Sensory Marketing: A musician’s approach
Be it Dubai or Mumbai, London or Lisbon, citizensound is excited to find that more and more brands are investing in the power of the senses as part of the consumer experience. The old one dimensional approach to sensory marketing is moving out of the mainstream into the background, being replaced by strategies that consider a multitude of senses.
For most musicians it is their SOUND that is the core of their communication, though for a few ‘musicians’ it might be more about how they look rather than how they sound!
The VISUAL has always gone hand in hand with sound. From the astonishing performances of Mozart to the Sgt Peppers album cover, from MTV to recent mashups.
An example of this came to me at our NOTWORK night last week. I met Rob, otherwise known as O Yuki Conjugate. He shared this with me…
This was beautiful to look at. But it didn’t stop there.
When you TOUCH the CD, you realise that this is art, not a CD. The tiled front cover is a wonderful tactile experience.
The album is called The Euphoria of Disobedience.
I showed it to people at NOTWORK and in Lisbon last week, and after the initial positive comments, the inevitable question got asked…
Great, but how does it sound?
This is where TASTE comes in. I leave it to you to listen to and decide for yourselves. However, I think it lives up to the rest of the experience. Wonderful.
Why do I share this with you?
Three things for Brands and musicians to consider:
- If you want people to sample your wares, then work hard to draw people in - Don’t expect people to come to you.
- Get noticed by exploring ALL of the senses, not just one.
- Make sure you deliver on the promise.





























