Talk to Multiple Senses with New Products

In an atmosphere of pleasant aromas, shoppers are more likely to buy, especially when the aromas are relevant to the product being sold. People spend more on cleansers if there's a faint odor of Formula 409 in the air, and people buy more cookies and milk if there's a faint odor of fresh chocolate chip cookies.
     Gustatory sensations are highly relevant with food items. There are two items important to understand about taste: First, it can be stimulated through associations from the other senses of smell, texture, sight and even sound. Second, it can be stimulated by verbal descriptions, not just by the sensory experiences themselves. And the more of these senses that are pleasantly stimulated, the more likely you are to move towards the sale.
     University of Michigan researchers presented one of two chewing gum ads to consumers. The first was designed to appeal to multiple senses, reading "Stimulate your senses." The other ad mentioned only taste, reading, "Long-lasting flavor." All the study participants then sampled the gum. Those people reading the multiple-sensory version before the sampling gave higher ratings to the flavor of the gum. The researchers repeated the multiple-sensory versus taste-only advertising/sampling with potato chips and with popcorn. The results were fundamentally the same.
     Having customers fully enjoy that first sample of a new product is crucial. You don't have a second chance to make a good first impression. When you include descriptions that appeal to the full range of sensations in your ads, promotional materials, signage and packaging text or menu text, you gain an edge at the time the consumer puts your product into their mouth. And this means of achieving an advantage works even with non-food items. Whether it's detergent, sporting goods, or hardware, the fuller the preparation of the shopper's senses, the better.

For your profitability: Sell Well: What Really Moves Your Shoppers