Emotional triggers and sensory marketing

You’ve appealed to your consumer’s rational side (see our earlier post – Rise of  the Intelligent Consumer). Now, appeal to their emotions. We’re hearing wide use of such sales phrases as “new lifestyle opportunity,” “passion points” and “one-of-a-kind experiences.”

Humans have five senses: sight, touch, taste, smell and hearing. Today’s multi-sensory marketing of tourism products and services creates emotional bonds in consumers by appealing to all five of these senses. The idea is to influence perceptions of brands. Tapping customers’ emotions creates memories to be taken away for the long term.

After all, what sets one product apart from another, one brand from the next? Yes, the bed is soft, the shower water is hot and the lobby smells pleasant. What’s critical is that the customer’s whole sensory experience be funneled through a hotel’s identity.

As Laurie Babin told the Journal of Advertising, “The potential of imagery is both potent and provocative, especially when one takes into account that the forms of mental impressions include all five senses.” Travelers choose to be guests or visitors at your hotel, destination or cruise line. They may not be able to explain why, but they “have a feeling that it’s right”.

Vendors of luxury brands are in the experience and emotions business, selling stories and memories. Products and brands must inspire a special experience to provoke the universally sought “I love it!” response.