Sensory Marketing

Appeal to Your Audience’s Senses

Sensory marketing is a direct route into human emotions and imagination. By creating positive sensory impressions, you reinforce the quality image of your products and brands. Through sensory marketing, you can affect your customers' purchase behavior.
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What is sensory marketing?
Sensory marketing is about influencing human activity through the senses. It works effectively in commercial spaces to affect the customer’s purchase behavior. Sensory marketing aims to influence purchase behavior by creating moods, emotions, memories, pleasure, and associations without overloading human cognitive processing.
Sight and hearing are our dominant senses in our daily lives and therefore marketers rely mostly on audiovisual persuasion. The other senses: smell, taste and touch are underused in marketing, despite their enormous potential. Appealing to multiple senses you can create a greater customer experience and make a bigger impact on your audiences. And it all comes in with increased sales.

Appealing to all senses

Let’s say that our daily sensory activity makes up a total of 200 points. Of these points, each sense represents a proportion of its weight. The essence of sensory marketing is to appeal to multiple senses simultaneously - the more points filled, the better the chances of achieving the desired customer behavior.
Sight
The most dominant sense in everyday human life, accounting for 58 points of our daily sensory activity.
To note: Sight is the most overloaded sense, and there is constant competition for its attention. Moving image is the most effective way to capture the eye. Clear, easy-to-read images speed up the message processing.
Solution: BCN Digital Signage Displays
Hearing
The second most used route to customer awareness. It accounts for 45 points of our daily sensory activity.
To note: Audio can be used to create a unique and distinctive atmosphere in any space. Audio has a positive impact on sales and brand image.
Solution: Digital Signage Audio
Smell
After sight, the most dominant sense, accounting for 47 points of daily sensory activity.
To note: we react emotionally to smells. Smells go directly to the areas of our brain corresponding to emotions and memories, without rational processing. Smells affect us largely unconsciously.
Solution: Scent marketing
Touch
The least used sense, making up 15 points of our daily sensory activity.
To note: Unlike our other senses, touch is a direct sense, meaning that consumers can only feel what is in their immediate vicinity.
Solution: product packaging design, material choices and size. Touch screens and haptic display solutions.
Taste
Scores 35 points on our daily sensory activity.
To note: The sense of taste is closely linked to the sense of smell. We cannot accurately distinguish flavors without interaction of smell.
Solution: Tastings, scent marketing
Scoring by Martin Lindström, pioneer of neuromarketing
Trending: Scent marketing
Scent marketing is one of the rising trends in marketing. Scent marketing can directly affect the unconscious part of the human brain that regulates emotions and memory. By evoking positive images and emotional memories, scents can be used to increase the attractiveness of the marketed product. Scents that are perceived as pleasant evoke positive emotions. By associating a pleasant smell with a product or product category or an entire store, you can enhance the brand quality and boost your sales.
Craneworks collaborates with Sevende Aromas, the biggest sensory marketing company operating in Finland. Our collaboration is based on research and unique product development, even on a global scale.
  • The sense of smell is the most emotional sense of all
  • The close link between emotions and smell is neuroanatomically and psychophysically proven
  • The sense of smell transmits messages to the parts of the brain responsible for emotions and memories
  • All other senses think before they react, but with smells the brain reacts before thinking
  • We react emotionally to smell - pleasant smells evoke positive emotions
Veikkaus logo
Client
Veikkaus
Venue
Nokia Areena, Tampere
Products and services
BCN Digital Signage
BCN Digital Signage Audio
BCN Templates
BCN Scents
BCN Experience Management
Veikkaus Casino Tampere:
A customer experience for all senses
The new Casino Tampere was opened at the Nokia Arena in Tampere late 2021. At the heart of the casino there is an audiovisual experience that is completely unique on a global scale.
he casino offers a modern entertainment venue for adults. In addition to the table games and slot machines, customers can enjoy a new kind of sensory experience in “Virta”, which is a multi-sensory zone in the middle of the casino.
Virta is an experiential zone that appeals to customers with images, sound, smells and lights. The digital Virta runs through the casino as an entertaining multi-channel experience for customers. At the heart of the experience are high-resolution LED walls, low-resolution LED trim walls, a 12.1-channel live sound system and seasonally themed videos, sound, scents and lights. 
The holistic sensory experience is controlled by a unique experience management system developed by Craneworks' sister company Doohlabs. The system is able to control not only images but also a variety of scents and soundscapes in the space.
Virta has been developed in collaboration with Craneworks' sister company Doohlabs, Sevende Aromas, Muuan, Amerikka and Monographic.
Interested?
Scale up your marketing to the next level with multi-channel sensory marketing.
We at Craneworks are happy to help. Contact us and we'll tell you more.
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