Marketing today is almost just about branding – building a business or product name and marketing it to make the service or product on offer synonymous with the name. There are many forms of branding today and sensory branding is the most intriguing, effective and to some extent challenging.
What is sensory branding?
Sensory branding is a form of marketing where marketers try to influence people’s buying behavior by implanting subconscious sensory triggers that affect the target’s decision making. For instance, a perfume marketer can market a product as ‘sexy and feminine with Jenifer Lopez’s allure’. Although shoppers have to smell the fragrance to understand it, the message itself is passed through sensory means.
Forms of Sensory Branding
Sensory branding involves manipulating all the five human senses: visual, audio, smell, taste and touch.
- Sight: Visual communication is the most effective marketing tool that often precedes all the other sensory communications. Using a logo, images, fonts, colors and themes to brand a product or business is a good example.
- Hearing: Second most effective and favorite sense used by marketers, audio communication is a strong connect to auditory senses that is easy to target and easy to deliver to the target audience. A good example is the Nokia ‘Connecting people’ tone.
- Smell: The Olfactory sense happens to be the most responsive and least ignored of the five senses. Smell invokes memories of people, places, items and situations associated with a smell since the brain does not filter or analyze smell.
- Taste: The food industry, in particular, capitalizes on the use of taste to market products and build and promote a brand. Taste can be a powerful sense to use to sway a customer and create a habit. McDonalds markets its burgers by invoking taste memories and create a brand by making all its burgers taste the same – whether you buy it in the Miami, Moscow or Johannesburg.
- Touch: The feel of a product – from a patterned carbon fiber back of a smartphone to the smooth touch of a fabric washed with detergent X – is a major drive for many product sales. Many people don’t shop for some items online for the sole reason that they cannot feel the product.
In order to succeed at building a valuable brand in the competitive and dynamic global market, a marketer must come up with an effective and integrated strategy that involves research, marketing, advertising and publicity. Information on setting up such a strategy comes from many sources including blogs, forums, seminars and the classroom – but the best, latest and in-depth ideas come from books. If you are a marketer, you should have read these three books.
How Customers Think: Essential Insights into the Mind of the Market by Gerald Zaltman
This book is essentially a new approach to understanding the ‘hows’ and ‘whys’ customers buy. The book is mind-opening and builds on research from diverse disciplines including neurology, cognitive science and literary analysis. Gerald Zaltman walks you through what happens inside the complex mind, body, market and society systems and trains you to research and speak to unconscious brains, evoke valuable meanings in marketing to sale more and build a brand.
How to Become a Rainmaker: The Rules for Getting and Keeping Customers and Clients by Jeffrey J. Fox
Rainmakers are the big bucks makers – and Jeffrey J. Fox promises to take you closer to being one. This book focuses on training marketers to bring big money, big clients and big deals using simple hard-hitting marketing strategies. Fox explains the Rainmaker’s Credo – the reasons customers don’t pay attention to you and why you should sell on a Friday afternoon among other critical skills.
Selling to Big Companies by Jill Konrath
If your goal as a marketer is to grow to one day sell to big companies, then this book may just be your instructions manual. Jill leads you on a step-by-step ride to discover how to achieve marketing success by creating sure-fire strategies that shrink sales cycles, crack into big accounts and close more deals.
The marketing dictionary defines a benchmark as a standard by which all products, items, services or ideas of similar nature can be compared against or used as the basis of assessment. Such a benchmark is often used to compare products within the same industry, between other businesses and competitors and between products produced at different times. Benchmarking when it comes to marketing can therefore be defined as the process of assessing the quality or quantity of a product, service, business or idea relative to a set standard.
How does benchmarking help businesses?
Benchmarking is very important for businesses, especially new startups that need a reference point to set targets and objectives. Benchmarking helps businesses in many ways including:
- Benchmarking helps new and established businesses have clear views and ideas on ways that they can handle the marketing aspects of the business by emulating or comparing the practices of successful companies. It gives new and existing business an opportunity to expand and succeed.
