What is sensory marketing and why are we changing our approach to it in the marketplace?

There has been a lot of talk about customer experience in recent years - but what does it really mean? For us at Make Sense Media, it's more than just a “nice smell” in a shop or “pleasant background music”. It is about consciously designing a space so that every sense of the customer feels cared for, understood and invited to interact with the brand.

Sensory marketing is a strategy that engages the customer's senses - in a way that is consistent with the brand identity.

At Make Sense Media, we address its three key pillars:

Scent marketing - i.e. the conscious introduction of scent that creates an emotional atmosphere and is memorable,

Audio marketing - the selection of music not just for the interior, but for the energy of the brand and the rhythm of its customers' day,

Digital signage - dynamic visual communication that allows you to tell your brand's story with the modern language of image.

Why is our approach different?

Unlike many companies in the market, we do not treat sensory marketing as a collection of “nice-to-haves”. For us, it is a strategic tool that should stem from the values, narrative and character of the brand. We do not sell catalogue fragrances or ready-made playlists. We look for unique combinations that affect emotions, memories and a sense of coherence with the space.

It's about designing experiences, not just “making the background pleasant”.

The senses need care - especially today

The pandemic and the resulting isolation, the shift of many processes to the online world and the growing sense of loneliness have made the experience of physical space more important than ever. In a world made flat by screens, contact with real space, light, smell, sound - has a therapeutic dimension.

The senses need to be activated, but also soothed. That is why sensory marketing today is not only a sales tool, but also a manifestation of social responsibility. By designing scents, sounds and images in a space, we can influence people's well-being - lowering stress levels, reducing feelings of alienation, creating places where you simply want to be.

Architecture of the senses as a new dimension of urban and place design

We believe that the future belongs to brands and spaces that act sensorially and responsibly.

It is no longer just about attracting attention, but about stimulating all the senses in a way that builds relationships and well-being. Sensory marketing in this view is not decoration, but an integral part of place architecture and brand communication.

The outdoors can be more pleasant

Our mission is to show that a space - even a commercial one - can be more than a place of transaction.It can be an experience, a memory, an emotion. It can be pleasant, human, inviting.

And sensory marketing, if well thought out, has a huge part to play in this.

Your customers feel more than you think.

Take care of their experience with all their senses.

Write to us - we will prepare a sensory analysis of your space free of charge and suggest how smell, sound and image can support your business every day.

Zosia Jungst
Head of International Business Development, Aroma Marketing Specialist