Jutiminio marketingo taikymas organizacijos įvaizdžio tobulinimui

Abstract

Sensory marketing - techniques that aim to seduce the consumer by using his senses to influence his feelings and behavior. Sensory branding is used to relate to the customer in a more personal way than mass marketing. It is a technique that does what traditional forms of advertising cannot. It is used in retail design, magazines, showrooms, trade-fair booths, service centers, and corporate headquarters. We can appreciate logos, corporate colors, characters and other graphical tools with which one can identify a specific product. Sight is how the customer knows the product offering, quality, changes, store layout, materials, lights and colors. Sound is used in branding to evoke emotions and feelings to influence brand experiences and interpretations. Sound when matched with a message is a powerful way to make the customer remember it. Background music is an effective way to influence customer behavior at the point of purchase. If used properly, music can create a mood for the consumer that encourages them to buy, for example playing rock and roll music in a guitar store. Smell is used in branding because it increases the customers' remembrance of the brand. Smell is the sense most linked to our emotional recollection. It can create instant connections between a brand and other memories. Taste fuses all the different senses together to create a holistic brand experience. Taste is linked to emotional states, and so it can alter mood and brand perception. Touch strengthens brand identity and image by appealing to this sense. Touch considers physical and psychological interaction between the customer and the product.