Premises for successful sensory marketing

However, the success of sensory marketing tactics depends on the personality of the brand. This was supported by a study where promotional accessories were distributed to the consumer, claiming to different groups that this product was either from a sincere brand (e.g. Coca Cola and Ford) or an exciting brand (e.g. BMW and Pepsi). The promotional accessories felt and looked differently as anticipated (e.g. the case looked like plastic, but was actually metal). They were distributed to the consumer claiming it to be from either a sincere or exciting brand and the results were astonishing.

When consumers received the promotional accessories from the sincere brand, they expressed that their desire to purchase the product decreased, as it did not fulfill their expectations of vision and touch. This occurred even though the real material of the accessories is considered to be of higher quality (e.g. looked plastic, but was in reality metal).

The opposite happened when the product was distributed under the name of the exciting brand. The consumers liked the twist in vision and touch, and expressed that their purchase intentions increased. This was even the case when the real material was perceived to be of lower quality (e.g. looked like metal, but in reality was plastic).

Therefore, even though sensory marketing offers huge future opportunities, the brand personality has to be fitting in order for it to be really successful and accepted by the consumer. However, when the brand personality fits the strategy and campaign, there should be nothing in the way of success.

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