- Since benchmarking is also putting in more organized flow of operations for the business, it also plays a significant role in producing better results from production, more sales, greater profits and smoother running of the business. In short, the business will be more productive.
- When a business adopts an effective benchmarking strategy, the procurement, productivity and sales benchmarks of a business will make it easy to find problems and bottlenecks in the system faster. The individuals in charge of such benchmarks will better monitor the people under them.
- Benchmarking is a surefire way for a business to measure its profit margins and compare their performance with past productivity to make any necessary changes to make the business more profitable. This approach strengthens every point of the business and every department in the business.
- Benchmarking helps people working for or in the business because it makes work easier and eliminates all the red tapes that hinder fast decision making from the point of input to the point the product reaches the buyer.
Marketing is a career that not so many really understand what it is about or even how much professional marketers earn. If you are looking forward to becoming a professional marketer, you will need to have the most essential information on this career on your fingertips. Here is what you need to know about being a professional marketer in the US.
What skills do you need to have to be a marketing professional?
Someone once said that a marketer is born, not made. To be a professional marketer, you will need to be a creative, analytical thinker, an excellent communicator, flexible, organized, outgoing and motivated. You should also be ready to continuously learn emerging marketing information.
What are the responsibilities of a professional marketer?
Most marketing position involves cultivating business relationships, researching and evaluating, approaching new market prospects, branding products and managing information. Professional marketing also involves business to business marketing, product management and sales.
How much do marketing professionals earn?
A successful career in professional marketing has an annual entry salary of between $19,000 and $25,000 and an average annual salary of between $80,000 and $120,000. Some of the popular careers in professional marketing include Advertising manager ($108,000), Marketing manager ($112,000), E-Commerce marketing manager ($84,800), Media Coordinator ($54,300) and brand manager ($91,760).
Is there demand for marketing professionals in the US?
The US Bureau of Labor Statistics says that the demand for professional marketers grows at the same rate as the popularity and evolution of modern marketing. Job growth varies by area of marketing but generally professional marketers will be required for as long and as much as entrepreneurs need to sale and customers need to buy.
Which companies hire professional marketers?
According to the US Bureau of Labor Statistics, about 20 percent of marketing professionals in the US work in retail trade, 18 percent in wholesale, 12 percent in manufacturing, 10 percent in finance and insurance and 7 percent work in management positions in companies.
Before I knew what marketing really is, I used to assume that one becomes a marketer automatically if he manages to sell of something. I also used to think that a professional marketer is probably someone who has studied marketing to some level or someone who sells things while in a suit. I was wrong, of course, because marketing is a lot more than that. If you want to become a marketer someday, I am certain you know what it entails – all the basic requirements, salary ranges, demand in the market and every other essential detail. To add to what you already know, here are 3 things you ought to know about marketing that books probably won’t teach you.
1. Visitors aren’t necessarily customers
Unless you are promoting a site that seeks to increase visitors – either to popularize a name or brand or make money advertising, then you shouldn’t consider visitors customers. Eyeballs do not pay the bills, people coming to look around and leave are not as good as those who come and actually spend some money on your products. Know the difference between visitors and customers and know how to attract whichever category you want.
2. Selling something to someone who already wants it is easier
This goes without saying – most people search for something they already want. In many cases, potential buyers already want something; it only takes a little convincing to push them over the edge. As a marketer, you will mostly be responsible for offering brilliant compelling reasons why they should buy from you or your client. Marketing is a broad field that involves the understanding of human psychology – this comes in handy in such situations.
3. It’s great to specialize, but integration is necessary
If you are in digital marketing, you can specialize in one element or field but if history is anything to go by, your effectiveness and capability to make a career out of digital and online marketing is dependent on how you embrace and seek new emerging trends in marketing. An integrated marketing suite, not a standalone approach, is the way to go.
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