WHAT’S THE BEST WAY TO MAKE YOUR BRAND IMPRESSION LAST? GET THEM TO SEE IT, HEAR IT, TOUCH IT, TASTE IT AND SMELL IT
Marketing to all five senses is the most effective way to make sure that your brand is remembered, whether the audience you’re reaching out to is encountering it at a trade show, an experiential marketing tour stop, or in a branded corporate environment. An experience that engages all the senses is a great way to make an impression that lasts.
Humans are very visual by nature, which is why a high quality design can make or break the success of your brand. Have a creative, well-planned strategy for visually representing your organization. The first chance you have to introduce your brand and message is usually through visual marketing, so make sure you look your best from all angles.
You know that one song that always takes you back to a particular place and time? Or how about the jingle for that sticky bandage commercial on TV? While people are engaging with your brand or product, you have the power to control what they hear in that moment. This way you can inform them audibly while they’re engaging visually, and together these two senses are very powerful. Sometimes all it takes is a catchy song or clever catch phrase to deliver a message that is concise and memorable. Take the time to get to know your audience and be sure to give them a listening experience that is well executed and pleasant to the ear. Train your staff to have key phrases ready to throw in conversations with potential clients.
If you’re in the business if selling a product, you will probably want to keep a range of samples of your products out for people to touch and feel. But in some cases physical samples can seem boring or may simply be impractical. So what do you do if you don’t have interesting products to display but still want to give your customers a “feely” experience? Two words: stress ball. Why is the stress ball still such a popular promotional giveaway at exhibitions? It’s simple: squeezing a stress ball in strangely therapeutic. Fidget spinners and other fiddly gadgets are all great products to use as giveaways. Hand these out to visitors and passers-by – with your brand printed on them – and you’re good to go.
However, if you want to up your game even more you need a WOW-factor. This is where technology comes in handy (so to speak). Interactive touch screens are a sure winner if you’re looking for a “crowd magnet”. This is a clever way to give your visitors something they can do with their hands while educating them about your brand. Touch screens are great for trade shows, boardrooms, showrooms, training facilities corporate lobbies and so much more.
Unless you’re in the perfume or coffee business, you may be wondering how you can use your visitors’ sense of smell to give them a pleasant and memorable experience. Well, here’s an example. Coricraft is a successful chain of furniture and décor stores in South Africa, and they have their very own fragrance that they diffuse in all their stores. Everyone wants to sink right into that comfy, inviting sofa on the showroom floor, right? Add a homely, pleasant fragrance to the mix and you’ll think of comfort every time you encounter their brand. Don’t underestimate the power of smell. Try using this clever technique to create a lasting impression the next time you’re marketing your brand.
Again, this can seem tricky to do if you’re not promoting a food product. But there are still ways you can use the sense of taste to win at marketing. Visitors are more likely to remember a company that gave them a free tasty treat. Even if you’re not selling food you can give them snacks or drinks such as coffee, candy, beer, lemonade, wine or popcorn. They’re even more inclined to remember you if you’ve managed to include the other senses to create an overall sensory experience. Use your creativity to incorporate your brand into your food, like a car company giving out coffee in motor oil-branded cups or dog-shaped cookies if you’re in the pet business.
Need five-senses ideas for your own trade show marketing plan? Talk to the experts today at Xtreme Xhibits in Austin and San Antonio. We can help you come up with an unforgettable exhibit your customers will see, hear, feel, smell, and taste – and never forget!