Stefan Drew - The Marketing Magician

FE, Education & Business Marketing: Quick, Effective, Low Cost Marketing

Stefan Drew - The Marketing Magician

Sensory Marketing Can Make You Money

Sensory marketing with mirrors

Notice how this hotel room mirror is angled against the wall .. look at the right hand side and notice the frame is wider at the bottom than top.

Sensory Marketing uses the five senses to sell products and even services by utilising the cross-sensory connections we all have in our brain.

Clever marketers know that certain sounds, smells and sights sell.  But did you know that even the weight and feel of a product can affect sales? 

 

In this short series on sensory marketing, or synaesthesia* as the scientists call it, I'm going to look at some very simple marketing ideas that any of us can use.  Some you will recognise, as we will all have been on the receiving end of them, others may be totally new. So read the first part of this How to Use Sensory Marketing Guide now. 

 

 

 

Forget Focus Groups .. Think Ethnography.

 

 

For years marketers have resorted to focus groups as a way to determine what consumers will do in particular situations (although I think it has often been a cop out if things don't work out .. marketers can then blame the focus group members).  I've always thought it better to let consumers vote with their feet, wallets and credit cards.  Following this logic marketing experts are now suggesting we consult ethnographers (ethnogrpahy is the scientific study of cultures) and watch what people actually do .. and why. 

 

Don't take my word for it.  It works online where it can increase website conversion and sales.  In this format it has an effect on SEO.  It even works with PPC and other forms of online advertising.  I'll show you how in the next few posts.  

 

Here is an example of sensory marketing that clothes shops and boutiques use every day .. even hotel chains are using it.  The angled mirror.

 

How Does an Angled Mirror Sell More Products?

 

This simple conscept works on the basis that a mirror that is slightly closer to us at the bottom than at the top has a slimming effect on the image we see.   So when you try on the latest fashion and look in the mirror you look great!

And we all know that people that know they look great, also feel great.  We also know that people that feel great, spend money ensuring they continue to look and feel great.  It works for little black dresses and long black boots!  Even the guys look and feel better when they view themselves in an angled mirror.

 

Hotels Use Angled Mirrors to Encourage Customers to Spend More

And it isn't just fashion shops that use this simple technique.  Many of the hotels I now stay in have adopted the same tactic.   They know that when you dress for dinner, and see yourself looking great, you are likely to spend more on your meal and drinks.  

So making your customers look great (even if it is an optical illusion) will encourage them to spend more.

 

More About Synaesthesia

* Synaesthesia is also the term used to denote a neurological condition where the senses are confused. For example someone might see the colour blue and always smell almonds!  In this condition two senses get confused.  The confusion is purely independent and isn't shared with others.  This is a related but in this case the term synaesthesia is used in the cultural association sense where whole populations share the same association.     


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