Koren Donuts, Anyone?

What is Marketing?

Marketing is the process of deliberately stimulating demand for and purchases of goods and services, which may include identifying a target audience, deciding which attributes or themes to emphasise in advertising, running advertising campaigns, attending trade shows and public events, designing products and packaging to appeal to buyers, deciding on terms of sale, such as price, discounts, warranty, and return policy, and placing products on the market.

It's one of the most important aspects of business and trade.  Marketers can sell their products to other companies (B2B marketing) or to consumers directly (B2C marketing). Several characteristics apply regardless of who is being advertised to, including the marketers' perspective. They're called market orientations, and they dictate how marketers will approach the marketing planning step. 

The environment around the product, the results of marketing research and market research, and the features of the product's target market all influence the marketing mix, which describes the specifics of the product and how it will be marketed. Following the determination of these criteria, marketers must select how the product will be promoted, including the use of coupons and other pricing inducements.

The commercial process of discovering, predicting, and meeting consumers' needs and wants is referred to as marketing. Marketing encompasses information obtained by studying the management of trade relationships.

Coffee and co.

Have you ever driven past a bakery, smelt freshly baked croissants, and decided to walk inside and get at least two without even checking the price? Well, that occurs to me occasionally, if not frequently. The aromas of butter, dough, and custard...ah! The fragrance of freshly roasted coffee is another something that "arouses" my senses.

And it should come as no surprise that South Korea is a marketing powerhouse: Samsung, K-Pop, Dramas, Minimalist Aesthetics, and...

Dunkin Donuts in South Korea launched a "Flavour Radio" campaign in 2011 after discovering that customers did not link their brand with coffee as much as they did with donuts. In reality, the goal was to raise brand recognition in connection to coffee.

So, what happened?

On Seoul's crowded buses, air-freshener-looking devices were mounted. When the Dunkin' Donuts jingle played after commercials on the radio, the devices released coffee scent into the air.

This intervention/campaign was implemented on buses that stopped near Dunkin' Donuts locations.

In conclusion, how did it go? The ad reached 350k individuals in Seoul, who were able to smell the roasted aroma. According to post-experiment analysis, the Dunkin' Donuts team saw a 16 percent increase in visits and a 29 percent rise in revenue!

Our Senses are being highlighted.

Sensory marketing, also known as sensory advertising/branding, is a marketing strategy that uses sensory stimulation to target consumers' senses. In general, commercials, marketing, and product branding revolve around the senses of smell, taste, sight, and touch.

This is proven to be a terrific solution for businesses to avoid the "wallpaper" effect with their products. Indeed, we can see why Dunkin' Donuts' attempt in Seoul might have been successful.

Maybe my baker sprays the aroma of croissants and fresh bread in the air every morning to entice me in. It appears to be working, if they do so. A little less for my health and fitness, but priorities, you know...

To summarise, sensory marketing is one of the most effective strategies for businesses to elicit emotion and retain engagement today. Furthermore, brands from many sectors and specialities may use it. So, whether you offer apparel or technology, marketing senses is a strategy you can employ to expand your company through a multimodal marketing campaign that fits your needs.

There is no Dunkin here in Australia, but hey...I'm going out for coffee and donuts.