memorable.
While the service your visitors receive throughout their dinner may not directly affect their taste buds, it can influence how enjoyable the meal is. Ensure that all guests dining at your hotel receive prompt, courteous, and personalised service.
COVID-19 has had an influence on every industry around the world, with the hotel industry being one of the hardest hit. Our findings suggest that full recovery to pre-COVID-19 levels may not occur until 2023—or later. Investors have similar thoughts on hotel firms’ future, as evidenced by the underperformance of US lodging real estate investment trusts (REITs). Hospitality, like so many other industries, will experience both subtle and dramatic adjustments during the epidemic. Some of them are currently visible.
CONCLUSION
We now know that using senses in marketing can have a significant impact on people’s decisions. Although how an individual perceives an activity varies slightly from person to person, the senses that a human encounters have a significant impact on the decision-making process.
Human senses are made up of the same five elements that make up the earth. The perfume industry is entirely sensory marketing until a person feels and smells the scent and decides not to buy it.
Sensory marketing is a boon to marketers since it allows them to strive to make their customers experience the goods and connect with them.
