The Sixth Sense: Feeling
Today will be the start of a 6 part series I’ll call – The Six Senses of Marketing – where we’ll discuss all six senses (yes, I said six) and how we can use these senses to help us better market our companies.
As the title hinted at, I will be discussing them in reverse starting with the sixth sense, Feeling.
When I say feeling, I am not discussing touch, that will be our third sense. I’m talking about that inner feeling we get. Some call it a gut feeling, others call it intuition, some may address it as the “No Feeling”, regardless of what you call it, we all get them.
I remember a drinking game I played once that was created for those who chose to partake in libations while watching the Star Wars movies .The game had suggested that you drink every time someone said “I’ve got a bad feeling about this” and although my memory is fuzzy, I do believe it happened a lot. It happens a lot in life as well. We smell the milk in the fridge when the due date is today and decide to pour a dab in our coffee based upon our “feeling” about it, if the smell isn’t any immediate indication. We get a “feeling” on the way to work that makes us take the other thoroughfare rather than the one we took yesterday. We decide to let that mid-morning call go to voice mail because we “feel” that it’ll be a long one and we want to finish the task at hand before dealing with it.
Most of us can’t describe where these “feelings” come from; they just show up from time to time and can sometimes help us to avoid some amount of unpleasantness. Perhaps they’re some form of survival instinct that calculates past experiences, our current situation and maybe what we ate for breakfast? The fact is, most of us get them on a pretty regular basis.
So what does this all have to do with marketing? Well, I would say a lot. Many of us will stand in the aisle with two seemingly similar products at roughly the same price, but we generally only leave with one. Why do we choose that one? Because we have a “feeling” that it’s the better choice.
The challenge for you as a business owner is, to be the company that provides the better “feeling” in the event that you’re product or service is pitted against a seemingly similar one.
This brings me to why I decided to do this list in reverse. The “feeling” is the result of the combination of all the other sensory perceptions. The sound, sight, smell, touch and taste of your offering are all combined to create the “feeling” that the customer will have. It’s our job to ensure that all of these other five senses combine to create the best possible “feeling”.
Let’s say you’re a hotel. You could use soft soothing music throughout the lobby and the halls to provide a welcoming sense of security and relaxation. If you combine that with warm, comforting colours such as reds, golds and browns, linens infused with the scent of vanilla and the warm fuzzy feeling of a cashmere or terry cloth robe as they bite into a complementary warm cinnamon bun each morning; you will have created an entire ensemble of warm, soothing, welcoming, and relaxed “feelings” that are a perfect combination for travelers.
Start with the “feeling” you want customers to have about your company, and then work backwards to decide what sounds, sights, smells, touches and tastes will help you best convey these feelings.
Many companies only consider a few of the five senses, usually those that are immediately apparent, the aesthetic design of an electronic device, and the sound quality if it’s a musical device. I think spas do it best; as most will have soothing music playing, they warm the water for pedicures, and the masseurs heat their hands before your massage, they offer you a soothing tea of your choice and some may incorporate a scent with candles or incense to complete the sensory collection.
I encourage you to try to experience your business as a first time customer. Put your products or services through the paces. Try it with your eyes closed, with earplugs in. While some won’t want to taste their motor oil, I urge you to find a way that customers can “taste” your company. A beverage is usually the simplest form for this. Does your company have a smell? Does it create the “feeling” you’re hoping customers have? Motor oil probably doesn’t offer much in the way of a great scent; try to find a way to substitute another scent. What does your company “feel” like (as in touch)? while you may be a retail store with shelves of boxes, what will customers touch? Can it be improved to help achieve the overall “Feeling” you’re hoping they have?
I have a “Feeling” that you’ll have definite “Feelings” on this topic, why not join in and share your thoughts in the comments below.
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