We all know our senses are commonly used in marketing. Adorable babies, bright colors in the logo or compelling scenery. Audio branding with a jingle that stays in our heads, a ring tone identifying the brand or even the roar of the MGM lion. Consider the distinctive smell of Hollister as you walk through the mall, for some a deterrent, for others a personal invitation or the wafting coffee aroma of Starbucks on any city street. Marketing strategies are increasingly pulling at our internal decision makers by tapping into our senses. But, with millions of sights, smells, sounds, tastes and fluffy things to touch how do you break through the legions of stimuli and make your product or service the stand out among millions? Subtle, multi-sensory, harmonious stimuli.

Consider Olay Regenerist, which is engineered to generate heat when applied. Although it serves no purpose in the actual effectiveness of the product, we “feel” like it is working. The same with the burn from your favorite mouthwash, not a necessity for effectiveness, but a sure sign germs are being obliterated, and a conscious choice by the manufacturer. Luxury cars added weight in the doors giving it that heavy, secure feeling when closed and the inundation of Coca Cola related shapes and colors throughout the American Idol series flat out made people thirsty. Adding multiple sensory elements to marketing campaigns not only heightens brand awareness, but increases brand loyalty. Making those elements cohesive and harmonious will surely warm your heart and your sales (and taken with a touch of cinnamon, will appear even warmer)!