Ah marketing. What started as a simple concept of getting more sales has evolved into a complex discipline that has become fundamental to businesses worldwide. Its importance in today’s highly competitive environment cannot be stressed enough. If you aren’t doing your marketing right, then you will lose to someone who is.
What further adds to an already chaotic marketing landscape is the increasing power consumers have in making informed decisions. With the advent of the internet, gone are the days when dubious marketers exaggerated claims about their products. A quick Google search can give any buyer all the information he needs to make an intelligent buying decision.
So what do we do now as marketers? Well, a relatively new field of marketing known as Sensory Marketing has shown tremendous potential in creating a strong distinction for those who practice it. In a nutshell, sensory marketing plays on consumers’ five senses namely sight, hearing, touch, taste, and smell. Since these senses are innately built into our anatomy, creating a link between a customer’s sense of smell, for example, and your product, can result in a powerful association that influences buying decisions. For purposes of brevity we will be focusing this article on how marketers can use the sense of hearing to their advantage.
A recent study done in January of 2016 explored how music affects the mood, and consequently, the buying behavior of customers at a KFC outlet in Mauritius. The study was done by conducting a survey of 100 random customers who frequented this particular KFC outlet. It was found that 47% of those surveyed said they felt more relaxed as a result of the music, 32% said they enjoyed themselves more, while a small group of participants (10%) said they were not affected by the music at all.
These results alone are not very impressive but what did stand out was how the music indirectly influenced the buying behavior of these customers. Because customers were relaxed, they enjoyed themselves more while dining at this KFC store. Since they were enjoying the time they spent there, they eventually lost track of time.
So what happens when we’re out having fun and lose track of time? We also lose track of our budget! We tend to spend more the longer we stay. (Roballey and Ali 1985; Millman 1986)
Remember the last time you ordered that expensive slice of Red Velvet Cake because you had so much fun chatting with friends over coffee? You may think it was because of all the juicy gossip that you were catching up on, but my bet is the smooth jazz instrumental in the background (among other things) created a relaxed environment that made you stay put just a little bit longer. Maybe catching up at your local Jollibee would be cheaper?
!Want to make your customers stay longer and spend more? Send us an email at firstname.lastname@example.org and we’ll be sure to reach out!