Sensory branding is based on the idea that we are most likely to form, retain and revisit memory when all five senses are engaged. By going beyond the traditional marketing media of sight and (sometimes) sound, brands can establish a stronger and longer-lasting emotional connection with consumers.
In studies, groups exposed to multi-sensory environments always outperform those in uni-sensory environments. Their recall is better all around—in quantity of information retained, clarity and duration. What’s more, sensory information can affect consumer habits, such as restaurant turnover or purchasing. Marketers are taking heed.
Full article from Let's Talk Trade Shows by Joyce McKee.