Creative marketing techniques employed to appeal to consumers : the merging of a sensory-mix?

Abstract

ln 1448, James Culliton used the idiom "mixer of ingredients" to qualify a manager and since the term "marketing-mix" first coined by Neil H. Borden in 1953 has been popularised, the concept has proven its efficiency for more than half a century. Nevertheless, nowadays the traditional marketing approach on its own seems; insufficient despite efforts being made to increase budgets. The reasons leading to the decline of the more traditional techniques can be various but the major one seems to stem from the clutter of advertising messages everywhere in the media. With this; in mind, we may reconsider James Culliton's "mixer of ingredients" and apply it to our five senses to think about creative techniques which may trigger a purchase. Sensory marketing could become the solution to regain the market by turning to a "sensory-mix". Lindstrom (2005) suggests a "Holistic Selling Proposition (HSP)" referring to sensory branding by putting the consumer in an agreeable atmosphere to trigger a purchase. ln fact, the love of abundance ln our world of consumerism, has led to market saturation. Since society is shifting from a globalised era to a more experience-focused attitude, marketing techniques must adapt. Shops can increase sales in an efficient manner by creating an agreeable shopping experience that emphasises the sensorial experience or sight, sound, smell, touch and taste. The results of this exploratory study provide further insight on the effectiveness of a new sensory model including the five senses as well as other ambient and social cues.