Maybe it was staying at the Belagio Hotel - the multi-colored, multi-shaped large hand-blown glass flower ceiling in their signature lobby, or perhaps owning your first iPad - the thrill of opening the package and the anticipation of accessing world wisdom in the palm of your hands. Or simply a vivid memory of opening a cold Coke on a hot day - the ultimate satisfaction of quenching your primal thirst!
In this ceaseless climate of detachment, fragmentation and distraction multisensory branding is gaining much traction as brands are being challenged in their expansion of consumer memorability. Sensory branding - the idea that humans are more receptive when all five senses are engaged is a field of major study in the field of cognitive neuroscience. "It’s clear that no amount of time on a Mercedes-Benz website will give consumers a true sense of what it feels like to close a car door, smell the brand-new leather interior, or run their hands over the dashboard." These memorable, multisensory experiences are critical in engaging with a brand. When they do, the rewards are phenomenal. NIKETOWN, Apple Stores, the Samsung Experience, Mercedes-Benz World, Disney Stores, and LEGOLAND are all testimonies to the power of multi-sensory brand experiences around an existing product. Granted all brands does not have the prowess of the mega brands as mentioned above. Yet, these brands do set an example as to how to incorporate multisensory marketing examples in your trade show booth design. Imagine the richness of visuals that may define your space, the sound that defines the new product launch, the scent that evokes the memory of reliability or the color that gives your product a new dimension.
In his book, The End of Marketing As We Know It, Sergio Zyrman writes, "Mass Marketing has lost the ability to move the masses………Technology has given people many more options than they had in the past and created a consumer democracy……… Marketers increasingly need to find ways to speak to customers individually, or in smaller and smaller groups." Focused groups, trade shows and events are proven to infuse your brand with life and vigor. Remember, "marketing is a science. It is about experimentation, analysis, refinement and replication. You must be willing to change your mind."
Engage the five senses to create expectations in delivering your brand promise.